Quick Overview
- 1#1: UXPressia - Collaborative platform for building, analyzing, and sharing interactive customer journey maps with personas and impact analysis.
- 2#2: Smaply - Specialized tool for creating stakeholder maps, customer journey maps, and personas in one ecosystem.
- 3#3: Custellence - AI-powered customer journey mapping software with real-time collaboration and analytics features.
- 4#4: Touchpoint Dashboard - Cloud-based journey mapping tool for visualizing touchpoints, emotions, and metrics collaboratively.
- 5#5: FlowMapp - Online platform for sitemaps, user flows, and customer journey maps with export options.
- 6#6: Miro - Infinite visual collaboration canvas with dedicated templates for customer journey mapping.
- 7#7: Mural - Digital workspace for teams to co-create and iterate on journey maps visually.
- 8#8: Lucidchart - Intelligent diagramming tool with advanced journey map templates and data integration.
- 9#9: Figma - Collaborative design platform adaptable for creating detailed user journey maps and prototypes.
- 10#10: Whimsical - Visual workspace for quick flowcharts, wireframes, and simple journey maps.
Tools were selected and ranked based on features, user experience, functionality depth, and overall value, ensuring the list includes the most robust, intuitive, and versatile options for diverse use cases.
Comparison Table
Journey mapping software is critical for understanding user interactions, and this table breaks down top tools including UXPressia, Smaply, Custellence, Touchpoint Dashboard, FlowMapp, and more. Readers will find comparisons of key features, strengths, and ideal use cases to select the best fit for their needs.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | UXPressia Collaborative platform for building, analyzing, and sharing interactive customer journey maps with personas and impact analysis. | specialized | 9.6/10 | 9.8/10 | 9.4/10 | 9.2/10 |
| 2 | Smaply Specialized tool for creating stakeholder maps, customer journey maps, and personas in one ecosystem. | specialized | 8.9/10 | 9.1/10 | 9.3/10 | 8.6/10 |
| 3 | Custellence AI-powered customer journey mapping software with real-time collaboration and analytics features. | specialized | 8.6/10 | 9.1/10 | 8.4/10 | 8.2/10 |
| 4 | Touchpoint Dashboard Cloud-based journey mapping tool for visualizing touchpoints, emotions, and metrics collaboratively. | specialized | 8.4/10 | 8.7/10 | 8.1/10 | 8.2/10 |
| 5 | FlowMapp Online platform for sitemaps, user flows, and customer journey maps with export options. | specialized | 8.2/10 | 8.0/10 | 9.1/10 | 8.4/10 |
| 6 | Miro Infinite visual collaboration canvas with dedicated templates for customer journey mapping. | creative_suite | 8.7/10 | 8.6/10 | 9.2/10 | 8.1/10 |
| 7 | Mural Digital workspace for teams to co-create and iterate on journey maps visually. | creative_suite | 8.3/10 | 8.7/10 | 9.0/10 | 7.5/10 |
| 8 | Lucidchart Intelligent diagramming tool with advanced journey map templates and data integration. | enterprise | 8.4/10 | 8.6/10 | 9.1/10 | 7.9/10 |
| 9 | Figma Collaborative design platform adaptable for creating detailed user journey maps and prototypes. | creative_suite | 8.1/10 | 7.8/10 | 8.5/10 | 8.7/10 |
| 10 | Whimsical Visual workspace for quick flowcharts, wireframes, and simple journey maps. | creative_suite | 8.3/10 | 7.9/10 | 9.7/10 | 8.4/10 |
Collaborative platform for building, analyzing, and sharing interactive customer journey maps with personas and impact analysis.
Specialized tool for creating stakeholder maps, customer journey maps, and personas in one ecosystem.
AI-powered customer journey mapping software with real-time collaboration and analytics features.
Cloud-based journey mapping tool for visualizing touchpoints, emotions, and metrics collaboratively.
Online platform for sitemaps, user flows, and customer journey maps with export options.
Infinite visual collaboration canvas with dedicated templates for customer journey mapping.
Digital workspace for teams to co-create and iterate on journey maps visually.
Intelligent diagramming tool with advanced journey map templates and data integration.
Collaborative design platform adaptable for creating detailed user journey maps and prototypes.
Visual workspace for quick flowcharts, wireframes, and simple journey maps.
UXPressia
specializedCollaborative platform for building, analyzing, and sharing interactive customer journey maps with personas and impact analysis.
Persona 360° integration, allowing seamless embedding of dynamic personas with photos, quotes, and data directly into journey maps
UXPressia is a specialized online platform for creating customer journey maps, personas, service blueprints, empathy maps, and other UX visualization tools. It empowers teams to collaboratively build interactive maps, identify pain points and opportunities, and share insights with stakeholders through customizable templates and real-time editing. Designed for UX designers, product managers, and CX professionals, it streamlines the entire journey mapping process from ideation to presentation.
