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Venngage Customer Journey Mind Maps

Learn the value of your user's pain points and needs, and improve the experience of your customers with Venngage's customer journey mind map templates.

Not a designer? Not a problem. With Venngage's beginner-friendly user journey map tool, making a journey map has never been easier. 40,000+ businesses trust Venngage to improve their marketing strategies!

Design from one of our customer journey mind map templates

Customize one of our professionally-designed templates. see all customer journey mind map templates, design an effective customer journey mind map on venngage by following these steps:.

Add different target customer profiles by accessing our library of illustrations and stock photos to represent different types of users.

Browse our library of 40,000+ icons and illustrations. Select the ones that emphasize key steps in your customer's journey.

Use a consistent theme. All of our user journey maps were designed with a central theme in mind, making it easy to create a professional-looking design.

Customize our customer journey mind map templates in a snap. Drag and drop new elements and share engaging visuals with your team using Venngage's smart editor.

How to create customer journey mind maps in 5 steps:

Understand how your clients interact with your brand

User Customer Journey Mind Map Templates

Plot this journey using Venngage's customer journey map tool. Our professional designs will help you create a resource that you and your team can refer to.

User-Friendly Editor

Venngage is an online drag-and-drop graphic design tool for people with little to no design experience. Swap out text, images, icons, and add data to your user experience map!

Share Your Customer Journey Mind Map

Download your user journey design in high-quality PNG or PDF formats, or share it on social media directly from Venngage with just a few clicks.

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Working with a team? Make your teamwork seamless by having multiple people within the same design. Write comments and helpful feedback.

Choose the customer journey mind map that best represents your users' experiences

• Choose a template that best fits the process you want to improve. Also, you can ask our team to recommend one to you.
• Customize design assets by adding, editing, dragging or deleting shapes, lines and colors with a few clicks.
• Quickly add branding to any process map with My Brand Kit. Save your brand's color palette, fonts and images and apply them to every graph you create.

Design the perfect visual representation of your user journey

Collaborate with your team and stakeholders in real-time

Download or share your customer journey mind map with a click.

• Download your document as a PDF or Interactive PDF (to use hyperlinking).
• To print your document, apply print bleeds in the editor and then download it as a PDF.
• Share your completed design using a share link - no need to download a single thing.

How do I create a customer journey mind map on Venngage?

Click the green button below and sign up for Venngage using your email, Gmail or Facebook account. Then, click "Templates" to find the best design for you.

Can I add hyperlinks to my customer journey mind map?

Click any element (text, icon, images) in our templates to add a link. Then, download your file as an Interactive PDF (Business plan only).

Can I share, download or print my customer journey map?

Sure thing! Share a link to your design with your colleagues or clients. Or download your file as a PNG or PDF file to print it (Premium and Business plans only).

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Get started with our customer journey map templates

What is a Customer Journey Map? [Free Templates]

Learn what the customer journey mapping process is and download a free template that you can use to create your own customer journey map.

Table of Contents

Mapping the customer journey can give you a way to better understand your customers and their needs. As a tool, it allows you to visualize the different stages that a customer goes through when interacting with your business; their thoughts, feelings, and pain points.

And, it’s shown that the friction from those pain points costs big: in 2019, ecommerce friction totaled an estimated 213 billion in lost US revenue .

Customer journey maps can help you to identify any problems or areas where you could improve your customer experience . In this article, we’ll explain what the customer journey mapping process is and provide a free template that you can use to create your own map. Let’s get started!

Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.

What is a customer journey map?

So, what is customer journey mapping? Essentially, customer journey maps are a tool that you can use to understand the customer experience. Customer journey maps are often visual representations showing you the customer’s journey from beginning to end. They include all the touchpoints along the way.

There are often four main stages in your sales funnel, and knowing these can help you create your customer journey maps:

• Inquiry or awareness
• Interest, comparison, or decision-making
• Purchase or preparation
• Installation, activation, or feedback

Customer journey maps are used to track customer behavior and pinpoint areas where the customer experiences pain points. With this information uncovered, you can improve the customer experience, giving your customers a positive experience with your company.

You can use customer journey mapping software like Excel or Google sheets, Google Decks, infographics, illustrations, or diagrams to create your maps. But you don’t actually need customer journey mapping tools. You can create these maps with a blank wall and a pack of sticky notes.

Though they can be scribbled on a sticky note, it’s often easier to create these journeys digitally. That way, you have a record of your journey map, and you can share it with colleagues. We’ve provided free customer journey mapping templates at the end of this article to make your life a little easier.

