Useful Customer Journey Maps (+ Figma & Miro Templates)

User journey maps are a remarkably effective way to visualize user’s experience for the entire team. Instead of pointing to documents scattered across remote fringes of Sharepoint, we bring key insights together — in one single place.

Let’s explore a couple of helpful customer journey templates to get started, and how companies use it in practice.

AirBnB Customer Journey Blueprint #

AirBnB Customer Journey Blueprint (also check Google Drive example) is a wonderful practical example of how to visualize the entire customer experience for 2 personas, across 8 touch points, with user policies, UI screens and all interactions with the customer service — all on one single page.

Now, unlike AirBnB, your product might not need a mapping against user policies. However, it might need other lanes that would be more relevant for your team. E.g. include relevant findings and recommendations from UX research. List key actions needed for next stage. Relevant UX metrics and unsuccessful touchpoints.

Whatever works for you, works for you — just make sure to avoid assumptions and refer to facts and insights from research.

Spotify Customer Journey Map #

Spotify Customer Journey Blueprint (high resolution) breaks down customer experiences by distinct user profiles, and for each includes mobile and desktop views, pain points, thoughts and actions. Also, notice branches for customers who skip authentication or admin tasks.

Getting Started With Journey Maps #

To get started with user journey maps, we first choose a lens: are we reflecting the current state or projecting a future state? Then, we choose a customer who experiences the journey — and we capture the situation/goals that they are focusing on.

Next, we list high-level actions users are going through. We start by defining first and last stage, and fill in-between. Don’t get too granular: list key actions needed for next stage. Add user’s thoughts, feelings, sentiment, emotional curves.

Eventually, add user’s key touchpoints with people, services, tools. Map user journey across mobile and desktop screens. Transfer insights from other research (e.g. customer support). Fill in stage after stage until the entire map is complete.

Then, identify pain points and highlight them with red dots. Add relevant jobs-to-be-done, metrics, channels if needed. Attach links to quotes, photos, videos, prototypes, Figma files. Finally, explore ideas and opportunities to address pain points.

Free Customer Journey Maps Templates (Miro, Figma) #

You don’t have to reinvent the wheel from scratch. Below you will find a few useful starter kits to get up and running fast. However, please make sure to customize these templates for your needs as every product will require its own specific details, dependencies and decisions.

• User Journey Map Template (Figma), by Estefanía Montaña B.
• Customer Journey Mapping (PDF), by Taras Bakusevych
• End-To-End User Experience Map (Figma), by Justin Tan
• Customer Journey Map Template (Figma), by Ed Biden
• Customer Journey Map Template (Miro), by Matt Anderson
• Customer Journey Map (Miro), by Hustle Badger
• Customer Experience Map Template (Miro), by Essense
• The Customer Journey Map (Miro), by RSPRINT

Wrapping Up #

Keep in mind that customer journeys are often non-linear, with unpredictable entry points, and integrations way beyond the final stage of a customer journey map. It’s in those moments when things leave a perfect path that a product’s UX is actually customer-journey-blueprints tested.

So consider mapping unsuccessful touchpoints as well — failures, error messages, conflicts, incompatibilities, warnings, connectivity issues, eventual lock-outs and frequent log-outs, authentication issues, outages and urgent support inquiries.

Also, make sure to question assumptions and biases early. Once they live in your UX map, they grow roots — and it might not take long until they are seen as the foundation of everything, which can be remarkably difficult to challenge or question later. Good luck, everyone!