Customer journey map

Skill phuryn/pm-skills/pm-market-research/skills/customer-journey-map

Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey.From its SKILL.md

Install

npx -y skills add phuryn/pm-skills --skill customer-journey-map

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SKILL.md

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Customer Journey Map

Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, and improvement opportunities at each stage.

Context

You are creating a customer journey map for $ARGUMENTS.

If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.

Instructions

Define the persona: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.

Map the journey stages (adapt to the product):

Stage	Description
Awareness	How do they first learn about the product?
Consideration	What do they evaluate? What alternatives do they compare?
Acquisition	How do they sign up or purchase?
Onboarding	First experience with the product — time to value
Engagement	Regular usage — building habits
Retention	What keeps them coming back? What might cause churn?
Advocacy	When and why do they recommend the product to others?

For each stage, document:
- Touchpoints: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
- User actions: What they do at this stage
- Thoughts & questions: What's on their mind ("Is this worth my time?" "How do I...?")
- Emotions: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
- Pain points: Friction, confusion, drop-off risks
- Opportunities: How to improve the experience at this point
Identify critical moments:
- Aha moment: When the user first experiences core value
- Moments of truth: Decision points where they commit or abandon
- Churn triggers: Where users most commonly drop off
Create the journey map table:

Stage Touchpoint User Action Emotion Pain Point Opportunity
Recommend prioritized improvements:
- Which pain points have the highest impact on conversion or retention?
- What quick wins can improve the experience immediately?
- What requires deeper investment but has the biggest payoff?

Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.

What ships with it

Read from the repository

Just SKILL.md. No reference files, no scripts.