Journey Map Skill

Map user experiences and customer lifecycles. Use two modes: User-focused (touchpoints, emotions, pain points) and Business-focused (full lifecycle, revenue metrics, cross-functional).

When to Use This Skill

User Journey Mapping:

Understanding how users experience your product
Identifying friction points in user flows
Designing better onboarding or core experiences
Aligning team around user perspective

Customer Journey Mapping:

Planning go-to-market strategy
Optimizing sales and success processes
Understanding full customer lifecycle (awareness → retention)
Cross-functional alignment (marketing, sales, product, support)

Two Modes

Mode 1: User Journey Map

Focus: How users interact with your product Scope: Single feature or product experience Audience: Product, design, engineering teams Duration: Covers minutes to weeks

Mode 2: Customer Journey Map

Focus: How customers move through business relationship Scope: Full lifecycle from awareness to advocacy Audience: GTM teams (marketing, sales, CS) + product Duration: Covers months to years

Workflow

Step 1: Choose Mode

Ask the PM:

Which type of journey map do you need?

1. **User Journey Map**
   - Maps: Product experience (onboarding, key workflow, feature usage)
   - Focus: Touchpoints, emotions, pain points, opportunities
   - Example: "User onboarding journey" or "Checkout flow journey"

2. **Customer Journey Map**
   - Maps: Full business relationship (awareness → expansion)
   - Focus: Lifecycle stages, revenue metrics, cross-functional handoffs
   - Example: "Enterprise customer journey" or "Self-serve PLG journey"

Your choice: [1 or 2]

MODE 1: User Journey Map

Step 2A: Define Journey Scope

Journey Name: [e.g., "New user onboarding"]

User Persona: [Who is this journey for?]
- [Persona name/type]
- [Key characteristics]
- [Goals/motivations]

Journey Goal: [What is the user trying to accomplish?]
- [Primary goal]

Time Span: [How long does this journey take?]
- [Minutes/Hours/Days/Weeks]

Entry Point: [Where does journey start?]
- [Starting point]

Exit Point: [Where does journey end?]
- [Ending point - success state]

Step 3A: Map Journey Phases

Break journey into 3-7 phases:

## Journey Phases

1. **[Phase 1 Name]** (e.g., "Awareness")
   - Duration: [Time in this phase]
   - User goal: [What they're trying to do]

2. **[Phase 2 Name]** (e.g., "Signup")
   - Duration: [Time in this phase]
   - User goal: [What they're trying to do]

3. **[Phase 3 Name]** (e.g., "First Use")
   - Duration: [Time in this phase]
   - User goal: [What they're trying to do]

[Continue for all phases...]

Step 4A: Detail Each Phase

For each phase, document:

### Phase: [Phase Name]

#### Touchpoints
[Every interaction user has with product]
- [Touchpoint 1: e.g., "Landing page"]
- [Touchpoint 2: e.g., "Signup form"]
- [Touchpoint 3: e.g., "Email confirmation"]

#### User Actions
[What user does]
- [Action 1: e.g., "Clicks 'Sign Up'"]
- [Action 2: e.g., "Enters email and password"]
- [Action 3: e.g., "Checks email for confirmation"]

#### User Thoughts
[What they're thinking]
- "[Thought 1: e.g., 'Is this worth my time?']"
- "[Thought 2: e.g., 'Will this be complicated?']"

#### Emotions
[How they feel - use emoji + description]
- 😐 Neutral: [Description]
- 😟 Frustrated: [Description]
- 😊 Satisfied: [Description]

#### Pain Points
🔴 [Critical pain]: [Description]
🟡 [Moderate pain]: [Description]
🟢 [Minor annoyance]: [Description]

#### Opportunities
💡 [Improvement 1]: [What we could do better]
💡 [Improvement 2]: [What we could do better]

#### Metrics
- [Metric 1: e.g., "Conversion rate: 45%"]
- [Metric 2: e.g., "Time to complete: 3.2 minutes"]

Output Format (User Journey Map)

# User Journey Map: [Journey Name]

**Persona:** [User type]
**Goal:** [What they want to accomplish]
**Duration:** [Time span]

---

## Journey Overview

[Entry Point] → [Phase 1] → [Phase 2] → [Phase 3] → ... → [Success State]

