- 1. Lucidchart — Best for journey maps with built-in collaboration features and integrations
- 2. FigJam — Best for real-time collaboration on visualizing and improving customer experiences
- 3. InDesign CC — Best software for complex graphic design
- 4. Totango — Best for digital customer journey mapping
- 5. Smaply — Best for its support for multiple persona journey maps
- 6. Canvanizer — Best free customer journey mapping tool
- 7. Reveall — Best for joining journey mapping and product prioritization
- 8. Omnigraffle — Best journey mapping tool for MacOS
- 9. Microsoft PowerPoint — Best for easy access and adoption
- 10. A Whiteboard — Best for low-tech offices who don’t use SaaS
Understanding all the ways in which our customer interacts with our brand is crucial to building better customer relationships and understanding how to turn leads into customers. The best customer journey mapping tools can help centralize these efforts.
Although you could use a simple flowchart to map out user journeys, these tools let you create customer journey diagrams, build and use templates, collaborate, gather feedback, and even build your user personas.
What is Customer Journey Mapping?
Customer journey mapping is the process of stepping into your customers’ shoes to understand customer personas, needs, goals, attitudes, and pain points. It's a method of visualizing how your customers interact with your product in order to identify areas of potential improvement and ways to enhance user experience.
Lucidchart is a cloud-based diagramming application that helps you visually represent processes and systems.
Why I picked Lucidchart: Used by BP, L’Oréal, and BMW, Lucidchart simplifies customer journey mapping with a large library of templates, drag-and-drop functionality across an infinite canvas, real-time collaboration, in-app chat, automatic sync and save, and more. Being a web-based app, there are no downloads or installations needed and it works on any device, browser, or operating system.
Usability and value are two of Lucidchart’s biggest strengths. The low per-month cost combined with intelligent features and an intuitive interface make it one of the easiest wireframing tools to use. Features like comments, tasks, sharing, revision history, and embedding make collaboration simpler for remote and hybrid teams.
Lucidchart Standout Features & Integrations
Features include numerous templates, automated diagrams, a drag-and-drop editor, conditional formatting, and team collaboration features like real-time co-authoring, an in-app chat, shape-specific comments, and live cursors so you can see what portions of your journey map your other team members are working on.
Integrations are available with Microsoft Office, Atlassian, Salesforce, LinkedIn Sales Navigator, Slack, Amazon Web Services (AWS), Jive, GitHub, BambooHR, Quip and more—including many apps through Zapier. Lucidchart also has free add-ons for Google Docs, Sheets, and Slides, and works perfectly with Lucid's virtual whiteboarding product, Lucidspark, to boost collaboration throughout the entirety of your workflow.
Their free plan includes 100 templates and up to 3 editable documents. Or you can opt for their 7-day free trial to give it a test drive before you commit.
- Offers data linking for dynamic visuals
- User-friendly interface
- Offers a wide range of templates
- Lots of features creates a learning curve for beginners
FigJam is a whiteboard tool developed by Figma. It's designed to make brainstorming, ideation, and mapping out customer journeys a whole lot easier.
Why I picked FigJam: It's collaborative, interactive, and it's got this real-time element that makes it feel like you're all working in the same room, even if you're miles apart. Plus, it's super intuitive to use. You don't need to be a tech wizard to get the hang of it.
The sticky notes are a game changer. You can jot down ideas, move them around, and group them together. The drawing tools are also very handy. You can sketch out ideas, create diagrams, and even add emojis. It's a fun, visual way to map out customer journeys. And let's not forget about the live cursor tracking. You can see where everyone is on the board and what they're doing in real-time, which can save the whole team time.
FigJam Standout Features & Integrations
Features include pre-built project management templates, audio and live chat, stamp and emoji reacts, external collaborator access, calendar and timeline widgets, bitmoji avatars, music player, and mobile app.
Integrations include Figma, Microsoft Teams, Asana, Jira, Mixpanel, and Github.
- Includes 300+ templates
- Supports unlimited collaborators
- Includes a mobile app
- Could use more native integrations
InDesign is a page layout design software from Adobe, which means for a bit of a steep learning curve, you can unlock unlimited flexibility.
Why I picked InDesign: You can build, convert, edit, and collaborate on complex visual design projects. This robust tool has everything you need to build customer journey maps and much more, such as logo design, social media graphics, and media kits.
InDesign is a great “do anything” visual planning software that allows you to create custom size pages, insert anything from text to graphics, shapes, and stock images, and export in multiple formats, including interactive PDFs. However, if you are only looking for journey mapping, it’s likely too overbearing for your needs.
InDesign Standout Features & Integrations
Features include thousands of fonts, pen tools for freehand drawing, tables, buttons, forms, animations, and many ways to export your final product to picture and PDF formats.
