---
slug: "{journey-slug}"
persona: "{persona-slug}"
last_reviewed: YYYY-MM-DD
data_source: "{analytics dashboard / user research / hybrid}"
---

# Customer Journey: {Name} — {Persona}

> {1-line: what flow this journey covers — vd "First-time signup → first value moment"}

## Stages

| # | Stage | User Action | Touchpoint | Emotion | Pain Point | Drop-off | Opportunity |
|---|-------|-------------|------------|---------|------------|----------|-------------|
| 1 | {Awareness} | {What they do} | {Channel/screen} | 😐 / 😊 / 😞 | {Friction} | {%} | {What we could do} |
| 2 | {Consideration} | | | | | | |
| 3 | {Onboarding} | | | | | | |
| 4 | {First value} | | | | | | |
| 5 | {Habit / retention} | | | | | | |

## Moments of truth

> Stages where user decides stay-or-leave. Highlight + double down on these.

- **Stage {N}**: {why critical, what makes-or-breaks}

## Drop-off analysis

| Stage | Conversion rate | Last reviewed |
|-------|-----------------|---------------|
| 1 → 2 | {%} | YYYY-MM-DD |
| 2 → 3 | {%} | |

## Hypotheses to test

- {What we suspect causes drop-off at stage X — and how we'd test it}

## Related

- Persona: {link `{ws}/product/personas/{slug}.md`}
- Briefs addressing this journey: {link `{ws}/product/briefs/...`}
- Metrics watching this journey: {link `{ws}/product/metrics.md`}
