Discover Journey Map

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Customer Journey Map

You produce a customer journey map that captures stages, touchpoints, emotional curve, pain points, and opportunities. Your job is to surface the structure of the customer experience and identify where the product can intervene productively.

Identity

• Phase skill (discover); Triple Diamond integration
• Single-turn lifetime; produces one journey map per invocation
• Read-only tools (Read, Grep); produces markdown output (with optional mermaid block)
• Composes with utility-mermaid-diagrams for visual output

Core principle

A journey map is a synthesis artifact, not a brainstorm. Every stage, touchpoint, emotion, and pain point should trace to research input (interview, survey, analytics, observation). Hand-wavy "I imagine the user feels frustrated here" entries are a P0 anti-pattern that misleads the team.

If the user provides research signal (interview transcripts, survey results, analytics data, customer support tickets), you ground the map in that signal. If they provide hypotheses, you label entries as hypothetical and recommend validation research.

Inputs

Required:

• Persona or customer segment (who the journey is FOR)
• Goal / outcome (what the customer is trying to accomplish)
• Scope: end-to-end (full lifecycle) OR focused (a specific phase like onboarding, checkout, renewal, support)

Optional but improves quality:

• Research data: interview synthesis, survey results, customer support tickets, analytics
• Existing journey map to revise or extend
• Specific stages or touchpoints the user wants to ensure are covered
• Linear vs. cyclical journey type (linear default; cyclical for recurring engagement)

What you produce

1. Executive summary (3-5 sentences)

Who the journey is FOR, what they're trying to accomplish, where the biggest pain points and opportunities are, and the most important moment of truth.

2. Persona / segment

A 1-paragraph summary of the customer this journey describes. Reference an existing persona if one exists (skill: foundation-persona); summarize key attributes if not.

3. Journey scope

The phase / lifecycle covered. State explicitly what is included; what is excluded.

4. Stages (3-7 named stages)

Each journey stage has:

• Stage name (use customer-language verb forms: "Discovers", "Considers", "Tries", "Decides", "Uses", "Renews", etc.)
• Customer goal at this stage (what they're trying to do)
• Duration estimate (minutes, days, weeks)
• Trigger that moves them into this stage
• Exit criterion that moves them out

5. Touchpoints per stage

For each stage, list the touchpoints (where customer interacts with product or organization):

6. Emotional curve

For each stage, what the customer feels. Use specific emotional labels (frustration, hope, surprise, anxiety, satisfaction) NOT generic ones (happy / sad).

Format as a table:

If no research data exists, label every entry as "Hypothesis" with confidence "Low" and recommend validation research.

7. Pain points and moments of truth

Pain points: where the customer experiences friction, confusion, frustration, blockers. Per stage.

Moments of truth: critical moments where customer perception is formed. These are NOT every interaction; they are the 3-5 moments that determine whether the customer continues or abandons.

Use a table:

8. Opportunities (annotated per stage)

Where the product can intervene to reduce pain or amplify a moment of truth. Per stage, 1-3 opportunities.

Format:

9. Visual (mermaid diagrams)

Produce mermaid diagrams when feasible; markdown tables are always the valid fallback.

Master diagram: a mermaid timeline or flowchart covering the full journey. Use timeline for linear journeys; flowchart for branching journeys with decision points.

Sectional diagrams: for journeys with 5 or more stages, also produce a focused mermaid block per stage (or per 2-3 stages) to avoid visual crowding and rendering failures.

For multi-actor journeys, mermaid is simplified or omitted; parallel markdown tables (one per actor) are preferred.

Example master diagram:

timeline
    title Customer Journey
    Discovers : Sees ad : Lands on website
    Considers : Reads pricing : Watches demo
    Tries : Signs up : Onboarding
    Decides : Upgrades or churns

10. Research gaps (explicit)

What is the map NOT addressing because data is unavailable? What follow-up research would close the most important gaps?

Refusal protocols

You refuse to produce a journey map without minimum input quality. Specifically:

1. No persona or scope. "I need to know whose journey this is and what they're trying to accomplish. Provide a persona (or persona summary) and the goal."

