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User Journey Map Guide with Examples & FREE Templates

11 May, 2023

Senior UX Researcher

Customer journey mapping is also a popular workshop task to align user understanding within teams. If backed up by user data and research, they can be a high-level inventory that helps discover strategic oversights, knowledge gaps, and future opportunities.

Yet, if you ask two different people, you will likely get at least three different opinions as to what a user journey looks like and whether it is worth the hassle. Read on if you want to understand whether a UX journey map is what you currently need and how to create one.

You can get the templates here:

Click here to download a high-resolution PDF of this template.

What is user journey mapping?

Imagine your product is a supermarket and your user is the person wanting to refill their fridge. They need to: 

Decide what to buy, and in what supermarket will they be able to find and afford it

Remember to bring their coupons

Park there 

Find everything

Save the new coupons for the next shopping trip

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Three ways to understand customer journey maps

Now, there are at least three ways to look at the customer journey.

1. Workflow maps for usability optimization 

Some imagine a user journey map as a wireframe or detailed analysis of  specific flows in their app . This could be, for example, a sign-up flow or the flow for inviting others to a document. In our supermarket example, it’s a closer look at what they do inside your supermarket, maybe even only in the frozen section. Or you could define what you want them to do in the frozen aisle.

.css-61w915{margin-right:8px;margin-top:8px;max-height:30px;}@media screen and (min-width: 768px){.css-61w915{margin-right:38px;max-height:unset;}} The focus here is on getting the details of the execution right, not how it fits into the bigger picture of what the user needs.

It is more or less a wireframe from a user perspective. Such a product-focused understanding is not what we want to discuss in this article, though many examples for the best user journey maps you might come across are exactly this. There are good reasons to do such an analysis as well, since it helps you smooth out usability for the people who have already found their way into your supermarket because of your excellent ice cream selection. Workflow maps won’t help you notice that your lack of parking spots is one of the reasons why you are missing out on potential customers in the first place. By only looking at what they do inside the supermarket, you might also miss out on an opportunity for user retention: You could help them get their ice cream home before it melts.

2. Holistic user journey maps for strategic insights

With a more holistic view of what people experience when trying to achieve a goal, product makers gain strategic insights on how their product fits into the big picture and what could be in the future. Because this journey document covers so much ground, it is usually a linear simplification of what all the steps would look like if they were completed. Going back to our supermarket example, it would start from the moment the person starts planning to fill the fridge and ends when the fridge is full again — even if the supermarket building is only relevant in a few phases of this journey. Creating this version of a user journey map requires quite some time and research effort. But it can be an invaluable tool for product and business strategy. It is an inventory of user needs that can help you discover knowledge gaps and future opportunities.  Service blueprints   are the most comprehensive version of a user journey map  since they also lay out the behind-the-scenes of a service, usually called backstage. In our supermarket example, that could be:

the advertising efforts

logistics required to keep all shelves stocked

protocols the staffers follow when communicating with customers

3. Journey mapping workshops as an alignment method

In a user journey mapping workshop, stakeholders and team members share their knowledge and assumptions about the users. Some of these assumptions might need to be challenged — which is part of the process. The goal is not the perfect output, but rather to get everyone into one room and work out a common understanding of the users they are building products for. It forces everyone to organize their thoughts, spell out what they know and assumed was common knowledge — and ideally meet real users as part of the workshop. If done right, this establishes a more comprehensive understanding of what users go through and helps overcome the very superficial ideas one might have about the lives and needs of people outside their own social bubble.

Hence, such a workshop helps create aha moments and gives the consequences of great and poor product decisions a face. So at the end of the day, it is one of many methods to evangelize user-centricity in an organization.

What are the benefits of user experience (UX) mapping?

We already discussed the benefits and shortcomings of workflow maps, but what are the reasons you should consider a UX journey map and/or a journey mapping workshop ?

1. Switching perspectives

Empathy:  Like any other UX method and user research output, user journey maps are supposed to foster empathy and help product makers put themselves into the shoes of a user. Awareness:  It creates awareness of why users do all the things they do. And it challenges product makers to resist the temptation of building something because it’s feasible, not because it’s needed that way.

2. Aligned understanding

Given the team is involved in creating the user experience map (either as a workshop, in expert interviews, observing the user research, or at least as a results presentation), it forces a conversation and offers a shared mental model and terminology — the foundation for a shared vision. 

3. Seeing the big picture

Imagine the vastly different perceptions Sales reps, Customer Support teams, C-level, and backend engineers might have since they all meet very different segments at very different stages of their journey. Day-to-day, it makes sense to be an expert in the stages of a user journey you are responsible for. A journey map helps to step back from this and see the bigger picture, where your work fits in, and where assumptions about the majority of users were wrong. It might even help define KPIs across teams that don’t cancel each other out.

4. Uncovering blind spots and opportunities

A user journey map gives you a structured and comprehensive overview of which user needs are already tackled by your product and which ones are either underserved or solved with other tools and touchpoints. Which moments of truth do not get enough attention yet? These are the opportunities and blind spots you can work on in the future.

