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SKILL.md
npx skills add deanpeters/product-manager-skills --skill customer-journey-mapping-workshop
Run a customer journey mapping workshop with adaptive questions and outputs. Use when you need to map stages, actions, emotions, pain points, and opportunities for a persona and scenario.
npx skills add deanpeters/product-manager-skills --skill customer-journey-mapping-workshop
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.
Works best with: The persona (actor) and the scenario or goal to map. Also useful: Journey phases you already know, research artifacts, and where you suspect the experience breaks.
Anything supplied with the invocation itself — text after the skill name, a pasted context dump, or an appended ARGUMENTS: line — counts as answers already given. Use it and skip whatever it covers; don't re-ask.
Arriving empty-handed? That works too. The workshop opens with the actor question (Q1) and proceeds one question at a time per the facilitation protocol.
Example invocation: Run a journey mapping workshop: persona is a first-time landlord, scenario is listing and leasing their first property through our app.
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.
Use workshop-facilitation as the default interaction protocol for this skill.
It defines:
Other (specify) when useful)This file defines the domain-specific assessment content. If there is a conflict, follow this file's domain logic.
This interactive skill asks up to 5 adaptive questions, offering 3-4 enumerated options at each step.
Interaction pattern: Pair with skills/workshop-facilitation/SKILL.md when you want a one-step-at-a-time flow with numbered recommendations at decision points and quick-select options for regular questions. If the user asks for a single-shot output, skip the multi-turn facilitation.
Agent suggests:
Before we create your journey map, let's gather context:
Customer Research:
Product Context:
You can paste this content directly, or describe the customer experience briefly.
Agent asks: "Who is the actor for this journey map? (Which persona or user segment?)"
Offer 4 enumerated options:
Or describe your specific persona.
Adaptation: Use personas from context (proto-personas, JTBD research, etc.)
User response: [Selection or custom]
Agent asks: "What's the scenario and goal for this journey? (What is the actor trying to accomplish?)"
Offer 4 enumerated options:
Or describe your specific scenario.
User response: [Selection or custom]
Agent extracts:
Agent says: "Let's break the journey into high-level phases (typically 4-6 phases from start to end)."
Agent generates 4-6 journey phases based on scenario (Q2).
Example (if Scenario = "First-time use"):
Agent asks: "Do these phases capture the full journey? Should we add, remove, or rename phases?"
User response: [Approve or modify]
Agent says: "Now let's map what the actor does, thinks, and feels in each phase."
Agent generates 3-5 actions, thoughts, and emotions per phase based on context (Step 0) and scenario (Q2).
Example (for Phase 3: "Try — User signs up, starts onboarding"):
Agent repeats for all journey phases, showing full map.
Agent asks: "Does this capture the customer experience accurately? Should we adjust actions, thoughts, or emotions?"
User response: [Approve or modify]
Agent says: "Based on the journey map, let's identify opportunities for improvement—ranked by impact."
Agent generates 5-7 opportunities (pain points with highest emotional intensity or drop-off rates).
Example:
Agent asks: "Do these opportunities align with your priorities? Which should we focus on first?"
User response: [Selection or custom]
After completing the flow, the agent outputs:
Q1 Response: "Primary persona — Small business owner"
Q2 Response: "First-time use — New user onboarding, from discovery to activation"
Q3 - Phases Generated:
Q4 - Phase 3 (Try) Mapped:
Q5 - Opportunities Identified:
Why this works:
Phase: "Use Product"
Actions:
Thoughts:
Emotions:
Why this fails:
Fix:
Symptom: Journey phases = "Lead generated → Qualified → Demo scheduled → Deal closed"
Consequence: Focuses on sales process, not customer perspective
Fix: Map from customer POV: "Discovers problem → Researches solutions → Tries product → Adopts"
Symptom: Journey map lists actions only, no thoughts/emotions
Consequence: Misses the point—can't identify where experience breaks down
Fix: Add customer quotes, emotional states (frustrated, delighted, confused)
Symptom: Trying to map "all users" in a single journey
Consequence: Loses focus, becomes generic
Fix: One map per persona. If multiple personas, create separate maps.
Symptom: List 20 opportunities with no ranking
Consequence: Team paralyzed, doesn't know where to start
Fix: Rank by impact (HIGH/MEDIUM/LOW) based on evidence and emotional intensity
Symptom: PM creates journey map alone, doesn't involve team
Consequence: No shared mental model, map doesn't drive decisions
Fix: Facilitate workshop with cross-functional team (PM, design, engineering, support)
customer-journey-map.md — Component skill with journey map templateproto-persona.md — Defines actor for journey mappingproblem-statement.md — Converts opportunities into problem statementsdiscovery-interview-prep.md — Gathers research input for mappingopportunity-solution-tree.md — Designs solutions for journey opportunitiesSkill type: Interactive
Suggested filename: customer-journey-mapping-workshop.md
Suggested placement: /skills/interactive/
Dependencies: Uses customer-journey-map.md, proto-persona.md, problem-statement.md, jobs-to-be-done.md
Journey Phases (left to right):
1. Discover — User learns about product
2. Evaluate — User researches, compares alternatives
3. Try — User signs up, starts onboarding
4. Activate — User reaches "aha moment," experiences value
5. Use — User integrates product into workflow
6. Expand — User considers upgrading or inviting teamPhase 3: Try (Onboarding)
Actions:
- Signs up with email
- Receives welcome email
- Logs in for the first time
- Sees empty dashboard
- Searches for "getting started" guide
Thoughts:
- "This looks promising, but I'm not sure where to start"
- "Do I need to watch a tutorial video?"
