Agent skill

Customer Journey Map

by mohitagw15856 in mohitagw15856/pm-claude-skills

Build a customer journey map for a product, service, or experience.

MITAuto-check passedProduct & Project Management

Install Customer Journey Map

skills CLI
$ npx skills add mohitagw15856/pm-claude-skills --skill customer-journey-map -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install mohitagw15856/pm-claude-skills customer-journey-map --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/mohitagw15856/pm-claude-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/customer-journey-map .claude/skills/customer-journey-map && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
customer-journey-map
GitHub stars
1.4k
Token cost
~3.4k tokens
SKILL.md length
1,701 words
Files
4 (incl. references)
Skills in repo
1,348
Repo updated
First seen
Licence
MIT

At a glance

Build a customer journey map for a product, service, or experience.

  • Works in 6 steps: Awareness → Consideration → Decision → …
  • Asked to map a customer journey
  • SKILL.md covers Required Inputs, Output Structure, Persona Summary and Journey Overview, plus 14 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Customer Journey Map is an agent skill from mohitagw15856/pm-claude-skills. Build a customer journey map for a product, service, or experience. Use when asked to map a customer journey, create a user journey, document touchpoints and pain points, or design an experience map. Produces a complete journey map with stages, touchpoints, emotions, pain points, and prioritised opportunities.

Its SKILL.md is about 3.4k tokens, which your agent loads only when the skill is triggered. The skill folder holds 5 other files, including reference files (for example `references/evidence-based-mapping.md`, `references/worked-example.md` and `templates/journey-canvas.md`).

It sits in Product & Project Management, covering Customer journey mapping. The repository describes itself as: 1255 professional Agent Skills for Claude, ChatGPT, Gemini, Cursor & Codex — PRDs, postmortems, leases, medical bills, layoffs, go-bags, new countries. Plain markdown, MIT, in… The licence is MIT.

When your agent uses it

  • Asked to map a customer journey
  • Create a user journey
  • Document touchpoints and pain points
  • Design an experience map

Example prompts

  • “/customer-journey-map”

Workflow steps

6 steps, taken from the step headings in SKILL.md.

  1. Awareness
  2. Consideration
  3. Decision
  4. Onboarding
  5. Adoption
  6. Advocacy

What it can do on your machine

Read from SKILL.md and the folder at commit 1cbf1f0. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md.

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Customer Journey Map loads about 3.4k tokens when it runs, and up to ~7.2k if it reads all its reference files. Until then it costs about 83 tokens; SKILL.md has 1,701 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~83
When it runs · the whole SKILL.md, loaded when a task matches
~3.4k
With references · SKILL.md plus every file in references/, read only if the agent opens them
~7.2k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from mohitagw15856/pm-claude-skills at commit 1cbf1f0, republished under its MIT licence (© mohitagw15856). 1,701 words, ~3,431 tokens.

Download SKILL.mdSave it as .claude/skills/customer-journey-map/SKILL.md (or your agent's skills folder). This skill also uses 3 other files; get the full folder from GitHub.
name
customer-journey-map
description
Build a customer journey map for a product, service, or experience. Use when asked to map a customer journey, create a user journey, document touchpoints and pain points, or design an experience map. Produces a complete journey map with stages, touchpoints, emotions, pain points, and prioritised opportunities.

Customer Journey Map Skill

This skill produces a complete customer journey map covering every stage from awareness through advocacy. Each stage includes touchpoints, customer actions, emotions, pain points, and specific improvement opportunities. Output is ready for use in product discovery, UX design, or cross-functional alignment workshops.

Required Inputs

Ask the user for these if not provided:

  • Product or service being mapped
  • Customer persona — which customer segment is this map for? (be specific — one persona per map)
  • Journey scope — full end-to-end (awareness → advocacy), or a specific phase (e.g. onboarding only)?
  • Current state or future state? — mapping how it works today, or designing how it should work?
  • Data sources — any research, user interviews, support tickets, NPS comments, analytics available?
  • Goal of the map — what decision will this inform? (redesign, prioritisation, stakeholder alignment, new feature)

Output Structure


Customer Journey Map: [Product / Service]

Persona: [Name — e.g. "Sarah, the overwhelmed HR manager"] Journey scope: [Full end-to-end / Onboarding / Purchase / Renewal] Current or future state: [Current state / Desired future state] Prepared by: [Name / Team] Date: [Date] Based on: [Research sources — interviews, analytics, support data, assumed/hypothetical]


