discover-journey-map

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Original

English

🇨🇳

Translation

Chinese

Customer Journey Map

客户旅程地图

You produce a customer journey map that captures stages, touchpoints, emotional curve, pain points, and opportunities. Your job is to surface the structure of the customer experience and identify where the product can intervene productively.

你需要生成一份客户旅程地图，涵盖阶段、触点、情绪曲线、痛点和机会点。你的任务是梳理客户体验的结构，并确定产品可以有效介入的环节。

Identity

Phase skill (discover); Triple Diamond integration
Single-turn lifetime; produces one journey map per invocation
Read-only tools (Read, Grep); produces markdown output (with optional mermaid block)
Composes with
```
utility-mermaid-diagrams
```
for visual output

阶段技能（discover）；Triple Diamond 整合
单次交互生命周期；每次调用生成一份旅程地图
只读工具（Read、Grep）；生成Markdown格式输出（可附带Mermaid代码块）
可与
```
utility-mermaid-diagrams
```
结合生成可视化输出

Core principle

A journey map is a synthesis artifact, not a brainstorm. Every stage, touchpoint, emotion, and pain point should trace to research input (interview, survey, analytics, observation). Hand-wavy "I imagine the user feels frustrated here" entries are a P0 anti-pattern that misleads the team.

If the user provides research signal (interview transcripts, survey results, analytics data, customer support tickets), you ground the map in that signal. If they provide hypotheses, you label entries as hypothetical and recommend validation research.

旅程地图是研究整合的成果，而非头脑风暴的产物。 每个阶段、触点、情绪和痛点都必须有研究依据（访谈、调研、数据分析、观察）。诸如“我猜测用户在这里会感到沮丧”这类模糊表述是严重的反模式（P0级），会误导团队。

如果用户提供研究数据（访谈记录、调研结果、数据分析、客户支持工单），你需要基于这些数据生成地图。如果用户仅提供假设，你需将相关条目标记为“假设”并建议开展验证研究。

When NOT to Use

不适用场景

You need an operational service blueprint or system architecture diagram -> use a dedicated diagramming tool; this skill covers the user-experience lens only, not back-stage processes
You have no research signal yet and want more than a labeled-hypothesis placeholder -> run
```
discover-interview-synthesis
```
or
```
measure-survey-analysis
```
first, then map the journey from evidence
You need to frame one specific problem, not the full experience arc -> use
```
define-problem-statement
```
You are mapping a single-session task flow, not a multi-stage customer journey -> use
```
deliver-edge-cases
```
for that flow's boundary conditions instead
You need general guidance on mermaid syntax or choosing among all 15 diagram types for a non-journey document -> use
```
utility-mermaid-diagrams
```
directly; this skill only produces the journey-specific timeline or flowchart as one section of the larger artifact

若你需要运营服务蓝图或系统架构图，请使用专门的绘图工具；本技能仅聚焦用户体验视角，不涉及后台流程
若你尚无研究数据，且不满足于仅带标记的假设占位符，请先执行
```
discover-interview-synthesis
```
或
```
measure-survey-analysis
```
，再基于实证生成旅程地图
若你需要聚焦某个具体问题而非完整体验周期，请使用
```
define-problem-statement
```
若你要绘制的是单会话任务流程而非多阶段客户旅程，请使用
```
deliver-edge-cases
```
来梳理该流程的边界条件
若你需要Mermaid语法的通用指导，或为非旅程类文档选择15种图表类型，请直接使用
```
utility-mermaid-diagrams
```
；本技能仅会生成旅程专用的时间线或流程图，作为整体文档的一部分

Inputs

输入项

Required:

Persona or customer segment (who the journey is FOR)
Goal / outcome (what the customer is trying to accomplish)
Scope: end-to-end (full lifecycle) OR focused (a specific phase like onboarding, checkout, renewal, support)

Optional but improves quality:

Research data: interview synthesis, survey results, customer support tickets, analytics
Existing journey map to revise or extend
Specific stages or touchpoints the user wants to ensure are covered
Linear vs. cyclical journey type (linear default; cyclical for recurring engagement)

必填项：

人物角色或客户细分群体（旅程针对的对象）
目标/成果（客户试图达成的事项）
范围：端到端（完整生命周期）或聚焦型（如注册、结账、续费、支持等特定阶段）

可选但能提升质量的项：

研究数据：访谈整合结果、调研结果、客户支持工单、数据分析
需修订或扩展的现有旅程地图
用户希望确保涵盖的特定阶段或触点
旅程类型：线性 vs 循环（默认线性；循环适用于重复参与场景）

What you produce

输出内容

1. Executive summary (3-5 sentences)

1. 执行摘要（3-5句话）

Who the journey is FOR, what they're trying to accomplish, where the biggest pain points and opportunities are, and the most important moment of truth.

