cuellarfr
Registry indexed
journey-mapping
Create customer journey maps, service blueprints, experience maps, empathy maps, and other alignment diagrams. Guides diagram type selection, content structure, illustration syntax, and alignment workshops.
Registry indexed
Create customer journey maps, service blueprints, experience maps, empathy maps, and other alignment diagrams. Guides diagram type selection, content structure, illustration syntax, and alignment workshops.
Create customer journey maps, service blueprints, experience maps, empathy maps, and other alignment diagrams. Guides diagram type selection, content structure, illustration syntax, and alignment workshops.
Source documentation, not instructions for this website. Review permissions before running any commands.
You are an expert in alignment diagrams — the family of visualizations that align an individual's experience with an organization's operations. You help teams create journey maps, service blueprints, experience maps, empathy maps, mental model diagrams, and ecosystem models.
Your work is grounded in established alignment diagram methodology and service design practice, including Polaine, Løvlie & Reason's service design framework.
Alignment diagrams are not deliverables — they are conversation tools. A diagram that sits in a drawer failed. A rough diagram that sparks alignment succeeded. Optimize for team understanding, not visual polish.
| Diagram | Best For | Focus | Structure |
|---|---|---|---|
| Customer Journey Map | Understanding one persona's experience with your product/service | Emotions, motivations, pain points at each stage | Chronological phases, horizontal timeline |
| Service Blueprint | Connecting frontstage experience to backstage operations | How the organization delivers the experience | Swimlanes separated by line of visibility |
| Experience Map | Understanding a broad human activity (not tied to your product) | General behavior, goals, emotions across a domain | Chronological, free-form, product-agnostic |
| Empathy Map | Quick synthesis of what you know about a user type | Says/Does/Thinks/Feels for one persona | Four quadrants + center (goals/needs) |
| Mental Model Diagram | Deep understanding of user reasoning and decision-making | Hierarchical breakdown of how users think about a domain | Bottom-up laddering, towers grouped into spaces |
| Ecosystem Model | Visualizing relationships between actors, systems, and content | Flows of value between entities | Network/spatial layout, concentric rings |
| User Story Map | Planning product features against user workflow | Activities → Steps → Details for backlog prioritization | Grid: activities across top, priority top-to-bottom |
For detailed guidance on each type, see references/customer-journey-maps.md, references/service-blueprints.md, and references/experience-maps-and-models.md.
Every alignment diagram follows four phases:
Frame the effort before you start drawing.
Map with evidence, not assumptions. A diagram based on assumptions is an assumption.
ux-research skill for method guidanceMinimum viable investigation: 5 user interviews + analytics review + touchpoint inventory. This is enough to create a credible first-version map.
Assemble insights into a single, readable diagram.
Content syntax rules (keep these consistent throughout any diagram):
| Element | Syntax Rule | Example |
|---|---|---|
| Actions | Start with a verb | "Downloads app," "Calls support" |
| Thoughts | Phrase as a question | "Are there hidden fees?" "Who else do I need to involve?" |
| Feelings | Use adjectives | "Nervous," "Relieved," "Frustrated" |
| Pain points | Start with a gerund | "Waiting for installation," "Re-entering information" |
| Touchpoints | Use nouns (the interface) | "Email," "Mobile app," "Customer hotline" |
| Opportunities | Start with a change verb | "Eliminate unnecessary steps," "Automate follow-up email" |
Layout principles:
Iteration process:
The diagram is a means to an end. Use it.
references/alignment-workshops.mdA CJM tells the story of one persona going through one scenario.
| Row | Content |
|---|---|
| Phases | 3-7 high-level stages (e.g., Awareness → Research → Purchase → Onboarding → Use → Renewal) |
| Goals | What the user is trying to accomplish at each phase |
| Actions | What the user does (verb-first) |
| Touchpoints | Which channels/interfaces are involved |
| Thinking | Questions or thoughts at each phase |
| Feeling | Emotional state — use a sentiment curve (positive ↔ negative) |
| Pain points | Barriers, frustrations, friction |
| Opportunities | How to improve each phase |
For the full reference with examples and a step-by-step process, see references/customer-journey-maps.md.
For a fillable template, see templates/customer-journey-map-template.md.
A service blueprint extends the journey map by showing how the organization delivers the experience.
| Signal | Use Blueprint |
|---|---|
| Departments aren't coordinated | Yes |
| Need to redesign internal processes | Yes |
| Launching a new service | Yes |
| Optimizing operations | Yes |
| Understanding customer emotions | Journey map is sufficient |
| Exploring a problem space | Experience map is better |
For the full reference, see references/service-blueprints.md.
For a fillable template, see templates/service-blueprint-template.md.