The benefits of using customer journey maps

The main benefit of customer journey mapping is a better understanding of how your customers feel and interact with your business touchpoints. With this knowledge, you can create strategies that better serve your customer at each touchpoint.

Give them what they want and make it easy to use, and they’ll keep coming back. But, there are a couple of other great knock-on benefits too.

Improved customer support

Your customer journey map will highlight moments where you can add some fun to a customer’s day. And it will also highlight the pain points of your customer’s experience. Knowing where these moments are will let you address them before your customer gets there. Then, watch your customer service metrics spike!

Effective marketing tactics

A greater understanding of who your customers are and what motivates them will help you to advertise to them.

Let’s say you sell a sleep aid product or service. A potential target market for your customer base is young, working mothers who are strapped for time.

The tone of your marketing material can empathize with their struggles, saying, “The last thing you need is someone asking if you’re tired. But we know that over half of working moms get less than 6 hours of sleep at night. While we can’t give you more time, we know how you can make the most of those 6 hours. Try our Sleep Aid today and sleep better tonight.”

Building out customer personas will show potential target audiences and their motivation, like working moms who want to make the most of their hours asleep.

Product advancements or service improvements

By mapping your customer’s journey, you’ll gain insights into what motivates them to make a purchase or prevents them from doing so. You’ll have clarity on when or why they return items and which items they buy next. With this information and more, you’ll be able to identify opportunities to upsell or cross-sell products.

A more enjoyable and efficient user experience

Customer journey mapping will show you where customers get stuck and bounce off your site. You can work your way through the map, fixing any friction points as you go. The end result will be a smoothly-running, logical website or app.

A customer-focused mindset

Instead of operating with the motivation of business success, a customer journey map can shift your focus to the customer. Instead of asking yourself, “how can I increase profits?” ask yourself, “what would better serve my customer?” The profits will come when you put your customer first.

At the end of the day, customer journey maps help you to improve your customer experience and boost sales. They’re a useful tool in your customer experience strategy .

How to create a customer journey map

There are many different ways to create a customer journey map. But, there are a few steps you’ll want to take regardless of how you go about mapping your customer’s journey.

Step 1. Set your focus

Are you looking to drive the adoption of a new product? Or perhaps you’ve noticed issues with your customer experience. Maybe you’re looking for new areas of opportunity for your business. Whatever it is, be sure to set your goals before you begin mapping the customer journey.

Step 2. Choose your buyer personas

To create a customer journey map, you’ll first need to identify your customers and understand their needs. To do this, you will want to access your buyer personas.

Buyer personas are caricatures or representations of someone who represents your target audience. These personas are created from real-world data and strategic goals.

If you don’t already have them, create your own buyer personas with our easy step-by-step guide and free template.

Choose one or two of your personas to be the focus of your customer journey map. You can always go back and create maps for your remaining personas.

Step 3. Perform user research

Interview prospective or past customers in your target market. You do not want to gamble your entire customer journey on assumptions you’ve made. Find out directly from the source what their pathways are like, where their pain points are, and what they love about your brand.

You can do this by sending out surveys, setting up interviews, and examining data from your business chatbot . Be sure to look at what the most frequently asked questions are. If you don’t have a FAQ chatbot like Heyday , that automates customer service and pulls data for you, you’re missing out!

Get a free Heyday demo

You will also want to speak with your sales team, your customer service team, and any other team member who may have insight into interacting with your customers.

Step 4. List customer touchpoints

Your next step is to track and list the customer’s interactions with the company, both online and offline.

A customer touchpoint means anywhere your customer interacts with your brand. This could be your social media posts , anywhere they might find themselves on your website, your brick-and-mortar store, ratings and reviews, or out-of-home advertising.

Write as many as you can down, then put on your customer shoes and go through the process yourself. Track the touchpoints, of course, but also write down how you felt at each juncture and why. This data will eventually serve as a guide for your map.

Step 5. Build your customer journey map

You’ve done your research and gathered as much information as possible, now it’s time for the fun stuff. Compile all of the information you’ve collected into one place. Then, start mapping out your customer journey! You can use the templates we’ve created below for an easy plug-and-play execution.

Step 6. Analyze your customer journey map

Once the customer journey has been mapped out, you will want to go through it yourself. You need to experience first-hand what your customers do to fully understand their experience.