Persona Summary

Name[Sarah]
Role[HR Manager at a 200-person professional services firm]
Goal[Reduce time spent on manual employee data management]
Frustrations[Too many tools that don't talk to each other; always chasing approvals]
Tech comfort[Moderate — comfortable with SaaS tools but not a power user]
Decision power[Recommends tools; budget approved by CHRO]

Journey Overview

AWARENESS → CONSIDERATION → DECISION → ONBOARDING → ADOPTION → ADVOCACY
   [Stage 1]      [Stage 2]      [Stage 3]    [Stage 4]     [Stage 5]   [Stage 6]

Overall experience rating (current state): [😤 Frustrating / 😐 Neutral / 😊 Positive]


Stage 1: Awareness

How does the customer first discover the product exists?

Customer goal at this stage: [e.g. Realise they have a problem worth solving — or find a solution to a specific pain]

ElementDetail
Trigger[What event makes them start looking? — e.g. Manual process breaks down / peer recommendation / saw ad]
Where they are[Google search / LinkedIn / conference / colleague conversation / email newsletter]
What they do[e.g. Searches "automate employee onboarding" / asks peers in HR community / clicks LinkedIn ad]
Emotion[😤 Frustrated — overwhelmed by manual processes and hoping for a better way]
Pain points[Overwhelming number of options / hard to know which tools are credible / can't tell what's B2B vs B2C from homepage]
Opportunities[SEO content targeting the trigger keyword / LinkedIn thought leadership / peer community presence]

Stage 2: Consideration

The customer is actively evaluating options. What do they do to decide?

ElementDetail
Customer goal[Narrow down from many options to a shortlist of 2–3]
What they do[Reads G2/Capterra reviews / watches demo video / downloads comparison guide / asks peers who use something similar]
Touchpoints[Website / review sites / social proof / demo request flow / sales email]
Emotion[😕 Anxious — worried about making the wrong choice; past tool purchases haven't delivered]
Pain points[Pricing not visible on website / demo requires a call before seeing the product / unclear if it works with their existing stack]
Opportunities[Self-serve demo or interactive product tour / transparent pricing page / ROI calculator / case studies from similar company size]

Stage 3: Decision

The customer is ready to buy — or not. What makes them commit?

ElementDetail
Customer goal[Get sign-off from CHRO and justify the decision with a business case]
What they do[Books sales call / requests security questionnaire / builds internal business case / negotiates contract]
Touchpoints[AE / sales call / security review / contract / procurement process]
Emotion[😬 Cautious — doesn't want to be wrong; presenting to leadership adds pressure]
Pain points[Sales process is slow / security questionnaire takes weeks / contract terms are non-standard and require legal]
Opportunities[Security FAQ self-serve / standard contract with predictable terms / champion toolkit (slides, business case template) to help them sell internally]

Stage 4: Onboarding

The customer has bought. Now they need to get value fast.

ElementDetail
Customer goal[Get the product working and show their CHRO it was a good decision]
What they do[Receives welcome email / attends kickoff call / configures integrations / invites team]
Touchpoints[Onboarding email sequence / in-product onboarding checklist / CSM / help centre / integrations marketplace]
Emotion[😬 Anxious but hopeful — excited about potential but stressed about the setup work]
Pain points[Setup is more complex than expected / IT required for SSO but IT is slow to respond / generic onboarding doesn't match their use case]
Opportunities[Role-specific onboarding paths / IT connector with pre-filled request template / quick win email at day 3 (show them one thing that already works)]

Key moment of truth: [What single moment in this stage determines whether they'll become an active user or ghost? — e.g. "First time the product saves them 30 minutes on a task they used to do manually"]


Stage 5: Adoption

The customer is using the product. Are they getting consistent value?

ElementDetail
Customer goal[Make the product a regular part of their workflow; demonstrate ROI to leadership]
What they do[Uses core features daily / discovers new features / hits a limitation / contacts support / attends webinar]
Touchpoints[Product UI / in-app notifications / email / support / community / customer success manager]
Emotion[Variable — some days 😊 when the product works well; some days 😤 when hitting a gap or bug]
Pain points[Feature they expected isn't there / reporting doesn't show the metric leadership wants / power features are too complex / feels like they're underutilising what they're paying for]
Opportunities[Proactive CSM check-in at day 30 / in-product feature discovery / usage dashboard for the customer to see their own ROI / community for peer learning]

Adoption health indicators:

  • [DAU/MAU ratio — what does healthy look like?]
  • [Feature X used by Y% of seats within Z weeks]
  • [First NPS survey at 60 days — target score]

Stage 6: Advocacy

The customer loves the product. How do you turn them into a referral engine?

