Customer Journey Map

Maps the full customer experience from awareness through loyalty, documenting actions, touchpoints, emotions, KPIs, and team ownership at each stage. Built on NNGroup's framework, this creates a strategic artifact that combines empathy with metrics rather than just showing user flows. Takes 20-30 minutes and works best when you need cross-functional alignment or want to systematically identify pain points with measurable outcomes. The vertical structure captures six dimensions per stage, which makes it heavier than a user story map but more actionable than vague customer research. One persona per map, or you'll create confusion trying to merge different journeys.

skills.sh installs: 3.1K
GitHub stars: 7.9K
last updated: Aug 21, 2026

View on GitHub

Install

$ npx -y skills add deanpeters/product-manager-skills --skill customer-journey-map --agent claude-code

Installs into .claude/skills of the current project.

Files

Purpose

Create a comprehensive customer journey map that visualizes how customers interact with your brand across all stages—from awareness to loyalty—documenting their actions, touchpoints, emotions, KPIs, business goals, and teams involved at each stage. Use this to identify pain points, align cross-functional teams, and systematically improve the customer experience to achieve business objectives.

This is not a user flow diagram—it's a strategic artifact that combines customer empathy with business metrics to drive actionable improvements.

Input

Works best with: The customer (persona or segment) and the scenario or goal the journey covers. Also useful: Known stages, touchpoints, pain points, supporting research, and the business objective behind the map.

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 skill asks for persona and scenario first — a journey map without a specific actor and goal turns into a generic funnel diagram.

SKILL.md on GitHub

Details

Repository: github.com/deanpeters/product-manager-skills
First seen: Apr 16, 2026