Quick Overview
- 1#1: UXPressia - A dedicated platform for creating interactive customer journey maps, personas, journey orchestration, and impact maps with collaboration features.
- 2#2: Smaply - Specialized tool for designing customer journey maps, stakeholder maps, and personas with export options and team collaboration.
- 3#3: Custellence - AI-powered customer journey mapping software that analyzes data to visualize touchpoints, emotions, and opportunities for improvement.
- 4#4: Miro - Collaborative online whiteboard with extensive templates and tools for building detailed customer journey maps in real-time.
- 5#5: Lucidchart - Professional diagramming tool offering customizable customer journey map templates, data integration, and enterprise-grade collaboration.
- 6#6: Mural - Visual collaboration workspace with journey mapping templates, sticky notes, and facilitation tools for team brainstorming.
- 7#7: Figma - Design platform with plugins and community templates for crafting high-fidelity customer journey maps and prototypes.
- 8#8: Whimsical - Simple visual tool for flowcharts, mind maps, and customer journey diagrams with real-time collaboration and wireframing.
- 9#9: Creately - Visual workspace for creating customer journey maps, UML diagrams, and process flows with drag-and-drop and database integration.
- 10#10: Touchpoint Dashboard - Tool for mapping multi-channel customer journeys, analyzing touchpoints, and tracking metrics across the customer lifecycle.
We evaluated these tools based on key metrics: feature richness (including collaboration, AI, and customization), usability (intuitiveness, onboarding), and value (pricing, scalability), ensuring we highlight solutions that deliver impact across varying business requirements.
Comparison Table
Customer journey mapping is essential for aligning business strategies with customer needs; this comparison table explores tools like UXPressia, Smaply, Custellence, Miro, Lucidchart, and more. Readers will discover key features, usability insights, and best-fit scenarios to select software that enhances their customer experience efforts.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | UXPressia A dedicated platform for creating interactive customer journey maps, personas, journey orchestration, and impact maps with collaboration features. | specialized | 9.4/10 | 9.6/10 | 9.5/10 | 9.2/10 |
| 2 | Smaply Specialized tool for designing customer journey maps, stakeholder maps, and personas with export options and team collaboration. | specialized | 8.9/10 | 9.3/10 | 8.7/10 | 8.4/10 |
| 3 | Custellence AI-powered customer journey mapping software that analyzes data to visualize touchpoints, emotions, and opportunities for improvement. | specialized | 8.7/10 | 9.0/10 | 8.8/10 | 8.4/10 |
| 4 | Miro Collaborative online whiteboard with extensive templates and tools for building detailed customer journey maps in real-time. | creative_suite | 8.8/10 | 9.2/10 | 8.9/10 | 8.3/10 |
| 5 | Lucidchart Professional diagramming tool offering customizable customer journey map templates, data integration, and enterprise-grade collaboration. | enterprise | 8.3/10 | 8.5/10 | 9.0/10 | 7.8/10 |
| 6 | Mural Visual collaboration workspace with journey mapping templates, sticky notes, and facilitation tools for team brainstorming. | creative_suite | 8.4/10 | 8.6/10 | 9.0/10 | 7.9/10 |
| 7 | Figma Design platform with plugins and community templates for crafting high-fidelity customer journey maps and prototypes. | creative_suite | 8.4/10 | 8.2/10 | 7.8/10 | 9.0/10 |
| 8 | Whimsical Simple visual tool for flowcharts, mind maps, and customer journey diagrams with real-time collaboration and wireframing. | creative_suite | 8.1/10 | 7.6/10 | 9.4/10 | 8.3/10 |
| 9 | Creately Visual workspace for creating customer journey maps, UML diagrams, and process flows with drag-and-drop and database integration. | other | 7.9/10 | 7.6/10 | 8.6/10 | 7.7/10 |
| 10 | Touchpoint Dashboard Tool for mapping multi-channel customer journeys, analyzing touchpoints, and tracking metrics across the customer lifecycle. | specialized | 7.6/10 | 7.4/10 | 8.2/10 | 7.1/10 |
A dedicated platform for creating interactive customer journey maps, personas, journey orchestration, and impact maps with collaboration features.
Specialized tool for designing customer journey maps, stakeholder maps, and personas with export options and team collaboration.