As you journey through your sales funnel, look for ways to improve your customer experience. By analyzing your customer’s needs and pain points, you can see areas where they might bounce off your site or get frustrated with your app. Then, you can take action to improve it. List these out in your customer journey map as “Opportunities” and “Action plan items”.

Types of customer journey maps

There are many different types of customer journey maps. We’ll take you through four to get started: current state, future state, a day in the life, and empathy maps. We’ll break down each of them and explain what they can do for your business.

Current state

This customer journey map focuses on your business as it is today. With it, you will visualize the experience a customer has when attempting to accomplish their goal with your business or product. A current state customer journey uncovers and offers solutions for pain points.

Future state

This customer journey map focuses on how you want your business to be. This is an ideal future state. With it, you will visualize a customer’s best-case experience when attempting to accomplish their goal with your business or product.

Once you have your future state customer journey mapped out, you’ll be able to see where you want to go and how to get there.

Day-in-the-life

A day-in-the-life customer journey is a lot like the current state customer journey, but it aims to highlight aspects of a customer’s daily life outside of how they interact with your brand.

Day-in-the-life mapping looks at everything that the consumer does during their day. It shows what they think and feel within an area of focus with or without your company.

When you know how a consumer spends their day, you can more accurately strategize where your brand communication can meet them. Are they checking Instagram on their lunch break, feeling open and optimistic about finding new products? If so, you’ll want to target ads on that platform to them at that time.

Day-in-the-life customer journey examples can look vastly different depending on your target demographic.

Empathy maps

Empathy maps don’t follow a particular sequence of events along the user journey. Instead, these are divided into four sections and track what someone says about their experience with your product when it’s in use.

You should create empathy maps after user research and testing. You can think of them as an account of all that was observed during research or testing when you asked questions directly regarding how people feel while using products. Empathy maps can give you unexpected insights into your users’ needs and wants.

Customer journey map templates

Use these templates to inspire your own customer journey map creation.

Customer journey map template for the current state:

The future state customer journey mapping template:

A day-in-the-life customer journey map template:

An empathy map template:

A customer journey map example

It can be helpful to see customer journey mapping examples. To give you some perspective on what these look like executed, we’ve created a customer journey mapping example of the current state.

Buyer Persona:

Curious Colleen, a 32-year-old female, is in a double-income no-kids marriage. Colleen and her partner work for themselves; while they have research skills, they lack time. She is motivated by quality products and frustrated by having to sift through content to get the information she needs.

What are their key goals and needs? Colleen needs a new vacuum. Her key goal is to find one that will not break again.

What are their struggles?

She is frustrated that her old vacuum broke and that she has to spend time finding a new one. Colleen feels as though this problem occurred because the vacuum she bought previously was of poor quality.

What tasks do they have?

Colleen must research vacuums to find one that will not break. She must then purchase a vacuum and have it delivered to her house.

Opportunities:

Colleen wants to understand quickly and immediately the benefits our product offers; how can we make this easier? Colleen upholds social proof as a decision-making factor. How can we better show our happy customers? There is an opportunity here to restructure our website information hierarchy or implement customer service tools to give Colleen the information she needs faster. We can create comparison charts with competitors, have benefits immediately and clearly stated, and create social campaigns.

Action Plan:

• Implement a chatbot so customers like Colleen can get the answers they want quickly and easily.
• Create a comparison tool for competitors and us, showing benefits and costs.
• Implement benefit-forward statements on all landing pages.
• Create a social campaign dedicated to UGC to foster social proof.
• Send out surveys dedicated to gathering customer feedback. Pull out testimonial quotes from here when possible.

Now that you know what the customer journey mapping process is, you can take these tactics and apply them to your own business strategy. By tracking customer behavior and pinpointing areas where your customers experience pain points, you’ll be able to alleviate stress for customers and your team in no time.

Turn customer conversations and inquiries into sales with Heyday, our dedicated conversational AI chatbot for social commerce retailers. Deliver 5-star customer experiences — at scale.

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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Updated: April 17, 2024

Published: May 04, 2023

Did you know 70% of online shoppers abandoned their carts in 2022? Why would someone spend time adding products to their cart just to fall off the customer journey map at the last second?

The thing is — understanding your customer base can be very challenging. Even when you think you’ve got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

Download Now

While it isn’t possible to predict every experience with 100% accuracy, customer journey mapping is a convenient tool for keeping track of critical milestones that every customer hits. In this post, I’ll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

What is a customer journey map, benefits of customer journey mapping, customer journey stages.

• What’s included in a customer journey map?

