144 Best Customer Journey Map Templates and Examples

A customer journey map (sometimes called a user journey map or UX map) is a visualization of a customer's experience with your brand, from ... xFYI: ExpectlongersupportresponsetimesNov.2-5,whiletheUIteamgathersforacompanyretreat.ProductRecruitResearchHubPricingCompanyAboutUsCustomersCareersResourcesBlogFieldGuidePodcastLaunchKitsReportsIncentiveCalculatorSupportForParticipantsBrowseOnlineStudiesParticipantSupportLearnMoreAboutParticipating🙋SignUptoParticipateSignInSignUpHomeProductRecruitResearchHubPricingCompanyAboutCustomersCareersResourcesBlogFieldGuidePodcastLaunchKitsReportsIncentiveCalculatorSupportForParticipantsBrowseOnlineStudiesParticipantSupportLearnMoreAboutParticipating🙋SignUptoParticipateSignInSignUpXGetFreshViewsDeliveredWeeklySignupforinterviewsandpointofviews,alldedicatedtocelebratingthecraftofUXresearch.Thankyou!Yoursubmissionhasbeenreceived!Oops!Somethingwentwrongwhilesubmittingtheform.AllpostsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsAnnouncementsUXResearchTopicsResearchMethods&DeliverablesResearchOps&ToolsRecruitingInterviewing&ResearchSkillsLeadership&StrategyProfiles&InterviewsCulture&RemoteLifePodcastsVideoData&ReportsFieldGuideSUBSCRIBE TO OUR NEWSLETTERThankyou!Youareallsignedup.Oops!Somethingwentwrongwhilesubmittingtheform.FOLLOW USBlog>ResearchMethods&Deliverables>144BestCustomerJourneyMapTemplatesandExamplesResearchMethods&DeliverablesLastUpdated:May27,2021144BestCustomerJourneyMapTemplatesandExamplesWhyreinventthewheel?Getinspiredandmakeyourworkeasierwithover140customerjourneymaptemplatesandexamples.KatrynaBalboniTweet✴︎FreshUXRinsightsinyourinbox✴︎Thankyou!Yoursubmissionhasbeenreceived!Oops!Somethingwentwrongwhilesubmittingtheform.Beforewediveintotheexamplesandtemplates,aquickrefresheronthewhatsandthewhys:Whatiscustomerjourneymapping?Acustomerjourneymap(sometimescalledauserjourneymaporUXmap)isavisualizationofacustomer’sexperiencewithyourbrand,fromawarenesstopurchaseandbeyond. Customerjourneymaps(CJMs)typicallyincludetouchpoints,customersentiments,painpoints,andactions,plottedinsequentialorder.Thegoalisn’tjusttocreateatimeline—it’stoencourageempathyandhelpdesignersandstakeholdersunderstandhowtheircustomers’needsandfeelingsfluctuateoverthecourseoftheirjourney.Withthissharedunderstanding,teamscanbetteridentifyopportunitiesforinnovationandimprovement.Yourfinishedmapcanbefairlysimple,likethisone:Thisisanexampleofasimple,straightforwardcustomerjourneymapbasedonanindividualcustomer’s(orcustomerpersona’s)experience.FromLucidchart.Or,itcanbecomplex,likethemulti-channeljourneymapmadeforRailEuropebelow,whichisnotableforitsscope—acustomerbaseof“everyone”—andtheintricatelydetailedthoughtprocessesandbehaviors.Caption:Thisexperiencemapisinformative,butdense.Dependingonyourgoals,thislevelofcomplexitymayactuallybecounterproductive.Imagesource.Forsomeaudiences,youmayevendecidetoturnyourcustomerjourneymapintoaninfographic. Caption:Thiscustomerjourneymapinfographichasbothstyleandsubstance.Imagesource.WhyyouneedacustomerjourneymapSuccessful,long-termcustomerrelationshipsarebuiltonempathyandasolidgraspofcustomers’needsandfrustrations. Mappingoutthecustomerjourneyisaprerequisiteforcreatingasharedunderstandingofwhatyourcustomersthink,feel,andstrugglewithastheyinteractwithyourbrand.Acustomerjourneymapcanhelpyourteamsalignaroundsolvingknownproblems,identifyingnewuserpainpoints,andremovingbarrierstoyourcustomer’s(andthereforeyourcompany’s)success.Customerjourneymappinghelpsyouto: