# customer journey map
## Metadata

- Canonical URL: https://6ducklearn.com/skills/customer-journey-map/
- Markdown URL: https://6ducklearn.com/skills/customer-journey-map/index.md
- Product: skills
- Category: product-management
- Tags: pm-market-research, product-management, pm-skills
- Updated: 2026-07-14T03:00:00.357428+00:00
## Summary
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.
## Content
## 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

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

2. **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? |

3. **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

4. **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

5. **Create the journey map table**:

   | Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity |
   |---|---|---|---|---|---|

6. **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.

---

### Further Reading

- [User Journey Mapping 101](https://www.productcompass.pm/p/user-journey-mapping-101)
- [Funnel Analysis 101: How to Track and Optimize Your User Journey](https://www.productcompass.pm/p/funnel-analysis)
- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)

## Related Skills

- [competitor analysis](https://6ducklearn.com/skills/competitor-analysis/index.md): Analyze competitors with strengths, weaknesses, and differentiation opportunities. Identifies direct competitors and maps the competitive landscape. Use when doing competitive research, preparing a competitive brief, or finding differentiation opportunities.
- [market segments](https://6ducklearn.com/skills/market-segments/index.md): Identify 3-5 potential customer segments with demographics, JTBD, and product fit analysis. Use when exploring market segments, identifying target audiences, evaluating new markets, or learning how to segment a market.
- [market sizing](https://6ducklearn.com/skills/market-sizing/index.md): Estimate market size using TAM, SAM, and SOM with top-down and bottom-up approaches. Use when sizing a market opportunity, estimating addressable market, preparing for investor pitches, or evaluating market entry.
- [sentiment analysis](https://6ducklearn.com/skills/sentiment-analysis/index.md): Analyze user feedback data to identify segments with sentiment scores, JTBD, and product satisfaction insights. Use when analyzing user feedback at scale, running sentiment analysis on reviews or surveys, or identifying satisfaction patterns.
- [user personas](https://6ducklearn.com/skills/user-personas/index.md): Create refined user personas from research data — 3 personas with JTBD, pains, gains, and unexpected insights. Use when building personas from survey data, creating user profiles from research, or segmenting users for product decisions.
- [user segmentation](https://6ducklearn.com/skills/user-segmentation/index.md): Segment users from feedback data based on behavior, JTBD, and needs. Identifies at least 3 distinct user segments. Use when segmenting a user base, analyzing diverse user feedback, or building a segmentation model.