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 pagesunder 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.
The four stages and what to look for
| Stage | What the customer is doing | What makes a good seed |
|---|---|---|
| Awareness | First contact with the product or problem | Touchpoints at this stage should reflect how people discover you — search, referral, ad, or word of mouth |
| Consideration | Evaluating options and comparing | Look for research and comparison behaviors; emotions here are often neutral to cautiously positive |
| Purchase | The transaction and immediate aftermath | Friction at this stage is the most expensive — a negative emotion here is a direct revenue leak |
| Retention | Ongoing use, renewal, and advocacy | The emotion score at this stage predicts churn and referral rate more than any other |
Reading the emotional curve
The emotion scores across the four stages sketch an arc. Some arcs are more instructive than others:
- Flat positive (+1, +1, +2, +1): Everything looks fine — but this may indicate the seeds did not surface any real friction. Reroll to find a scenario with more tension.
- Drop at purchase (+1, +1, -1, 0): Classic checkout or activation friction. The customer was interested but something in the buying experience disappointed them.
- Drop at retention (+2, +1, +1, -2): High initial enthusiasm followed by disillusionment — often signals an onboarding or ongoing value gap.
- Recovery arc (-1, 0, +1, +2): The product earns trust over time, often through strong support or community. This shape is worth celebrating and understanding deeply.
How to run a workshop with these seeds
- Generate three to five seed sets before the session.
- Print or paste each one onto a shared board (Miro, Figjam, physical sticky notes).
- Ask the team: “Which of these feels most like a real customer we know?”
- Take the closest match and enrich it with real data: support tickets, interview quotes, analytics events.
- The generated seed becomes the scaffold; real evidence fills it in.
Treat the output as discussion seeds, not data. The value is in the conversation each prompt provokes, not in the random numbers themselves. Pair this with the user persona generator so each journey is walked from a specific persona’s point of view.