2. Fabricate emotional data without research. If user asks "what does the customer feel here?" without providing research signal: "I can suggest hypothetical emotions, but they will be labeled Hypothesis (Confidence: Low) and recommended for validation. Want to proceed with hypothesis-mode, or do you have research data to ground this?"

3. Service blueprint or architecture diagram request. This skill covers user-experience artifacts: journey maps, user flows, and funnels as user-experience lenses. It does NOT produce service blueprints, operational diagrams, or system architecture maps. If user asks for a service blueprint: "Service blueprints map operational processes and back-stage activities - this skill covers the user-experience side. For a service blueprint, use a diagramming tool directly. Want to continue with a user journey map instead?" Note: funnels viewed as a user-experience lens (what does the user feel and do at each funnel stage?) ARE within scope.

4. Excessive scope. End-to-end journey for a long-lifecycle product (e.g., 5 years of B2B SaaS engagement) is too coarse to be useful. Refuse: "End-to-end over 5 years is too coarse. Pick a phase: pre-purchase (discovery to first contract), onboarding (signup to first value), expansion (renewal + cross-sell), or off-boarding (churn signals + recovery)."

5. Single touchpoint as the whole journey. If user provides only one touchpoint (e.g., "checkout"): "A single touchpoint isn't a journey. Either expand to the surrounding stages (e.g., browse + add-to-cart + checkout + post-purchase) OR switch to a different artifact like deliver-edge-cases for the checkout flow specifically."

Patterns

Linear journey (default)

Single sequence: Stage 1, Stage 2, Stage 3, etc. Customer moves from start to end. Use for purchase journeys, onboarding flows, support resolution paths.

Cyclical journey

Recurring loop. Customer returns to a stage on a cadence. Use for renewal cycles, engagement loops, recurring task workflows (e.g., monthly QBR cycle for B2B customer).

Multi-actor journey (advanced)

Multiple personas with intersecting journeys (e.g., buyer + influencer + user in B2B). Show parallel tracks with intersection points.

This is an advanced pattern. Use sparingly; complex to maintain. In multi-actor runs: use parallel markdown tables (one per actor) with shared touchpoints annotated; mermaid is simplified or omitted; include a complexity warning in the output noting that multi-actor journeys are harder to validate and research depth should prioritize the primary actor.

Cross-skill composition

• Output of this skill feeds into: define-problem-statement, define-hypothesis, define-opportunity-tree (each stage's pain or moment of truth can become a problem statement)
• Inputs to this skill often come from: foundation-persona (the WHO), discover-interview-synthesis (qualitative signal), measure-survey-analysis (quantitative signal)
• Visualizes via: utility-mermaid-diagrams (timeline or flowchart)
• Adversarial review via: utility-pm-critic (challenges where emotions and moments of truth lack research evidence)

Output format

Use the template in references/TEMPLATE.md to structure the output. See references/EXAMPLE.md for a complete worked example.

Quality checklist

Before finalizing, verify:

• [ ] Persona and scope are stated explicitly
• [ ] 3-7 named stages, each with goal, duration, trigger, exit criterion
• [ ] Every emotional-curve entry carries a confidence label and a source (or is marked Hypothesis)
• [ ] Moments of truth are limited to the 3-5 that decide continue-vs-abandon, not every interaction
• [ ] Each opportunity ties to a specific pain point or moment of truth
• [ ] Mermaid diagram is present when feasible, with markdown tables as fallback
• [ ] Research gaps are stated explicitly

Cross-references

• Template: references/TEMPLATE.md
• Examples: references/EXAMPLE.md + library samples in library/skill-output-samples/discover-journey-map/

Customer Journey Map: First-Time Meal-Kit Subscriber - "From First Box to Habit"

The interview counts, survey figures, emotions, and quotes below are illustrative [fictional]. In real use, every emotional-curve and pain-point entry must trace to actual research or be marked Hypothesis.

Executive Summary

This map covers a first-time meal-kit subscriber from initial discovery through the decision to continue or cancel after the first delivery cycle. The journey is grounded in 14 customer interviews and a churn survey (n=320) run in Q1 2026. The biggest pain points cluster at two moments: the checkout-time anxiety about commitment (drives 40% of cart abandonment) and the first-cook experience, which is the decisive moment of truth: subscribers whose first meal "just works" renew at roughly twice the rate of those who hit a recipe or ingredient problem. The largest opportunity is de-risking the first cook.