Visualizetheend-to-endcustomerexperienceUnderstandmultiplecustomerpathwaysandcomplexuserexperiencesIncreaseempathyforcurrentandprospectivecustomersTargetpersonasandsolveproblemsmoreeffectivelyUncoverandprioritizenewpainpointsandroadblocksImproveinternalalignmentandbreakdownsilosTellbetterstoriestoimprovestakeholderbuy-inEverycompanyshoulddocustomerjourneymapping,butnoteverycompany’scustomerjourneymapwilllookalikeorhavethesamelevelofdetail.Acustomerjourneymapthatisprimarilyusedbyhotelmanagementtooptimizetouchpointswithguests,forexample,isgoingtolookverydifferentfromamapthatismeanttohelpUXdesignersunderstandtheirB2BSaaSusersbetterLikewise,theCJMyoupresenttodesignstakeholdersmaybequitedifferentfromtheformatyouchoosetoshowexecutivesfixatedonthebusiness’sbottomline.‍ThiscustomerjourneymapinfographicwasmadeforanAustraliancompanythatoffersdisabilityemploymentservices.Thefinalcustomerjourneymapwasalargepostermeanttohelpstaffandclientsvisualizethedifferentstagesofthepathtoemployment.HowtocreateacustomerjourneymapAtahighlevel,thecustomerjourneymappingprocesswillbefairlysimilar,regardlessofwhichtypeofcustomerjourneymapyoudecidetocreate.We’llbecoveringeachofthestepsindetailinourFieldGuide,sowewon’tgodeeponthehow-toshere. Inbrief,herearethe8stepstocreatingacustomerjourneymap:BringtheteamtogetherforaninitialbrainstormIdentifypotentialuserpersonasCreateanempathymapFleshoutyourideaswithuserresearchIdentifyallpossiblecustomertouchpointsChoosetheinformationyouwanttohighlightDecideonthetoolsyou’llusetocreateyourCJMBuildyourcustomerjourneymapForthefullstep-by-stepguidetocreatingacustomerjourneymap,checkoutourFieldGuide.Thefulllistof144customerjourneymappingtemplates+examplesWesearchedhighandlowtofindthecustomerjourneymaptemplatesandexamplestosuitjustabouteveryusecase,software,experience,anddesignskilllevel.Youcanseethefulllistbelow.YoucanalsobookmarktheGoogleSlidesdeckforquickreference. CustomerjourneymappingexamplesbytypeNotwocustomerjourneysarethesame.Youalreadyknowthat,butitbearsrepeating. Thatfactispartofthereasonthere’snosinglebestcustomerjourneymapexampleortemplate.Thebestjourneymapforanygivensituationwilldependnotonlyonyourcustomers,butalsoonyourproductorservice,yourteam,andthegoalsyou’rehopingtoachievebycreatingacustomerjourneymapinthefirstplace.Tohelpyoufindtherightformatforyourcustomerjourneymap,we’veroundedupsomeofthebestcustomerjourneymapexamplesfordifferentusecases.Keepscrollingfortop-notchexamplesof:CurrentstatecustomerjourneymapsFuturestatecustomerjourneymapsDayinthelifecustomerjourneymapsServiceblueprints CircularcustomerjourneymapsOthertypesofUXmapsCurrentstatecustomerjourneymapsAstheirnamesuggests,currentstatecustomerjourneymapshelpyouvisualizeauser’sexperienceasitistoday.Thesearefact-basedjourneymaps—tocreateanaccuratecurrentstatejourneymap,you’llneedtostartbygatheringdataaroundactual,currentcustomerinteractions.  