Customer Journey Map Template


Customer Journey Map Template Customer Journey
Table of Contents

A customer journey map (CJM) or user journey map is a visual representation of how a consumer interacts with our product or service. Customers are the lifeblood of our business, thus it’s critical that we understand their pain points, wants, and requirements so that we can develop a customer experience around them. Use a CJM to record our customers’ experiences for each persona, solve problems that develop in our goods and services, and fill gaps, whether in sales, marketing, product, or engineering.

Why Use A Customer Journey Map Template?

  • One of the primary reasons teams use customer journey maps is to better understand how their product is perceived by the consumer. Customer journey mapping explains why consumers make decisions and which aspects of our product are most useful to them.
  • Customer journey mapping assists us in determining when and how to upgrade our product or add new features. We can better understand which upgrades will benefit them the most by assisting in focusing on one of the phases and features that are most significant to a client.
  • To go even further, we utilize the Customer Journey Map Template to better understand how different personas engage with our product. With this knowledge, we can develop multiple paths and offer a more tailored experience to our target clients.
  • Finally, by assisting us in understanding customer demands, a User Journey Map Template will enable us to identify the points in the journey where our clients want the greatest assistance and then direct our customer support efforts to those portions.

Exploratory Research Guide

Conducting exploratory research seems tricky but an effective guide can help.

When To Use Customer Journey Map Template?

There are many good reasons and smart reasons to use a customer journey map.

Do’s Of Using Customer Journey Map

  • Do Make Better-informed Decisions And Lay A Strong Foundation 

When we first start using customer journey maps, we’ll have a lot of questions about how to format our map. Templates and samples can be incredibly useful at this level. Seeing how other businesses have organized their journey maps will widen our “vocabulary” and open our eyes to what is possible. The more knowledgeable we are, the better we will be able to determine which information is vital on our journey map and what we may safely disregard. We don’t want to spend a lot of time charting the journey just to discover that our map is full with information we don’t need in the first place.

  • Get A Jumpstart With Enough Time Starting with a blank sheet of paper is one of the most difficult tasks in any scenario. The wonderful thing is that once we’ve gone through the procedure a few times, we’ll begin to notice trends. If we’re a developing artist, we’ll have worked out the fundamental structure of a face after drawing a few stick figures. The same is true for customer journey maps. We’ll eventually figure out what the general framework of our client journey is.  From that point on, it makes sense to develop a template out of this journey so we don’t have to replicate it over and over.

A template enables we to concentrate on the content of our journey map rather than how much to structure the information. 

Don’ts Of Using Customer Journey Map

  • Do Not Copy And Paste The Exact Recipe

Consider this scenario: we diligently follow the precise recipe to create the most beautiful pasta Bolognese…only to discover that our guest is allergic to tomatoes. As improbable as it may seem, this is the most prevalent flaw in customer journey map designs. We locate the ideal customer journey map template online and begin filling it out with zeal. We also manage to make an outstanding journey map. When we eventually distribute the map inside the organization, we realize it doesn’t provide answers to the problems that need to be fixed.

Be cautious of the items in our journey map template at all times.

  • Do Not Be Determined By The Visual Aspects

Until previously, journey maps were created using a variety of technologies ranging from PowerPoint to InDesign. As a result, there are several journey maps available, each with its own distinct design and feel.

We believe that for a journey map to be valuable, it must be nothing less than a work of art.

The fact is that most of these templates have the same basic characteristics at their foundation. They are just shown in a different manner. It’s easy to become sidetracked and lost in the process of making our journey map appear excellent. Just make an effort to keep the graphics constant and clear.

  • Don’t Make A Map Just To Make A Map

What is the most efficient method for creating a customer journey map? When we don’t need a map, don’t make one.

Don’t be the person who makes a customer journey map merely for the sake of it. We’ve already had enough of them. Be a real professional by mapping for the right reasons. Our efforts must provide genuine value to the organization.

Using a journey map template without first knowing the questions it must answer is a sure way to waste our time. Unless, of course, we want to be an artist who makes beautiful images in the shape of a journey map.

Templates In Online Tools


Miro is a simple and versatile online whiteboarding application. 

Miro has a plethora of helpful templates. The good news is that they include a customer journey map and a service plan.