Integrations can be custom-made using its APIs and SDKs. Native integrations include Pics.io, Slashdot, Canto, Brandfolder, and other software that is part of the Adobe Creative Suite.
InDesign is a great tool for diagramming if that is only one of your many graphic design needs.
- Can be used for a wide range of design-related tasks beyond just journey mapping
- Supports interactive PDFs
- Well-known and respected design software
- Could use more native integrations
- Each individual user requires a unique license
Totango is a customer success platform that can help you manage your customer experience and map your customer journey for digital products. You can use it to track product usage and adoption and measure the success of your customer success initiatives.
Why I Picked Totango: From the platform's dashboard, you can see which features are being used and which are not. It's alert tool notifies your team when specific events occur. This can be things like changes in usage patterns, customer engagement, or other factors. This helps you track your customer journey in real-time and address churn risk factors as they happen.
The software has detailed trend analysis tools so you can see how buying and usage patterns evolve over time. This can help you spot positive or negative responses to new features, product updates, and changes to your offer. You can also get detailed information about each customer, including demographic data, usage patterns, and more, which can help you develop customer personas.
Totango Standout Features & Integrations
Features include usage tracking, customer insights, customizable health scores, proactive alerts, trend analysis, adoption tracking, customer success management, segmentation and targeting, and reporting and analytics.
Integrations include Salesforce, Hubspot, Microsoft Dynamics, Marketo, Pardot, Zendesk, Freshdesk, Google Analytics, Adobe Analytics, Stripe, Recurly, Jira, Trello, and other popular tools.
- Successplays feature helps standardize the user experience
- Includes customer health score tracking and analysis
- Easy and configurable journey mapping
- Expensive compared to other journey mapping tools
- Logging updates on touchpoints takes many clicks
Smaply is a customer journey mapping tool that helps you build journey maps, customer personas, and system maps.used by companies like Dyson, Bayer, Toyota, Ford, Verison, Whirlpool, and Amtrack.
Why I picked Smaply: It's great for quickly visualizing each customer touchpoint with their various arc and lane tools and works well for geographically dispersed teams as the interface is available in English, Spanish, and German. Additionally, to help you better understand your customer's journey, the tool lets you add images, emotions, text, and channels of communication to your maps.
Smaply helps you build journey maps for multiple personas at the same time and see them in detail, so you can make informed decisions on your different types of customers. Finally, it lets users export projects to PDF, Excel (.xlsx), or HTML.
Smaply Standout Features & Integrations
Features include lanes (dramatic arc, activity lane, separator lane, journey map info); an icon and image library; and duplicate projects, personas, stakeholder maps, and journey maps.
Integrations include custom connections using their API starting at the Enterprise plan, though Jira integration is available at the Pro level.
Smaply is free to use for three journey maps, in case you would like to give it a test run before making any purchasing decisions.
- Single-sign on integrations are available
- GDPR compliant and ISO certified
- You can easily link to digital assets in an image repository
- No free trial
- Limited native integrations
Canvanizer is a free canvas software with basic business plan templates for things like 12-month plans, various blank matrices, canvas diagrams, and 4L retrospectives.
Why I picked Canvanizer: It is a software that recently developed a paid version, after being a free tool for years. While you can still access and use the free version, the paid one has more features and lets you custom-build canvases instead of only using templates. As such, you can use the whiteboard canvas to build your customer journey map from scratch. From there, the design is basic drag-and-drop. You can export all designs to PDF, PNG, text, CSV, or slideshow.
Canvanizer Standout Features & Integrations
Features include a timer, templates, PDF and PNG export, history logs that allow you to edit at a specific time, shared access to files, filters, and links to publicly share a read-only version and an admin version of your work.
Integrations are not available at the moment.
Canvanizer 2.0 is currently not active as a monthly subscription model, which is why you only need to pay a one-time fee to access the software for a full year.
- Canvas history feature keeps a timeline of changes
- Also available in Spanish, French, Italian, Dutch & Polish
- Offers numerous templates, including a customer journey canvas
- Limited customer support
- No native integrations
Reveall is a product discovery platform that allows you to map customer journeys to know how your client experiences different aspects of your product.
Why I picked Reveall: It is a journey mapping tool that helps product and UX teams become more customer-led by making it easy to turn customer insights into clear product decisions. With Reveall you can bring together user research, journey mapping, and product prioritization.
It’s more than just a repository or journey mapping tool—Reveall can centralize data in one place, analyze findings by collaborating on tags and journeys, and plan and prioritize your product roadmap. You can also import any data directly into Reveall via multiple integrations and transcribe customer interviews in multiple languages.
Reveall Standout Features & Integrations
Features include a drag-and-drop interface, insights and data point libraries, color-coding on cards to depict customer emotions, and the possibility to add external links and text to your maps.
Integrations include tools like Slack, HubSpot, Google Drive, Zoom, Airtable, and Zendesk among others. Connect Reveall with 5000+ more apps with Zapier.
