20+ User Journey Map Examples and Templates

20+ User Journey Map Examples and Templates cover

Looking at user journey map examples can help you come up with a visual representation of your customer’s journey.

Customer journey mapping research also allows you to identify areas of opportunity in your processes and plan to reduce those friction points. For instance, you might discover that you need user onboarding software to retain users after the first three months.

So, we’ve compiled 20+ examples and templates of customer journey maps to help you get inspired.

Let’s get started!


  • A user journey map is a document that shares the steps a user must follow to accomplish a goal. It can also include sentiments, thoughts, and friction points.
  • The terms user journey maps and customer journey maps are usually interchangeable. These are similar because they both tell the story of a customer’s journey. However, they vary in scope, definitions, and goals.
  • For instance, a user journey map is usually reduced to a specific product or service; while a customer journey map shows the end-to-end of a customer’s activities involving your product or service, e.g., advertising.
  • The touchpoints in a user journey map refer to in-app experiences, and customer touchpoints in a journey map refer to every interaction the customer has with your app.
  • Usually, the user journey map influences product design, while the customer journey map informs business strategies.
  • There are four types of customer journey maps:
  1. Current-state maps. To illustrate the customer journey in the present.
  2. Future-state maps. To speculate on potential user journeys in the future.
  3. Day-in-the-life maps. To show what a user does in relation or without any link to your product/service.
  4. Service-blueprint maps. To define everything that needs to happen internally to properly serve users.
  • Examples of user and customer journey maps include companies like Hubspot, Zoom, Mailchimp, Dropbox, and Userpilot.
  • Templates of user journey maps include service blueprints, customer empathy maps, user touchpoints, and effective journey maps.
  • Did you identify friction points in your user onboarding? Try Userpilot, the all-in-one product adoption platform that’ll help you improve your onboarding experience and boost retention rates. Get a demo.

Try Userpilot and Take Your Onboarding Experience to the Next Level

What is a user journey map?

A user journey map is a document that shows the steps a user follows to reach a goal with your product or service. It’s usually used for UX visualization as it tells the story of a person navigating your product and their interaction with different touchpoints.

This document also helps you gather information about the user and the functionality they find most relevant.

In your first version of a user journey map, you may only add the user’s actions. But as you expand it, you should also add their emotions and thoughts.

User journey maps vs customer journey maps

User journey maps and customer journey maps are almost interchangeable terms. They both show the road a person takes to achieve goals and help improve the user experience.

However, these vary in scope, definitions, and goals:

  • Scope. User journey maps usually showcase the way a user experiences and interacts with a specific product or service. On the other hand, customer journey maps visualize the end-to-end experience of a customer across various brand touchpoints.
  • Definitions. The word ‘touchpoints’ has different meanings in each case. A touchpoint in a user journey map refers to interface interactions and in-app experiences. However, a touchpoint in a customer journey map means every moment a customer interacts with or becomes aware of your brand — e.g., advertisements, customer support, or at checkout.
  • Goals. User journey maps are useful to influence product design improvements. The insights of a customer journey map, usually inform broader business strategies and customer engagement efforts.

Types of user and customer journey maps

Using customer or user journey maps for different purposes allows you to influence different aspects of your business. For instance, a day-in-the-life journey map lets you spot areas of your customer’s routine where you can participate.

Here are different types of user and customer journey visualization to implement in your business:

  • Current-state map. Illustrates the critical user journey as it is now. It helps you visualize the current state of the user experience based on facts. This type of journey map allows you to identify the strengths and opportunities of your current process.
  • Future-state map. Design how you wish the customers’ journey could look in the future. This type is aspirational and it’s useful when speculating potential customer paths. It’s mostly based on data from the current state map and creativity.
  • Day-in-the-life map. Lists everything a customer does throughout the day despite those actions being related to your brand. A day-in-the-life map gives you an overall understanding of who your customer is, how they spend their time, and where your company falls. This map is based on user research data.
  • Service-blueprint map. This is an internal document that states all the actions, policies, and processes that go behind customer-facing services. The service blueprint is usually for employees to know what they need to do to meet the customer across the journey.

User and customer journey map examples

Take a look at examples of user and customer journey maps from successful businesses and get inspired to draft your own.