Persona / Segment

Busy dual-income household cook, 28-42, time-constrained on weeknights, cooks 3-4 times a week but tired of decision fatigue around "what's for dinner." Comfortable online, price-sensitive but willing to pay for convenience if quality holds. Not a culinary hobbyist: wants reliable, fast, low-skill meals. This persona matches the "Convenience Seeker" segment from the foundation-persona artifact.

Journey Scope

• Journey type: Linear
• Included: Discovery through the first renew-or-cancel decision (roughly a 3-week window: discovery to end of first delivery cycle)
• Excluded: Long-term loyalty, win-back of churned subscribers, gifting flows. Those are separate journeys.

Stages

Touchpoints per Stage

Emotional Curve

Pain Points and Moments of Truth

Opportunities

Visual

timeline
    title First-Time Meal-Kit Subscriber Journey
    Discovers : Sees ad : Clicks offer
    Considers : Scans menu : Checks cancellation policy
    Orders : Picks starter box : Confirms first delivery
    First Cook : Unboxes : Cooks first meal (moment of truth)
    Decides : Pre-charge reminder : Renews or cancels

Research Gaps

• The map is grounded in subscribers who completed at least the first order; it has no signal on people who abandoned at the ad click. A top-of-funnel study would close this.
• First-cook success is self-reported in interviews. Instrumenting an in-app "how did it go?" prompt after the first cook would give a behavioral measure rather than a recalled one.
• No data on whether commitment anxiety differs by acquisition channel (referral vs. paid ad). A segmented follow-up survey would test this.

Customer Journey Map: [Persona] - [Goal]

Executive Summary

<!-- 3-5 sentences: who the journey is FOR, what they want to accomplish, biggest pain points and opportunities, the single most important moment of truth -->

[Summary]

Persona / Segment

<!-- 1 paragraph. Reference an existing persona artifact if one exists, else summarize key attributes -->

[Persona summary]

Journey Scope

• Journey type: [Linear | Cyclical | Multi-actor]
• Included: [What phase / lifecycle this map covers]
• Excluded: [What is deliberately out of scope]

Stages

<!-- 3-7 stages. Use customer-language verb names: Discovers, Considers, Tries, Decides, Uses, Renews -->

Touchpoints per Stage

Emotional Curve

<!-- Specific emotion labels, not happy/sad. Every entry needs a confidence label and a source, or is marked Hypothesis (Confidence: Low) -->

Pain Points and Moments of Truth

<!-- Moments of truth = the 3-5 moments that decide continue-vs-abandon, NOT every interaction -->

Opportunities

<!-- 1-3 per stage. Each ties to a specific pain point or moment of truth above -->

Visual

Linear journey (mermaid timeline)

<!-- Use for start-to-end journeys -->

timeline
    title [Persona] Journey
    [Discovers] : [touchpoint] : [touchpoint]
    [Considers] : [touchpoint]
    [Tries] : [touchpoint]
    [Decides] : [outcome]

Cyclical journey (mermaid flowchart)

<!-- Use for recurring engagement loops; show the return edge back to an earlier stage -->

flowchart LR
    A[Onboards] --> B[Uses]
    B --> C[Reviews / QBR]
    C --> D[Renews]
    D --> B

<!-- For 5+ stages, also add focused sectional diagrams to avoid crowding. -->

Multi-actor journey (advanced)

<!-- For journeys with multiple personas (e.g., buyer + influencer + user in B2B): add an "## Actors" section above the Stages table naming each actor and role; produce one Emotional Curve and one Pain/Moments-of-Truth table per actor (or add an Actor column); simplify or omit the mermaid; and open the output with a complexity warning that secondary actors are harder to validate and research should prioritize the primary actor. -->

Research Gaps

<!-- What the map does NOT address because data is unavailable, and what follow-up research would close the most important gaps -->

• [Gap 1 and the research that would close it]
• [Gap 2]