说明旅程针对的对象、客户的目标、最大的痛点和机会点，以及最重要的关键时刻。

2. Persona / segment

2. 人物角色/细分群体

A 1-paragraph summary of the customer this journey describes. Reference an existing persona if one exists (skill:

foundation-persona

); summarize key attributes if not.

用一段文字概述本旅程所描述的客户。若已有现成的人物角色（技能：

foundation-persona

），请参考；若无，则总结其关键特征。

3. Journey scope

3. 旅程范围

The phase / lifecycle covered. State explicitly what is included; what is excluded.

说明涵盖的阶段/生命周期。明确列出包含和排除的内容。

4. Stages (3-7 named stages)

4. 阶段（3-7个命名阶段）

Each journey stage has:

Stage name (use customer-language verb forms: "Discovers", "Considers", "Tries", "Decides", "Uses", "Renews", etc.)
Customer goal at this stage (what they're trying to do)
Duration estimate (minutes, days, weeks)
Trigger that moves them into this stage
Exit criterion that moves them out

每个旅程阶段包含：

阶段名称（使用客户视角的动词形式：如"Discovers"、"Considers"、"Tries"、"Decides"、"Uses"、"Renews"等）
客户在该阶段的目标（他们试图完成的事项）
时长预估（分钟、天、周）
进入该阶段的触发条件
离开该阶段的退出标准

5. Touchpoints per stage

5. 各阶段触点

For each stage, list the touchpoints (where customer interacts with product or organization):

Stage	Touchpoint	Channel	What happens
Discovers	Search result	Search engine	Sees competitor option
Discovers	Landing page	Web	Lands on product page
Considers	Product demo	App / video	Watches 90-second product overview
...

为每个阶段列出触点（客户与产品或企业互动的场景）：

阶段	触点	渠道	发生的行为
Discovers	搜索结果	搜索引擎	看到竞品选项
Discovers	着陆页	网页	进入产品页面
Considers	产品演示	应用/视频	观看90秒产品介绍
...

6. Emotional curve

6. 情绪曲线

For each stage, what the customer feels. Use specific emotional labels (frustration, hope, surprise, anxiety, satisfaction) NOT generic ones (happy / sad).

Format as a table:

Stage	Dominant emotion	Confidence (high / medium / low based on research evidence)	Source
Discovers	Curiosity, mild skepticism	Medium	12 user interviews; 3 mentioned skepticism explicitly
Considers	Frustration	High	87% of survey respondents in this stage cited "confusing pricing"

If no research data exists, label every entry as "Hypothesis" with confidence "Low" and recommend validation research.

说明客户在每个阶段的感受。使用具体的情绪标签（如frustration、hope、surprise、anxiety、satisfaction），而非通用标签（如开心/难过）。

以表格形式呈现：

阶段	主导情绪	可信度（基于研究证据分为高/中/低）	来源
Discovers	好奇、轻度怀疑	中	12份用户访谈；3份明确提到怀疑
Considers	沮丧	高	该阶段87%的调研受访者提到“定价混乱”

若无研究数据，需将所有条目标记为“假设”，可信度为“低”，并建议开展验证研究。

7. Pain points and moments of truth

7. 痛点与关键时刻

Pain points: where the customer experiences friction, confusion, frustration, blockers. Per stage.

Moments of truth: critical moments where customer perception is formed. These are NOT every interaction; they are the 3-5 moments that determine whether the customer continues or abandons.

Use a table:

Stage	Pain / Moment of Truth	Severity (1-5)	Customer evidence	Implication
Considers	Pricing confusion	4	87% survey signal	Block conversion; needs price-clarity work
Tries	"Aha moment" reached when ...	Moment of Truth (5)	92% who reach this stage convert	Make this the activation criterion

痛点：客户遇到摩擦、困惑、沮丧或阻碍的环节，按阶段梳理。

关键时刻：形成客户认知的关键瞬间。并非所有互动都是关键时刻，而是决定客户继续或放弃的3-5个瞬间。

以表格形式呈现：

阶段	痛点/关键时刻	严重程度（1-5）	客户证据	影响
Considers	定价混乱	4	87%的调研数据	阻碍转化；需优化价格清晰度
Tries	达成“顿悟时刻”的场景...	关键时刻（5）	92%到达该阶段的用户完成转化	将此设为激活标准

8. Opportunities (annotated per stage)

8. 机会点（按阶段标注）

Where the product can intervene to reduce pain or amplify a moment of truth. Per stage, 1-3 opportunities.

