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Strategy & DiscoverySD-07
How to map a customer journey
Map the customer’s experience, keeping observed current behaviour distinct from proposed future improvements.
Product statusAvailable now
Input3 required inputsResearch on touchpoints inside and outside the product · Customer group, scenario and goal · Initiative focus and approved Product Brain guidance
SkillsMap a customer journey · Prepare task context · Review an artifact against agreed criteriaResearcher + Product Researcher Agent
OutcomeCustomer journey map: phases, actions, touchpoints, thoughts and emotions with sources, friction points and selected opportunities.Artifact: Customer journey map
Owner
Researcher
Human + Agent
Participants · Agents
Product ManagerDesignerSales & SupportProduct Researcher Agent
Trigger
One customer group, scenario and intended goal are chosen.
Required context
Customer evidenceResearch on touchpoints inside and outside the productProduct BrainCustomer group, scenario and goalProduct BrainInitiative focus and approved Product Brain guidance
Optional context
FilesSupport and sales observationsDesign systemCurrent screens and flows
Skills
Map a customer journeyPrepare task contextReview an artifact against agreed criteria
Suggested conversation arc
- 1Bound whose journey is mappedAgree the customer group, trigger, goal and start/end boundaries; choose current or proposed journey explicitly.Skills: Prepare task context
- 2Map phases and touchpointsLay out the customer’s actions, channels, thoughts and emotions with source evidence. Label assumptions and conflicting experiences instead of averaging them away.Skills: Map a customer journey
- 3Review friction across teamsDiscuss handoffs, delays and moments of confusion with relevant colleagues. Identify where another customer observation is needed before prioritising a fix.
- 4Agree opportunities and learningConfirm the map and selected opportunities while preserving the current-state evidence. Keep proposed improvements visibly separate.Skills: Review an artifact against agreed criteria
Output
Customer journey map: phases, actions, touchpoints, thoughts and emotions with sources, friction points and selected opportunities.
Artifacts
Creates: Customer journey map
What good looks like
- Observed and proposed journeys are distinguishable.
- Non-product touchpoints and evidence gaps remain visible.
- No invented customer emotions and no implied agreement.
Quality gate
The Researcher confirms the map and the opportunities the team pursues.
Destination
ConfluenceProduct Brain
Usually next
People and agents work from the same Product Brain. The owner stays accountable. Assigned agents prepare and check. A named person approves at the gate.
Choose the path that matches your role.
Set the Product AI direction with us, or test the shared Product Brain on real work with Jira and code.