I hate making deliverables. So I made Claude do it and accidentally built something better than any journey map I’ve ever made.
Research deliverables f*cking suck. I’m a words person. I do not have a design bone in my body, not even the tip of a pinky bone. I will write you a beautiful report. I will not make you a beautiful journey map and yet somehow half my job is making beautiful journey maps.
So when clients started asking for dynamic deliverables lately, my honest reaction was that I don’t even like static deliverables, how am I going to make dynamic ones?!?!?!? I’m not even dynamic.
Then I sat down with Claude Cowork one evening, uploaded two screenshots of a bogstandard journey map I made years ago at a now-defunct travel company, wrote an embarrassingly bad prompt (”how can we make this more dynamic”), and watched something kind of amazing happen. This video is me playing around, live, with very little plan. Things break. I yell at Claude (who, for the record, is a dude). I burn through some Lovable credits I was saving for actual work. And by the end I’ve got something I genuinely wish I’d had ten years ago.
What I cover:
From two flat screenshots to an interactive, segmented, three-persona journey map in one prompt. I fed Claude the world’s most standard journey map with goals, tasks, pain points, quotes, the usual, and a prompt that I am not proud of. Claude came back with a toggleable map across three user types (occasional, first-time, power), moments of truth, a backstage layer, channel dimensions, impact-vs-effort opportunities, and pain points ranked high, medium, and low. Not perfect but already more useful than anything I’ve ever built by hand.
The real journey is a mess and Claude can finally show that. Every journey map I’ve ever made has been a lie. Real people don’t walk in straight lines from Awareness to Conversion. They loop, they abandon, they come back three days later on a different device. We simplify, since showing the mess is genuinely hard and takes forever. I told Claude I wanted the realistic version. It gave me a more real scenario: 12 days, 7 sessions, 5 backtrack loops. You can scrub through it on a timeline. That sentence alone is more interesting to a stakeholder than my entire old journey map.
Pain points linked straight to Jira tickets. Opportunities linked to prototype prompts. The whole point of a journey map is to make someone do something. So I had Claude wire each pain point and opportunity to backlog tickets (manual now, Jira-connected later) and then try to link out to Lovable and Figma Make with a prompt pre-built to prototype the fix. Some of it 404’d. All of it pointed at something I couldn’t have dreamed of making myself a year ago.
This is a genuinely bad prompt and I want you to see it anyway. I’m a huge fan of prompt engineering. The prompts in this video are not that. I left them in on purpose. When you’re experimenting, perfect prompts aren’t the point, throwing stuff at the wall is. You do not need a flawless prompt to get something useful. You need to start.
The thing we used to beg others to build, we can now build ourselves. When I was making journey maps early in my career, I printed personas and taped them in bathrooms so people would actually look at them. That was the bar. Now I can hand a stakeholder something interactive they can click through, segment, and give feedback on without a wait. It’s not “AI replaces researchers,” it’s “researchers finally have the means, the power, and the resources to make the things we’ve always wanted to make.”
This is me experimenting live. A proper walkthrough with real prompt engineering is coming. I wanted to get this out now anyway, since it’s the most fun I’ve had with research deliverables in years, and I want you to go try it too.
Watch the full thing above then go make something ugly and cool.
Want Claude working like this without the “oh god what’s my prompt” moment?
I built the UXR Claude Skills Bundle for exactly this reason, 52 research skills installed directly into Claude, so the right framework shows up the moment you need it. Journey maps, TEDW interview guides, the insight formula, the Pyramid Principle for reports, the whole toolkit with no re-explaining, no starting from a blank chat every time.
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