When is customer journey mapping just a waste of time?

In all honesty, there are also moments when creating a user journey map or running a journey mapping workshop is destined to fail and should better be put on hold. It’s a lot of work, so don’t let this energy go to waste.  User journey maps only make sense when there is an intention to collaboratively work on and with them.  Here are some of the scenarios and indicators that it’s the wrong moment for a journey map:

No buy-in for the workshop: The requirements of a successful journey workshop are not met, e.g., there is not enough time (60 minutes over lunch won’t do the trick), only a few team members are willing to attend, and/or key stakeholders refuse to have their assumptions challenged.

Isolated creation: The whole creation process of the user journey map happens isolated from the team, e.g., it is outsourced to an agency or an intern. Nobody from the team observes or runs the user research, or is consulted for input or feedback on the first drafts. There is no event or presentation planned that walks the team through the output. Finally, a very detailed, 10-foot-long poster appears in a hallway, and none of the team members ever find time to read, process, or discuss it with each other.

UX theater: For one reason or another, there is no time/resources allocated to user research or reviewing existing insights whilst creating the map (usability tests with non-users do not count in this case, though). Such an approach, also known as, can do more harm than good since the resulting user journey may only reinforce wrong assumptions and wishful thinking about your users.

Unclear objectives: The user journey map is only created because it is on your UX design checklist, but the purpose is unclear. If you are unsure what you or your stakeholders want to achieve with this journey map, clarify expectations and desired output before investing more energy into this. E.g., there is a chance you were only meant to do a usability review of a bumpy app workflow.

The good news is: UX maturity in an organization can change rapidly, so even if you run into one of the obstacles above, it is worth revisiting the idea in the future. Once you’re good to go, you can get started with the user journey map examples and templates below.

User journey mapping: examples, templates & tools

There is more than one way to do it right and design a great user journey map. Every organization and industry has its own templates, tools and approaches to what elements are most important to them. The following examples and template will give you an idea of what a user journey map can look like if you decide to create one yourself. Make it your own, and change up the sections and design so they make sense for your product and use cases.

User journey map template and checklist

To give you a first orientation, you can use this user journey template and check the two fictional examples below to see how you could adapt it for two very different industries: instant meal delivery and healthcare.

Click here to download a high-resolution PDF of the user journey map template. 

While there is no official standard, most other user journey maps contain the following elements or variations of them:

Key phases (or ‘stages’) start when users become aware of a problem they need to solve or a goal they want to achieve and may end when they evaluate whether they achieved their goal or enter a maintenance phase. E.g., user journeys for e-commerce could be structured along the classic funnel of:

Consideration

Delivery & use

Loyalty & advocacy

2. Jobs to be done

Whilst some other user journey templates might call this section ‘steps’ or ‘tasks’, it can be very beneficial to structure the stages into ‘jobs to be done’ (JTBD) instead. This framework helps you distinguish better between the actual goal of a user vs. the tasks required to get there . For example, safe online payments are never a goal of a user, this is just one of many jobs on the long way to get new sneakers on their feet. Ideally, users ‘hire’ your product/service to assist them with some of the JTBD on their journey. Phrase your JTBD as verb + object + context . Examples:

Install app on phone

Tip delivery driver

Buy new shoes

Naturally, the stages closest to your current (and future) solution require a more detailed understanding, so you might want to investigate and document deeper what JTBDs happen there.

3. Needs and pains

Users have needs and pains every step along the journey. Use this section to collect the most important needs and potential pains, even if not all apply in all cases. Ask:

What are the repeating themes, even the ones you are (currently) not able to solve with your product?

Phrase pains and needs as I- or me-statements from the user perspective, e.g., ‘I forgot my login details, ‘I am afraid to embarrass myself’ or ‘My day is too busy to wait for a delivery.’ 

Which are the pains and needs that are so severe that, if not solved, they can become real deal-breakers for your product or service?

On the last point, such deal-breaker and dealmaker situations, or ‘ moments of truth ’, require particular attention in your product decisions and could be visually highlighted in your journey. In a meal delivery, the taste and temperature of the food are such a moment of truth that can spoil the whole experience with your otherwise fantastic service.

4. Emotional curve

An emotional curve visualizes how happy or frustrated users are at certain stages of their journey. Emojis are commonly used to make it easy to understand and empathize with the emotional state of the user across the whole journey. It can be a surprising realization that users are not delighted with your witty microcopy, but you already did a great job by not annoying them. It is also a good reminder that what might personally excite you is perceived as stressful or overwhelming by most other users. Strong user quotes can be used for illustration.

5. Brand and product touchpoints

Here, you can list current and planned touchpoints with your brand and product, as well as. Whilst the touchpoints when using your product might be obvious, others early and late in the journey are probably less obvious to you but critical for the user experience and decision to use or return to your product. This is why it is worthwhile to include them in your map. Make sure your journey does not get outdated too soon, and don’t list one-off marketing campaigns or very detailed aspects of current workflows — just what you got in general so there is no major revision needed for a couple of years.