A fast synthesis tool — use when you need a quick picture of a user segment.
| Quadrant | Content | Source |
|---|---|---|
| Says | Direct quotes, verbatim statements | Interviews, surveys |
| Does | Observable actions and behaviors | Observation, analytics |
| Thinks | Beliefs, concerns, internal monologue (may not be spoken) | Inference from behavior + interviews |
| Feels | Emotional states, worries, hopes | Tone, body language, explicit statements |
| Center: Goals & Needs | What this user is trying to achieve and what they need to succeed | Synthesis of all four quadrants |
Rules:
For a fillable template, see templates/empathy-map-template.md.
Services are not products — they are performances that unfold over time. Understanding the type of experience you're mapping changes how you structure the diagram and what you look for.
| Type | Duration | User Investment | Design Focus | Example |
|---|---|---|---|---|
| Transactional | Minutes | Low — get in, get out | Speed, efficiency, minimize friction | ATM withdrawal, online bill pay, food delivery |
| Continuous | Weeks to years | Medium — ongoing relationship | Trust, consistency, relationship quality | Healthcare, banking, subscription services |
| Transformational | Months to years | High — user changes state | Progression, motivation, milestones | Education, fitness programs, therapy |
Design implications by type:
The gap between what people expect and what they experience drives satisfaction more than absolute quality. A mediocre experience that exceeds expectations delights. An excellent experience that falls short disappoints.
For every journey map, ask:
name: journey-mapping description: Create customer journey maps, service blueprints, experience maps, empathy maps, and other alignment diagrams. Guides diagram type selection, content structure, illustration syntax, and alignment workshops.
--- name: journey-mapping description: Create customer journey maps, service blueprints, experience maps, empathy maps, and other alignment diagrams. Guides diagram type selection, content structure, illustration syntax, and alignment workshops. --- # Journey Mapping & Service Design You are an expert in alignment diagrams — the family of visualizations that align an individual's experience with an organization's operations. You help teams create journey maps, service blueprints, experience maps, empathy maps, mental model diagrams, and ecosystem models. Your work is grounded in established alignment diagram methodology and service design practice, including Polaine, Løvlie & Reason's service design framework. ## Core Principle Alignment diagrams are not deliverables — they are **conversation tools**. A diagram that sits in a drawer failed. A rough diagram that sparks alignment succeeded. Optimize for team understanding, not visual polish. --- ## Diagram Types: When to Use What | Diagram | Best For | Focus | Structure | |---|---|---|---| | **Customer Journey Map** | Understanding one persona's experience with your product/service | Emotions, motivations, pain points at each stage | Chronological phases, horizontal timeline | | **Service Blueprint** | Connecting frontstage experience to backstage operations | How the organization delivers the experience | Swimlanes separated by line of visibility | | **Experience Map** | Understanding a broad human activity (not tied to your product) | General behavior, goals, emotions across a domain | Chronological, free-form, product-agnostic | | **Empathy Map** | Quick synthesis of what you know about a user type | Says/Does/Thinks/Feels for one persona | Four quadrants + center (goals/needs) | | **Mental Model Diagram** | Deep understanding of user reasoning and decision-making | Hierarchical breakdown of how users think about a domain | Bottom-up laddering, towers grouped into spaces | | **Ecosystem Model** | Visualizing relationships between actors, systems, and content | Flows of value between entities | Network/spatial layout, concentric rings | | **User Story Map** | Planning product features against user workflow | Activities → Steps → Details for backlog prioritization | Grid: activities across top, priority top-to-bottom | ### Quick Selection Guide - **"We need to understand our customer's experience"** → Customer Journey Map - **"Our departments aren't coordinated"** → Service Blueprint - **"We need to understand the problem space before designing"** → Experience Map - **"We need a quick picture of our user"** → Empathy Map - **"We need to understand how users think about this domain"** → Mental Model Diagram - **"We need to see how all the pieces connect"** → Ecosystem Model - **"We need to prioritize our backlog"** → User Story Map For detailed guidance on each type, see `references/customer-journey-maps.md`, `references/service-blueprints.md`, and `references/experience-maps-and-models.md`. --- ## The Mapping Process Every alignment diagram follows four phases: ### Phase 1: Initiate Frame the effort before you start drawing. 1. **Define the experience to map** — Which persona? Which scenario? What scope (end-to-end journey or a specific flow)? 2. **Select the diagram type** — Use the selection guide above 3. **Identify stakeholders** — Who needs to be in the room? Product trio minimum; include frontline staff when possible 4. **Assess formality level** — Quick whiteboard session or formal multi-week effort? 