{"id":191624,"date":"2024-06-11T19:10:53","date_gmt":"2024-06-11T19:10:53","guid":{"rendered":"https:\/\/userpilot.com\/blog\/user-journey-map-examples\/"},"modified":"2026-04-07T11:12:35","modified_gmt":"2026-04-07T11:12:35","slug":"user-journey-map-examples","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/user-journey-map-examples\/","title":{"rendered":"20+ User Journey Map Examples and Templates"},"content":{"rendered":"

Looking for user journey map<\/a> examples to visualize your customer\u2019s experience? You’re in the right place.<\/p>\n

A customer journey map visually represents the steps a user takes to achieve a specific goal with your product or service. By mapping this journey, you can identify friction points and opportunities to improve the overall user experience and avoid customer churn<\/a>. For instance, you might discover the need for better user onboarding<\/u><\/a> to boost user retention.<\/p>\n

We’ve compiled over 20 user journey examples and templates to spark your creativity and guide you in creating your own effective maps.<\/p>\n

User and customer journey map examples<\/h2>\n

Let’s dive into some user journey map examples from various successful businesses to give you a clearer picture of how these maps are used in practice.<\/p>\n

1. Spotify\u2019s music-sharing user journey map<\/h3>\n

Spotify, a popular music streaming platform, offers a variety of features. This customer journey map example illustrates a Spotify user’s experience when sharing music with friends and family.<\/p>\n

The map details the steps a user takes to find and share music, along with their thoughts, emotions, touchpoints, and actors involved. It begins with the user opening Spotify to listen to music at work and exploring different playlists with excitement.<\/p>\n

\"Spotify's<\/p>\n

Once they find a song that resonates with them, they share it with a friend via WhatsApp and await a response.<\/p>\n

This example is particularly insightful because it includes the actions, thoughts, and feelings of two distinct personas, providing a comprehensive view of the sharing experience.<\/p>\n

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2. Uber\u2019s first experience user journey map<\/h3>\n

Uber, a well-known transportation company, uses this current-state customer journey map to illustrate the steps a new user takes from deciding to use Uber to arriving at their destination.<\/p>\n

\"Uber's<\/p>\n

The map includes screenshots that show the user’s view at each stage of the journey, providing a clear understanding of the user interface and experience.<\/p>\n

This example also includes the persona’s goals and verbatim thoughts, along with emotion tags that offer deeper insights into the target persona.<\/p>\n

The bottom of the map shares critical insights that help marketing and sales teams understand the user better and improve their overall experience.<\/p>\n

3. Dropbox\u2019s customer journey map<\/h3>\n

This journey map incorporates the user persona’s jobs-to-be-done (JBTD)<\/u><\/a> and the path they follow from the problem-awareness stage.<\/p>\n

\"Dropbox\u2019s<\/p>\n

Given that Dropbox is a cloud storage platform, its adoption impacts the daily operations of all workers. As such, this map includes a “cast” section that profiles everyone affected by the decision to use Dropbox.<\/p>\n

Sophia’s journey begins when she discovers Dropbox, researches alternatives, books a demo, and signs up for the application.<\/p>\n

This appears to be a future-state journey map, as it is simplified compared to a current-state map.<\/p>\n

4. Mailchimp\u2019s day-in-the-life customer journey map<\/h3>\n

Mailchimp, a popular email marketing platform, uses this customer journey map to capture everything a marketing worker named Dani does every two weeks.<\/p>\n

\"Example<\/p>\n

This map compiles all the tasks Dani completes before, during, and after sending a marketing email.<\/p>\n

It is considered a day-in-the-life map because it includes more detail than simply outlining the steps Dani takes to send an email. Instead, it includes digressions, emotions, and areas of opportunity.<\/p>\n

5. HubSpot\u2019s customer journey map<\/h3>\n

HubSpot offers a range of services for managing a business. This current-state map illustrates everything a user does from the moment they become dissatisfied with their previous tools.<\/p>\n

\"Hubspot\u2019s<\/p>\n

This map details how customers interact with HubSpot until they become paying users. It includes all actors involved, factors that lead to a positive or negative experience, and key decision points.<\/p>\n

The map also includes thoughts and sentiments, friction points, customer touchpoints, and internal actors.<\/p>\n

6. Netflix\u2019s customer journey map<\/h3>\n

Similar to the Mailchimp example, this customer journey map explains the macro steps a user like Jen takes to watch a movie on Netflix.<\/p>\n