Currentstatemappingisausefulapproachwhenyourgoalistoidentifyexistingpainpointsandcreateasharedunderstandingoftheend-to-endcustomerexperience.Acurrentstatemap—oratleasttheresearchthatisrequiredtocreateone—isalsoavaluablestartingpointforafuturestatemap(seebelow),whichfocusesmoreonthecustomerexperienceasyou’dlikeittobe.ThisisarelativelysimpleexampleofaB2Bcustomerjourneymap,whichfocusesontheemotionsandtypicalquestionsacustomerexperiencesthroughouttheirjourney.Thismapalsoincludesrecommendationsforinteractingwiththecustomerateachstage.B2BcustomerjourneymapfromBrightVessel.Thejourneymapbelowisbasedonthereal-lifeexperienceofaspecificcustomer,butyoucouldalsocreateasimilarpersona-basedjourneymaptovisualizethenuancesofdifferentcustomerjourneys. Persona-basedCJMfromaUSA.govcasestudy.Intheexampleabove,eachstageofthecustomerjourneyhasbeenbrokendownintoactivities.Thislevelofdetailallowedthecreatorstoidentifyspecific(ratherthanhigh-level)opportunitiesforimprovement,likemergingthedomainsgrants.gov,benefits.gov,andgovloans.govtostreamlinecustomerjourney.FuturestatecustomerjourneymapsWhilecurrentstatemapslookatthecustomerjourneyasitexiststoday,futurestatemapsfocusonwhatthecustomerjourneycanandshouldlooklikeinthefuture.Althoughdata(likethatcontainedinacurrentstatemap)iscertainlyanimportantinput,futurestatejourneymapsalsoinvolveafairamountofcreativespeculationandinterpretation.Thesecustomerjourneymapsalsofocusoncustomerhopesandwants(futurefeelings),inadditiontoexperiencesandreactions.Futurestatejourneymappingisausefulapproachwhenyourobjectiveistoexplorepossiblecustomerexpectationsandtocreatenewexperiencesandvalue.Mappingoutafuturecustomerjourneyhelpsteamsalignaroundacommongoal.Intheexamplebelow,thecompanyhasmappedoutwhattheywouldlikeorexpecttheircustomerstofeelinthefuture.It’samapofafuture,yet-to-be-realizedcustomerjourney,includingthetouchpoints,devices,andenvironmentsinvolved.FuturecustomerjourneymapfromBrightVesselHere’sthatsameformatagain,usedtomapoutthejourneyCarnegieMellonUniversity wantsstudentstohave,alongwithproposedchangestooptimizeeachstep.AfuturestatecustomerjourneymapmadeforCarnegieMellonUniversitybyIrisTongWu. DayinthelifecustomerjourneymapsAdayinthelifemaphelpsyouvisualizeyourcustomer’sentiredailyroutine—interactionswithfamily,theircommute,workmeetings,afternooncoffee,etc—regardlessofwhetherornottheactivitiesarerelatedtoyourcompany.Itshouldbeorganizedchronologically.Thistypeofcustomerjourneymapisgreatforprovidingcontextandgivingyouinsightsintoallthethoughts,needs,andpainpointsacustomerexperiencesthroughouttheirday.Youcanuseadayinthelifemaptoidentifymomentsinacustomer’sdaywhenyourproductorservicewillbemostvaluable. Theexamplebelowisfairlystraightforward.Ithighlightstheactions,thoughts,andfeelingsofafrequentbusinesstravelerovera12-hourperiod.Dayinthelifejourneymapexamplebasedonafrequentbusinesstraveler’sdailyroutine.Here’saninterestingexamplethatshowsalltheactivitiesinadyslexicchild’stypicalday.Thismapnotonlyvisualizesthecustomer’sday(thechild’sday,inthiscase),butalsothedaysofthepeopletheyinteractwith(here,thechild’sparentorcaregiverandtheirclassmates).CreativedayinthelifecustomerjourneymapdesignedbyChiaraGaliano.ServiceblueprintcustomerjourneymapsAserviceblueprintisausefulcounterparttoaclassicCJM.Whereasacustomerjourneymapfocusesonthethoughts,needs,andactionsofthecustomer,aserviceblueprintreflectstheperspectiveoftheorganizationanditsemployees. FromNielsenNormanGroup:Blueprintingisanidealapproachtoexperiencesthatareomnichannel,involvemultipletouchpoints,orrequireacross-functionaleffort(thatis,coordinationofmultipledepartments).Essentially,serviceblueprintinghelpsvisualizeallthethingsthatneedtohappenbehindthescenesinorderforthecustomerjourneytotakeplace.