The Customer Journey Mapping Process

Steps for creating a customer journey map.

• Types of Customer Journey Maps

Customer Journey Mapping Best Practices

• Customer Journey Design
• Customer Journey Map Examples

Free Customer Journey Map Templates

Free Customer Journey Template

Outline your company's customer journey and experience with these 7 free templates.

• Buyer's Journey Template
• Future State Template
• Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer’s journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I’ve worked with were confused about the differences between the customer’s journey and the buyer’s journey. The buyer’s journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don’t wake up and decide to buy on a whim. They go through a process of considering, evaluating, and purchasing a new product or service.

The customer journey refers to your brand’s place within the buyer’s journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer’s journey. When you create a customer journey map, you’re taking control of every touchpoint at every stage of the journey instead of leaving it up to chance.

For example, at HubSpot, our customer’s journey is divided into three stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot’s free customer journey map templates .

This has templates that map out a buyer’s journey, a day in your customer’s life, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company’s buyer persona. This will improve your product and customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you’re creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don’t have one, I recommend creating a buyer persona . This persona is a fictitious customer with all the demographics and psychographics of your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics ready.

Don’t have them? No worries. You can check out HubSpot’s Customer Journey Analytics tool to get started.

Questionnaires and user testing are great ways to obtain valuable customer feedback. The important thing is to only contact actual customers or prospects.

You want feedback from people interested in purchasing your products and services who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

• How did you hear about our company?
• What first attracted you to our website?
• What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
• How long have you/do you typically spend on our website?
• Have you ever made a purchase with us? If so, what was your deciding factor?
• Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
• On a scale of 1 to 10, how easily can you navigate our website?
• Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
• Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you’ve learned about the customer personas that interact with your business, I recommend narrowing your focus to one or two.

Remember, a customer journey map tracks the experience of a customer taking a particular path with your company. If you group too many personas into one journey, your map won’t accurately reflect that experience.

When creating your first map, it’s best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don’t worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. You can find touchpoints in places where your business comes in direct contact with a potential or existing customer.

For example, if I were to view a display ad, interact with an employee, reach a 404 error, or leave a Google review, all of those interactions would be considered a customer touchpoint.

Your brand exists beyond your website and marketing materials, so you must consider the different types of touchpoints in your customer journey map. These touchpoints can help uncover opportunities for improvement in the buying journey.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there’s no overlap.

This is essential in creating a customer journey map because it provides insight into your customers’ actions.

For instance, if they use fewer touchpoints than expected, does this mean they’re quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you must also look at how your customers might find you online. These channels might include:

• Social channels.
• Email marketing.
• Third-party review sites or mentions.

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding — you can see us literally mapping these touch points out with sticky notes in the image below.

Don't forget to share this post!

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Outline your company's customer journey and experience with these 7 free customer journey map templates.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

Customer Journey Map Template

Map your customer journey and help your customers successfully get from A to B. Understand the reasoning behind their choices and design the best product experience and meet your customer's needs.

Trusted by 65M+ users and leading companies

About the Customer Journey Map Template

A customer journey map, also known as a user journey map, is a visual representation of how customers experience your brand and company across all its touchpoints. In a customer journey map template, interactions are placed in a pre-made timeline to map out the user flow.

Since customers are the backbone of your business, it is important to understand their pain points, desires and needs so that you can create a customer-centric experience for them.

Many teams use customer journey mapping tools to visually represent customers' thought processes and emotions from their initial interaction until the end goal. This practice enables businesses to assess whether they are meeting their objectives. Doing so can improve their conversion rates and enhance the overall customer experience.

How to use Miro’s customer journey map template

Here are 6 steps to create a successful CJM using the customer journey mapping template. In each section, we will dive a little deeper, but remember, every customer journey map is different, so you may spend more time on one step compared to another.

1. Set clear objectives for the map

Identify your goal for the map. Identifying your ideal outcome will help set the foundations for a successful project.

Ask yourself some of these questions:

Why are you making a customer journey map?

Who is it specifically about?

What experience is it based upon?

Based on this, you may want to create a buyer persona. This is a fictitious customer with all their demographics and psychographics representing your average customer. Having a clear persona is helpful in reminding you to direct every aspect of your customer journey map toward them.

2. Identify your user personas and define their goals

Use the Game-Changer container on the template to identify your persona.

Answer these three questions:

What are their key goals and needs?

What do they struggle with most?

What tasks do they have?

