Customer Journey Map
Map awareness-to-advocacy touchpoints, emotions, and friction so you can fix onboarding and retention without guessing.
Overview
Customer Journey Map is an agent skill most often used in Grow (also Validate, Launch) that builds a staged customer experience map with emotions, friction, and opportunities.
Install
npx skills add https://github.com/phuryn/pm-skills --skill customer-journey-mapWhat is this skill?
- Seven-stage journey framework from awareness through advocacy with per-stage documentation prompts
- Per-stage capture of touchpoints, emotions, pain points, and improvement opportunities
- Persona-first workflow tied to jobs-to-be-done instead of generic “users”
- Ingests interviews, surveys, analytics, support tickets, or prior maps when provided
- Web research when a product URL is supplied to ground the map in real positioning
- 7 journey stages from awareness through advocacy
Adoption & trust: 1.1k installs on skills.sh; 12.3k GitHub stars; 1/3 security scanners passed (skills.sh audits).
What problem does it solve?
You know users drop off somewhere in the funnel but you cannot see the full path, feelings, and touchpoints in one place.
Who is it for?
SaaS or product founders refreshing onboarding, support-heavy products mining tickets into a journey view, or pre-launch teams aligning messaging with real consideration steps.
Skip if: Teams that only need retention numbers without narrative context (use cohort analysis), or apps with no defined user segments yet (start with audience research).
When should I use this skill?
Mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey.
What do I get? / Deliverables
You get a persona-anchored, stage-by-stage journey map you can use to prioritize onboarding, retention, and advocacy improvements—and pair with cohort analysis for quantitative validation.
- Stage-by-stage journey map with touchpoints, emotions, pain points, and opportunities
- Persona definition anchored to JTBD
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Journey maps are shelved under Grow because they most often drive lifecycle fixes—onboarding, engagement, retention, and advocacy—after you have a product to optimize. Lifecycle is the canonical subphase: the skill’s stages (onboarding through advocacy) align with how solo builders tune user journeys over time.
Where it fits
Turn interview notes into awareness and consideration stages for a narrowly defined persona before you commit to a feature set.
Align landing page promises with acquisition and first-run onboarding steps so messaging matches the real first-time path.
Document retention and advocacy pain points to decide which lifecycle emails or in-app nudges to ship next.
Map where prospects first hear about you and what they compare so channel copy matches consideration touchpoints.
How it compares
Use for qualitative journey structure instead of jumping straight to funnel metrics alone.
Common Questions / FAQ
Who is customer-journey-map for?
Solo and indie builders doing product, growth, or support work who need a shared map of how users discover, adopt, stick with, and recommend a product.
When should I use customer-journey-map?
In Validate when scoping landing and onboarding; in Launch when aligning distribution and SEO messaging to consideration steps; in Grow when reducing churn and improving lifecycle touchpoints; whenever you are mapping friction or visualizing the full user path.
Is customer-journey-map safe to install?
It is a planning and documentation skill that reads files you provide and may search the web for public product context; review the Security Audits panel on this page before installing from any third-party skill source.
Workflow Chain
Then invoke: cohort analysis
SKILL.md
READMESKILL.md - Customer Journey Map
## 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)