AI-powered customer journey mapping software that analyzes data to visualize touchpoints, emotions, and opportunities for improvement.
Collaborative online whiteboard with extensive templates and tools for building detailed customer journey maps in real-time.
Professional diagramming tool offering customizable customer journey map templates, data integration, and enterprise-grade collaboration.
Visual collaboration workspace with journey mapping templates, sticky notes, and facilitation tools for team brainstorming.
Design platform with plugins and community templates for crafting high-fidelity customer journey maps and prototypes.
Simple visual tool for flowcharts, mind maps, and customer journey diagrams with real-time collaboration and wireframing.
Visual workspace for creating customer journey maps, UML diagrams, and process flows with drag-and-drop and database integration.
Tool for mapping multi-channel customer journeys, analyzing touchpoints, and tracking metrics across the customer lifecycle.
UXPressia
specializedA dedicated platform for creating interactive customer journey maps, personas, journey orchestration, and impact maps with collaboration features.
All-in-one library of 40+ map types including CJM, personas, and service blueprints, seamlessly integrated in one intuitive platform
UXPressia is a powerful online platform specialized in customer journey mapping, enabling users to create visual maps, personas, empathy maps, and impact maps with ease. It features a drag-and-drop interface, extensive template library, and real-time collaboration tools for teams. The software integrates with tools like Google Analytics, Intercom, and Slack, while offering analytics, export options, and white-labeling for professional use.
Pros
- Intuitive drag-and-drop editor with hundreds of customizable templates
- Real-time multiplayer collaboration and sharing capabilities
- Robust integrations and advanced analytics for journey insights
Cons
- Free plan is limited in features and storage
- Higher-tier pricing can add up for large teams
- Learning curve for advanced analytics features
Best For
UX teams, marketers, and product managers seeking a collaborative, template-rich tool for professional customer journey mapping.
Pricing
Free Starter plan; Pro at $16/editor/month (annual); Business at $32/editor/month; Enterprise custom pricing.
Smaply
specializedSpecialized tool for designing customer journey maps, stakeholder maps, and personas with export options and team collaboration.
Interactive swimlane blueprints that layer customer actions, frontstage, backstage, and support processes
Smaply is a specialized visualization platform for creating customer journey maps, stakeholder maps, and service blueprints to enhance customer experience design. It allows users to build interactive maps with personas, stages, touchpoints, emotions, and opportunities using a drag-and-drop interface. The tool emphasizes real-time collaboration, customizable templates, and high-quality exports for sharing insights across teams.
Pros
- Intuitive drag-and-drop editor for quick map creation
- Real-time multiplayer collaboration for team workshops
- Professional templates and export options (PDF, PNG, interactive HTML)
Cons
- Limited native integrations with CRM or analytics tools
- Free plan is restrictive for serious use
- Pricing scales quickly with multiple editors
Best For
Customer experience teams and consultants needing collaborative, visually rich journey mapping tools for workshops and presentations.
Pricing
Free basic plan; Pro at €39/editor/month (billed annually); Enterprise custom.
Custellence
specializedAI-powered customer journey mapping software that analyzes data to visualize touchpoints, emotions, and opportunities for improvement.
Seamless integration of live customer data into journey maps for predictive analytics
Custellence is a customer journey mapping platform designed to help businesses visualize and analyze the entire customer experience across multiple touchpoints. It features drag-and-drop map building, real-time collaboration, and integration with customer data sources for actionable insights. The tool excels in identifying pain points, opportunities, and metrics like CSAT and NPS directly within interactive journey maps.
Pros
- Powerful data integration for real-time analytics
- Intuitive drag-and-drop interface for quick mapping
- Robust collaboration tools for cross-team use
Cons
- Limited customization in templates
- Advanced analytics require higher-tier plans
- Steeper learning curve for non-CX experts
Best For
Mid-sized businesses and CX teams needing data-backed journey mapping without complex setups.
Pricing
Freemium with paid plans starting at $49/user/month (Pro) up to enterprise custom pricing.
Miro
creative_suiteCollaborative online whiteboard with extensive templates and tools for building detailed customer journey maps in real-time.