Conduct user research to help you in this process. Survey customers to understand their buying journey, or ask the sales team or customer service representatives for feedback or the most frequently asked questions. You would want to hear the experience of people who are interested in your product and who have interacted with it to understand their pain points and what can be done to improve.

3. Highlight target customer personas

Once you’ve discovered all the different buyer personas that interact with your business, you will need to narrow the list down and select one or two to focus on.

A customer journey map is a specific journey one customer takes, so having too many personas on one map will not be a precise indication of their journey and not a reflection of their true experience.

4. Identify all possible customer touchpoints

Based on your research, you can now use this information to map out all the possible customer touchpoints your customer will face. Use the User Journey Map Template to add the outcomes you want your customer to achieve, and then map all the steps they need to take in order to achieve these outcomes.

List out all of the touchpoints your customer currently has, and then make another list of where you would like your customers to have additional touchpoints. Then check if there are any overlaps.

This step is vital as it can show you whether you have too few or too many touchpoints and gives you a rough idea of your current customer journey experience.

Touch points are not limited to just your website. Look at other areas such as:

Social media channels

Email marketing

3rd party reviews or mentions

Pro Tip:  Run a quick Google search of your business and identify all the pages that mention your brand. Verify this using Google Analytics to see what brings in the most traffic.

This step is very important as it can help you understand things like, are the lack of touchpoints the reason why my customers are turning away? If there are more than expected, are they getting too overwhelmed?

5. Build the customer journey map and try it yourself!

Once you have gathered all the necessary information and identified all the touchpoints your customer will experience, it will finally be time to start building your own customer journey map.

Ensure that you note down every point your customer will touch your business. Remember to add their actions, needs, pains, and feelings to your customer journey map.

Creating the map alone isn’t the end of the process. You will need to go through the journey yourself and analyze the results. By going through the journey first-hand, you will see the areas where expectations might not have been met.

For each persona, go through every journey from beginning to end and take notes.

6. Adjust as needed

Once you have gone through each persona map, you will get a clearer understanding of what your customers are experiencing.

Ensure that all the needs are met and pain points are addressed. No matter how big or small the changes are, every single change has an impact. And this small impact could be the deciding factor for purchase, signup, or download.

Add all the opportunities and improvements you could introduce to your User Journey Map Template . Brainstorm with your team ideas to implement changes, and make sure you assign the right team members to each process.

Share your expertise on Miroverse 🚀

Publish your own template and help over 60M+ Miro users jump-start their work. 

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What should be included in a customer journey map template?

Every customer journey map will be different. No map is linear, so it is okay not to have a direct A to B Journey. Below we have compiled a number of points that may be included in a customer journey map template:

1. Significant milestones

In order to begin with a successful customer journey map, it is important to draft a path your customer will be journeying through to reach your business’s goal. This step is also useful as you can preemptively identify potential hiccups that might ensue here.

2. User engagement

This element is where you map out the details of how your customer will interact with your site or product. Think of how you would like this to be in order for you to achieve your goal.

3. Emotions

As we seek positive experiences, it is also important to ensure our customers feel relief, excitement, and happiness. Therefore, to mitigate any negative emotions, ensure you have a clear and concise process with appropriate branding to avoid creating negative opinions.

4. Pain Points

When your customers are experiencing a negative emotion, there is a reason why. Adding pain points to your customer journey map will help you identify the reasons behind them and come up with a solution to fix them.

5. Solutions

And finally, add solutions. Once you and your team have identified the pain points, brainstorm and implement solutions to improve your user experience.

How do I use a customer journey map template?

You can create your CJM with Miro’s free Customer Journey Map Template and customize it according to your brand or product needs. When using your own CJM template, remember to define the scope, what touchpoints you want to analyze, and who inside your organization has ownership of which step.

What are the benefits of customer journey mapping?

Using a user journey map template can be key to better understanding your customers. Customer journey mapping puts you and your team in the mind of the customer and helps you to visualize what they are experiencing at each stage and touchpoint with your business or product. Outlining the stages of interaction, while keeping the customer front and center, allows you to identify any pain points that could be improved. This will better not only the customer experience but will help with customer retention in the long run.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. Touchpoints can be found in places where your business comes in direct contact with potential or existing customers. A display ad, an interaction with an employee, a 404 error, and even a Google review can be considered a customer touchpoint. Your brand exists beyond your website and marketing materials, so it’s important that the different types of touch points are considered in your customer journey map because they can help uncover opportunities for improvement in the buying journey.