ElementDetail
Customer goal[Solve problems faster; feel like an expert; feel valued as a customer]
What they do[Refers a peer / writes a G2 review / participates in case study / speaks at event / becomes a power user / joins community]
Touchpoints[CSM / community / review request email / referral programme / case study outreach / conference sponsorship]
Emotion[😊 Proud — the tool is part of their professional identity; they feel smart for choosing it]
Pain points[Referral programme is clunky / no structured way to connect with peers / case study process is slow and effortful for them]
Opportunities[One-click G2 review request at high-satisfaction moment / peer community / referral programme with meaningful reward / case study process that does most of the work for them]

Show full SKILL.md (677 more words)Show less

Emotion Curve

Plot the customer's emotional experience across the journey:

High  😊 │        *                              *          *
          │                                   *
Neutral 😐│  *         *
          │                  *
Low   😤 │                        *    *
          └────────────────────────────────────────────────────
            Aware   Consider  Decide  Onboard  Adopt   Advocate

Lowest point: [Which stage has the worst experience — and why?] Highest point: [When is the customer most delighted — what drove it?] Biggest drop: [Where does sentiment fall most sharply — this is usually the biggest opportunity]


Prioritised Opportunities

OpportunityStageImpact on customerEffort to fixPriority
[Self-serve product tour before sales call]Consideration[High — removes top buying barrier][Medium]P1
[Quick win email at day 3]Onboarding[High — builds early habit][Low]P1
[IT SSO setup template]Onboarding[Medium — removes specific blocker][Low]P2
[30-day proactive CSM check-in]Adoption[Medium — catches churn signals early][Medium]P2
[Peer referral programme]Advocacy[High for growth — reduces CAC][High]P3

What We Don't Know (Research Gaps)

GapHow to close itPriority
[What actually triggers the decision to start looking?][5 JTBD interviews with recent buyers][High]
[What causes customers to stall in onboarding?][Drop-off analysis in onboarding funnel + 3 interviews with churned customers][High]
[What % of customers have reached the advocacy stage?][Product analytics — identify power users; NPS by cohort][Medium]

Deeper Materials

This skill ships with support files — use them when they are available:

  • references/evidence-based-mapping.md — Journey Maps Built on Evidence (Not Conference-Room Fiction). Apply it while producing the output; it carries the calibration and judgment calls the method summary above compresses.
  • templates/journey-canvas.md — a fill-in version of the deliverable with the quality gates inline. Offer it when the user wants to work the document themselves rather than have it generated.

Scoring Rubric (0–40)

Score any output of this skill before handing it over; 32+ is ship-quality.

Dimension0510
Persona specificity"All customers" or a demographic sketch that could be anyone; touchpoints generic to any productOne persona named but thin — goals and frustrations could apply to any buyer in the categoryOne vivid persona with role, goal, frustrations, and decision power; every touchpoint and pain point is recognisably this product and this person
Evidence groundingMap is conference-room fiction — no data sources cited, pain points inventedSome sources named but pain points not traced to them; assumed sections not distinguished from researched onesSources listed in the header, key pain points tied to specific data (ticket categories, survey %, interview quotes), assumed stages labelled, and a research-gaps table covering the claims the recommendations lean on
Emotional truthfulnessNo emotional layer — a process flow wearing a journey map's clothesEmotions listed per stage but the curve is aspirationally smooth; lowest point unnamed or softenedEmotion at every stage, a curve with a real low, and the lowest point / biggest drop named with evidence — including customer pain that conflicts with an internal team's metric
Opportunity actionabilityOpportunities missing, unranked, or platitudes ("improve onboarding")Opportunities listed but vague, or ranked without impact/effort reasoning; not weighted toward the worst frictionEvery opportunity written as a backlog-ready item, ranked by impact and effort, with P1s targeting the highest-friction moment the curve identified

Quality Checks

  • Map covers one specific persona — not "all customers"
  • Each stage includes the customer's emotional state — not just actions
  • Pain points are the customer's pain — not the company's pain
  • Opportunities are specific enough to become backlog items or design prompts
  • Emotion curve shows the real experience — not an aspirationally positive version
  • Research gaps are documented — the map reflects what is known, not assumed

