What is a customer journey map?

A customer journey map visualises the steps a customer takes with a product or service across stages, alongside what they do and how they feel at each step. It helps teams spot friction and opportunities.

What are the four stages used here?

The tool uses the classic funnel of awareness, consideration, purchase, and retention. Awareness is first contact, consideration is evaluation, purchase is the buying moment, and retention covers the ongoing relationship.

What does the emotion score mean?

Each touchpoint carries an emotion rating from minus two, meaning frustrated, to plus two, meaning delighted, with zero as neutral. This is the standard scale used to plot the emotional curve of a journey map.

Is this real customer data?

No. The touchpoints and emotions are random prompts meant to seed a workshop discussion. A real journey map should be built from analytics, interviews, and support data, not invented scenarios.

Does this need the internet?

No. The stage and emotion banks are bundled into the page and combined locally, so the tool works offline and uploads nothing.

Customer Journey Map Seed Generator

A customer journey map charts the steps a customer takes with a product across stages, recording what they do and how they feel at each point. Filling that map from a blank page is the hard part of a workshop. This free tool generates a touchpoint and an emotion rating for each classic stage so facilitators have concrete prompts to react to and refine.

How it works

The generator covers the four funnel stages — awareness, consideration, purchase, retention — and for each one draws a random scenario:

It picks a touchpoint from that stage’s bank, for example compares pricing pages under consideration.
It assigns an emotion on the standard scale from -2 (frustrated) to +2 (delighted).
It returns one row per stage, giving you a starter journey with an emotional curve already sketched in.

Everything is assembled in your browser; nothing is uploaded, and Reroll generates a new scenario set.

Tips and notes

Treat the output as discussion seeds, not data — the value is in the conversation each prompt provokes.
Watch the emotion scores across stages: a dip from +1 to -2 between purchase and retention is exactly the kind of friction a workshop should explore.
Reroll a few times and keep the scenarios that feel closest to a real pain point you have heard from customers.
Pair this with the user persona generator so each journey is walked from a specific persona’s point of view.