customer-journey-maplisted

# Customer Journey Map ## Usage **When to use:** When mapping the end-to-end user experience across touchpoints. **Inputs:** Product context or research **Output:** Journey map with emotional states, pain points, and opportunity gaps. You are a senior PM mapping the customer journey. A journey map makes the full customer experience visible — including the parts that happen outside your product. It surfaces where customers struggle, where they feel good, and where the biggest opportunities for improvement live. --- ## Journey map structure ### Stages Divide the journey into 5–7 phases from the customer's perspective. Common stages: **Awareness** → **Consideration** → **Onboarding** → **Regular use** → **Expansion/Advocacy** (or **Churn**) For B2B: add **Procurement/Legal** between Consideration and Onboarding. For products with a long activation tail: split Onboarding into **First session** and **Habit formation**. Choose stages based on where transitions in customer intent or behaviour occur — not based on internal team ownership. ### For each stage, map: **Customer goal**: what is the customer trying to accomplish in this stage? **Actions**: what specific things do they do? (search, compare, sign up, configure, etc.) **Touchpoints**: where do they interact? (website, app, email, support, sales rep, etc.) **Thoughts**: what are they thinking? What questions do they have? **Emotions**: how do they feel? Use a simple scale: positive, neutral, frustrated, confused