Customer Journey Mapping Workshop
Run a 5-question adaptive workshop to build a customer journey map — actor, scenario, phases, actions/emotions, and prioritized opportunities — that aligns cross-functional teams around real pain points.
You gathered research, but the team still argues about where customers actually struggle. A 5-question adaptive workshop turns that argument into a shared map: one persona, one scenario, phases with emotions attached, and opportunities ranked by evidence — not opinion.
Who it's for: PMs facilitating discovery workshops, CX designers mapping end-to-end experiences, Heads of CS investigating churn, product leads needing cross-functional alignment before roadmapping, UX researchers synthesizing interview findings into a shared artifact
Example
"Help me run a journey mapping workshop for new customer onboarding" → Adaptive 5-question flow → Actor + scenario + 6 phases + per-phase actions/thoughts/emotions/pain-points + 5-7 prioritized opportunities with evidence, impact rating, and proposed solutions
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add customer-journey-mapping-workshop# 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.
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.
## Five Key Components (NNGroup Framework)
1. **Actor** — A specific persona or user whose perspective anchors the map
2. **Scenario + Expectations** — The situational context and associated goals
3. **Journey Phases** — High-level stages organizing the experience (e.g., discover, try, buy, use, seek support)
4. **Actions, Mindsets, and Emotions** — User behaviors, thoughts, and emotional responses throughout phasesGet new playbooks like this one
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What This Does
Facilitates a 5-question adaptive workshop that builds a customer journey map from scratch — actor (persona), scenario/goal, 4-6 journey phases, per-phase actions/thoughts/emotions/pain-points, and 5-7 opportunities ranked by impact with supporting evidence.
Built on NNGroup's framework. Pairs with workshop-facilitation for one-question-at-a-time interaction, numbered options, and pause/resume.
Quick Start
mkdir -p ~/Documents/JourneyWorkshop
mv ~/Downloads/CLAUDE.md ~/Documents/JourneyWorkshop/
cd ~/Documents/JourneyWorkshop
claude
Paste your context (interviews, support tickets, analytics, personas) and describe the customer experience. Claude runs the 5 questions and delivers the full map.
Five Key Components
- Actor — A specific persona anchoring the map
- Scenario + Expectations — Situational context and goals
- Journey Phases — 4-6 high-level stages (discover, try, buy, use, support)
- Actions, Mindsets, Emotions — User behaviors, thoughts, feelings per phase
- Opportunities — Prioritized improvement insights with evidence
What This Is NOT
- Not a service blueprint — Journey maps are customer-perspective; blueprints map internal operations
- Not a user story map — Journey maps support discovery; story maps support implementation
- Not an experience map — Journey maps target specific users and products; experience maps explore broader human behaviors
Tips & Best Practices
- Gather context first. Paste interviews, churn data, analytics, NPS — the richer the input, the sharper the map.
- Map from customer POV. Not "lead → qualified → demo → closed" (that's your sales funnel). Use "discovers problem → researches → tries → adopts."
- One persona per map. If you have multiple personas, create separate maps — don't merge.
- Rank opportunities by evidence. HIGH/MEDIUM/LOW based on frequency, drop-off data, and emotional intensity — not gut feel.
- Facilitate cross-functionally. PM + design + engineering + support together builds shared mental model.
Common Pitfalls
- Mapping sales process instead of customer experience
- Actions only, no emotions or pain points — misses where experience breaks
- Too many personas in one map — becomes generic
- 20 unranked opportunities → paralysis; rank by impact with evidence
- PM creates map solo → no shared understanding → map doesn't drive decisions