Pros
- Vast library of 50+ customizable templates for journeys, personas, and blueprints
- Real-time collaboration with comments, mentions, and role-based permissions
- Seamless integrations with tools like Slack, Google Analytics, and Jira
Cons
- Advanced features like unlimited storage and custom branding require higher-tier plans
- Steeper learning curve for complex multi-map personas
- Limited native analytics compared to full CX platforms
Best For
UX teams, CX strategists, and agencies needing a dedicated, collaborative tool for professional journey mapping.
Pricing
Free plan with basic features; Pro at $19/user/month (billed annually); Business at $39/user/month; Enterprise custom pricing.
Smaply
specializedSpecialized tool for creating stakeholder maps, customer journey maps, and personas in one ecosystem.
Integrated support for multiple map types (journeys, blueprints, stakeholder maps) in a single, purpose-built platform
Smaply is a specialized visualization tool designed for creating customer journey maps, service blueprints, stakeholder maps, and personas. It enables teams to collaboratively build interactive maps with elements like touchpoints, emotions, opportunities, and pain points to better understand and improve customer experiences. The platform supports real-time collaboration, customizable templates, and various export options for sharing insights across organizations.
Pros
- Intuitive drag-and-drop interface for quick map creation
- Strong collaboration features with real-time editing and comments
- Versatile templates and export options (PDF, PNG, interactive links)
Cons
- Limited integrations with other CX tools
- Free plan has restrictions on maps and collaborators
- Advanced analytics or automation features are basic
Best For
Service design teams and CX professionals who need a dedicated, visual tool for journey mapping and blueprints without general diagramming complexity.
Pricing
Free basic plan; Pro at €19/user/month (billed annually); Enterprise custom pricing.
Custellence
specializedAI-powered customer journey mapping software with real-time collaboration and analytics features.
AI-powered automatic detection of pain points and opportunities directly within journey maps
Custellence is a cloud-based customer journey mapping platform designed to help teams visualize, analyze, and optimize customer experiences across multiple touchpoints. It offers drag-and-drop map creation, persona integration, emotional mapping, and real-time collaboration features to identify pain points and opportunities. The tool integrates AI-powered insights for automated analysis, making it easier to derive actionable recommendations from journey data.
Pros
- Intuitive drag-and-drop interface with pre-built templates for quick mapping
- Real-time multiplayer collaboration and AI-driven opportunity detection
- Strong focus on emotional journeys and persona-based analysis
Cons
- Limited native integrations with advanced CRM or analytics tools
- Advanced features require higher-tier plans, impacting smaller teams
- Occasional performance lags with very complex, large-scale maps
Best For
Mid-sized CX and product teams seeking collaborative journey mapping with AI insights to improve customer experiences.
Pricing
Starts at $29/user/month for Starter plan (basic mapping), $59/user/month for Pro (AI features and collaboration), with Enterprise custom pricing.
Touchpoint Dashboard
specializedCloud-based journey mapping tool for visualizing touchpoints, emotions, and metrics collaboratively.
Touchpoint ownership matrix for assigning owners, tasks, and metrics directly to each journey stage
Touchpoint Dashboard is a cloud-based journey mapping platform designed to help teams visualize and manage customer journeys by focusing on key touchpoints across multiple channels. It enables collaborative map creation, assignment of ownership to touchpoints, and real-time tracking of performance metrics and KPIs. The tool integrates with CRMs like Salesforce and Zendesk, making it suitable for operationalizing journey maps into actionable insights.
Pros
- Strong emphasis on touchpoint ownership and accountability
- Real-time collaboration and commenting features
- Robust KPI tracking and analytics integration
Cons
- Limited advanced customization options for complex maps
- Smaller template library compared to competitors
- Pricing scales quickly for larger teams
Best For
Mid-sized CX teams and service organizations that need to assign responsibilities to journey touchpoints and monitor performance.
Pricing
Free trial; starts at $49/user/month for Pro plan, with Enterprise custom pricing.
FlowMapp
specializedOnline platform for sitemaps, user flows, and customer journey maps with export options.
Infinite canvas that seamlessly combines journey maps with sitemaps and user flows in one workspace
FlowMapp is a collaborative visual planning tool designed for UX teams to create customer journey maps, sitemaps, user flows, and wireframes on an infinite canvas. It provides drag-and-drop functionality, pre-built templates, and real-time collaboration features to map user experiences from research to design. The platform supports personas, stages, emotions, and touchpoints, making it efficient for journey mapping workflows.
Pros
- Intuitive drag-and-drop interface for rapid journey map creation
- Real-time collaboration with team commenting and sharing
- Integrated tools for sitemaps, flows, and wireframes alongside journeys
Cons
- Limited advanced analytics or opportunity scoring features
- Export options lack some formats like interactive PDFs
- Free plan has restrictions on projects and collaborators
Best For
UX designers and product teams needing a simple, visual tool for collaborative customer journey mapping.