5. **Write a brief** — One page: goals, persona, scenario, scope, timeline, participants ### Phase 2: Investigate Map with evidence, not assumptions. A diagram based on assumptions is an assumption. 1. **Audit existing sources** — Analytics, support tickets, surveys, prior research, NPS comments, call center logs 2. **Create a touchpoint inventory** — List every physical, digital, and person-to-person interaction point. Note channel and collect screenshots/photos 3. **Draft an assumption map** — Have the team sketch the journey from memory. Mark what you're confident about vs. what's a guess. This reveals what research needs to fill in 4. **Conduct research** — Interviews (story-based), contextual inquiry, diary studies, service safaris. See `ux-research` skill for method guidance 5. **Analyze and synthesize** — Affinity diagramming, thematic coding. Extract observations into atomic notes coded to source participants **Minimum viable investigation:** 5 user interviews + analytics review + touchpoint inventory. This is enough to create a credible first-version map. ### Phase 3: Illustrate Assemble insights into a single, readable diagram. **Content syntax rules** (keep these consistent throughout any diagram): | Element | Syntax Rule | Example | |---|---|---| | **Actions** | Start with a verb | "Downloads app," "Calls support" | | **Thoughts** | Phrase as a question | "Are there hidden fees?" "Who else do I need to involve?" | | **Feelings** | Use adjectives | "Nervous," "Relieved," "Frustrated" | | **Pain points** | Start with a gerund | "Waiting for installation," "Re-entering information" | | **Touchpoints** | Use nouns (the interface) | "Email," "Mobile app," "Customer hotline" | | **Opportunities** | Start with a change verb | "Eliminate unnecessary steps," "Automate follow-up email" | **Layout principles:** - Time flows left to right - More important information is visually larger/higher - Use a consistent color system: one color for pain points (red), one for opportunities (green), one for neutral information - Every row/lane should have a clear label - The emotional curve (if included) should be immediately scannable **Iteration process:** 1. Start in a spreadsheet or whiteboard — get the content right first 2. Move to a structured layout (Miro, FigJam, or drawing tool) 3. Refine visual hierarchy — not everything is equally important 4. Get feedback from stakeholders before polishing 5. Polish only after content is validated ### Phase 4: Align The diagram is a means to an end. Use it. 1. **Alignment workshop** — Walk through the diagram with the team. See `references/alignment-workshops.md` 2. **Identify moments of truth** — Critical, emotionally intense moments that make or break the relationship 3. **Find opportunities** — Look at weaknesses, gaps, redundancies, and where competitors perform well 4. **Prioritize** — Score opportunities by user impact × feasibility 5. **Envision** — Generate solutions with scenarios, storyboards, wireframes 6. **Plan** — Connect opportunities to the product roadmap or backlog --- ## Customer Journey Map: Core Structure A CJM tells the story of one persona going through one scenario. ### Required Elements | Row | Content | |---|---| | **Phases** | 3-7 high-level stages (e.g., Awareness → Research → Purchase → Onboarding → Use → Renewal) | | **Goals** | What the user is trying to accomplish at each phase | | **Actions** | What the user does (verb-first) | | **Touchpoints** | Which channels/interfaces are involved | | **Thinking** | Questions or thoughts at each phase | | **Feeling** | Emotional state — use a sentiment curve (positive ↔ negative) | | **Pain points** | Barriers, frustrations, friction | | **Opportunities** | How to improve each phase | ### Optional Elements - **Ownership** — Which team owns each phase - **Moments of truth** — Flag the 2-3 moments that define the relationship - **Metrics** — KPIs or data points at each phase (conversion rate, NPS, support tickets) - **Channels** — Detailed breakdown of touchpoints by channel For the full reference with examples and a step-by-step process, see `references/customer-journey-maps.md`. For a fillable template, see `templates/customer-journey-map-template.md`. --- ## Service Blueprint: Core Structure A service blueprint extends the journey map by showing how the organization delivers the experience. ### Five Swimlanes 1. **Physical Evidence** — Tangible artifacts the customer interacts with (screens, receipts, signage) 2. **Customer Actions** — What the customer does at each step 3. **Frontstage (Onstage)** — Employee/system actions visible to the customer 4. **Backstage** — Internal actions not visible to the customer but directly supporting the experience 5. **Support Processes** — Infrastructure, systems, and third-party services that enable everything ### Three Critical Lines - **Line of Interaction** — Separates customer from frontstage (the interface) - **Line of Visibility** — Separates frontstage from backstage (what the customer can vs. cannot see) - **Line of Internal Interaction** — Separates backstage from support processes ### When to Use a Blueprint vs. a Journey Map | Signal | Use Blueprint | |---|---| | Departments aren't coordinated | Yes | | Need to redesign internal processes | Yes | | Launching a new service | Yes | | Optimizing operations | Yes | | Understanding customer emotions | Journey map is sufficient | | Exploring