How often should you update your customer journey map?

Your map should be a constant work-in-progress. Reviewing it on a monthly or quarterly basis will help you to identify gaps and opportunities for streamlining your customer journey further. Use your data analytics along with customer feedback to check for any roadblocks. It would also be helpful to schedule regular meetings to analyze any changes that might affect the customer journey.

Do all businesses need a customer journey map?

Customer journey mapping is important for businesses of all sizes. From SMBs to Enterprise. It is also important for all functions. From sales and marketing to customer service. There is no one size fits all for customer journey maps. Therefore, it is important to take time to personalise your own customer journey map to fully understand your own process and identify your own pain points.

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Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

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There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.

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Create customer journey maps the way you want

Smaply 3.0 comes with a simple customer journey mapping tool for you to build maps via drag-and-drop. Visualize different types of data that you need for your business CX strategy. The journey mapping software to create user journey maps, employee journey maps or citizen experience – everything is possible.

Collaborate with your team, online & offline

Collaboration on customer journeys is the key to great experiences. With Smaply, you can work together to create your customer journey maps online and in real-time. Conduct co-creative workshops or work asynchronously – the user journey tool is stable even when your internet connection is flickering. Invite your team, customer or users to collaborate and create journey maps online, and assign them just the journey editor rights they needs.

Link customer journey maps and create structured hierarchies

Your customer journey insights used to be fragmented and all over the place? With Smaply's journey mapping software you can easily connect your customer journeys in a hierarchy! Finally have a customer journey management tool serve as a real customer journey platform.

Evaluate touchpoints and prioritize pain points

Create a CX portfolio and prioritize projects according to how much impact the innovation of a pain point or wow-moment has. A customer journey tool for both visualization and management – covering all phases of the experience innovation process, connecting all people who should have a say. ‍

A tool made from experience, for experience management

Smaply 3.0 has been built to meet the real needs of customer-centric work. You asked for a customer journey management tool with user journey mapping capabilities – so here we go.

“Having Smaply as a partner in my journey was so valuable to my practice as a service designer. It really relieved me of so much cognitive overhead as I knew where the high-fidelity doing was going to live. Also, compared to other tools, it does all the important things better and remains consistent. An awesome tool for UX, Product Managers and Service Designers.”

“Smaply acts like a platform that is intuitive and super easy to use. This greatly facilitates cross-team collaboration with internal teams and external agencies. Smaply’s outstanding customer service has been key to PwC’s adoption of CX practices and tools.”

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Customer Journey Mapping

What is a customer journey map.

Customer Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use-case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.

Why is Journey Mapping Important?

Creating journey maps for your customers is extremely important because it allows you to step into the shoes of your users. When you create step-by-step journey maps of your target customers, you're forced to go through the full-cycle marketing experience of your product. Customer journey mapping helps marketers and product developers identify what problems their product is trying to solve, where and how their target users will search for solutions to their problem, how they will implement your product as a solution, and how their product will benefit the customer's life. By journey mapping this process, it allows you to more efficiently allocate marketing and sales resources and have a better understanding of why your customers will be in need of your product.

How to Start Journey Mapping

1. Create a User Persona

Identify the main character in your journey map and create a persona for this character.

2. Define Your Customer Stages

Decide what the key stages in the customer's journey are and add these stages as titles on your customer journey map to make sure you address them.

3. Build Your Journey Map

Start creating your journey map by taking your user persona and placing them in the first customer stage. Think about how they would react in this stage, then apply the same concept to the rest of the map.

Journey Map Examples

Journey Map Templates

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Customer journey map templates to visualize your buyer’s point of view.

Use FigJam’s online whiteboard to plot your ideal customer journey from first to final touchpoints.

Bring over existing journey maps from Figma

If you already have a team library of journey map components and styles inside Figma, copy and paste them into FigJam to build out new maps faster. Curated tools and styling in FigJam let you edit most layers that you bring over.

No one journey is the same

Customer journey maps illustrate a buyer’s actions, emotions, and barriers as they interact with your brand, on a diagram. With FigJam you can:

Capture your customer personas: Create and import tabular data on target audiences directly into your FigJam workspace.

Capture and document customer’s touchpoints: Out-of-the-box shapes and connectors snap right into the grid for a visual representation of your buyer’s current and future states.

Organize, test, iterate: Widgets let you add branches to map customer interactions along the different stages of a user journey.