Anti-Patterns

  • Do not build the map from assumptions alone — ground at least the pain points in real customer data or research
  • Do not treat all journey stages as equally weighted — identify the highest-friction moments explicitly
  • Do not omit the emotional layer — a journey map without emotions is a process flow, not a customer map
  • Do not create generic touchpoints that apply to any product — each touchpoint must be specific to this product and customer
  • Do not leave opportunities unranked — prioritise by impact and feasibility

Example Trigger Phrases

  • "Map the customer journey for [product]"
  • "Build a user journey from awareness to advocacy"
  • "Create a journey map for our onboarding experience"
  • "Map out the touchpoints and pain points for [customer type]"
  • "Design an experience map for [process or product]"

© mohitagw15856, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

SKILL.md and 3 other files (references) in skills/customer-journey-map of mohitagw15856/pm-claude-skills.

  • SKILL.md
  • references/evidence-based-mapping.md
  • references/worked-example.md
  • templates/journey-canvas.md

Open the folder on GitHubat commit 1cbf1f0

Compare with similar skills

Customer Journey Map next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Customer Journey Map compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Customer Journey Map this skillmohitagw15856/pm-claude-skills1.4k—~3.4kAutomated safety check: PassMIT
User Story Mappingdeanpeters/Product-Manager-Skills7.2k2 repos~2.8kAutomated safety check: PassCustom licence
QA Critical UXfastrepl/anarlog9.5k—~1.4kAutomated safety check: PassMIT
Prdjuanandresgs/claude-ctrl193—~2.9kAutomated safety check: PassNone
Customer Journey Map Builderdeanpeters/Product-Manager-Skills7.2k1 repos~3.7kAutomated safety check: PassCustom licence
Super Product Ownersyahiidkamil/Software-Engineer-AI-Agent-Atlas401—~7.9kAutomated safety check: PassNone

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Questions about Customer Journey Map

What does Customer Journey Map do?

Build a customer journey map for a product, service, or experience. Customer Journey Map is an agent skill from mohitagw15856/pm-claude-skills. Build a customer journey map for a product, service, or experience.

When should I use Customer Journey Map?

Customer Journey Map fits situations like: asked to map a customer journey; create a user journey; document touchpoints and pain points; design an experience map.

How do I install Customer Journey Map in Claude Code?

Run `npx skills add mohitagw15856/pm-claude-skills --skill customer-journey-map -a claude-code`. Or copy the skill folder (skills/customer-journey-map in mohitagw15856/pm-claude-skills) into .claude/skills/customer-journey-map in your project. Claude Code loads it when a task matches its description.

How do I install Customer Journey Map in Codex?

Run `npx skills add mohitagw15856/pm-claude-skills --skill customer-journey-map -a codex`. Or copy the skill folder (skills/customer-journey-map in mohitagw15856/pm-claude-skills) into .agents/skills/customer-journey-map in your project. Codex loads it when a task matches its description.

Can I use Customer Journey Map in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add mohitagw15856/pm-claude-skills --skill customer-journey-map -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/customer-journey-map, .gemini/skills/customer-journey-map, .github/skills/customer-journey-map and .opencode/skills/customer-journey-map in your project.

What does Customer Journey Map need to run?

SKILL.md names no scripts, command-line tools or credentials: Customer Journey Map is instructions for the agent only.

Does Customer Journey Map access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Customer Journey Map safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Customer Journey Map use?

Customer Journey Map is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Customer Journey Map use?

About 3.4k tokens (SKILL.md is roughly 14k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full. Its references folder adds about 3.8k tokens, read only when the agent opens those files.

What are the alternatives to Customer Journey Map?

Skills that share tags, products or a category with Customer Journey Map: User Story Mapping (deanpeters/Product-Manager-Skills, 7.2k stars), QA Critical UX (fastrepl/anarlog, 9.5k stars), Prd (juanandresgs/claude-ctrl, 193 stars) and Customer Journey Map Builder (deanpeters/Product-Manager-Skills, 7.2k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Customer Journey Map?

mohitagw15856 (a GitHub user) maintains it in mohitagw15856/pm-claude-skills, which has 1,434 GitHub stars. The repository holds 1,348 skills in this directory. The repository was last updated on October 9, 2026.

Source: mohitagw15856/pm-claude-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.