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Customer · Diagnose, Explore

Customer journey map

Follows one customer from first awareness to whatever happens after they buy, marking where the experience actually breaks. Useful because problems live in the handoffs, and no department owns a handoff.

The printable canvas and the handoff into Claude Code are part of a paid plan. See what a plan includes. It needs the Claude desktop app on this machine, and your team and the prompt library already installed in that project — we cannot see your disk, so open it there.

Stage
01 Diagnose, 02 Explore
Works at
Business, Department
Maturity
Early startup → Large organisation
Time
A day, longer if you observe rather than assume

What it is

A stage-by-stage map of a customer's experience with you, from the trigger that starts them looking through to whatever happens after they buy. Its value is that it crosses functional boundaries — it shows the journey as the customer experiences it rather than as any single department sees it.

Stages
The sequence as the customer experiences it, in their language. Typically trigger, search, evaluation, purchase, onboarding, use, renewal or repeat.
Actions
What the customer actually does at each stage, including the parts that happen away from you.
Thoughts and feelings
What they are trying to work out and how they feel about it. The emotional low is often not the operationally worst step, and that mismatch is usually the finding.
Touchpoints
Where they meet you — people, screens, documents, packaging, third parties. Include the ones you do not control.
Pain points
Where it breaks, with evidence attached. Friction without a source is a guess.
Moments that matter
The small number of steps that disproportionately determine whether the relationship continues.
The mistake people makeMapping the journey you designed rather than the one that happens is the standard trap. If nobody in the room has watched a real customer do this recently, the map is a description of your process with customer language on top.
What it’s forThe problem is somewhere in the experience and you cannot tell where.
What it’s not forYou have several very different customer types. Map them separately or the composite describes nobody.

How you run it

  1. Map one customer type, not an averageA composite journey describes nobody. If you have three distinct types, that is three maps.
  2. Include the stages before and after the purchaseMost maps start at first contact and end at checkout. The trigger before and the first use after are where loyalty is won and lost.
  3. Record what the customer does, thinks and feelsActions alone miss the point. The emotional low point is rarely the operationally worst step.
  4. Mark friction with evidenceEvery pain point should have a source: a ticket, a recording, an observation. Assumed friction gets fixed and nothing improves.
  5. Find the moments that matterNot every step is equal. Two or three moments disproportionately determine whether the relationship continues; fix those before the rest.

The prompt

Two ways to run it

Run this tool in your own Claude

The short prompt starts your partner against the library on your disk. The long one carries everything with it and needs nothing installed.

🔒 Prompt locked

Everything above is free — what this tool is, what it is for, what it is not for, and how to run it as a workshop. Three tool prompts a month are free with an account; beyond three, and for the printable canvas, it is the paid part.

See plans — from £19 a month

Your playbook

It lands in the earliest stage this tool suits. Move it on the Playbook page.

You’ll need

  • One clearly defined customer type
  • People from every function the journey touches
  • Real evidence — recordings, tickets, observation — not internal assumption

You’ll end up with

  • The journey as it actually is, stage by stage
  • Friction marked with evidence
  • The two or three moments that decide whether they stay

Runs well with

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