1. Userpilot’s current user state journey map

Userpilot’s user journey map
Userpilot’s user journey map.

To examine the user’s current state, you can use Userpilot to perform a path analysis.

With path analysis, you can identify and understand how users navigate through your product, pinpointing the key interactions and touchpoints they encounter.

For example, to optimize conversion, you can look into how enterprise users navigate toward the conversion point. Then you can use the discovered insights to replicate the experience for new users.

2. Spotify’s music-sharing user journey map

Spotify's journey map for the music sharing experience
Spotify’s customer journey map for the music-sharing experience.
Source: Meghana Bowen.

Spotify is a music streaming platform with various features. This example shows a detailed view of a Spotify user’s journey when sharing music with friends and family.

The image shows the steps the user takes to find and share music as well as their thoughts, emotions, touchpoints, and actors. It starts with a user opening Spotify to listen to music at work. They look up the different playlists and feel excited to see the suggestions.

Once they find a song that makes them feel happy, they share it with a friend by sending the link through WhatsApp. They follow up and wait for an answer.

This example is particularly interesting since it includes the actions, thoughts, and sentiments of two different personas.

3. Uber’s first experience user journey map

Uber's new customer journey map
Uber’s new customer journey map.
Source: Erin Balderson.

Uber is a popular transportation company for booking rides. This current-stage customer journey map shows all the steps a user takes from the moment they choose to use Uber as a new user, up to when they arrive at their destination.

It includes screenshots that show exactly what the user sees when they go through each of the customer journey stages.

This example includes goals from the persona on the side. It also includes verbatim thoughts and emotion tags that give you deeper insights into the target persona.

The bottom part of the map shares critical insights that help marketing and sales teams understand the user on a deeper level and improve their experience.

4. Dropbox’s customer journey map

Dropbox’s user journey map from the awareness stage.
Dropbox’s user journey map from the awareness stage.
Source: Glow Marketing.

This journey map includes the user persona’s jobs-to-be-done (JBTD) and the path they follow from the problem-awareness stage.

Since Dropbox is a cloud storage platform, using it for business affects the day-to-day of all workers. Hence, this map includes a clever section named “cast” which includes the profiles of everyone who’ll be affected by the decision to use Dropbox.

As you can see, Sophia starts her journey when she discovers Dropbox. She researches alternatives, books a demo, and signs up for the application.

This looks like a future state journey map as it seems quite simplified for a current state map.

5. Mailchimp’s day-in-the-life customer journey map

Example of day in the life journey map for Mailchimp
Example of day in the life journey map for Mailchimp
Source: Noelle Pouzar.

Mailchimp is a popular email marketing platform. The customer journey map captures everything a marketing worker named Dani does every two weeks.

This customer journey map compiles all the little tasks she does before, during, and after she sends a marketing email.

It’s considered a day-in-the-life map rather than a current-state one because it includes more detail than simply outlining the steps Dani takes to send an email. Instead, it includes the digressions she takes before actually completing the task, as well as emotions and areas of opportunity.

6. Hubspot’s customer journey map

Hubspot’s comprehensive customer journey map
Hubspot’s comprehensive customer journey map.
Source: Hubspot.

This platform offers multiple services for managing a business. This is the current state of Hubspot’s customer journey. It shows everything a user does from the moment they become dissatisfied with previous tools.

This map explains in detail how customers interact with Hubspot until they become paying users. It also includes all the other actors involved, the factors that lead to a positive or negative experience, and the decision points.

This map also includes thoughts and sentiments, friction points, customer touchpoints, and internal actors involved.

7. Netflix’s customer journey map

Netflix's customer journey map for watching a show
Netflix’s customer journey map for watching a show.
Source: Adina Katz.

Similar to the Mailchimp example, this customer journey map explains the macro steps a user like Jen takes to watch a movie on Netflix.

As a media streaming platform, Netflix’s algorithm comes up with movies and TV show recommendations. This map shows how Jen disregards those recommendations and searches for a different movie instead, making it an area of opportunity for the Netflix team.