As you can see, Reveall is more than just customer journey maps. It's a complete product discovery platform that lets you centralize insights, prioritize opportunities, and validate solutions.
- Supports side-by-side comparisons for ideas and features
- Includes tools to help track ideas for new features or related products
- Intuitive user interface
- Dedicated Customer Success Manager not available in Starter plan
- Data limits on Starter plan
OmniGraffle is a visual communication software for MacOS to make PRO diagrams and helps professionals who need to organize or communicate visually.
Why I picked OmniGraffle: They have a library of stencils, templates, and icons to get you started. If you are brave and with a steady hand, you can try drawing using the pen tool. It also supports the Apple Pencil for even faster freehand diagramming. Basically, all the elements you need to build a customer journey map can be personalized to reflect your customer's experience.
OmniGraffle has advanced graphics features, like a rubber stamp for rapid copy-pasting and a layers tab for element grouping. Also, its projects can be exported to PNG, JPG, GIF, BMP, TIFF, PDF, EPS, and PSD. Finally, you can get this software in two ways, using their subscription plan or buying traditional licenses. Your choice.
OmniGraffle Standout Features & Integrations
Features include multi-layer support, infinite canvas, an extensive shape library, templates, style customization, magnets to connect shapes, and a selection tab to help you bulk edit or select items on your canvas.
Integrations include 1Password and the files app in iOS 11 and later.
Although this tool does not have an extensive knowledge base, you can find a guide on how to use the software on their website, and it also has a great customer service team if you need any troubleshooting.
- Available as a monthly subscription or a standard license (one-time payment)
- Customer support is available by email, phone, or on a dedicated Slack channel
- Lots of training materials available online
- Limited team collaboration features
- Not available on Windows devices
PowerPoint is Microsoft’s answer to presentation software that needs little introduction. It’s so ubiquitous in traditional office spaces that you’ve probably at least heard of it, if not used extensively.
Why I picked PowerPoint: Most people have access to this software already, and it has the flexibility to build anything, from a presentation deck about puppies to customer journey maps. Using templates, shapes, images, text, headings, and transitions, you can use PowerPoint to envision the customer journey. Although it might not have the same live editing features as other software on this list, Microsoft 365 has the option to share your decks online, and it's still a reliable option that can always get the job done.
Tip: You can create a big table and edit the width of the columns to build your diagram lanes.
PowerPoint Standout Features & Integrations
Features include a web and mobile version of the software, dozens of shapes and forms to personalize your customer journey maps, templates, and personalization elements like color selection, text, images, and emojis to depict specific information.
Integrations include Digital Signage, Facebook, Google Analytics, Google Calendar, Google Sheets, Instagram, JSON, and Microsoft Access, as well as other popular tools. PowerPoint is free for the online-only version.
Consider Microsoft PowerPoint if you already have access to the product and don't want to go through the task of learning how to use a new software.
- Bundled with other applications in a Microsoft 365 license
- Well-known and trusted software provider
- Easy to use
- More of a visual mapping tool - not specifically built for CX purposes
- No detailed customer analytics capabilities
Tried and true: the trusty whiteboard! A whiteboard can be used to plot customer journey maps. Many offices have one installed somewhere and they make a great starting point for brainstorming and first drafts.
Whiteboards are visual, flexible, and great for engaging meetings where team members aren’t glued to a screen. Whiteboards are a quick, reliable, non-technical way to build out a visual paradigm for any customer journey. Whiteboards range in size, quality, and cost. And don't forget to invest in several colors of sticky notes to make your journey mapping even more fun!
You can find them on Amazon for around $30-60.