6. Other tools and touchpoints

This may seem the least interesting aspect of your journey or a user interview, but it can tell you a lot about blind spots in your service or potential partnerships or APIs to extend your service. E.g., Google Maps or WhatsApp are common workaround tools for missing or poor in-app solutions.

User journey map example 1: health industry

The following example is for a fictional platform listing therapists for people in need of mental health support, helping them find, contact, schedule, and pay for therapy sessions. As you can see, the very long journey with recurring steps (repeated therapy sessions) is cut short to avoid repetition. 

At the same time, it generalizes very individual mental health experiences into a tangible summary. While it is fair to assume that the key phases happen in this chronological order, JTBD, timing, and the number of sessions are kept open so that it works for different types of patients.

You can also see how the journey covers several phases when the platform is not in active use. Yet, these phases are milestones in the patient’s road to recovery. Looking at a journey like this, you could, for example, realize that a ‘graduation’ feature could be beneficial for your users, even if it means they will stop using your platform because they are feeling better.

This user journey map is fictional but oriented on Johanne Miller’s UX case study  Designing a mental healthcare platform . 

User journey map example 2: delivery services

What the example above does not cover is the role of the therapist on the platform — most likely they are a second user type that has very different needs for the way they use the platform. This is why the second example shows the two parallel journeys of two different user roles and how they interact with each other. 

Nowadays, internal staff such as delivery drivers have dedicated apps and ideally have a designated UX team looking out for their needs, too. Creating a frictionless and respectful user experience for ‘internal users’ is just as critical for the success of a business as it is to please customers.

User journey map example: meal delivery. Please note that this fictional journey map is just an example for illustrative purposes and has not been backed up with user research.

For more inspiration, you can find collections with more real-life user journey examples and customer journey maps on  UXeria ,  eleken.co  &  userinterviews.com , or check out free templates provided by the design tools listed below.

Free UX journey mapping tools with templates

No matter whether you’re a design buff or feel more comfortable in spreadsheets, there are many templates available for free(mium) tools you might be already using. 

For example, there are good templates and tutorials available for  Canva ,  Miro  and even  Google Sheets . If you are more comfortable with regular design software, you can use the templates available for  Sketch  or one of these two from the  Figma (template 1 ,  template 2 ) community. There are also several dedicated journey map tools with free licenses or free trials, e.g.,  FlowMapp ,  Lucidchart  and  UXPressia , just to name a few.

Be aware that the first draft will require a lot of rearrangement and fiddling until you get to the final version. So it might help to pick where this feels easy for you. 

How do I collect data for my app user journey?

User journey maps need to be rooted in reality and based on what users really need and do (not what we wish they did) to add value to the product and business strategy. Hence, user insights are an inevitable step in the creation process.

However, it’s a huge pile of information that needs to be puzzled together and usually, one source of information is not enough to cover the whole experience — every research method has its own blind spots. But if you combine at least two or three of the approaches below, you can create a solid app user journey .

1. In-house expertise

The people working for and with your users are an incredible source of knowledge to start and finalize the journey. Whilst there might be a few overly optimistic or biased assumptions you need to set straight with your additional research, a user journey mapping workshop and/or  expert interviews  involving colleagues from very different (user-facing) teams such as:

customer service

business intelligence

customer insights

will help you collect a lot of insights and feedback. You can use these methods to build a preliminary skeleton for your journey but also to finalize the journey with their input and feedback.

2. Desk research

Next to this, it is fair to assume there is already a ton of preexisting documented knowledge about the users simply floating around in your company. Your  UX research repository  and even  industry reports  you can buy or find with a bit of googling will help. Go through them and pick the cherries that are relevant for your user journey. Almost anything can be interesting:

Old research reports and not-yet-analyzed context interviews from earlier user interviews

NPS scores & user satisfaction surveys

App store feedback

Customer support tickets

Product reviews written by journalists

Competitor user journeys in publicly available UX case studies

Ask your in-house experts if they know of additional resources you could check. And find out if there’s already a  long-forgotten old journey map  from a few years ago that you can use as a starting point (most organizations have those somewhere).

3. Qualitative user research

Qualitative research methods are your best shot to learn about all the things users experience, think, and desire before and after they touch your product.  In-depth interviews  and  focus groups  explore who they are and what drives them. You could show them a skeleton user journey for feedback or  co-creation . 

This could also be embedded into your user journey mapping workshop with the team. Alternatively, you can follow their actual journey in  diary studies ,  in-home visits  or  shadowing . However, in all these cases it is important that you talk to real users of your product or competitors to learn more about the real scenarios. This is why usability testing with non-users or fictional scenarios won’t help much for the user journey map.

4. Quantitative research

Once you know the rough cornerstones of your user journey map,  surveys  could be used to let users rate what needs and pains really matter to them. And what their mood is at certain phases of the journey. You can learn how they became aware of your product and ask them which of the motives you identified are common or exotic edge cases. Implementing micro-surveys such as  NPS surveys , CES , and  CSAT  embedded into your product experience can give additional insights.

