Customer Journey Insight Canvas

Problem

Product and CX teams kept arguing about the “why” behind churn. Quantitative dashboards lived in Snowflake, but qualitative feedback sat in Notion and Help Scout. Each team would cherry-pick evidence to defend their roadmap items, and we lost trust when updates surprised stakeholders.

Approach

I led a discovery sprint to understand the decisions each team needed to make every week. From there we:

1. Modeled journey stages and retention cohorts in Snowflake with lightweight SQL transformations.
2. Built a Supabase-backed API that joined sentiment transcripts with product telemetry, exposing a typed contract to the frontend.
3. Crafted a Next.js + TypeScript interactive canvas that visualized journeys as collapsible story paths, highlighting the evidence for each hypothesis.
4. Documented playbooks in Figma with reusable templates so CX could annotate findings and handoff to product without reformatting.

We co-created facilitation rituals for a weekly “journey revue” meeting. The canvas supported exporting storyboards as PDFs for exec briefings.

Outcome

The shared canvas cut churn investigation cycle time by 55% and kept everyone anchored in the same evidence. Product managers loved that qualitative quotes and metrics lived in one place, and CX could show exactly how interviews influenced roadmap decisions. The artifact became a living knowledge base that onboarded new team members in days instead of weeks.