This is the most basic trip map template, which is useful when we only need to focus on the customer experience component of the journey.

When would we put this template to use?

In a workshop with limited time, Miro’s Customer Journey Map template is utilized as an early conversation starter.


  • The framework is really basic, which means there are no distractions and anybody can engage in the journey mapping process.
  • We are not distracted by thoughts of other information channels.
  • A video with step-by-step instructions on how to utilize this template, as well as a lengthy blog piece worth reading.


  • Touchpoints are shown as the main plot in the template, but it should represent client behaviors and scenarios. By basing our journey on touchpoints, we are picturing the organizational viewpoint and will overlook critical customer-facing moments.
  • It’s tempting to fill up this form with assumptions without investigating the facts further. It would be beneficial if there was a place to include supporting findings from user and field research.
  • We will only be able to come up with relevant pain and gain points if we understand our clients’ demands. We should start with something simple like an empathy map.


Mural, like Miro, is a popular online whiteboarding programme.

They provide a single service blueprint template that meets our requirements. The Practical Service Design community contributed to the creation of the template.

When would we put this template to use?

On the one hand, it’s far too detailed to fill out during a session. The structure and color-coding technique, on the other hand, would not be the best option for accomplishing this with a team outside of a workshop.


Mural, like Miro, is a popular online whiteboarding programme.

They provide a single service blueprint template that meets our requirements. The Practical Service Design community contributed to the creation of the template.

When would we put this template to use?

On the one hand, it’s far too detailed to fill out during a session. The structure and color-coding technique, on the other hand, would not be the best option for accomplishing this with a team outside of a workshop.


  • There are three versions: a blank template, one that has been filled up as an example, and one that includes instructions on how to utilize this template.
  • The template, which includes a real-life example, has some quite useful questions and is a great source of inspiration.


  • The template quickly integrates with a service’s operations and systems. More attention on the customer journey and experience would be beneficial.
  • Color-coding information lanes makes for a fascinating visual, but it may quickly become confusing.
  • The information lanes chosen are significant, however they do not adhere to basic rules for structuring a service plan. This might lead to some misunderstanding.


Smaply is most likely a tool we’ve been considering. It’s one of the only dedicated online trip planning tools geared toward customer experience experts.

Smaply provides four journey mapping templates:

  • Service Strategy
  • Communication Pathway Diagram
  • Journey to Empathy
  • Journey Map of Comparison

When would we put this template to use?

  • In cases when we need to pull stakeholders out of their inside-out thinking and into the shoes of our consumers, especially when working with stakeholders from supporting departments that don’t connect with customers on a regular basis.
  • To provide the groundwork for all future journey mapping and service blueprinting efforts.


  • This template’s primary focus is on our consumers and their demands. Having a thorough knowledge of this aids in the creation of all subsequent journey maps.
  • The lanes are modelled after the questions on an empathy map. If we know how it works, we’ll have an advantage here. If we’re unfamiliar with empathy maps, they’re thoroughly documented.


  • Depending on the service, the experience may eventually have more similarities than differences. As a result, we may wind up repeating information in a number of areas. If we see this happening, attempt to identify and map the instances when the experience is notably different.


Custellence is the most popular online journey mapping tool. It is also suggested for anybody serious about utilizing journey maps to promote long-term customer-centric transformation inside their firm.

Custellence currently has seven trip map templates, separated into generic and specialized template categories:

  • Ideation Customer Journey Map Template (PDF)
  • Template for Service Blueprint (PDF)
  • The Blueprint Template for Practical Service Design (PDF)
  • Blueprint Template for Retail Online/Offline Customer Journey and Service (PDF)
  • Customer Journey Map for Restaurant Food Ordering and Delivery (PDF)
  • Customer Journey Map Template for Elderly Care Needs (PDF)
  • Customer Journey Map Template for Vacation Journey (PDF)

When would we put this template to use?

This template is a wonderful example of a journey map used to promote long-term customer-centric change, rather than a one-time depiction. This template is utilized when the purpose is to construct a central journey map that will assist us in making better decisions about which projects and initiatives to invest in.