---

## Phase 1: [Phase Name]

**Duration:** [Time] | **Goal:** [User objective]

| Element           | Details                                  |
| ----------------- | ---------------------------------------- |
| **Touchpoints**   | [List touchpoints]                       |
| **Actions**       | [User actions]                           |
| **Thoughts**      | [What they think]                        |
| **Emotions**      | 😐 Neutral → 😟 Frustrated               |
| **Pains**         | 🔴 [Critical pain]<br>🟡 [Moderate pain] |
| **Opportunities** | 💡 [Improvement 1]<br>💡 [Improvement 2] |
| **Metrics**       | [Key metrics for this phase]             |

---

[Repeat for each phase]

---

## Summary

### Biggest Pain Points

1. 🔴 [Critical pain 1] - In [Phase X]
2. 🔴 [Critical pain 2] - In [Phase Y]
3. 🟡 [Moderate pain 3] - In [Phase Z]

### Top Opportunities

1. 💡 [Opportunity 1] - Would improve [metric/experience]
2. 💡 [Opportunity 2] - Would improve [metric/experience]
3. 💡 [Opportunity 3] - Would improve [metric/experience]

### Emotional Journey

😊 Excited → 😐 Neutral → 😟 Frustrated → 🤔 Confused → 😊 Satisfied [Phase 1] [Phase 2] [Phase 3] [Phase 4] [Phase 5]


### Next Steps
- [ ] [Action 1: e.g., "Simplify signup form"]
- [ ] [Action 2: e.g., "Add progress indicator to onboarding"]
- [ ] [Action 3: e.g., "Reduce time to first value"]

MODE 2: Customer Journey Map

Step 2B: Define Customer Lifecycle

Customer Type: [e.g., "Enterprise B2B customer"]
- [Segment details]
- [Typical company size/industry]

Journey Scope: [Full lifecycle or specific segment?]
- [E.g., "Awareness through first renewal"]

Business Model: [How do customers buy/use product?]
- [Sales-led / Product-led / Hybrid]
- [Contract length: Monthly/Annual/Multi-year]

Revenue Model: [How do we make money?]
- [Subscription / Usage-based / Hybrid]

Step 3B: Map Lifecycle Stages

Typical B2B SaaS stages:

## Lifecycle Stages

1. **Awareness** (Pre-customer)
   - How they discover us

2. **Consideration** (Pre-customer)
   - Evaluating alternatives

3. **Purchase** (Conversion)
   - Becoming a customer

4. **Onboarding** (Early customer)
   - Getting set up

5. **Adoption** (Active customer)
   - Using product regularly

6. **Expansion** (Growth)
   - Upgrading, adding seats/features

7. **Renewal** (Retention)
   - Staying vs churning

8. **Advocacy** (Champion)
   - Referring others, case studies

Step 4B: Detail Each Stage

For each stage, document:

### Stage: [Stage Name]

#### Timeframe
[How long customers typically spend in this stage]
- Average: [X days/weeks/months]

#### Customer Goals
[What customer wants to achieve]
- [Goal 1]
- [Goal 2]

#### Company Goals
[What we want to achieve]
- [Goal 1: e.g., "Convert 30% to paid"]
- [Goal 2: e.g., "Time to value < 7 days"]

#### Key Touchpoints
[Every interaction customer has with company]
- [Touchpoint 1: e.g., "Website visit"]
- [Touchpoint 2: e.g., "Sales demo"]
- [Touchpoint 3: e.g., "Email nurture sequence"]

#### Responsible Teams
[Who owns this stage]
- Primary: [Team name]
- Supporting: [Other teams]

#### Key Activities
[What happens in this stage]
- [Activity 1]
- [Activity 2]
- [Activity 3]

#### Pain Points
🔴 [Critical friction]: [Description]
🟡 [Moderate friction]: [Description]

#### Success Metrics
- [Metric 1: e.g., "Trial-to-paid conversion: 25%"]
- [Metric 2: e.g., "Time to first value: 5 days"]

#### Revenue Impact
- MRR/ARR contribution: [$ or %]
- Conversion rate: [%]
- Churn risk: [High/Med/Low]

Step 5B: Map Cross-Functional Handoffs

Identify where responsibility transfers:

## Key Handoffs

**Marketing → Sales**
- Trigger: [When leads are qualified]
- Handoff process: [How it happens]
- Common issues: [What breaks]

**Sales → Customer Success**
- Trigger: [When deal closes]
- Handoff process: [How it happe

journey-map

Como adicionar

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