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Agent skill

Journey Mapping

by rampstackco in rampstackco/claude-skills

Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems.

MITAuto-check passedProduct & Project Management

Install Journey Mapping

skills CLI
$ npx skills add rampstackco/claude-skills --skill journey-mapping -a claude-code

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

GitHub CLI
$ gh skill install rampstackco/claude-skills journey-mapping --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/rampstackco/claude-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/journey-mapping .claude/skills/journey-mapping && 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
journey-mapping
GitHub stars
935
Token cost
~2.5k tokens
SKILL.md length
985 words
Files
3 (incl. references)
Skills in repo
103
Repo updated
First seen
Licence
MIT

At a glance

Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems.

  • Works in 3 steps: Customer journey map → Service blueprint → Synthesized opportunity map
  • The user wants to map a customer journey
  • SKILL.md covers When to use, When NOT to use, Required inputs and The framework: 3 deliverables, plus 7 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Journey Mapping is an agent skill from rampstackco/claude-skills. Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems. Use this skill whenever the user wants to map a customer journey, build a service blueprint, identify friction across an experience, align teams on the user experience, or visualize touchpoints and pain points. Triggers on customer journey, journey map, service blueprint, user journey, experience map, touchpoint analysis, friction map, journey audit…

Its SKILL.md is about 2.5k tokens, which your agent loads only when the skill is triggered. The skill folder holds 3 other files, including reference files (for example `README.md` and `references/journey-map-template.md`).

It sits in Product & Project Management, covering Customer journey mapping. The repository describes itself as: Stack-agnostic Claude Skills covering the full website lifecycle: brand, design, content, SEO, dev, ops, growth, and research. Build, ship, audit, optimize. The licence is MIT.

When your agent uses it

  • The user wants to map a customer journey
  • Build a service blueprint
  • Identify friction across an experience
  • Align teams on the user experience

Example prompts

  • “/journey-mapping”

Workflow steps

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

  1. Customer journey map
  2. Service blueprint
  3. Synthesized opportunity map

What it can do on your machine

Read from SKILL.md and the folder at commit 482c9bf. 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 (its code samples are markdown).

    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

Journey Mapping loads about 2.5k tokens when it runs, and up to ~4.2k if it reads all its reference files. Until then it costs about 176 tokens; SKILL.md has 985 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~176
When it runs · the whole SKILL.md, loaded when a task matches
~2.5k
With references · SKILL.md plus every file in references/, read only if the agent opens them
~4.2k

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 rampstackco/claude-skills at commit 482c9bf, republished under its MIT licence (© rampstackco). 985 words, ~2,484 tokens.

Download SKILL.mdSave it as .claude/skills/journey-mapping/SKILL.md (or your agent's skills folder). This skill also uses 2 other files; get the full folder from GitHub.
name
journey-mapping
description
Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems. Use this skill whenever the user wants to map a customer journey, build a service blueprint, identify friction across an experience, align teams on the user experience, or visualize touchpoints and pain points. Triggers on customer journey, journey map, service blueprint, user journey, experience map, touchpoint analysis, friction map, journey audit, end-to-end experience, customer experience map. Also triggers when the team has departmental views of users but no shared map of what the experience actually feels like.
category
research
catalog_summary
Customer journey maps, service blueprints, friction analysis
display_order
3

Journey Mapping

Build journey maps and service blueprints that surface friction, align teams, and identify opportunities. Stack-agnostic. Tool-agnostic.

This skill is for mapping the experience. For testing specific touchpoints, use usability-testing. For broader generative research, use ux-research. For analyzing conversion, use cro-optimization.

When to use

  • Departments have different mental models of the customer experience
  • Customer experience feels disjointed across touchpoints
  • Specific friction or drop-off points need diagnosis
  • Strategic planning needs a shared view of the user
  • Service design (front-stage and back-stage) needs alignment
  • New product or feature needs to be designed in context of broader experience

When NOT to use

  • Testing a single touchpoint or page (use usability-testing)
  • Generative research before journey mapping (use ux-research)
  • Operational process mapping that doesn't involve users
  • Funnel optimization (use cro-optimization)

Required inputs

  • Identified user persona or segment to map (one map per segment)
  • Existing research and data about that segment
  • Cross-functional access (you cannot map back-stage without ops/support/engineering input)
  • Time and stakeholder commitment (a real journey map is a project, not an afternoon)

The framework: 3 deliverables

1. Customer journey map

The user-facing view of the experience.