\"Netflix's<\/p>\n

As a media streaming platform, Netflix relies on its algorithm to provide movie and TV show recommendations. This map illustrates how Jen disregards these recommendations and searches for an alternative movie, highlighting an area of opportunity for the Netflix team.<\/p>\n

The analysis includes Jen\u2019s pain points, motivators, and emotions. Breaking the journey down into smaller goals simplifies spotting friction points by showing an end-to-end process on a single screen.<\/p>\n

7. Canva\u2019s user journey map<\/h3>\n

Canva, an online graphic design platform, is designed for non-designers. This user journey map tells the story of Laura, who wants to create beautiful flyers to promote her hobby.<\/p>\n

\"Customer<\/p>\n

The map walks us through the process of creating a new design, starting with Laura creating a board and ending with her exporting the design. Similar to the Netflix example, this map is limited to a single scenario.<\/p>\n

This user journey also includes actions, customer pain points, goals, customer expectations, and thoughts across the phases.<\/p>\n

8. Zoom\u2019s user journey map<\/h3>\n

Zoom, a popular online meeting platform, serves various purposes. This example focuses on Zoom for teachers and is broken down into three main categories: Action, emotions, and thinking.<\/p>\n

\"Zoom<\/p>\n

This user journey map explains what a teacher does to give online lectures. It is separated into five main action buckets with a breakdown of the tasks that fall under it. For example, to “start teaching,” a teacher needs to open Zoom and start the call.<\/p>\n

You can also see how the teachers\u2019 emotions and thoughts vary throughout the session. The design of this map allows for quick identification of opportunities just by looking at the emojis.<\/p>\n

9. HeartiCraft\u2019s user journey map<\/h3>\n

HeartiCraft is an online store for handcrafted products. The experience begins when the user researches and finds the website, and ends when they decide to buy again.<\/p>\n

\"HeartiCraft's<\/p>\n

This user journey map exposes where HeartiCraft excels and where it fails to delight users.<\/p>\n

The map highlights four different stages, including actions, thoughts and feelings, pain points, and delights, under each.<\/p>\n

10. Say Yeah!\u2019s customer journey map<\/h3>\n

Say Yeah! helps businesses deliver products and services that better serve neurodiverse users. To analyze this customer journey<\/u><\/a>, start on the left side of the screen and follow the stages.<\/p>\n

\"Say<\/p>\n

This map illustrates the journey of an adult child looking for health support for their parents, starting when they discover a problem and ending after they make a purchase.<\/p>\n

The map includes tasks, actors, emotions, media, tactics, and the user’s thinking process across the stages. It also shows the relevance of each moment for serving the customer properly.<\/p>\n

11. Gartner\u2019s B2B customer buying journey map<\/h3>\n

Gartner, a consulting firm, demonstrates a deep understanding of the B2B sales process in this example, portraying the B2B buyer\u2019s journey as a non-linear path.<\/p>\n

\"B2B<\/p>\n

This is informed by historical customer behavior, journey analytics<\/u><\/a>, and user research. The map outlines four main actions across the user\u2019s journey that enable them to buy a product.<\/p>\n

The map captures internal discrepancies, such as the person meeting with the company not necessarily being the decision-maker and needing to get the CEO\u2019s approval before making a purchase.<\/p>\n

12. Service blueprint map for technical support<\/h3>\n

As mentioned earlier, a service journey map helps employees understand what needs to happen internally to support customer-facing tasks. This example illustrates how systems are interconnected and linked to company policies.<\/p>\n

\"Example<\/p>\n

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

Templates for user and customer journey mapping process<\/h2>\n

Here are some templates to help you get started with your own user journey mapping<\/a> process.<\/p>\n

1. User journey map template in Figma<\/h3>\n

Use this Figma template for your customer journey mapping exercise to uncover user activities and emotions across different stages, from realizing their needs to becoming a paid customer.<\/p>\n

\"User<\/p>\n

It allows you to add your expectations for the user\u2019s emotions, experience, and expectations at each stage.<\/p>\n

You can include as many ideas as you wish on this canvas or even invite your teams to work on this together.<\/p>\n

2. User empathy mapping template in Notion<\/h3>\n

An empathy map compiles your target user\u2019s feelings, thoughts, and behaviors.<\/p>\n

\"Template<\/p>\n

This Notion template follows the classical approach by including the four main categories:<\/p>\n