5. User analytics

User analytics is a beautiful source of information, even if it has its limits. Depending on what tools you are using (e.g., Google Analytics, Firebase, Hubspot, UXCam), you can follow the digital footprints of your users before and when they were using the product. This may include  acquisition channels  (input for brand touchpoints and early journey phases),  search terms  that brought them to your product (input for needs and pains), and how they navigate your product. 

Unlike a usability test, you can use  screen flows  and  heatmaps  to understand how your users behave naturally when they follow their own agenda at their own pace — and how often they are so frustrated that they just quit. Knowing this gives you pointers to negative user emotions at certain journey steps and even helps identify your product’s moments of truth. Whilst you cannot ask the users if your interpretations are correct, checking analytics already helps you prepare good questions and talking points for user interviews or surveys.

Curious to know how heatmaps will look in your app?  Try UXCam for free — with 100,000 monthly sessions and unlimited features.

How can I utilize UXCam to collect App User Journey data?

If you have UXCam set up in your mobile app, you can use it to support your user journey research. You can find many of the previously mentioned  user analytics  features ( screen flows  and  heatmaps , including  rage taps ) here as well. 

UXCam can also be an  invaluable asset for your qualitative research . Especially for niche products and B2B apps that normally have a lot of trouble  recruiting real users  via the usual user testing platforms. 

UXCam’s detailed segmentation options allow you to  identify exactly the users you want to interview  about their journey — and  reach out to them via either email or UXCam push notifications , which can include invitation links for your study, a survey or an additional screener.

Where can I learn more?

Don’t feel ready to get started? Here are a few additional resources that can help you dive deeper into user journey mapping and create the version that is best for your project.

Creating user journey maps & service blueprints:

Mapping Experiences by Jim Kalbach

Journey Mapping 101

How to create customer journey maps

Customer Journey Stages for Product Managers

The Perfect Customer Journey Map

Planning and running user journey mapping workshops:

Journey mapping workshop

Jobs to be done:

The Theory of Jobs To Be Done

Moments of truth in customer journeys:

Journey mapping MoTs

What is a user journey map?

A user journey map is a visual representation of the process that a user goes through to accomplish a goal with your product, service, or app.

What is a user journey?

A user journey refers to the series of steps a user takes to accomplish a specific goal within a product, service, or website. It represents the user's experience from their point of view as they interact with the product or service, starting from the initial contact or discovery, moving through various touchpoints, and leading to a final outcome or goal.

How do I use a user journey map in UX?

User journey maps are an essential tool in the UX design process, used to understand and address the user's needs and pain points.

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Successful UX design is rooted in empathy. The best designers are able to step into their users’ shoes and imagine what they think, feel, and experience as they interact with a product or service. 

One of the most effective ways to foster user empathy and consider different perspectives is to create customer journey maps—otherwise known as customer journey maps.

If you’re new to journey mapping, look no further than this guide. We’ll explain:

• What is a customer journey map?

Why create customer journey maps?

When to create customer journey maps, what are the elements of a customer journey map, how to create a customer journey map (step-by-step).

If you want to skip straight to the how-to guide, just use the clickable menu to jump ahead. Otherwise, let’s begin with a definition. 

[GET CERTIFIED IN UX]

What is a customer journey map? 

A customer journey map (otherwise known as a user journey map) is a visual representation of how a user or customer interacts with your product. It maps out the steps they go through to complete a specific task or to achieve a particular goal—for example, purchasing a product from an e-commerce website or creating a profile on a dating app. 

Where does their journey begin? What’s their first point of interaction with the product? What actions and steps do they take to reach their end goal? How do they feel at each stage? 

You can answer all of those questions with a user journey map.

A user journey map template from Miro . 

Creating customer journey maps helps to:

• Centre the end user and foster empathy. Creating a user/customer journey map requires you to step into the end user’s shoes and experience the product from their perspective. This reminds you to consider the user at all times and fosters empathy.
• Expose pain-points in the user experience. By viewing the product from the user’s perspective, you quickly become aware of pain-points or stumbling blocks within the user experience. Based on this insight, you can improve the product accordingly.
• Uncover design opportunities. User journey maps don’t just highlight pain-points; they can also inspire new ideas and opportunities. As you walk in your end user’s shoes, you might think “Ah! An [X] feature would be great here!”
• Get all key stakeholders aligned. User journey maps are both visual and concise, making them an effective communication tool. Anybody can look at a user journey map and instantly understand how the user interacts with the product. This helps to create a shared understanding of the user experience, building alignment among multiple stakeholders. 

Ultimately, user journey maps are a great way to focus on the end user and understand how they experience your product. This helps you to create better user experiences that meet your users’ needs. 

User journey maps can be useful at different stages of the product design process. 

Perhaps you’ve got a fully-fledged product that you want to review and optimise, or completely redesign. You can create journey maps to visualise how your users currently interact with the product, helping you to identify pain-points and inform the next iteration of the product. 