Format:

Stage	Opportunity	What product change addresses it	Effort estimate (rough)
Considers	Reduce pricing confusion	Add comparison table on landing page	Small
Tries	Accelerate aha moment	Onboarding tour with quick win	Medium

产品可介入以减少痛点或强化关键时刻的环节。每个阶段列出1-3个机会点。

格式如下：

阶段	机会点	对应的产品调整	工作量预估（粗略）
Considers	减少定价混乱	在着陆页添加对比表格	小
Tries	加速顿悟时刻	包含快速上手环节的注册引导	中

9. Visual (mermaid diagrams)

9. 可视化（Mermaid图表）

Produce mermaid diagrams when feasible; markdown tables are always the valid fallback.

Master diagram: a mermaid

timeline

flowchart

covering the full journey. Use timeline for linear journeys; flowchart for branching journeys with decision points.

Sectional diagrams: for journeys with 5 or more stages, also produce a focused mermaid block per stage (or per 2-3 stages) to avoid visual crowding and rendering failures.

For multi-actor journeys, mermaid is simplified or omitted; parallel markdown tables (one per actor) are preferred.

Example master diagram:

timeline
    title Customer Journey
    Discovers : Sees ad : Lands on website
    Considers : Reads pricing : Watches demo
    Tries : Signs up : Onboarding
    Decides : Upgrades or churns

在可行的情况下生成Mermaid图表；Markdown表格始终是有效的替代方案。

主图表：涵盖完整旅程的Mermaid

timeline

（时间线）或

flowchart

（流程图）。线性旅程使用时间线；带有决策点的分支旅程使用流程图。

分段图表：对于包含5个及以上阶段的旅程，还需为每个阶段（或每2-3个阶段）生成聚焦的Mermaid代码块，以避免视觉拥挤和渲染失败。

对于多角色旅程，Mermaid图表需简化或省略；优先使用并行Markdown表格（每个角色对应一张表格）。

主图表示例：

timeline
    title Customer Journey
    Discovers : Sees ad : Lands on website
    Considers : Reads pricing : Watches demo
    Tries : Signs up : Onboarding
    Decides : Upgrades or churns

10. Research gaps (explicit)

10. 研究缺口（明确列出）

What is the map NOT addressing because data is unavailable? What follow-up research would close the most important gaps?

由于数据缺失，地图未涵盖哪些内容？开展哪些后续研究可以填补最重要的缺口？

Refusal protocols

拒绝规则

You refuse to produce a journey map without minimum input quality. Specifically:

No persona or scope. "I need to know whose journey this is and what they're trying to accomplish. Provide a persona (or persona summary) and the goal."
Fabricate emotional data without research. If user asks "what does the customer feel here?" without providing research signal: "I can suggest hypothetical emotions, but they will be labeled Hypothesis (Confidence: Low) and recommended for validation. Want to proceed with hypothesis-mode, or do you have research data to ground this?"
Service blueprint or architecture diagram request. This skill covers user-experience artifacts: journey maps, user flows, and funnels as user-experience lenses. It does NOT produce service blueprints, operational diagrams, or system architecture maps. If user asks for a service blueprint: "Service blueprints map operational processes and back-stage activities - this skill covers the user-experience side. For a service blueprint, use a diagramming tool directly. Want to continue with a user journey map instead?" Note: funnels viewed as a user-experience lens (what does the user feel and do at each funnel stage?) ARE within scope.
Excessive scope. End-to-end journey for a long-lifecycle product (e.g., 5 years of B2B SaaS engagement) is too coarse to be useful. Refuse: "End-to-end over 5 years is too coarse. Pick a phase: pre-purchase (discovery to first contract), onboarding (signup to first value), expansion (renewal + cross-sell), or off-boarding (churn signals + recovery)."
Single touchpoint as the whole journey. If user provides only one touchpoint (e.g., "checkout"): "A single touchpoint isn't a journey. Either expand to the surrounding stages (e.g., browse + add-to-cart + checkout + post-purchase) OR switch to a different artifact like
```
deliver-edge-cases
```
for the checkout flow specifically." If that skill is not available in the environment, say so rather than leaving a bare pointer, and describe the alternative in plain language: enumerate the flow's failure and boundary conditions, one row per condition, with the expected handling for each.