Structure (rows / lanes):

  • Phase. The major stages in the journey (e.g., Awareness, Consideration, Onboarding, Activation, Retention, Advocacy). Phases vary by product type.
  • Steps. Specific things the user does within each phase.
  • Touchpoints. Where the user interacts with the product, brand, or service (web, app, email, support, social, in-person).
  • Goals. What the user is trying to accomplish at this step.
  • Thoughts. What's going through their mind.
  • Emotions. The emotional state (often visualized on a curve).
  • Pain points. Where things go wrong, friction, frustration.
  • Opportunities. Where the experience could improve.

Format:

Typically a horizontal timeline with vertical lanes for each row. Phases across the top, touchpoints, thoughts, emotions, etc. underneath.

2. Service blueprint

The back-stage view that supports the customer-facing experience.

Adds these layers below the journey map:

  • Front-stage actions. What employees do that the user sees (sales calls, support chats, in-store interactions).
  • Back-stage actions. What happens behind the scenes (order fulfillment, data processing, internal handoffs).
  • Supporting processes. Systems, vendors, infrastructure (CRM, payment processors, fulfillment partners).
  • Lines of visibility. The line between front-stage (visible to user) and back-stage (invisible).

The service blueprint shows where customer-facing problems originate in back-stage failures (e.g., the user's "shipping is slow" experience traces to a vendor handoff issue).

3. Synthesized opportunity map

Output of the mapping work.

Captures:

  • Top friction points. Where the experience consistently fails users.
  • Untapped opportunities. Moments where the experience could surprise and delight.
  • Disconnects. Where front-stage and back-stage are misaligned.
  • Strategic gaps. Where competitors have something the brand lacks (or vice versa).
  • Quick wins. Low-effort, high-impact improvements.
  • Strategic bets. Higher-effort transformations.

This is the deliverable that produces decisions. The journey map and service blueprint are inputs; the opportunity map is the output that drives action.

Common phases by product type

Most products
Awareness → Consideration → Decision → Onboarding → Active use → Renewal/Repurchase → Advocacy
SaaS
Trigger → Discovery → Evaluation → Trial → Onboarding → Activation → Habit → Expansion → Renewal → Advocacy
Ecommerce
Need recognition → Discovery → Research → Decision → Purchase → Wait/Anticipation → Receive → Use → Reorder/Recommend
Service
Awareness → Inquiry → Quote → Decision → Service delivery → Resolution → Follow-up → Repeat business
Healthcare / high-stakes purchases
Trigger → Research → Provider selection → Appointment → Treatment → Recovery → Follow-up → Long-term outcome

Phases are not mandatory. Start with the user's actual experience and let the phases emerge from the steps.

How to gather the inputs

A good journey map combines multiple sources of truth.

From users
  • In-depth interviews. Walk users through their actual experience. Ask for specifics from a recent occurrence.
  • Diary studies. Users log their experience over the duration of the journey.
  • Surveys. Quantitative signal at scale; less depth.
From the business
  • Internal interviews. Sales, support, success, ops. They see the experience from different angles than product or design.
  • Operational data. Funnel data, support ticket categories, NPS responses, churn reasons.
  • System inventory. What touchpoints exist, what tools support them, what data flows where.
Show full SKILL.md (395 more words)Show less
Cross-validate
  • The user's experience as they describe it
  • The data the business has about their behavior
  • The internal team's perception of the experience

These three views often disagree. The disagreements are themselves findings.

Workflow

  1. Define scope. One persona, one journey, one timeframe. Trying to map all users in one map produces a mess.
  2. Gather inputs. User interviews, internal interviews, operational data. Plan 2 to 4 weeks for inputs.
  3. Draft the journey. Phases, steps, touchpoints. Get to a working draft fast; iterate.
  4. Add the layers. Goals, thoughts, emotions, pain points.
  5. Build the service blueprint. Front-stage, back-stage, supporting processes.
  6. Identify opportunities. Use the friction points and disconnects.
  7. Validate with users. Does this match their actual experience? Refine.
  8. Workshop with stakeholders. Walk teams through the map. Ensure shared understanding.
  9. Translate to action. Specific projects, owners, timelines.
  10. Maintain. A journey map is a living document. Revisit annually or after major changes.

Failure patterns

  • Mapping without research. A journey map built from internal assumptions reflects assumptions, not users.
  • One map for all users. The mid-market buyer and enterprise buyer have different journeys. Don't merge.
  • No back-stage layer. The map shows symptoms, not causes.
  • Beautiful map, no action. Investment in production value at the expense of decisions.
  • Map as artifact, not tool. Filed in Figma, never re-opened.
  • Ignoring emotional layer. The "what" without the "how it feels" misses the point of journey mapping.
  • Vague pain points. "Frustrating onboarding" - what specifically? When? Why?
  • Quick wins identified, never executed. Same as research findings that don't ship.
  • Annual exercise without followup. Year-old journey map describes year-old user.

