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October 5, 2020

6 Journey Map Examples and What We Can Learn From Them

Customer Journey Maps are a visual story about how people interact with your brand. They help brands gain a deep understanding of their customers and act as a bridge between business and buyers.

In a single illustration, the journey map aims to capture the entire customer experience. No small task.

But if you type “customer journey map” into an image search, you’re likely to be more confused than enlightened.

Journey Mapping has its roots in design, but since its adoption into the business mainstream, the number of design approaches have exploded. Hundreds of boutique CX agencies put their own spin on the look and feel of a journey map. It now feels like there are unlimited design options you might take.

In this post, I’ve included six examples of journey maps, and have shared my thoughts on what’s working, and what I might change if this were my journey map.

Feel free to share your own take in the comments below.

Journey Map #1Image for post


Why I love this journey map:

  • This map does have a really interesting visual take on combining touchpoints and the purchase journey. Usually, you won’t see touchpoints be the first thing under the stages of the purchase journey. But this map makes the “doing” feel like it’s the most important bit.

What I might change:

  • I do feel like this map would benefit from a more obvious emotional journey — to me, I’m not sure the bar system is communicating the emotional dimension.
  • This map is also missing a key section — the Persona.

Journey Map #2

Image for post


Why I love this journey map:

  • This map does a great job of bringing vast amounts of information together in a single map (although one might argue, this is too much information to include in a single map).

What I might change:

  • This map does a great job of combining multiple personas into a single map — however, I recommend against this approach as it can confuse stakeholders, and make it harder to extract insight from the Journey Map.

Journey Map #3

Image for post


Why I love this journey map:

  • This journey map ticks all the boxes for a good, basic map. It’s also an interesting “purchase” journey that could lead to exciting opportunities to innovate.

What I might change:

  • This map would benefit from some “real life” photos of the UX and in-real-life process. Integrating photographs is a great way to bring a journey to life (but no stock photos, please!).
  • This map will also be made more robust with a visualization of the emotional journey — the ups and downs are evident, but what type of emotion is down? Is it angry, sad, depressed, or anxious? These variations in sentiment help paint an empathetic picture of our customers.

Journey Map #4Image for post


Why I love this journey map:

  • This journey map includes some exciting elements, such as the Word Cloud (under “Saying”) of customer quotes.

What I might change:

  • Depending on the audience, there’s almost too much information on this journey map. I’d consider the ultimate purpose of the “Hedonic” and “Pragmatic” sections, as well as brainstorming a different way to show the “Actors” section, and it makes the map look cluttered. Too much information can undermine the use of a Journey Map as a communication tool.

Journey Map #5Image for post


Why I love this journey map:

  • This map has a section for KPIs and Ownership which is unique. That means it will make the next steps easier. Although I do recommend including these sections as a follow-up workstream, I don’t often include them on the map because people can get hung up on them and ignore the information on the map.

What I might change:

  • This has all the parts of a strong journey map, but it’s not very visually engaging. I’d send it back through design to incorporate some more interesting visual elements (esp. around touchpoints and the emotional journey and “Experience” sections).
  • I’d include a summary of the Persona on this map so that in case it gets sent around the company without the matching Persona, it’s still easy to understand.

Journey Map #6

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Why I love this journey map:

I like the thought of calling touchpoints “tools” — this language could be useful when talking to customers or non-design or marketing audiences.


What I might change:

I do like that this map has included a formula for opportunities (People + Need + Insight). I’d love to apply that to a future map. However, I do think these opportunities could be matched to pain points more closely. They should also consider naming more specific solves rather than framing the opportunity so broadly.

The bottom line

As you can see from the journey maps in this article, there’s no one “right way” to create a map. Instead, you’ll need to decide how best to design your journey map for your specific audience.

Think carefully about how you’ll use your map as a tool for communication.

Ask yourself:

  • Is it immediately clear which points are my key insights and moments of truth?
  • Is my map easy to scan and understand? Or will people feel overwhelmed when they first see it?
  • How will my map be presented to stakeholders (for example, printed, emailed, put on an internal webpage or presentation), and does that influence my design in any way?

Images: Source: Himani AgarwalSource: Christopher BeckerSource: khushi SinghSource: Michael Moretti; Source: Olga Casablancas; Source: Kiki Liu



Ready to go beyond the basics and create amazing journey maps that make an impact? Then click below to check out my course on Teachable, Creating Magnificent Journey Maps:  

journey mapping course

Related Posts

How to Create a Persona

Customer Experience Measurement: How to use metrics in your journey map

The Customer Empathy Gap

How to Create a Journey Map

About the author 

Jennifer Clinehens

Writing where decisions, design, and behavioral science meet. Author, CX That Sings, and Choice Hacking.