As part of the analysis, this map also includes Jen’s pain points, motivators, and emotions. This is an example of how breaking the journey down into smaller goals can simplify spotting friction points by showing an end-to-end process on a single screen.

8. Canva’s user journey map

Customer journey map for Canva
Customer journey map for Canva.
Source: Romina Jorge and David Santamaria.

Canva is an online graphic design platform, mostly suited for non-designers. This user map tells the story of Laura, a woman who isn’t a designer but wants to build beautiful flyers to promote her hobby.

As you see, the map walks us through the process of building a new design. It starts with Laura creating a board and ends when she exports the design. Similarly to the Netflix example, this journey map is also restricted to one scenario.

This user journey also includes actions, pain points, goals, expectations, and thoughts across the phases.

9. Zoom’s user journey map

Zoom for teachers' customer journey map
Zoom for teachers’ customer journey map
Source: Srinivas Iyengar.

This popular online meeting platform serves different purposes. This example is about Zoom for teachers and it’s broken down into three main categories: Action, emotions, and thinking.

This user journey map explains what a teacher does to give online lectures. It’s separated into five main action buckets with a breakdown of the tasks that go into each bucket. For example, for a teacher to “Start teaching” they need to open Zoom and roll the call.

You can also see how the teachers’ emotions and thoughts vary throughout the session. Plus, the design of this map lets us quickly identify opportunities just by looking at the emojis.

10. HeartiCraft’s user journey map

HeartiCraft's user journey map
HeartiCraft’s user journey map.
Source: Naseeb P.

HeartiCraft is an online store for people who want to buy handcrafted products. The experience begins when the user researches and finds the website and ends when they decide to buy again.

It’s an interesting view of a user journey map as it exposes where HeartiCraft shines but also where it fails to delight users.

This map highlights four different stages and includes all the actions, thoughts and feelings, pain points, and delights under each of them.

11. Say Yeah!’s customer journey map

Say Yeah!'s elder care customer journey map
Say Yeah!’s elder care customer journey map for adult children.
Source: Say Yeahs!

This company helps businesses deliver products and services that better serve neurodiverse users. To analyze this customer journey, you need to place your eyes on the left side of the screen and skim through the stages.

As you can see, this is the journey of an adult child looking for health support for their parents. It starts at the moment they discover a problem and ends after they’ve made a purchase.

This map includes the tasks, actors, emotions, media, tactics, and the thinking process of the user across the stages. It also shows how relevant each of those moments is for serving the customer properly.

12. Gartner’s B2B customer buying journey map

B2B buying journey illustrative example
B2B buying journey illustrative example.
Source: Gartner.

As a consulting firm, Gartner has a deep understanding of the B2B sales process. You can see that in this example because it paints the B2B buyer’s journey as a non-linear path.

This is likely informed by historic customer behavior, journey analytics, and user research. In the map, you’ll see four main actions across the user’s journey that allow them to buy a product.

However, there are internal discrepancies that Gartner manages to capture in this map. For example, showing that the person meeting with the company isn’t necessarily the decision maker and needs to go back and get the CEO’s approval before agreeing to make a purchase.

13. Service blueprint map for technical support

Example of a service blueprint for tech support
Example of a service blueprint for tech support.
Source: Jessa Parette.

As mentioned above, a service journey map helps employees know what needs to happen internally to power customer-facing tasks. In this example, we can see how systems are interconnected and linked to company policies.

This map also shows the actions employees take to provide service, including the invisible back-end tasks and the evidence that supports each action.

Templates for user and customer journey mapping process

Explore the different templates included on this list, and edit them to fit your customer journeys:

1. User journey map template in Figma

User journey map template on Figma
User journey map template on Figma.
Source: Figma.

You can leverage this template on Figma for your customer journey mapping exercise and uncover user activities and emotions across different stages – from realizing their needs to becoming a paid customer.

It allows you to add what you expect the user’s emotions, experience, and expectations to be at each of the stages.

You can include as many ideas as you wish on this canvas or even invite your teams to work on this together.

2. User empathy mapping template in Notion

Template to build an empathy map on Notion
Template to build an empathy map on Notion.
Source: Notion.

An empathy map compiles your target user’s feelings, thoughts, and behaviors.