Chime in to bring this shared vision to life

The customer journey is something everyone should feel connected to and a part of. With audio for live conversations, cursor chats, stamps and emotes, and observation mode real-time collaboration is easier than ever. With Open sessions anyone can join your FigJam space for 24 hours—no new account required.

Get started with diagramming templates

Start diagramming with any of these free diagramming templates. Or, if you want to see how other teams jam with FigJam, head over to our Community.

Fishbone diagram

Spark ideas, create a visualization, and get to the root cause of an issue.

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Affinity Diagram

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What is a customer journey map?

A customer journey map is a visual representation of the steps a customer takes when interacting with a product, service, or company. Journey mapping should include every individual touchpoint to fully understand the buyer persona, customer needs, and potential pain points. It's an effective tool for a variety of stakeholders, including customer service, marketing, product, and design teams dedicated to creating an optimal user experience.

Click here to learn more about how to make an effective customer journey map.

How do you create a customer journey map?

Our free template helps teams map out the entire customer journey.

Start by identifying your target customer - develop a buyer persona to understand their needs, pain points, and goals. Map out their journey, making sure to include every customer touchpoint. Identify key actions within each touchpoint, and evaluate if there are opportunities to optimize that customer interaction.

Further customize your customer journey map with specific details, especially after gathering data from multiple sources (including feedback forms, customer service data, and more). Test and validate your map as needed to ensure accuracy.

What are the benefits of using a customer journey map template?

Customer journey map templates help teams better understand customer behavior at each key touchpoint. In doing so, teams can address needs, create solutions for potential pain points within the buying process, and support overall customer retention efforts.

What are some tips for creating an effective customer journey map?

As part of this mapping experience, your goal should be to create an optimal customer experience. Some other tips include:

• Use multiple sources of data (qualitative and quantitative) to accurately portray customer behavior. Review market research, social media comments, customer service queries, and more.
• Get customer feedback to understand specific thought processes and feelings throughout different parts of their journey.
• Review the map regularly and make updates as needed to reflect existing and potential customers (especially if your product or service offering has changed significantly).

Other templates you might like

Explore 1,000+ templates on the Figma community

Explore even more templates, widgets, and plugins—all built by the Figma community.

Customer journey mapping software

Lucidchart is a visual workspace that combines diagramming, data visualization, and collaboration to accelerate understanding and drive innovation.

Grasp the customer experience with our customer journey mapping tool

Create in-depth diagrams that capture the customer experience

Understanding your customer’s expectations, objectives, and interactions with your company is essential for creating a flawless customer experience. By mapping the customer journey from your consumer’s perspective, you can gain insight into the individual interactions that make up their experience from beginning to end. With customizable templates and extensive formatting options, our customer journey software lets you easily visualize and share your findings, helping you target specific personas, increase customer engagement, and ultimately increase your organization’s revenue.

Build a streamlined site with our user story software

As a UX designer, a user journey map can help you visualize your customer’s experience as they interact with your site or app. Our intuitive user story mapping tools let you easily outline how individual personas navigate and ultimately reach your site’s point of sale, allowing you to cater to your audience’s motivations and eliminate pain points. Lucidchart’s easy-to-use interface makes it simple to build and refine your user story map as your organization and customer experience evolve.

Collaborate with other departments and stakeholders

Ensure that your customer journey map is as comprehensive as possible. Lucidchart helps you collaborate with the stakeholders and teams responsible for each touchpoint in the customer journey. Using real-time collaboration and in-editor commenting and chatting, your team can keep your map up to date without worrying about version control or wasted time. No matter where or when your team is working, your customer journey map will reflect all of your latest updates.

Share, publish, and implement your customer journey map

Our dynamic sharing options and powerful integrations make it easy to distribute your diagram amongst stakeholders and decision makers. Easily invite others to view and edit your diagram via email or embed your diagram in collaborative platforms like Jira, Salesforce, or Slack. Once the final version of your customer journey map is complete, publish and share your diagram company-wide to keep your organization on the same page as you implement action items and revise your customer journey.

How to create a customer journey map

Define clear objectives for the map.

Identify the purpose of your customer journey map, the experience it is based on, and its audience. Your map can be based on an actual, hypothetical, or future customer experience.

Conduct customer persona research to understand your customer's goals

Collect info on your customer, including variables they're likely to experience during their journey with your company. List related touchpoints, actions, channels, motivations, pain points, and ownership.

Start mapping the user journey to include touchpoints

With your customer's info collected, add elements to your customer journey map that address the touchpoints and objectives specific to your customer.