- Good for in-person meetings
- Very low cost
- Literally no learning curve at all
- You'll eventually have to clean the whiteboard
- No ability to save your work (though you could snap a photo)
Best for journey maps with built-in collaboration features and integrations
7-day free trial + free plan available
|From $7.95/user/month||Visit Website|
Best for real-time collaboration on visualizing and improving customer experiences
Free plan available
|From $3/user/month||Visit Website|
Best software for complex graphic design
7-day free trial
|From $31.49/month||Visit Website|
Best for digital customer journey mapping
14-day free trial
|From $249/month (2 users + 200 customer accounts)||Visit Website|
Best for its support for multiple persona journey maps
Free plan available
|From 19 Euros/user/month||Visit Website|
Best free customer journey mapping tool
Free plan available
|From $25/year||Visit Website|
Best for joining journey mapping and product prioritization
14-day free trial
|From $24/month||Visit Website|
Best journey mapping tool for MacOS
14-day free trial
|From $12.49/user/month||Visit Website|
Best for easy access and adoption
Free trial available
|From $6/user/month||Visit Website|
Best for low-tech offices who don’t use SaaS
|Whatever post-its and markers cost||Visit Website|
Best customer journey map for its Confluence integration
Best employee experience (EX) mapping software
Best software for journey analytics reporting and web analytics
Best tool for mapping empathy curve lanes
Best smart persona mapping with psychological profiles
Best for collating a broad assortment of customer satisfaction feedback
- CFN Insight
Best for their customer engagement Score Card tool
Best customer journey mapping tool for cloning, mapping, and reusing touchpoints
Best software for breaking down heavily siloed customer data
- Microsoft Visio
Best for those who are already in the Microsoft ecosystem
- Kitewheel Customer Journey Hub
Best software for integrating customer journey maps with marketing and sales
- Salesforce Pardot
Best B2B customer journey mapping software
- UXPressia CJM
Best software for high-quality map exports with custom branding
- Quadient Customer Journey Mapping
Best for complex stakeholder communications
Best for incorporating user research questions/answers
Bets software for quick CX assessment to identify pain points
- NICE Satmetrix
Best AI-driven customer journey mapping software
Best software for mapping micro-journeys (social media interaction, for example)
Best AI bot for parsing large amounts of campaign data
Selection Criteria for Customer Journey Mapping Tools
I began this process by researching popular tools in the market that are best for journey mapping. Then, I compared each tool against the rest of my long list using the following key criteria:
For a software system to land a spot in my top 10 choices, it needed to fulfill these basic feature requirements first:
- A basic visual canvas or framework to plot different stages of the customer journey
- Diagramming tools to help you easily visualize different aspects and touchpoints of the customer journey
I then used the following additional criteria to make my very final selections:
First, I looked at each SaaS tool's user interface (UI) in detail. Getting a tool that is clean and intuitive is important if you'll use it every day. That's why I chose tools that present customer data in a friendly, accessible way.
Then, I evaluated each system's usability. For this criterion, I looked at the available support to learn and master the tool. I'm talking about knowledge bases, training videos, and customer support — plus bonus points for any features that'll help you gain insight based on your customer data.
I’ve provided information on pre-built integrations, third-party connections, and available APIs for custom solutions. Key integrations I looked for were customer relationship management (CRM) systems, agile project management and roadmap tools like Jira and Asana, and communication tools like Slack and Microsoft Teams.
Finally, I looked at the pricing plans and related information to see if the tool offers a good return on your investment for the price. I've also noted whether any free trials, free plans, and free demos are available too. If you can get your hands on any sort of free version to test the water first, I highly recommend doing so before you commit to a contract.
Other Key Features
In addition to the basic items above, I also assessed these additional features to make my final selections for this list:
- Touchpoint mapping tools: This includes tools to identify and map different points of interaction between your customer and your product.
- Customer personas: The best journey mapping tools include tools to help you create and define different customer profiles that represent your target audience. Doing so will help you understand the customer needs, motivations, and buying behaviors behind each customer segment.
- Collaboration tools: Since you shouldn't be designing your customer journey map in a silo, team collaboration tools are important to consider. Key features I looked for include real-time sharing and feedback tools, in-app chats, and mark-up tools.
- Templates: I gave bonus points to any system that included customer journey map templates since they'll allow you to get down to business way faster than starting from scratch.
- Data exporting tools: The final format of your customer journey map is also important to consider. I selected software with user-friendly exporting options such as PDF, PowerPoint, or image files that you can use to easily present your journey map to a larger group.
What is a customer journey map?
What is the purpose of customer journey mapping?
How do you make a customer journey map?
What are the 7 customer journey stages?
What features should I look for when selecting customer journey mapping tools?
Can an external party handle my customer journey mapping?
Other Resources for Top-Notch Customer Journey Mapping
With your customer journey already top of mind, here are some links to our other related resources written by our industry experts:
- Customer Journey Optimization: 3 Simple Improvements
- Easy-to-Follow Guide to Customer Journey Analytics
- Making Sense of (and Optimize) the B2B Customer Journey
- 5 Common Mistakes to Avoid While Building a Customer Journey Map
- Customer Journey Map Examples and Templates
Other Software Reviews
With improving your customer experience already top of mind, you may find value in these other types of CX-focused software too - take a look!
- Customer Segmentation Tools
- Customer Data Platforms
- Customer Experience Management Software
- Customer Analytics Tools
- Customer Success Software
- Customer Feedback Software
Find the Best Customer Journey Mapping Tool for Your Team
Having an understanding of customer behavior and customer pain points makes it easier for your team to develop new initiatives that will increase conversion rates and enhance the customer experience overall.
The platforms on this list offer analytics tools, visual representation of the user journey, automated workflows, buyer persona profiles, and impact maps featuring invaluable information about how your customers are currently interacting with your product.
Lastly, sign up for our newsletter to stay up-to-date on all the latest trends and insights in customer experience from leading industry experts.