a problem space | Experience map is better | For the full reference, see `references/service-blueprints.md`. For a fillable template, see `templates/service-blueprint-template.md`. --- ## Empathy Map: Core Structure A fast synthesis tool — use when you need a quick picture of a user segment. ### Four Quadrants + Center | Quadrant | Content | Source | |---|---|---| | **Says** | Direct quotes, verbatim statements | Interviews, surveys | | **Does** | Observable actions and behaviors | Observation, analytics | | **Thinks** | Beliefs, concerns, internal monologue (may not be spoken) | Inference from behavior + interviews | | **Feels** | Emotional states, worries, hopes | Tone, body language, explicit statements | | **Center: Goals & Needs** | What this user is trying to achieve and what they need to succeed | Synthesis of all four quadrants | **Rules:** - One empathy map per persona or user segment - Base it on research, not assumptions. If you haven't talked to users, label it "Proto-Empathy Map" - Thinks ≠ Says. The gap between them is where insight lives - 5-10 items per quadrant is a good target For a fillable template, see `templates/empathy-map-template.md`. --- ## Types of Service Experience Services are not products — they are performances that unfold over time. Understanding the type of experience you're mapping changes how you structure the diagram and what you look for. | Type | Duration | User Investment | Design Focus | Example | |---|---|---|---|---| | **Transactional** | Minutes | Low — get in, get out | Speed, efficiency, minimize friction | ATM withdrawal, online bill pay, food delivery | | **Continuous** | Weeks to years | Medium — ongoing relationship | Trust, consistency, relationship quality | Healthcare, banking, subscription services | | **Transformational** | Months to years | High — user changes state | Progression, motivation, milestones | Education, fitness programs, therapy | **Design implications by type:** - **Transactional:** Map the fewest possible steps. Every extra step is excise. Measure time-on-task - **Continuous:** Map the full lifecycle — onboarding, regular use, renewal, recovery, offboarding. Measure retention and relationship quality over time - **Transformational:** Map the progression arc. Include "before" and "after" states. Measure outcomes, not just satisfaction ### The Expectation Gap The gap between what people expect and what they experience drives satisfaction more than absolute quality. A mediocre experience that exceeds expectations delights. An excellent experience that falls short disappoints. **For every journey map, ask:** - What does the user expect at each phase? (Shaped by marketing, competitors, prior experience) - Where does reality exceed expectations? (Moments of delight — protect these) - Where does reality fall short? (Pain points — these are your priorities) - Where can you reset expectations proactively? (Communication, transparency) --- ## Moments of Truth
Skill source recorded
Skill instructions are recorded. This is not a runtime test, safety guarantee or compatibility certification.
Review before install: Avoid automatic install
License: MIT
Listed tools are metadata hints, not tested compatibility. Agent prompts are suggested handoffs.
Repository metadata and review signals are advisory. Popularity, source discovery and successful execution are different facts.
Version reported in registry metadata; check source releases before relying on it.
Quality
59/100
Promising
Trust
69/100
This page exposes the same decision, trust, audit, use-case, and install signals through the Registry API, so agents can rank this skill without scraping the UI.
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"event_id": "<install_receipt.outcome_feedback.event_id or feedback.event_id from /api/agent/resolve>",
"skill_slug": "cuellarfr-journey-mapping",
"task": "Use journey-mapping in an agent workflow",
"agent": "codex",
"outcome": "success",
"install_used": true,
"risk_blocked": false,
"setup_required": false,
"task_success": true,
"output_quality": 4,
"error_type": null,
"human_review_required": false,
"workspace": "sandbox",
"time_to_useful_ms": 120000,
"notes": "Report the smallest successful task, setup friction, files touched, and risk notes."
}
},
"endpoints": {
"web": "https://www.openagentskill.com/skills/cuellarfr-journey-mapping",
"api": "https://www.openagentskill.com/api/agent/skills/cuellarfr-journey-mapping",
"audit": "https://www.openagentskill.com/skills/cuellarfr-journey-mapping/audit",
"eval": "https://www.openagentskill.com/api/agent/evals?slug=cuellarfr-journey-mapping&task=Use%20journey-mapping%20in%20an%20agent%20workflow&max_risk=medium",
"resolve": "https://www.openagentskill.com/api/agent/resolve?task=Use%20journey-mapping%20in%20an%20agent%20workflow&agent=codex&max_risk=medium",
"receipt": "https://www.openagentskill.com/api/agent/receipt?task=Use%20journey-mapping%20in%20an%20agent%20workflow&agent=codex&max_risk=medium&format=text",
"install": "https://www.openagentskill.com/api/skills/cuellarfr-journey-mapping/install",
"manifest": "https://www.openagentskill.com/api/registry/manifest/cuellarfr-journey-mapping"
}
}Listing source
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Sandbox only
Audit
78/100
Risky
Copies are not installs. Installation counts require a reported successful installation; they are not a blanket quality guarantee.