You can also create user journey maps at the ideation stage. Before developing new ideas, you might want to visualise them in action, mapping out potential user journeys to test their validity. 

And, once you’ve created user journey maps, you can use them to guide you in the creation of wireframes and prototypes . Based on the steps mapped out in the user journey, you can see what touchpoints need to be included in the product and where. 

No two user journey maps are the same—you can adapt the structure and content of your maps to suit your needs. But, as a rule, user journey maps should include the following: 

• A user persona. Each user journey map represents the perspective of just one user persona. Ideally, you’ll base your journey maps on UX personas that have been created using real user research data.
• A specific scenario. This describes the goal or task the journey map is conveying—in other words, the scenario in which the user finds themselves. For example, finding a language exchange partner on an app or returning a pair of shoes to an e-commerce company.
• User expectations. The goal of a user journey map is to see things from your end user’s perspective, so it’s useful to define what their expectations are as they complete the task you’re depicting.
• High-level stages or phases. You’ll divide the user journey into all the broad, high-level stages a user goes through. Imagine you’re creating a user journey map for the task of booking a hotel via your website. The stages in the user’s journey might be: Discover (the user discovers your website), Research (the user browses different hotel options), Compare (the user weighs up different options), Purchase (the user books a hotel).
• Touchpoints. Within each high-level phase, you’ll note down all the touchpoints the user comes across and interacts with. For example: the website homepage, a customer service agent, the checkout page.
• Actions. For each stage, you’ll also map out the individual actions the user takes. This includes things like applying filters, filling out user details, and submitting payment information.
• Thoughts. What is the user thinking at each stage? What questions do they have? For example: “I wonder if I can get a student discount” or “Why can’t I filter by location?”
• Emotions. How does the user feel at each stage? What emotions do they go through? This includes things like frustration, confusion, uncertainty, excitement, and joy.
• Pain-points. A brief note on any hurdles and points of friction the user encounters at each stage.
• Opportunities. Based on everything you’ve captured in your user journey map so far, what opportunities for improvement have you uncovered? How can you act upon your insights and who is responsible for leading those changes? The “opportunities” section turns your user journey map into something actionable. 

Here’s how to create a user journey map in 6 steps:

• Choose a user journey map template (or create your own)
• Define your persona and scenario
• Outline key stages, touchpoints, and actions 
• Fill in the user’s thoughts, emotions, and pain-points
• Identify opportunities 
• Define action points and next steps

Let’s take a closer look.

[GET CERTIFIED IN UI DESIGN]

1. Choose a user journey map template (or create your own)

The easiest way to create a user journey map is to fill in a ready-made template. Tools like Miro , Lucidchart , and Canva all offer user/customer journey map templates that you can fill in directly or customise to make your own. 

Here’s an example of a user journey map template from Canva:

2. Define your persona and scenario

Each user journey map you create should represent a specific user journey from the perspective of a specific user persona. So: determine which UX persona will feature in your journey map, and what scenario they’re in. In other words, what goal or task are they trying to complete?

Add details of your persona and scenario at the top of your user journey map. 

3. Outline key stages, actions, and touchpoints

Now it’s time to flesh out the user journey itself. First, consider the user scenario you’re conveying and think about how you can divide it into high-level phases. 

Within each phase, identify the actions the user takes and the touchpoints they interact with. 

Take, for example, the scenario of signing up for a dating app. You might divide the process into the following key phases: Awareness, Consideration, Decision, Service, and Advocacy . 

Within the Awareness phase, possible user actions might be: Hears about the dating app from friends, Sees an Instagram advert for the app, Looks for blog articles and reviews online. 

4. Fill in the user’s thoughts, emotions, and pain-points

Next, step even further into your user’s shoes to imagine what they may be thinking and feeling at each stage, as well as what pain-points might get in their way. 

To continue with our dating app example, the user’s thoughts during the Awareness phase might be: “ I’ve never used online dating before but maybe I should give this app a try…”

As they’re new to online dating, they may be feeling both interested and hesitant. 

While looking for blog articles and reviews, the user struggles to find anything helpful or credible. This can be added to your user journey map under “pain-points”. 

5. Identify opportunities

Now it’s time to turn your user pain-points into opportunities. In our dating app example, we identified that the user wanted to learn more about the app before signing up but couldn’t find any useful articles or reviews online.

How could you turn this into an opportunity? You might start to feature more dating app success stories on the company blog. 

Frame your opportunities as action points and state who will be responsible for implementing them.  

Here we’ve started to fill out the user journey map template for our dating app scenario:

Repeat the process for each phase in the user journey until your map is complete.

6. Define action points and next steps 

User journey maps are great for building empathy and getting you to see things from your user’s perspective. They’re also an excellent tool for communicating with stakeholders and creating a shared understanding around how different users experience your product. 

Once your user journey map is complete, be sure to share it with all key stakeholders and talk them through the most relevant insights. 

