customer-journey-mapping-workshop

SKILL.md

Facilitate a structured workshop to map customer journeys, identify pain points, and align teams on experience improvements.

Guides you through five adaptive questions covering persona selection, scenario definition, journey phases, actions/emotions/thoughts per phase, and opportunity prioritization

Generates a complete journey map artifact with 4–6 phases, customer emotions and pain points per phase, and 5–7 ranked improvement opportunities tied to specific phases

Designed for discovery and alignment, not roadmap planning; surfaces where experience breaks down and which problems have the highest impact

Works best with existing customer research (interviews, support tickets, churn data, NPS feedback) but can work from product context alone

Purpose

Guide product managers through creating a customer journey map by asking adaptive questions about the actor (persona), scenario/goal, journey phases, actions/emotions, and opportunities for improvement. Use this to visualize the end-to-end customer experience, identify pain points, and create a shared mental model across teams—avoiding surface-level feature lists and ensuring discovery work focuses on real customer problems, not assumed solutions.

This is not a feature roadmap—it's a discovery and alignment tool that uncovers where the experience breaks down and where improvements will have the greatest impact.

Key Concepts

What is a Customer Journey Map?

A journey map (NNGroup) visualizes "the process that a person goes through in order to accomplish a goal." It compiles user actions into a timeline, enriched with thoughts and emotions to create a narrative, then condenses and polishes into a visual artifact.

Five Key Components (NNGroup Framework)

Actor — A specific persona or user whose perspective anchors the map

Scenario + Expectations — The situational context and associated goals

Journey Phases — High-level stages organizing the experience (e.g., discover, try, buy, use, seek support)

Actions, Mindsets, and Emotions — User behaviors, thoughts, and emotional responses throughout phases

Opportunities — Insights identifying where experience can improve