Output format

Default outputs:

  1. Journey map (visual, typically Figma / FigJam / Miro, plus a markdown narrative version)
  2. Service blueprint (visual, typically same tool)
  3. Opportunity map (markdown, prioritized list)

Markdown narrative version of journey map:

markdown
# [Persona] journey map

## Phase 1: [Phase name]

### Step: [Step name]
- **Touchpoint:** [Where this happens]
- **Goal:** [What the user wants here]
- **Thoughts:** [What they're thinking]
- **Emotion:** [State on the emotional curve]
- **Pain points:** [Friction]
- **Opportunities:** [Improvement potential]

### Step: [Step name]
[Same structure]

## Phase 2: [Phase name]
[Repeat]

## Service blueprint additions

### Phase 1
- **Front-stage actions:** [What employees do user-visibly]
- **Back-stage actions:** [What happens behind the scenes]
- **Supporting processes:** [Systems involved]

[Repeat per phase]

## Opportunity map

### Critical friction
1. [Specific issue, with evidence]
2. [Specific issue, with evidence]

### Quick wins
1. [Specific opportunity, with effort/impact]

### Strategic bets
1. [Specific opportunity, with effort/impact]

### Cross-team disconnects
1. [Specific disconnect, with implication]

If required data is unavailable

This skill's output depends on data, measurements, or tool results it cannot generate on its own. When a required input, tool, or data source is unavailable or unverifiable, the sanctioned output is the deliverable with the gap stated: what was needed, what was actually obtained or verified, and which parts of the output are affected. Fabricating, estimating, or interpolating a required number to complete the deliverable is never sanctioned. A stated gap is a complete answer.

Reference files

© rampstackco, 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 2 other files (references) in skills/journey-mapping of rampstackco/claude-skills.

  • SKILL.md
  • README.md
  • references/journey-map-template.md

Open the folder on GitHubat commit 482c9bf

Compare with similar skills

Journey Mapping 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.

Journey Mapping compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Journey Mapping this skillrampstackco/claude-skills935—~2.5kAutomated safety check: PassMIT
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Attribution Analysis Modelingliangdabiao/claude-data-analysis-ultra-main2901 repos~2.3kAutomated safety check: NotesNone
User Story Mappingdeanpeters/Product-Manager-Skills7.2k2 repos~2.8kAutomated safety check: PassCustom licence
Prdjuanandresgs/claude-ctrl193—~2.9kAutomated safety check: PassNone
Super Product Ownersyahiidkamil/Software-Engineer-AI-Agent-Atlas397—~7.9kAutomated safety check: PassNone

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Categories

Questions about Journey Mapping

What does Journey Mapping do?

Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems. Journey Mapping is an agent skill from rampstackco/claude-skills. Build customer journey maps and service blueprints that visualize the end-to-end user experience including touchpoints, emotions, friction, and underlying systems.

When should I use Journey Mapping?

Journey Mapping fits situations like: the user wants to map a customer journey; build a service blueprint; identify friction across an experience; align teams on the user experience.

How do I install Journey Mapping in Claude Code?

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

How do I install Journey Mapping in Codex?

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

Can I use Journey Mapping 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 rampstackco/claude-skills --skill journey-mapping -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/journey-mapping, .gemini/skills/journey-mapping, .github/skills/journey-mapping and .opencode/skills/journey-mapping in your project.

What does Journey Mapping need to run?

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

Does Journey Mapping 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 Journey Mapping 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 Journey Mapping use?

Journey Mapping 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 Journey Mapping use?

About 2.5k tokens (SKILL.md is roughly 9.9k 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 1.7k tokens, read only when the agent opens those files.

What are the alternatives to Journey Mapping?

Skills that share tags, products or a category with Journey Mapping: QA Critical UX (fastrepl/anarlog, 9.4k stars), Attribution Analysis Modeling (liangdabiao/claude-data-analysis-ultra-main, 290 stars), User Story Mapping (deanpeters/Product-Manager-Skills, 7.2k stars) and Prd (juanandresgs/claude-ctrl, 193 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Journey Mapping?

rampstackco (a GitHub organization) maintains it in rampstackco/claude-skills, which has 935 GitHub stars. The repository holds 103 skills in this directory. The repository was last updated on October 7, 2026.

Source: rampstackco/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.