(Sortoflikepeekingbehindaclockface.) Youmaycreateablueprintwhenmakingorganizationalorproceduralchanges,orwhentryingtopinpointsolutionstoparticularroadblocksinthecustomerjourney.Theexamplebelowshowsatypicalserviceblueprint:It’schronologicalandhierarchical,andissplitintofourlayers—thecustomerjourney,frontstageemployeeactions,backstageactions,andsupportingprocesses.Aserviceblueprintexampleforanapplianceretailer.FromNNGroup.Here’sanother,simperexampleofaserviceblueprintmapshowingthebehind-the-scenesactionsandprocessesthatareneededtosupportasuccessfulcustomerjourney.AhotelserviceblueprintexamplefromMiro.(YoucanactuallydownloadandeditthistemplatewithafreeMiroaccount.) CircularcustomerjourneymapsForsomebusinesses—forexample,SaaScompanieswithasubscriptionmodel—itmaybeusefultovisualizethecustomerjourneyasacircleorloop.Anon-linearmapcanhelpreinforcetheimportanceofretentionandadvocacyforcompaniesthatrelystronglyonrecurringrevenue,orforproductsthataremeanttohaveastrongviralelement.Inthediagrambelow,thestagesofthecustomerjourneyareshownasaloop,whichisannotatedwithcustomeractivitiesandemotions. Acustomerjourneymapcanalsobeshownasacircleorflywheel,likethisone.Thisnextexampledoesn’tincludedetailsaboutthecustomer’sactivities,thoughts,orfeelings,butitisnotableinthatitaccountsformanydifferentoutcomes—includingchurnandreevaluation.Iftheseareimportantconsiderationsforyourteam,youcouldadaptthisformattoprovidemoreinsightsintothecustomer’sstateofmindateachstageintheirjourney.ThiscustomerjourneymapexamplefromZendeskaccountsforcustomerchurnandreconsideration.OthertypesofUXmapsInadditiontothefivecategoriesofcustomerjourneymapscoveredabove,therearetwomoretypesofUXmapsworthmentioninghere:empathymapsandcustomerexperiencemaps.Anempathymapisatoolusedtocreateasharedunderstandingaroundthewants,needs,thoughts,andactionsofacertaintypeofuser.Whilenotstrictlyaprerequisiteforcreatingacustomerjourneymap,youmaydecidetocreateanempathymapaspartofyourjourneymappingprocess.AsimpleempathymapexamplefromNNGroup.Acustomerexperiencemapisusedtounderstandhumanbehaviorasitrelatestoacertaintopicorexperience,butwithnospecificbusinessorproductinmind.Experiencemapshelpvisualizewhattheaveragepersongoesthroughinordertoachieveacertaingoal. Likedayinthelifemaps,customerexperiencemapsprovidecontextual,anthropologicalinsightsthathelpyoubetterunderstandyourcustomersaspeople.Anexperiencemapthatvisualizesthe“generic”experienceofpregnancy.FromNN/g.15(mostly)freecustomerjourneymappingtemplatesThegoodnews:Therearelotsoftoolsavailableforcreatingcustomerjourneymaps,frompopularprototypingsoftwarelikeFigmaandSketch,todedicatedCJMtoolslikeUXPressiaorCustellence,togoodol’PowerpointandGoogleSlides. Thebetternews:Thereareplentyofcustomerjourneymappingtemplatesavailable,regardlessofthetoolsyouchoose. Sure,youcouldcreateonefromscratch.Butwhytrytoreinventthewheel?You’llsavetimeandeffortbyfindingatemplatethatmatchesyourneedsandcustomizingitforaperfectfit. We’veroundedupsomeofthebestcustomerjourneymaptemplatestomakeyoursearcheveneasier.Thesimplesttemplatesarelistedfirst,followedbymoreintricatedesigns.1.CurrentstatecustomerjourneymaptemplateSometimes,allyouneedisanice,simplegrid.DownloadthisPDFandannotateinyourtoolofchoice,orsimplycreateyourowntable.Youcanalsoprintthisimageoutandfillitoutwithyourteam.