Example data. Fieldnote is a fictional company used to fill all 61 boards, so the examples tell one consistent story.
Post-PMF Fieldnote: Karim, Ana, Julien (support) and Nadia (sales) map Sophie's journey as a company owner, from first hearing about Fieldnote to renewal.
What the team took away
The Usage stage carried the biggest pain: half the technicians never start. The 'first 10 interventions' opportunity became the quarter's target outcome.
How to run it
Preparation
Invite one person per function that touches the customer: product, design, support, sales, and ops if onboarding involves them. Six to eight people.
Pick one persona and one scenario end to end, for example 'from first visit to second month of use'. Send it two days before.
Bring data: funnel numbers per step, top 10 support reasons, NPS verbatims. Print them or pin them on the board.
On the board: stages in columns, rows for actions, touchpoints, emotions, pain points, opportunities. Pre-fill the stage names from your funnel.
Agenda
10 min
Frame the scenario Read the persona and scenario. Agree on the first and last stage so nobody maps the whole company.
30 min
Actions per stage For each stage, what does the customer actually do? One action per sticky. Support and sales usually know steps product never sees; give them the pen.
20 min
Touchpoints and channels Under each action: the screen, email, call, or person involved. Mark internal handoffs, they are where journeys break.
30 min
Emotions with evidence Draw the emotion line stage by stage. Every dip must have a quote or a number next to it. A dip without evidence gets a question mark.
40 min
Pain points and opportunities Post pains under the dips, then opportunities under each pain. Cluster duplicates. Vote for the top 5 pains with three dots each.
30 min
Pick the battle For the top 3 pains: what would fix it, who owns it, what metric would move. Assign an owner for each before leaving the room.
20 min
Close Photograph or export the board. Agree on when the map is revisited: after the next research round or the next release.
Pitfalls
Do not map the ideal journey. Map what happens today, with the ugly workarounds. The ideal comes in the service blueprint or the redesign.
One persona, one scenario. A map that covers three personas shows nothing.
Emotions without evidence turn the session into a debate. Bring numbers and quotes, or mark guesses as guesses.
Afterwards
The top pains become How Might We questions or opportunities in the Opportunity Solution Tree. The map with owners goes to the roadmap discussion. Print it and leave it on the wall until it is out of date.