What it is
Shows stages, touchpoints, actions, emotions, and pain points across the lifecycle from awareness to renewal. Cross-functional artifact for product, marketing, CS, and support.
Concrete example
Horizontally mapped stages (Discover → Trial → Setup → Daily Use) with sticky notes for “what user does, thinks, feels.”
When to use it
When activation is flat, when churn root-cause is unclear, or before a CS or onboarding redesign.
What Product Joi delivers
Stage-by-stage journey map: actions, thinking, emotions, touchpoints, pain points, and a prioritized list of 5–8 intervention points.
Turnaround
48 hours
Format
Decision-first doc
Reviewed by
Senior product lead