你会在输入质量未达最低要求时拒绝生成旅程地图，具体情况如下：

无人物角色或范围：“我需要了解此旅程针对的对象以及他们的目标。请提供人物角色（或人物角色摘要）和目标。”
无研究依据编造情绪数据：若用户询问“客户在这里的感受是什么？”但未提供研究数据：“我可以给出假设性的情绪，但会标记为‘假设（可信度：低）’并建议验证。你希望以假设模式继续，还是有研究数据作为依据？”
请求服务蓝图或架构图：本技能仅处理用户体验类文档：旅程地图、用户流程以及从用户体验视角出发的漏斗图。不生成服务蓝图、运营流程图或系统架构图。若用户请求服务蓝图：“服务蓝图用于绘制运营流程和后台活动——本技能聚焦用户体验层面。如需服务蓝图，请直接使用绘图工具。是否改为生成用户旅程地图？” 注意：从用户体验视角出发的漏斗图（用户在每个漏斗阶段的感受和行为）属于本技能的范围。
范围过大：长生命周期产品（如B2B SaaS的5年客户互动）的端到端旅程过于宽泛，缺乏实用性。拒绝时说明：“5年的端到端旅程过于宽泛。请选择一个阶段：售前（发现至首次签约）、注册（signup至首次获得价值）、拓展（续费+交叉销售）或离店（流失信号+挽回）。”
将单个触点视为完整旅程：若用户仅提供单个触点（如“结账”）：“单个触点并非旅程。请扩展至周边阶段（如浏览+加入购物车+结账+售后），或切换至其他文档类型，如使用
```
deliver-edge-cases
```
专门梳理结账流程。若环境中无该技能，请明确说明，并以通俗语言描述替代方案：逐一列出流程的失败场景和边界条件，每个条件占一行，并说明预期的处理方式。”

Patterns

模式

Linear journey (default)

线性旅程（默认）

Single sequence: Stage 1, Stage 2, Stage 3, etc. Customer moves from start to end. Use for purchase journeys, onboarding flows, support resolution paths.

单一序列：阶段1→阶段2→阶段3……客户从起点到终点单向推进。适用于购买旅程、注册流程、支持解决路径。

Cyclical journey

循环旅程

Recurring loop. Customer returns to a stage on a cadence. Use for renewal cycles, engagement loops, recurring task workflows (e.g., monthly QBR cycle for B2B customer).

重复循环。客户按周期回到某个阶段。适用于续费周期、互动循环、重复任务流程（如B2B客户的月度QBR周期）。

Multi-actor journey (advanced)

多角色旅程（进阶）

Multiple personas with intersecting journeys (e.g., buyer + influencer + user in B2B). Show parallel tracks with intersection points.

This is an advanced pattern. Use sparingly; complex to maintain. In multi-actor runs: use parallel markdown tables (one per actor) with shared touchpoints annotated; mermaid is simplified or omitted; include a complexity warning in the output noting that multi-actor journeys are harder to validate and research depth should prioritize the primary actor.

多个角色的旅程相互交叉（如B2B场景中的采购者+影响者+使用者）。展示带有交叉点的并行轨迹。

这是一种进阶模式，请谨慎使用；维护难度较高。生成多角色旅程时：使用并行Markdown表格（每个角色对应一张），并标注共享触点；简化或省略Mermaid图表；在输出中添加复杂度警告，说明多角色旅程更难验证，研究应优先聚焦主角色。

Cross-skill composition

跨技能组合

Output of this skill feeds into:
```
define-problem-statement
```
,
```
define-hypothesis
```
,
```
define-opportunity-tree
```
(each stage's pain or moment of truth can become a problem statement)
Inputs to this skill often come from:
```
foundation-persona
```
(the WHO),
```
discover-interview-synthesis
```
(qualitative signal),
```
measure-survey-analysis
```
(quantitative signal)
Visualizes via:
```
utility-mermaid-diagrams
```
(timeline or flowchart)
Adversarial review via:
```
utility-pm-critic
```
(challenges where emotions and moments of truth lack research evidence)

本技能的输出可用于：
```
define-problem-statement
```
、
```
define-hypothesis
```
、
```
define-opportunity-tree
```
（每个阶段的痛点或关键时刻可转化为问题陈述）
本技能的输入通常来自：
```
foundation-persona
```
（对象）、
```
discover-interview-synthesis
```
（定性数据）、
```
measure-survey-analysis
```
（定量数据）
可视化依赖：
```
utility-mermaid-diagrams
```
（时间线或流程图）
反向评审依赖：
```
utility-pm-critic
```
（质疑情绪和关键时刻缺乏研究依据的情况）

Output Format

输出格式

Use the template in

references/TEMPLATE.md

to structure the output. See

references/EXAMPLE.md

for a complete worked example.

使用

references/TEMPLATE.md

中的模板构建输出。完整示例请参考

references/EXAMPLE.md

。

Quality Checklist

质量检查清单

Cross-references

交叉引用

Template:
```
references/TEMPLATE.md
```

Examples:

references/EXAMPLE.md

+ library samples in

library/skill-output-samples/discover-journey-map/

模板：
```
references/TEMPLATE.md
```

示例：

references/EXAMPLE.md

library/skill-output-samples/discover-journey-map/

中的库示例