customer-journey-mapping-workshop

## Purpose 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—avoiding surface-level feature lists and ensuring discovery work focuses on real customer problems, not assumed solutions. 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. ## Key Concepts ### What is a Customer Journey Map? A journey map (NNGroup) visualizes "the process that a person goes through in order to accomplish a goal." It compiles user actions into a timeline, enriched with thoughts and emotions to create a narrative, then condenses and polishes into a visual artifact. ### 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 phases 5. **Opportunities** — Insights identifying where experience can improve ### Journey Map Structure ``` Actor: [Persona Name] Scen...