And, most importantly, turn those insights into clear action points. Which opportunities will you tap into and who will be involved? How will your user journey maps inform the evolution of your product? What are your next steps? 

Customer journey maps in UX: the takeaway

That’s a wrap for user journey maps! With a user journey map template and our step-by-step guide, you can easily create your own maps and use them to inspire and inform your product design process. 

For more how-to guides, check out:

• The Ultimate Guide to Storyboarding in UX
• How to Design Effective User Surveys for UX Research
• How to Conduct User Interviews

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User Experience Journey Mapping: What Is It and How to Create Your Own Map?

How can user experience journey mapping help teams design engaging products?

This is one of the questions that the article tackles. We also:

• Explain what UX journey maps are
• Outline the main benefits of user journey mapping
• List key journey map elements
• Show you how to create a user journey map for your SaaS product

Let’s dive in!

• A UX journey map is a diagram outlining user flow through the product, from the moment they first find out about it till they achieve their objectives.
• User experience journey mapping helps teams better understand their users and the challenges they experience when using the product.
• Insights gathered when mapping out user journeys can also help teams build frictionless user experiences which lead to higher product adoption and customer retention.
• User personas represent key user segments and provide information about their JTBDs , demographics, professional backgrounds, goals, and needs.
• The journey map consists of a few main stages, like acquisition or adoption, each with its unique goals.
• During each of the stages, users interact with the product at different touchpoints and experience different emotions. All this also goes into the customer’s journey map.
• The journey map also includes information about user pain points at each of the touchpoints and possible solutions.
• The first step in the user experience journey mapping process is defining the user personas .
• When you know who your user personas are, identify relevant touchpoints for each of them. Product analytics tools like path analysis can help with that.
• Next, collect quantitative and qualitative data about user experiences at the various touchpoints to identify their pain points and expectations.
• Use a template , for example, from Canva or Miro, to create the map.
• After that, reach out to your users and invite them to participate in interviews, focus groups, and usability testing to validate your user map.
• User experience journey mapping is an ongoing process. Constantly update it as new data emerges from user feedback and analytics.
• Userpilot is a product growth platform that you can use to research user personas, analyze user interactions with the product, and improve user experience with UI patterns . Book the demo to discover how!

Try Userpilot and Take Your User Experience to the Next Level

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What is a UX journey map?

The user experience journey map is a visualization of all the user interactions with the product from the moment they first learn about it until they achieve their goals in the product.

The purpose of a UX journey map is to help teams better understand the user experiences and emotions at different stages of the user journey and guide their work to refine the UX.

Why is user journey mapping important?

Customer journey mapping is a key tool in the UX and CX design process for several reasons.

Here are a few of the most important ones.

Helps to understand user behavior on a granular level

The journey mapping process gives teams in-depth insights into user behavior.

By looking closely at how users interact with the product at all touchpoints, you can better empathize with your customers and understand their needs , motivations, and pain points.

All of these are essential for building products that genuinely meet user expectations and help them achieve their objectives.

Creates frictionless customer experiences

By outlining all user interactions at different touchpoints, user journey mapping helps teams design frictionless customer experiences.

For example, you may be able to identify steps that are unnecessary for customers to complete or areas where they face difficulties. That knowledge allows you to address potential issues proactively and streamline the user experience.

Increases product adoption and customer retention

By smoothing out the user journey, you help them reach the next stages, be it product activation, adoption , or advocacy.

This translates into high user retention rates and customer lifetime value , and consequently helps you achieve your business goals.

Key components of a user journey map

What are user journey maps made up of? What kind of information do they contain?

Let’s explore.

User persona

User personas are fictional characters that represent different types of users that help you empathize with your target users and better understand their needs.

The odds are that your target audience is not a homogeneous group. For example, a performance and fitness platform tool like TrainingPeaks caters to coaches as well as athletes.

As these two types of users have different goals and use the tool differently, there are two UX journeys to map out.

Context and user goals

Talking of goals, your user journey map needs to include what each user persona wants to achieve in the product and the contexts in which the product is used – both real and anticipated ones.

For example, a coach uses TrainingPeaks to develop training plans for their athletes and track their performance, while the athletes will use it to access the workouts, record their workouts, and share them with their coach.

If you’re developing a new functionality, for example, adding an AI-powered feature that enables you to forecast athletes’ race performance, you will need to map out a new journey.

User journey stages

User journey stages are the core element of the map – everything else is organized around them.

What stages are we talking about?

Some classic examples include:

• Awareness – the user finds out about the product
• Evaluation – they start considering it as a possible solution to their problem
• Acquisition – they sign up for the free trial or purchase the product
• Activation – they experience product value firsthand and start realizing it
• Adoption and retention – the user starts using the product regularly as their go-to solution
• Advocacy – they start promoting their product in their social and professional circles

The stages are most likely to be the same for all user personas but what happens at each stage may differ dramatically.

User actions and emotions

To be of any use for optimizing the UX, the journey map needs to have information about user actions at different touchpoints.

For example, this could be clicking on the banner advert at the awareness stage, submitting a demo request at the evaluation stage, or completing an onboarding checklist during activation.