- "What's the first step?"
Emotions:
- Curious but uncertain 🤔
- Slightly frustrated (no clear next step) 😕
- Hopeful it will get easier 🙂
Pain Points:
- No onboarding checklist or guided tour
- Empty state doesn't suggest next action
- Too many options in navigation (overwhelming)# Opportunities (Ranked by Impact)
## 1. Onboarding lacks guided first steps (Phase 3: Try)
**Pain Point:** Users see empty dashboard, don't know what to do first
**Evidence:** 60% of signups don't complete first action within 24 hours
**Opportunity:** Add interactive onboarding checklist ("Create your first project," "Invite a teammate")
**Impact:** HIGH — Directly affects activation rate
---
## 2. Pricing page is confusing (Phase 2: Evaluate)
**Pain Point:** Users don't understand which plan fits their needs
**Evidence:** High bounce rate on pricing page (70% leave without signing up)
**Opportunity:** Add plan comparison tool or "Which plan is right for me?" quiz
**Impact:** HIGH — Directly affects trial conversion
---
## 3. Support is hard to find (Phase 5: Use)
**Pain Point:** Users encounter issues, struggle to find help
**Evidence:** Support tickets often say "I couldn't find an answer in docs"
**Opportunity:** Add in-app help widget, contextual tooltips
**Impact:** MEDIUM — Affects retention, but fewer users hit this phase
---
## 4. Email confirmations lack context (Phase 1: Discover)
**Pain Point:** Marketing emails don't explain value clearly
**Evidence:** Low click-through rate on email campaigns (5% vs. industry avg 15%)
**Opportunity:** Rewrite emails with customer language, clear CTAs
**Impact:** MEDIUM — Affects top-of-funnel awareness
---
## 5. Upgrade prompts feel pushy (Phase 6: Expand)
**Pain Point:** Users perceive upgrade prompts as sales-y, not helpful
**Evidence:** Negative sentiment in NPS comments ("too many upgrade popups")
**Opportunity:** Show upgrade value contextually (when user hits free plan limit)
**Impact:** LOW — Affects smaller user subset# Customer Journey Map: [Scenario from Q2]
**Actor:** [Persona from Q1]
**Scenario:** [Context from Q2]
**Goal:** [What actor is trying to accomplish]
**Date:** [Today's date]
---
## Journey Phases
[Phase 1] → [Phase 2] → [Phase 3] → [Phase 4] → [Phase 5] → [Phase 6]
---
## Full Journey Map
### Phase 1: [Name]
**Actions:**
- [Action 1]
- [Action 2]
- [Action 3]
**Thoughts:**
- "[Quote 1]"
- "[Quote 2]"
**Emotions:**
- [Emotion 1] 😊
- [Emotion 2] 😐
**Pain Points:**
- [Pain point 1]
- [Pain point 2]
---
### Phase 2: [Name]
[...repeat structure for all phases...]
---
## Opportunities (Prioritized)
### Opportunity 1: [Name] (HIGH IMPACT)
**Phase:** [Journey phase]
**Pain Point:** [Description]
**Evidence:** [Data/research]
**Proposed Solution:** [How to address]
**Impact:** HIGH — [Rationale]
---
### Opportunity 2: [Name] (HIGH IMPACT)
**Phase:** [Journey phase]
**Pain Point:** [Description]
**Evidence:** [Data/research]
**Proposed Solution:** [How to address]
**Impact:** HIGH — [Rationale]
---
[...continue for all opportunities...]
---
## Next Steps
1. **Validate opportunities:** Use `discovery-interview-prep.md` to test hypotheses with customers
2. **Prioritize fixes:** Use `prioritization-advisor.md` to choose which opportunities to tackle first
3. **Create problem statements:** Use `problem-statement.md` to frame top opportunities
4. **Build experiments:** Use `opportunity-solution-tree.md` to design solutions and POCs
---
**Ready to start addressing opportunities? Let me know if you'd like to refine the map or dive into a specific pain point.**Discover → Evaluate → Try → Activate → Use → ExpandActions:
- Signs up via Google SSO
- Receives welcome email
- Logs in, sees empty dashboard
- Clicks "Help" button, watches 5-min tutorial
- Attempts to create first project, gets stuck on form
Thoughts:
- "This looks easy enough"
- "Wait, what's a 'workspace' vs. 'project'?"
- "Do I need to fill out all these fields?"
Emotions:
- Excited initially 😊
- Confused by terminology 😕
- Frustrated by unclear form 😞
Pain Points:
- No guided onboarding checklist
- Terminology not explained (workspace vs. project)
- Form has too many required fields upfront