journey
Installation
SKILL.md
Journey design is the practice of specifying how a user moves through time — from a job they're hired to do, through the touchpoints they encounter, into the information architecture they navigate, and across the flows they complete — culminating in a JOURNEY.md that pairs with DESIGN.md to form a complete design spec.
When this applies
- Designing or auditing a user journey — the sequence of experiences from first awareness through ongoing loyalty.
- Authoring JTBD job stories — the motivational frame for why someone hires a product at all.
- Building a journey map — NN/g swim lanes with an emotion curve, using the loyalty loop and messy middle, not a linear funnel.
- Designing information architecture — the organization, labeling, navigation, and search systems (Rosenfeld/Morville's four IA systems) before any visual design.
- Specifying user flows (branching decision paths) or task flows (linear goal paths) that encode how a user moves through a digital space.
- Writing page specs — the purpose, entry points, content blocks, states, CTA, and exit for each page.
- Sequencing a marketing site — hero, proof, problem, guide+solution, objection handling, CTA — in the right persuasion order.
- Authoring the JOURNEY.md companion document.
Not for: the psychological mechanism of persuasion (Cialdini, Fogg, habit loop — use behavioral); visual DNA, fonts, and color (use core design); device-class layout patterns (use core surface); the operability and heuristic evaluation of a single screen (use usability).