CJM - To-Be July 2026 Trace-per-feature

Customer Journey Map

To-Be: the path inside Brio

The same person, the same job, now inside Brio. The honesty rule flips: the future has to be designed, so instead of "do not invent," every step and feature must trace to a real As-Is barrier or a job. A feature with no parent pain is cut.

Focus

Priya, the Handed-It Operator (primary persona) x her main job.

"When I am handed responsibility for employee wellbeing with no HR training, I want a guided system that tells me what to run and when, so that I feel competent and the team actually benefits."

Source: user-research/docs/personas.md, user-research/docs/jtbd.md (Main Job).

Timeline

To-Be Path

Six product steps that collapse the seven As-Is phases (self-education folds into guided onboarding). Each card shows the visible tracing: which As-Is barrier it closes, plus the target emotion, the contrast to today.

STEP 1

Self-serve start

Goal

Start in an afternoon (Main precondition)

Closes

GZ2 - demo wall

Capability

Self-serve signup, transparent pricing, free tier

Target emotion

relief, control

STEP 2

Guided onboarding

Goal

Do not invent the process (J6 + Main)

Closes

GZ4 - invent-the-process

Capability

Guided engine, curated library, first program pre-selected by size

Target emotion

competent, guided

STEP 3

Privacy-visible check-in

Goal

Precondition of honest participation (J3 + J4)

Closes

GZ1 - trust gate (low point)

Capability

Pre-Q1 disclosure, minimum-N=5, no live count (D1), subscription-as-privacy, under 30s

Target emotion

safe, not monitored

STEP 4

Score + interpretation + action

Goal

Feel competent (E1)

Closes

GZ3 - no interpretation

Capability

Interpretive layer on every operator touchpoint (plain-language score, setup confirmation, next action)

Target emotion

clear, in command

STEP 5

Early-warning alert

Goal

Know early (J2)

Closes

J2 + "caught off guard"

Capability

Pulse loop, threshold trend alert (aggregate only)

Target emotion

ahead of it

STEP 6

Owner dashboard / share

Goal

Prove it is working (J1 / J5)

Closes

GZ5 - no ROI signal

Capability

Owner dashboard (aggregate only, paid), operator-to-owner share, monthly digest

Target emotion

proud, validated

Contrast

Emotional Curve

The To-Be curve (green) is the As-Is curve (red) flipped above the neutral line. The biggest lift is the trust gate: As-Is phase 5, the deepest low, becomes To-Be step 3, the highest confidence. The six To-Be steps map onto the seven As-Is phases.

To-Be (target emotion, 6 steps) As-Is (today, 7 phases)

Main outcome

Backlog and MVP

Every capability from the To-Be path, reconciled with the existing MVP core (lean-ux-canvas Solutions, jtbd matrix, CLAUDE MVP). This refines the one list, it does not fork a second. MVP-core rows are marked in blue, MVP-supporting in amber, LATER muted.

#	Feature / capability	Parent (barrier / job)	Priority	Success signal
1	Self-serve signup + transparent pricing + free tier up to 10	GZ2 / acquisition	MVP	O1: 55% setup + invite in 48h
2	Guided onboarding + curated library + first program by size	GZ4 / Main + J6	MVP	O1: 70% first program in 7 days
3	Low-effort check-in (1 to 3 Q, under 30s, no account, magic link)	J4	MVP	check-in completion, participation
4	Privacy bundle: pre-Q1 disclosure; minimum-N=5; no live count (D1); subscription-as-privacy statement	GZ1 / J3, E2	MVP	O3: participation 65% - this is H2, the riskiest [?]
5	Interpretive layer on every operator touchpoint (score + confirmation + next action)	GZ3 / E1	MVP	O4: 90-day retention 65% (H3)
6	Team score + trend + participation rate (aggregate only)	GZ5 / J1	MVP	O2: owner dashboard views
7	Threshold trend alert (aggregate drops)	J2 + Marcus trigger	MVP-supporting	J2: act before a resignation
8	Owner dashboard (aggregate only, paid) + share + monthly digest	GZ5 / J1 + J5	MVP	free-to-paid 8 to 12% (H5)
9	Weekly operator digest email	retention (H4)	MVP-supporting	O4 retention
10	Basic scheduled reminder	J4 / participation	MVP-light	participation
11	Custom nudge scheduling	J4	LATER	paid tier
12	Employee "see the team-level result" (reciprocity)	HJ2 (hypothesis)	LATER [?]	validate HJ2 first

MVP = 7 core (path-breaking: 1, 2, 3, 4, 5, 6, 8) + 3 supporting (7 alert, 9 digest, 10 reminder). Each traces to the jtbd core (Main, J2, E1, with J3 / J4 as supporting architecture) and none is broader than the riskiest assumption: 1-2 serve H1 (activation), 3-4 serve H2 (participation), 5-6-8 serve H3 (owner value and conversion).

Refine, not fork

Confirmed by To-Be: guided onboarding + library, low-effort check-in, minimum-N + no live count + disclosure, team score + trend, owner dashboard, threshold alert - all already in lean-ux-canvas Solutions and jtbd core. Sharpened: subscription-as-privacy lifted to a UI statement; interpretive layer made cross-cutting; nudges split into basic (MVP) and custom (LATER). Orphans: none new; the Stage 2 cut list (leaderboards, drill-down, integrations, cash referral, custom builder) stays cut.

Audit

Critique and Risks

A consolidated review across cjm-as-is.md and cjm-to-be.md: orphans, discrepancies with the MVP core, and the dangerous [?] that survive.

Danger questions

Kill-condition. The privacy bundle (item 4) is MVP and its success signal is H2 (participation 65%), the riskiest assumption and still unproven. The doresearch nuance shows participation is multi-driver, so a RAND-adjacent 40% is a more defensible floor. Open: does the bundle move SMB participation to 65%, and if closer to 40%, does a ~15-person team reliably clear minimum-N=5?

Status: [?], closed by the Lean UX Canvas First Test (no-product prototype, kill below 40%), not by this map.

MVP padding. Threshold alert (7) and weekly digest (9) are important but do not break the To-Be path. Reclassified MVP-supporting to avoid over-building before H2 is validated.

Tracing precision. The bundle (item 4) traces to employee voice ("harvest and sell," "traceable"), but the operator is the buyer. It drives participation (H2), not activation (H1), so it must be shown to the operator as proof, not only to the employee.

Assumptions and open risks

Risk	Status
H2 participation at or above 65%	[?] Unproven; RAND-adjacent floor 40%. Closed by the First Test, not by CJM.
Wellbeing-specific operator voice; phase 7 ROI voice	[?] As-Is D1 residual; for user interviews.
HJ2 employee "see result" reciprocity	[?] Hypothesis; parked LATER, not in MVP.
Minimum-N=5 legal validation	Deferred Founder decision D1 for MVP; legal review before launch (research.md Q1).
Feature parent audit	Clean No orphan; item 3 retagged to J4, item 9 to MVP-supporting.
Refine, not fork	Clean No discrepancy with lean-ux-canvas Solutions or jtbd.

The As-Is emotional curve, its mined voices, and the growth-zone detail live on the As-Is page. Source docs: user-research/docs/cjm-as-is.md, cjm-to-be.md; research/docs/research.md (Doresearch for CJM).