💾Thistemplateisfreetodownload.2.SimplecustomerjourneymappingPDFtemplateThisisanotherready-madecustomerjourneymaptemplatefromNielsenNormanGrouptoprintout,digitallymarkup,orreplicatewithyourprototypingtoolofchoice.Welikethistemplatebecauseitcontainsallthemostimportantelementsforaneffectiveandactionablejourneymap.💾Thistemplateisfreetodownload.3.Minimalistcustomerjourneygridtemplate Hereisyetanothersimplejourneymappingtemplatethatcombinesthefieldsfromthetwoexamplesaboveinacleangridformat.Thistemplateoffersalotofflexibility—youcouldaddvisualelements,createalinegraphinthefeelingsrow,orkeepittext-only,dependingontheneedsofyourteam.💾Thistemplateisfreetodownload.4.DayinthelifecustomerjourneymappingtemplateThistemplatefromHubSpotisanothersimplegrid,madeespeciallyforadayinthelifejourneymap.Insteadofdifferentjourneystages,thecolumnsrepresenttimesintheday.HubSpotalsoofferssimilartemplatesforcurrentstate,futurestate,serviceblueprint,andbuyer’sjourneymapping.💾Thistemplateisfreetodownload.‍5.CustomerjourneymaptemplateforPowerPointorSlides Thisisaneasy-to-edittemplateforamorevisualcustomerjourneymap.Thecenterpieceofthistemplateistheemotionalstatelinegraph,buttherearealsosectionsforuserneedsandexpectationsandcustomerquotes.What’sgreataboutthistemplateisthatyoucanedititinPowerPointorSlides—nodesignskillsneeded.💾Thistemplateisfreetodownload.6.FlexiblecustomerjourneymaptemplateforFigmaIfFigmaisyourprototypingtoolofchoice,youcanjumpstartyourjourneymappingwiththiseditabletemplate.Thetemplateisflexible,soyoucankeepthelineardesignorusetheelementsinconjunctionwithoneofthesimplegridtemplatesabove.💾Thistemplateisfreetodownload.FigmacomeswithafreeStarterplan,andpaidplansstartat$12pereditorpermonth.7.FlowMappeditablecustomerjourneymaptemplateFlowMappoffersdedicatedtoolsforseveralUXdeliverables,includingcustomerjourneymaps.Thistemplate,whichyoucanpreviewhere,haspre-builtblocksforeachsectionofthecustomerjourneymap.Welikethistemplatebecauseoftheemphasisitplacesonthevoiceofthecustomer,butthereareseveralotheroptionstochoosefromaswell.💾YourfirstFlowMappprojectisfree.Pricingforasingleuserstartsat$15/month(currentlydiscountedto$8.25/month,billedannually). 8.CircularcustomerjourneymaptemplateDependingonyourbusinessmodelorcustomers’behavior,youmayfinditmoreusefultovisualizethecustomerjourneyasalooporflywheel.Thispersona-basedtemplatedoesanicejobofdepictingboththecustomer’sfluctuatingsentiments,aswellastheircyclicaljourneyfromconsiderationtopurchaseandbackagain. 💾Thistemplateisactuallyjusta.jpgimage,soyou’llneedtoreplicatethelayoutwithyourdesigntoolofchoice.9.OfflineretailcustomerjourneymaptemplateforSketchIfyou’reaSketchuser,werecommendcheckingoutthistidycustomerjourneymappingtemplate.It’spartofabundleoffourdifferentjourneymaps,eachofwhichallowsforplentyofdetailwithoutbecomingvisuallycumbersome.💾Thistemplateisfreetodownload.Sketchpricingstartsat$99(one-timepayment)forindividuals,or$9/monthpercontributorseatforteams.10.ServiceblueprinttemplateforLucidchartIfyouwanttocreateaserviceblueprintasacomplementtoyourcustomer-focusedjourneymap,werecommendcheckingoutthistemplatefromLucidchart.Liketheserviceblueprintexamplesintheprevioussection,thetemplateisdividedintofourlayers,whichareseparatedbylinesofinteractionandvisibility.