It doesn’t stop there.

Apart from the actions, your map should also include information about the associated emotions , like curiosity when clicking on the ad, confusion when watching the demo, or excitement when logging in for the first time.

Pain points and opportunities to improve the customer experience

The journey map should also contain information about the customer pain points that users experience at different stages and potential solutions.

These are your opportunities to improve the UX/CX, which is one of the main goals of the exercise.

How to create your own customer journey map?

Now that we know what the UX journey map is and what elements to include, let’s create one. Here’s how.

1. Identify the personas to include in your own user journey map

As you may expect, identifying and creating user personas is the first in the process. This narrows down the scope of the map and gives it focus.

What information should you gather about your user personas?

Let’s have a look at our template.

It includes details about:

• Jobs to be done /goals
• Company details
• Pains and challenges
• Team collaboration
• How they can benefit from using your product

Don’t worry if don’t have all the information at hand at this stage. As you research their behavior later on, more insights will emerge.

Pro tip : to help your teams build a connection with your customer persona , give them a name and a photo.

2. Identify key touchpoints in the user journey

Once you have identified the user personas, it’s time to define their main customer touchpoints at each stage of the journey.

For example, at the awareness stage, it could be all your PPC ads or social media posts. At the acquisition stage, the sign-up form , and at the advocacy stage – the in-app messages promoting your referral scheme.

Start by listing all the touchpoints that you can think of.

Next, use analytics tools to add all the touchpoints you have missed. Useful tools for that are path analysis and session recordings, as they show you all the actions that users take on a page or inside the product.

The point of this exercise isn’t to list all possible paths that users may take but the most likely or common one.

3. Conduct user research to note their pain points and expectations

With all the touchpoints listed, it’s time for a bit more in-depth research .

Qualitative research is particularly important as it allows you to understand why users behave in a particular way and what challenges they experience.

You can get this data from:

• User interviews and focus groups
• User observations – either live or by watching session recordings
• Conversations with the customer-facing teams – your colleagues from the sales or customer support team engage with customers daily and have lots of anecdotal information about their pain points and expectations
• Social listening – for example, user comments on social media or forums
• In-app and email surveys – these could be general, like CSAT , or touchpoint-specific and triggered contextually

Quantitative data comes from web and product analytics tools. Common types of analysis that you can use to identify bottlenecks in the user journey include:

• Funnel analysis – to identify the stage in the user journey when the user experiences friction
• Heatmap analysis – to identify specific UI elements where the user struggles.

4. Use a user journey map template for visual representation

The easiest way to create a customer journey map is by using a template . There are plenty of these available so there’s no point reinventing one.

Here are links to a few solid ones:

Canva Doodle Sketch customer journey map template

Miro customer journey map template

Figma user journey map template

5. Validate your customer journey maps through user feedback and testing

Even if your research is robust, the UX journey map is only what you think happens, not necessarily the actual user’s journey. To make sure your map accurately reflects the real experiences of your users, you need to validate it.

This involves using similar methods to those you used for researching user personas, so quantitative user behavior analysis , interviews, focus groups, and usability testing.

To recruit participants, reach out to them in-app, for example, by triggering a slideout, like this one.

Choosing the right participants isn’t so straightforward.

Your power users might seem the obvious choice, partly because they are the easiest to recruit, but they might not be the most representative sample. They’re the most successful users, after all, so they may not share the same pain points as others.

Instead, use your product analytics tool to find a wide range of users with various demographic characteristics.

6. Continuously update and refine your user journey maps

UX journey mapping isn’t a one-off activity.

As your customer needs, the competitive landscape change and your product evolves, so do user interactions, rendering the map obsolete and inaccurate.

That’s why it’s essential to update your user map regularly.

Monitor product analytics for changes in interaction patterns, constantly collect customer feedback, conduct ongoing user research, and tweak the journey map as you go.

Instead of big occasional updates, make it an iterative process.

User experience journey mapping allows teams to understand their user and their interactions with the product. The map also guides UX improvement and helps provide a consistent experience at all stages of the journey.

If you want to see how Userpilot can help you collect the data for your user journey and validate it, book the demo!

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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. 

Get started →

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.

Get started with this template right now.

Crazy Eights Template

Works best for:.

Design Thinking, Brainstorming, Ideation

Sometimes you just need to get the team’s creative juices flowing for a brainstorm—and get them thinking of as many ideas as they can, as fast as they can. Crazy Eights will do it in a hurry. Favoring quantity over quality, this sketch brainstorming exercise challenges them to come up with eight ideas in eight minutes, which leaves no time to second guess ideas. It’s perfect for early stages of development, and it’s a team favorite for being fast paced and fun.

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Desk Research, Operations, Market Research

First introduced by G. Lynn Shostack in 1984, service blueprints allow you to visualize the steps that go into a service process from the customer’s perspective. Service blueprints are useful tools for understanding and designing a service experience – and finding ways to improve it. Service blueprint diagrams make it simpler for teams to design new processes or improve existing ones. To create a service blueprint, map out each process and actor that contributes to the customer experience, from in-house contributors to third-party vendors.

