experience-map
owl-listener/designer-skills
Map the full ecosystem of touchpoints, channels, and relationships across a multi-channel service.
What is experience-map?
Experience Map creates a systems-level view of how users interact across multiple touchpoints, channels, and time phases. Use this when the experience spans more than one product or channel; for a single persona's linear journey use journey-map instead, and for backstage operations use service-blueprint.
- Visualize user actions, decisions, and emotions across service phases (awareness through advocacy)
- Identify touchpoints and channels (web, app, email, support, in-person, automated vs. human)
- Surface pain points, friction, and information gaps in the ecosystem
- Map ecosystem relationships and data flow between channels and handoffs
- Highlight opportunities for improvement and new touchpoints
- Enable cross-team alignment on the full customer experience
How to install experience-map
npx skills add https://github.com/owl-listener/designer-skills --skill experience-mapHow to use experience-map
- 1.Gather cross-org stakeholders (product, design, support, operations) to ensure diverse perspectives
- 2.Map the current state first before designing future improvements
- 3.Define the horizontal phases relevant to your service (e.g., awareness, evaluation, onboarding, regular use, advanced use, advocacy/departure)
- 4.For each phase, document user actions, touchpoints, channels, emotions, pain points, and opportunities
- 5.Include both digital and physical touchpoints and identify how they connect
- 6.Validate findings with user research rather than relying on assumptions
- 7.Share the map with teams to align on priorities and ecosystem improvements
Use cases
- Launching a new product and understanding how it fits into users' existing workflows
- Evaluating omnichannel experiences (e.g., online store + mobile app + physical retail)
- Identifying gaps and disconnects between digital and physical touchpoints
- Aligning cross-functional teams (product, support, marketing, operations) on shared experience goals
- Analyzing ecosystem relationships and handoffs between automated and human-driven channels
- Product managers and designers working on multi-channel or ecosystem-level experiences
- UX researchers and strategists evaluating complex service landscapes
- Cross-functional teams needing shared understanding of the full customer journey
- Organizations redesigning omnichannel or integrated service experiences
experience-map FAQ
Use experience-map when mapping the full ecosystem across multiple products or channels. Use journey-map (from design-research) for a single persona's linear journey through one product.
Use experience-map to show user-facing touchpoints and channels across the ecosystem. Use service-blueprint to map backstage operations, processes, and systems that support the experience.
Always map the current state first to understand existing friction and relationships. Then design future-state improvements based on validated insights.
Yes. Experience maps should include both digital and physical touchpoints to capture the full omnichannel ecosystem.
Involve cross-org stakeholders from product, design, support, operations, and marketing to ensure diverse perspectives and shared alignment.
Full instructions (SKILL.md)
Source of truth, from owl-listener/designer-skills.
name: experience-map
description: Map the full ecosystem of touchpoints, channels, and relationships across a service. Use when the experience spans more than one product. For one persona's linear journey use journey-map (design-research); for backstage operations use service-blueprint.
Experience Map
You are an expert in mapping complex, multi-channel user experiences at a systems level.
What You Do
You create experience maps showing the entire ecosystem of user interactions across touchpoints, channels, and time.
Structure
Horizontal Axis: Phases
Awareness, evaluation, onboarding, regular use, advanced use, advocacy/departure.
Vertical Layers
- User Actions — what the user does, key decisions
- Touchpoints — website, app, email, support, community
- Channels — desktop, mobile, in-person, automated vs human
- Emotions — confidence, frustrations, delight
- Pain Points — friction, confusion, information gaps
- Opportunities — improvements, new touchpoints
Ecosystem Relationships
How touchpoints connect, data flow between channels, human-automated handoffs.
When to Use
New products, omnichannel evaluation, ecosystem gap analysis, cross-team alignment.
Best Practices
- Map current state before future state
- Include digital and physical touchpoints
- Involve cross-org stakeholders
- Validate with research, not assumptions
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