  • It’s convenient that the template’s customer actions are pre-populated. This allows we to explain our personal adventure on the appropriate level and in the appropriate language.
  • The form allows we to build on our customer’s experience and to give “insight proof.” We are asked to engage in a discussion about how much we know about our clients based on research against our own assumptions.
  • The division of touchpoints into channels demonstrates how we may represent our internal organization in the journey map and assign internal stakeholders to each lane in the map.


  • Depending on our objectives, this template may be very extensive and thorough.


UXPressia’s library of trip mapping templates and examples is extremely impressive. At the time of writing, there are around 40 templates organized by industry.

Each template is based on an “actual” customer journey map discovered on the internet by the UXPressia team. They included a link to the original source in the accompanying articles so we could see how that journey map appeared.

When would we put this template to use?

  • This appears to be a nice starting point for a high-level trip mapping workshop. The quantity and variety of lanes achieve a good balance between information depth and breadth.
  • The template also gives a very natural flow of questions from top to bottom, from what the consumer does and expects to the difficulties they encounter in the service and remedies.


This template places a major focus on the customer’s point of view.

The template includes a tale, which aids in understanding what type of information and on what level should be included on the map.

The storyboard lane encourages we to envision the client journey, which is a crucial feature that is often missed in templates.


  • The method and channel lane are a little complicated. The information in this lane overlaps with the information in the touchpoint lane.
  • The introduction of nonlinear components (in the process and the lane) may cause misunderstanding.

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Templates In Book, Blogs And Presentations

This Is Service Design Thinking

It is structurally distinct from the others. This template was included in the 2010 edition of ‘This Is Service Design Thinking’. Although a lot has changed since then, this template is still useful because it was one of the earliest.

As a result, it more closely resembles a canvas (in the spirit of the business model canvas) than a template. That may appear to be a minor distinction, but it has substantial ramifications in practice.

When would we put this template to use?

People who have seen prior canvases may recognize the canvas structure, making the move into journey thinking easier. However, in the long term, it is better to stick with the traditional lane lawet of a journey map.


  • The template’s questions are fairly high level. We may utilize this template even if we are unfamiliar with journey mapping.


  • It’s not visibly grouped into lanes, which might be confusing if we’re expecting a journey map.
  • The template does not invite or direct we to put ourself in the shoes of our consumer.
  • The axis of information manipulation-credibility is unlikely to be the best source of insights. It would be more logical to just have a channel lane and use icons to represent the type of content

Design A Better Business

The journey mapping template provided by Design a Better Business, like the template provided by This Is Service Design Thinking, is presented as a canvas. This trip mapping template is part of a broader set of templates pertaining to various stages of the design process.

When we look at the journey mapping template, we can tell right away that it is quite simple and high level. The template only has three information lanes. The structure is similar to the Miro journey map template.

When would we put this template to use?

  • After a lecture on what client journey mapping is, this template would be an excellent follow-up task. For example, we might have various groups in the workshop complete the identical journey and then compare the results.
  • Another usage for this template would be when we have a group of individuals from various backgrounds and need to get them to agree on a shared concept of the customer journey. This might include stakeholders from various internal departments, for example. Using a service example, such as the coffee shop journey outlined in the instructions, would be a good place to start in order to get people in the correct frame of mind.
  • This template may be useful as a tool for raising questions rather than finding an sours. As a result, we easily map a journey based on assumptions and then ask, “What would we like to learn about this customer and their experience?”


  • The template’s basic structure and step-by-step tutorial make it a highly user-friendly template to begin with.
  • There are just five “important moments” in the voyage. This compels we to narrow our conversation to what is truly essential to our consumer.
  • The template encourages we to picture the journey rather to simply explain it in words. It’s just as crucial to see the experience through our customer’s eyes as it is to comprehend it.


  • The directions for creating a client persona are a little confusing. We should concentrate on the wants, desires, discomfort, and so forth.
  • The crucial moments should be about client behaviors and circumstances rather than touchpoints. We run the danger of turning this into a process map if we don’t.

Quick Guide For Picking Up A Right Template

  • Begin with the simplest template that has the fewest parts but yet meets our objectives. Expand as we go, learning what we need to add as we go.
  • Choose a template that has components that encourage everyone who is participating to share their knowledge. Make a lane for internal procedures, for example, if we’re dealing with IT.
  • Don’t be concerned with how polished and elegant a template appears. Unless we main objective is to produce an art work, more images typically equal more distractions.
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