Identify gaps along the customer journey and refine

Identify potential pain points in the customer journey. Lucidchart makes it easy to visualize and refine the journey to ensure the customer has an efficient and satisfying experience.

Present and share

Share your user journey map with stakeholders to implement appropriate solutions. Keep your map accessible to easily test, update, and improve it every six months or so.

Frequently asked questions about creating a customer journey map online

You can create a customer journey map from scratch by dragging and dropping basic shapes, or you can customize a customer journey map from our template gallery.

Read the blog post linked below for tips to create and keep your customer journey map organized.

Yes! We have an assortment to choose from, depending on your customer journey map’s objective. Type "customer journey" in the template gallery search bar to browse through templates.

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Browse customer journey map templates

Customer Journey Map Template

Basic Customer Journey Map Template

Coffee Shop Journey Map Template

Customer Experience Map Template

Content Map Template of Customer Journey

Onboarding Customer Journey Map Template

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Customer Journey Map Templates

Stunning customer journey map templates that can attract audiences

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Flexible Content Blocks

Drag and Drop

Online Access

Fully Customizable

Customer journey map illustrates the relationship of a customer with a business over a period of time using storytelling technique and visual cues. Story are being told from the perspective of customer, which provides insights of the total experience from the customers, helping your get a better understanding and addresses customers' needs and pain points as they experience your product or service.

Visual Paradigm Online helps you design professional journey maps. All you need to do is to select a suitable certificate template and enter your own content! Worry about journey maps being borded and not modern enough? Don't worry! Visual Paradigm Online's Customer Journey Map maker provides a wealth of journey map templates and easy-to-use drag-and-drop design tools. You can quickly create journey maps you want even without any experience!

Visual Paradigm Online allows you to customize your own journey map template, too. The Visual Paradigm Online asset library contains millions photos, icons, shapes, clipart and other graphical assets that are in high quality yet free! There are also hundreds of fonts to choose from.

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Free Customer Journey Map Templates

Create customer journey maps to analyze the purchase path of your customers with the templates and examples of the online editor edit.org.

Create a map to analyze, understand and communicate your customer's customer journey with editable online templates from Edit.org

What is a Customer Journey Map?

It is a visual scheme that serves to visualize the steps that your clients follow from when they discover your product or service until they are regular clients and even recommend it to other people.

It is very useful to see what contact points there are and therefore take them into account for possible analysis and improvement.

A Customer Journey Map consists of 3 very important initial phases (plus 2 other phases after the acquisition of your products or contracting your services):

• Awareness (discovery). It is the moment when the potential customers discovers the existence of your product or service, which solves their problem or responds to their need.
• Consideration. It is the phase in which the person evaluates and compares your proposal.
• Acquisition (decides to purchase or not). It is the stage where he buys your product or hire your service (or decides not to and you lose this sales opportunity).
• Service (experience) or consumption. The customer makes use or consumes what is purchased.
• Loyalty or Advocady (retention and recommendation). The consumer repeats his experience, he is a satisfied customer and also prescribes your products and services to others like him.

Create a Customer Journey to analyze the contact points with your customers

Would you like to improve the shopping experience of your customers? Creating a Customer Journey Map will help you to be more aware of how many points of interaction with your company there are in each phase, with the aim of optimizing, modifying, eliminating or taking the appropriate action, with the objective to improve sales or the customer or user experience (UX).

The visualization of this map is a representation of the touchpoints with your company, and can be positive or generate friction.

To register the customers feedback for each touchpoint of the map is very practical to detect areas for improvement.

Do you want to create your own Customer Journey? Use the templates of our graphic editor to create how many versions you need for your startup or business. We explain as below.

How to design an editable journey map

In a few minutes you can have your own personalized Customer Journey downloaded to your device.

Follow these steps:

• Click on any image in this article to enter the editor
• Select the Customer Journey Map template you want to edit
• Customize the touchpoints and its text fields
• Save changes online
• Download your free custom graphic in JPG, PNG or PDF

Use editable Customer Journey templates to improve your marketing

What is a Customer Journey Map for? The key to this diagram is that you can activate it, it is to decide, it is a reflection of reality and therefore you can do tests by modifying the contact points.

We recommend that you make a new version every time you make a change in your company. Measuring the results will let you know which version works best. For example, you can create satisfaction surveys, or measure the results of sales conversion or even the evaluation of the consumer experience and thus know if it is improving or not.

Enter now the online editor and create your personalized Customer Journey Map for your business.

See the designs