💾ThistemplateisfreetouseaspartofLucidchart’sFreeplan,whichincludesthreeeditabledocumentsand100+templates.Individualplansstartat$7.95/month.11.CustomerjourneylayermaptemplateforPowerPointThiscustomerjourneymapformatemphasizestheorganizationallayersresponsibleforeachstageofthejourney.Thistemplateisoneof36editablePowerPointslidesincludedinthispackofCJMtemplates.There’satonofvariety—ifnothingelse,werecommendcheckingouttheslidepreviewsforinspiration!💾Thistemplateispartofa36-slidepackagethatcosts$15todownload.12.UXPressiacustomerjourneymappingtemplateformultiplepersonasUXPressiaisadedicatedplatformforcreatingandcollaboratingoncustomerjourneymaps,impactmaps,andpersonas.Theyhavedozensoftemplatesintheirlibrary,organizedbyusecase.Thistemplatewillhelpyoumapoutthecustomerjourneyasit’sexperiencedbymultiplecustomerpersonas.💾YourfirstprojectwithUXPressiaisfree.Afterthat,pricingstartsat$16/monthperuser,billedannually.‍13.SaaSsupportcustomerjourneymaptemplateThisisanothertemplatefromUXPressia.ThisCJMtemplateistailoredtoaspecificusecase:thecustomersupportjourneyofaSaaScustomer.Youcouldadaptthistemplatetofitasimilarusecase,orseeifUXPressia'slibraryhasaready-madeexampleforyourexactscenario.💾Again,yourfirstprojectwithUXPressiaisfree.Afterthat,pricingstartsat$16/monthperuser,billedannually.14.EditablecustomerjourneymapPDFtemplateThistemplateisdesignedtohelpteamsaligntheircustomerjourneymappingexercisewithbusinessneeds.Therearerowsforbusinessgoals,KPIs,rolesresponsible,etc.WelovethatthistemplateisaneditablePDF—itmakesitsupereasytofillout.Unfortunately,thecolumnandrowheadersarefixed,soyou’dneedtomakeyourownversionofthistemplateifyouwanttomixitup.💾Thistemplateisfreetodownload.15.CustomerjourneymappingstencilforOmnigraph,VisioThisone’sadoozy.AvailableasanOmnigraphstencil,Visiostencil,EPS,orSVG,thiscustomerjourneymappingtemplateisbestsuitedforcomplexjourneyswithmanytouchpoints,orforwhenyouneedtoprovidealotofvisualinformationtoyourstakeholders.💾Thistemplatecosts$12todownloadfromthecreatoronBehance.EvenmorecustomerjourneymappingtemplatesDidn’tfindwhatyouwerelookingforonthislist?Hereareevenmoretemplatesandtoolstoconsider:25ToolstoCreateStunningCustomerJourneyMaps(TemplatesIncluded).YoucanalsotrysearchingPinterest,Dribble,orBehanceforcreativeideasandexamples.KatrynaBalboniContentDirectorContentmarketerbyday,thanklessservanttocatsFrodoandElaineBenesbynight.Lovestotravel,hasaterriblesenseofdirection.Bakesameanchocolatetart,makesamediocrecupofcoffee."Eclectic."‍MorefromthisauthorMoreFromResearchMethods&DeliverablesResearchMethods&DeliverablesNovember18,2021HowtoBuildaStrongUXResearchPortfolio–withExamplesThe6keycomponentsofagoodUXresearcherportfolio,accordingtoauserexperiencecareercoach.Includesexamplesofrealportfolios.EniolaAbioyeResearchMethods&DeliverablesNovember16,2021HowtoConductaTerribleFocusGroupStudyforUXResearchWhenthey’rebad,they’reterrible.Nomatteryouropiniononfocusgroups,here’sthesure-firewaytoscrewthemup.LizzyBurnamResearchMethods&DeliverablesNovember4,2021BuildingBetterUXResearchHabits:AFrameworkforSimple,RepeatableReportingTipsforestablishinganongoinguserresearchandreportinghabit—includingasampleoutlineforconsistentmonthlyorquarterlyreports.KatrynaBalboniSolutionsRecruitResearchHubPricingPartnersRoadmapGDPR🌟GetaDemoResearcherResourcesSupportFieldGuideBlogPodcastLaunchKitsParticipantResourcesSupportBrowseAllStudiesFocusGroupsStudiesDiaryStudiesInterviewsStudiesUserTests&SurveysCompanyAboutUsCustomersCareers©2021UserInterviewsInc. Allrightsreserved.ResearcherTerms|ParticipantTerms|PrivacyPolicy|CookiePolicy