Mad Sad Glad Retrospective

Brainstorming, Ideation

It's tempting to measure a sprint’s success solely by whether goals and timelines were met. But there’s another important success metric: emotions. And Mad Sad Glad is a popular, effective technique for teams to explore and share their emotions after a sprint. That allows you to highlight the positive, underline the concerns, and decide how to move forward as a team. This template makes it easy to conduct a Mad Sad Glad that helps you build trust, improve team morale, and increase engagement.

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Marketing, Desk Research, User Experience

You have an ideal customer: The group (or few groups) of people who will buy and love your product or service. But to reach that ideal customer, your entire team or company has to align on who that is. Buyer personas give you a simple but creative way to get that done. These semi-fictional representations of your current and potential customers can help you shape your product offering, weed out the “bad apples,” and tailor your marketing strategies for serious success.

Strategic Group Mapping Template

Mapping, Strategy

The Strategic Group Mapping Template is a cutting-edge visual tool designed to translate the competitive landscape of their industry. By allowing users to plot entities based on distinct criteria, this template provides an at-a-glance view of market dynamics. One standout benefit of using this tool is its ability to identify clusters of competitors and market gaps, paving the way for businesses to strategically position themselves for optimal success.

UX Research Plan Template

Market Research, Desk Research, User Experience

A research plan communicates the fundamental information that stakeholders need to understand about a user experience research project: who, what, why, and when. The plan ensures everyone is aligned and knows what they must do to make the UX research project a success. Use the research plan to communicate background information about your project; objectives; research methods; the scope of the project, and profiles of the participants. By using a UX research plan, you can achieve stakeholder buy-in, stay on track, and set yourself up for success.

User journey template

Gain a complete understanding of your user's experience

About the User Journey Template

Use this collaborative template to gain a more complete understanding of your user's experience, from the phases they have to go through to the emotions that they experience at each stage. Through this exercise, you'll identify first the user’s pain points and then opportunities for improvements along the journey.

5 benefits of creating a user journey

1. User journeys can help simplify complex processes.

2. User journeys make it easier to see the "big picture" and understand how all the pieces fit together.

3. User journeys can help you identify potential pain points and areas for improvement.

4. User journeys foster creative thinking and help you craft a more intuitive and user-friendly experience.

5. User journeys can help you better understand your users and their needs.

How to create a User journey template

Detail each phase of the user journey.

What are the phases of the process? For example, if the user is going to the market, the overarching phases of the trip are getting ready to leave, traveling to the market, shopping, and returning home.

Map out the steps of each phase

What steps are involved in the above phases? For example, in order to get ready to leave, the user will likely collect any shopping bags that they have, prepare a list of items they want to buy, decide on a mode of transportation, etc.

Add what each user should feel during every phase

What should the user feel as they move through the phases? For example, if the user is preparing to leave for the market, they might be thinking, 'what is it that I'd like to make for dinner this week?' How does what the user is feeling affect their journey?

Outline any pain points for each phase

What are some issues that the user is likely to face as they move through each phase? In the market example, it's possible that they don't have enough shopping bags to carry all of the goods they would like to buy.

List out the opportunities for improvement based on the steps, feelings, and pain points the user feels

What opportunities for improvement can you identify that would make the phases or the individual steps easier for the user? Using the above market example again, how could planning be facilitated, or transport addressed? What could be simplified or streamlined so that the user has a smoother and easier experience overall?

Get started with this template right now.

Build and improve user journeys easily and collaboratively

Sticky notes & text

Add ideas, action items, and more as a sticky note or text box — then change the colors and cluster to identify patterns and new solutions.

Real-time collaboration

Add more productivity and engagement to meetings and calls with features to guide collaboration.

Add comments and tag collaborators for smooth asynchronous communication.

Anonymous voting

Gain consensus and reach alignment quickly, either in real time or asynchronously.

Find & filter

Search and filter by color, last edited by, and more to unlock patterns and enhance visual collaboration.

Mapping and diagramming

Build quick and easy visualizations of flows, maps, processes, hierarchies, journeys, and more.

User journey template frequently asked questions

What is user journey mapping, what is the difference between user story and user journey, what are the benefits of creating user journeys.

Template by Accenture Interactive NL

We connect deep human and business insights with the power of technology to define and deliver new realities. Experiences that can make lives easier, healthier, safer, and rewarding. At Accenture Interactive, we’re reimagining business through experience.

Mural is the only platform that offers both a shared workspace and training on the LUMA System™, a practical way to collaborate that anyone can learn and apply.

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User Journey Template

This template is designed to help you map out a user journey, from the initial point of contact to the final outcome. It is perfect for individuals who want to better understand their users' experiences and identify areas for improvement.

The template is divided into several sections, including touchpoints, emotions, and design opportunities. These sections will help you gain a comprehensive understanding of your users' experience and identify key areas for optimization.

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