This Notion template follows the classical approach by including the four main categories:

  • Says. Direct quotes or statements that provide insight into the user’s thoughts and opinions.
  • Thinks. Reflects the user’s thoughts, beliefs, and feelings.
  • Does. Includes what the user does in real life or during their interaction with a product or service.
  • Feels. Fears, frustrations, joys, and other emotional responses.

3. Future state customer journey map template from Xtensio

Template of a future state customer journey map.
Template of a future state customer journey map.
Source: Xtensio.

Use your creativity and your current state journey map to fill out this template. Explore alternative customer paths to offer a better customer experience.

This template includes space to add:

  • Stages of the journey.
  • User’s thoughts and feelings.
  • Actions and touchpoints.
  • How this map is different from the current journey.

4. Service blueprint customer journey map template from Miro

Service blueprint template created by Userpilot on Miro
Service blueprint template created by Userpilot on Miro.
Source: Miro.

This is a typical service blueprint template. Miro lets you edit it to your liking by following these steps:

  • Define the customer service scenario to investigate.
  • Plot customer actions in chronological order.
  • Lay out processes, actors, and support systems.
  • Add roles and responsibilities by specifying interactions, visibility, and internal actions.
  • Illustrate cross-functional relationships.

5. Customer journey map template from Mural

Customer journey template view on Mural
Customer journey template view on Mural.
Source: Mural.

Use Mural’s customer journey map template to have a better understanding of your target audience’s touchpoints, needs, motivations, and barriers.

Here you can:

  • Establish a customer scenario, e.g., buying a shirt online.
  • Define the customer steps, including big and small actions.
  • List all customer interactions with your brand, either in physical or digital touchpoints.
  • Determine your customer’s goals and motivations.
  • Highlight the positive moments at each stage.
  • Define the negative or frustrating moments across the journey.

6. Customer journey map template from Canva

Canva’s template for a customer journey map
Canva’s template for a customer journey map.
Source: Canva.

Find many different customer journey map templates on Canva. These all let you edit the customer actions across stages, and depending on the option that you choose, you’ll also be able to add the user’s:

  • Emotions and feelings.
  • Thinking process.
  • Physical or digital touchpoints.
  • Barriers or pain points.
  • Solutions to barriers.

7. Customer touchpoint map template from InVision

InVision's customer touchpoint map template
InVision’s customer touchpoint map template.
Source: Freehandapp.

Map out the customer touchpoints on this InVision template. Here, you’ll be able to list all the different interactions between the user and your business, as well as mention all the involved actors. You can break down the actions by stages and teams.

8. Customer journey mapping template from Slidesgo

Slidesgo's customer journey map template
Slidesgo’s customer journey map template.
Source: Slidesgo.

Slidesgo provides you with 29 customer journey mapping examples. You can choose the design that piques your interest the most and add the different stages, touchpoints, actions, and sentiments. These designs are mostly suited for journeys of up to five steps.

9. B2B customer journey map template from UXPressia

B2B customer journey map template on UXPressia
B2B customer journey map template on UXPressia.
Source: UXPressia.

UXPressia developed a set of B2B/B2C customer journey map templates for you to use. This mix also includes persona templates to guide you when creating personas for your journey maps.

You can use these templates as-is to guide your thinking or adapt them to fit your specific project needs.

10. Customer journey map template from Conceptboard

Conceptboard's customer journey map template
Conceptboard’s customer journey map template.
Source: Conceptboard.

This customer journey map template is a classical one. Open the file with a clear understanding of your user persona.

There, you’ll be able to add customer data concerning each stage, more specifically regarding their:

  • Goals.
  • Actions.
  • Touchpoints and channels.
  • Thoughts.
  • Overall experience.
  • Pain points.
  • Areas of improvement.


Exploring user journey map examples can inspire you to enhance your customers’ experience by pinpointing critical areas, such as better onboarding processes.

To create an effective customer journey map, you need a deep understanding of your user and a clear mapping path, i.e., via conducting user interviews and contextual research.

Userpilot is an all-in-one product platform that can equip you with actionable customer journey insights. Get a demo to explore our powerful analytics capabilities!

Try Userpilot and Take Your Onboarding Experience to the Next Level

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