Infinite canvas paired with AI-powered suggestions for generating and refining journey maps
Miro is a versatile online whiteboard platform designed for visual collaboration, enabling teams to create dynamic customer journey maps using drag-and-drop templates, sticky notes, shapes, and swimlanes. It supports real-time multiplayer editing, embedding of multimedia, and integrations with tools like Jira, Slack, and Google Analytics to enrich journey visualizations. Ideal for mapping touchpoints, pain points, and opportunities across the customer lifecycle, Miro scales from simple sketches to complex, interactive boards.
Pros
- Real-time collaboration with unlimited participants and features like voting and comments
- Extensive library of customer journey mapping templates, icons, and frameworks
- Infinite canvas and integrations with popular tools for data import and embedding
Cons
- Lacks built-in analytics or automation specific to journey optimization
- Can feel overwhelming for users needing only basic CJM without advanced whiteboard features
- Performance may lag on very large boards with heavy content
Best For
Distributed teams in product, UX design, and marketing who require collaborative, visual tools for iterative customer journey mapping.
Pricing
Free plan for basic use; Starter at $8/user/month (billed annually), Business at $16/user/month, Enterprise custom.
Lucidchart
enterpriseProfessional diagramming tool offering customizable customer journey map templates, data integration, and enterprise-grade collaboration.
Data-linked diagrams that automatically update journey maps from live data sources like spreadsheets or databases
Lucidchart is a versatile cloud-based diagramming platform that supports customer journey mapping through customizable templates, swimlanes, and visual elements for touchpoints, emotions, and pain points. It enables teams to create interactive journey maps that can link to live data sources for real-time updates and insights. With strong collaboration tools, it facilitates remote teamwork on complex customer experience visualizations.
Pros
- Intuitive drag-and-drop interface with extensive CJM templates
- Real-time collaboration and commenting for team alignment
- Integrations with tools like Google Workspace, Jira, and Salesforce
Cons
- Not specialized for CJM analytics or customer data import
- Advanced features require higher-tier plans
- Can feel overwhelming for simple mapping needs compared to dedicated tools
Best For
Cross-functional teams seeking a flexible diagramming tool with robust CJM templates and enterprise-grade collaboration.
Pricing
Free plan with limits; Individual at $9/user/month, Team at $9/user/month (billed annually), Enterprise custom pricing.
Mural
creative_suiteVisual collaboration workspace with journey mapping templates, sticky notes, and facilitation tools for team brainstorming.
Workshop facilitation toolkit with voting, timers, and guided activities optimized for interactive journey mapping sessions
Mural (mural.co) is a digital whiteboard platform designed for visual collaboration, enabling teams to create interactive canvases for activities like customer journey mapping. It provides customizable templates for plotting customer touchpoints, emotions, pain points, and opportunities, with tools like sticky notes, icons, connectors, and real-time co-editing. Ideal for remote workshops, it supports integrations with tools like Slack, Jira, and Miro exports, fostering team alignment on customer experiences.
Pros
- Excellent real-time collaboration and multiplayer editing
- Rich library of customer journey mapping templates and stencils
- Built-in facilitation tools like voting, timers, and icebreakers for workshops
Cons
- Pricing escalates quickly for advanced features and larger teams
- Lacks deep analytics or automation specific to journey data insights
- Performance can lag on very large or complex boards
Best For
Mid-to-large teams in marketing, product, or UX roles needing collaborative, workshop-style customer journey mapping.
Pricing
Free plan (limited); Starter at $9/user/mo (billed annually); Business at $17/user/mo; Enterprise custom.
Figma
creative_suiteDesign platform with plugins and community templates for crafting high-fidelity customer journey maps and prototypes.
FigJam's native infinite whiteboard with sticky notes, timers, and voting for dynamic, interactive journey mapping sessions
Figma is a versatile cloud-based collaborative design platform that supports customer journey mapping through its FigJam whiteboard feature, enabling teams to create visual maps with sticky notes, shapes, connectors, and custom templates. Users can diagram user flows, touchpoints, emotions, and pain points on an infinite canvas, with real-time multiplayer editing for seamless team collaboration. While not purpose-built for journey mapping, its flexibility and community resources make it a powerful tool for visually rich, interactive CJM artifacts.
Pros
- Real-time multiplayer collaboration for team workshops
- Infinite canvas and FigJam tools ideal for visual mapping
- Extensive community templates and plugins for CJM
- Seamless integration with UI/UX design workflows
Cons
- Lacks specialized CJM features like emotion analytics or data import
- Steep learning curve for non-designers
- Offline functionality is limited
- Advanced team features require paid plans
Best For
UX design teams and collaborative workshops needing flexible, visual journey mapping integrated with prototyping.
