Customer journey maps
See your product through your customer's eyes
Lay out each stage from discovery to recommending you, then fill in what customers do, think and feel — and where it goes wrong.
- Free, no sign-up
- Saved on your device
- No watermark
The basics
What is a customer journey map?
A customer journey map follows a customer through every stage of their experience — discovering you, comparing, buying, getting started and (hopefully) recommending you — with their actions, touchpoints, thoughts and pain points at each step.
It turns scattered feedback into a single story the whole team can act on, with the biggest opportunities right there in the bottom row.
What you can add
- Stage
- Sticky note
- Pain point
- Opportunity
- Person
- Lane
Features
What makes it work
Stages × lanes grid
Five stages across, five lanes down — actions, touchpoints, feelings, pain points, opportunities.
Empathy map and persona
Start with who the customer is, then map their journey.
Colour by meaning
Pink for pain, green for opportunity, yellow for feelings — readable at a glance.
- Real templatesStart from a worked example and make it yours.
- Smart connectorsDrag a + handle to connect; Tab adds the next step.
- PNG, SVG & file exportFor docs and slides — or a .json to keep editing.
- Share linksSend a link; whoever opens it gets their own copy.
- Private by defaultSaved in your browser. Nothing is uploaded.
- Works on touchPan, pinch and edit on a tablet or phone.
Templates
Start from a worked example
Open one, change the words and it's yours — every element stays editable.
How it works
Three steps to done
- Step 1
Start from the journey map, empathy map or persona template.
- Step 2
Fill each stage with real research — quotes, data, observations.
- Step 3
Highlight the biggest pain points and the opportunities they suggest.
Use cases
Who it's for
UX research
Turn interviews into a shared picture of the experience.
Onboarding fixes
Find where new customers get stuck and why.
Service design
Map the journey across website, app, email and support.
Customer Journey Map
Common questions
What should a customer journey map include?
The stages of the journey, and for each one the customer's actions, touchpoints, thoughts and feelings, pain points and opportunities.
What's the difference between an empathy map and a journey map?
An empathy map describes the customer (what they say, think, do and feel); a journey map follows them through time. Both templates are included.
Can I add more stages?
Yes — duplicate a stage header and a column of cells, or start a blank board with stage elements from the palette.
Is it free?
Yes, free and private — saved in your browser.
More solutions
Keep going
Ready when you are
Free in your browser — no account, no download, no watermark.