Pricing
Free starter plan; Professional $12/user/month; Organization $45/user/month (annual billing); Enterprise custom.
Whimsical
creative_suiteSimple visual tool for flowcharts, mind maps, and customer journey diagrams with real-time collaboration and wireframing.
Fluid infinite canvas with hand-drawn style elements for natural, unrestricted journey visualization
Whimsical is a collaborative visual tool designed for creating flowcharts, wireframes, mind maps, and customer journey maps on an infinite canvas. It enables teams to map customer touchpoints using sticky notes, shapes, lines, and templates specifically for journey mapping. Real-time multiplayer editing and simple sharing make it ideal for quick ideation and stakeholder alignment.
Pros
- Intuitive drag-and-drop interface with minimal learning curve
- Real-time collaboration for seamless team editing
- Polished, professional-looking outputs exportable to PNG/SVG/PDF
Cons
- Lacks advanced CJM features like data analytics, CRM integrations, or persona builders
- Infinite canvas can become cluttered for complex, multi-stage journeys
- Free plan limits collaborators and file history
Best For
Small to mid-sized teams seeking a simple, visually appealing tool for quick collaborative customer journey mapping without needing specialized analytics.
Pricing
Free Starter plan; Pro at $10/user/month; Organization at $20/user/month (billed annually).
Creately
otherVisual workspace for creating customer journey maps, UML diagrams, and process flows with drag-and-drop and database integration.
Plus AI for generating and editing customer journey diagrams from text prompts
Creately is a collaborative online diagramming platform that supports customer journey mapping through customizable templates, allowing users to visualize stages, touchpoints, emotions, and pain points. It enables real-time team collaboration, data integration from various sources, and export options for sharing insights. While versatile for various diagrams, it provides solid CJM capabilities with an infinite canvas for complex journeys.
Pros
- Intuitive drag-and-drop interface with pre-built CJM templates
- Real-time multiplayer collaboration and infinite canvas
- Integrations with tools like Jira, Slack, and Google Workspace
Cons
- Limited advanced CJM analytics like automated insights or heatmaps
- Free plan restricts exports and diagram storage
- Advanced features require higher-tier plans
Best For
Cross-functional teams seeking a versatile, visual-first tool for customer journey mapping alongside other diagramming needs.
Pricing
Free plan; Basic $5/user/mo (annual), Pro $10/user/mo, Enterprise custom.
Touchpoint Dashboard
specializedTool for mapping multi-channel customer journeys, analyzing touchpoints, and tracking metrics across the customer lifecycle.
Interactive touchpoint cards that link emotions, metrics, and actions in a single, clickable view
Touchpoint Dashboard is a collaborative platform designed for visualizing and managing customer journey maps, allowing teams to plot touchpoints, stages, and interactions across the customer lifecycle. It emphasizes real-time editing, customizable templates, and basic analytics to identify pain points and opportunities. Ideal for marketing and CX teams seeking a straightforward tool to iterate on journey designs without complex setups.
Pros
- Intuitive drag-and-drop interface for quick map creation
- Real-time collaboration for distributed teams
- Pre-built templates tailored to common industries
Cons
- Limited integrations with CRM or analytics tools
- Basic analytics lacking advanced AI insights
- Pricing scales quickly for larger teams
Best For
Small to mid-sized marketing and CX teams needing simple, visual journey mapping without heavy data dependencies.
Pricing
Starts at $49/user/month for basic plan (billed annually), with Pro at $99/user/month and custom Enterprise pricing.
Conclusion
In the landscape of customer journey mapping software, UXPressia claims the top spot, boasting a dedicated focus on interactive mapping, collaboration, and insights that cater to varied business needs. Smaply follows closely, excelling with user-friendly design and export options for teams prioritizing simplicity, while Custellence rounds out the top three with its AI-powered analysis to uncover improvement opportunities. The best choice depends on specific goals, but UXPressia stands as a versatile, trusted leader in the field.
Elevate your customer experience strategy by exploring UXPressia—its robust features make it a standout for building, collaborating, and optimizing journeys, whether you’re a small team or enterprise.
Tools Reviewed
All tools were independently evaluated for this comparison