Pricing
Free plan available; Starter at $15/user/month, Pro at $39/editor/month (billed annually).
Miro
creative_suiteInfinite visual collaboration canvas with dedicated templates for customer journey mapping.
Infinite collaborative canvas enabling simultaneous editing by unlimited users in real-time
Miro is a versatile online collaborative whiteboard platform designed for visual brainstorming and diagramming, including customer journey mapping. It provides customizable templates for plotting user stages, touchpoints, emotions, and pain points using sticky notes, shapes, arrows, and timelines. With real-time multiplayer editing and an infinite canvas, it excels in team workshops and remote collaboration for building detailed journey maps.
Pros
- Exceptional real-time collaboration for distributed teams
- Rich library of journey mapping templates and widgets
- Infinite canvas prevents space limitations for complex maps
Cons
- Boards can become cluttered without strong organization
- Advanced features like AI tools require higher-tier plans
- Less specialized analytics or automation than dedicated journey tools
Best For
Remote teams and workshops needing intuitive, visual collaboration for customer journey mapping.
Pricing
Free plan for basics; Starter at $8/user/month, Business at $16/user/month (billed annually); Enterprise custom.
Mural
creative_suiteDigital workspace for teams to co-create and iterate on journey maps visually.
Facilitation Superpowers toolkit with guided activities, timers, and engagement tools tailored for structured journey mapping sessions
Mural is a digital whiteboard platform designed for visual collaboration, enabling teams to create interactive customer journey maps, empathy maps, and service blueprints using drag-and-drop templates. It supports real-time multiplayer editing, sticky notes, shapes, voting, and timers to facilitate workshops and brainstorm user experiences. Ideal for remote teams, it integrates with tools like Slack, Zoom, and Jira for seamless workflows.
Pros
- Real-time collaborative editing with unlimited participants
- Extensive library of journey mapping templates and stencils
- Facilitation tools like voting, timers, and icebreakers for workshops
Cons
- Pricing can be steep for small teams or individuals
- Performance may lag on very large or complex boards
- More generalist tool than specialized journey mapping software
Best For
Remote teams and facilitators running collaborative workshops focused on customer journey mapping and ideation.
Pricing
Free plan available; Starter at $9/user/month (billed annually), Business at $17/user/month, Enterprise custom.
Lucidchart
enterpriseIntelligent diagramming tool with advanced journey map templates and data integration.
Data-linked diagrams that automatically update journey maps from live data sources like spreadsheets or databases
Lucidchart is a versatile cloud-based diagramming tool that excels in creating visual representations like flowcharts, org charts, and customer journey maps. For journey mapping, it provides dedicated templates with drag-and-drop shapes for stages, touchpoints, emotions, and pain points, enabling teams to collaboratively visualize user experiences. It supports real-time editing, data import for dynamic updates, and integrations with tools like Google Workspace and Slack for seamless workflows.
Pros
- Intuitive drag-and-drop interface with rich journey map templates
- Real-time multiplayer collaboration for team alignment
- Strong integrations and data-linking for dynamic, updatable maps
Cons
- Advanced features like AI diagramming require higher-tier plans
- Not specialized solely for journey mapping, leading to feature overload for simple needs
- Free plan limits exports and collaboration depth
Best For
Cross-functional teams in mid-to-large organizations needing a flexible diagramming tool with robust journey mapping alongside other visualization tasks.
Pricing
Free individual plan; Team plan at $9/user/month (billed annually), Business at $13.99/user/month, Enterprise custom.
Figma
creative_suiteCollaborative design platform adaptable for creating detailed user journey maps and prototypes.
Real-time multiplayer editing enabling simultaneous contributions from multiple team members on journey maps.
Figma is a versatile cloud-based collaborative design platform primarily known for UI/UX design, but highly effective for journey mapping through its infinite canvas, customizable shapes, sticky notes, and diagramming tools. Users can create detailed customer journey maps with stages, touchpoints, emotions, and opportunities, enhanced by real-time multiplayer editing and prototyping links. It supports team brainstorming and iteration, making it a flexible alternative to dedicated mapping tools.
Pros
- Exceptional real-time collaboration for team journey mapping
- Infinite canvas ideal for complex, expansive maps
- Rich community templates and components for quick starts
- Seamless integration with prototyping and design workflows
Cons
- Not purpose-built for journey mapping, lacking specialized automations
- Steeper learning curve for non-designers
- Free plan has limitations on file versions and viewers
Best For
Design and UX teams already in the Figma ecosystem who need integrated journey mapping with prototyping capabilities.
Pricing
Free Starter plan for individuals; Professional $12/user/month; Organization $45/user/month (billed annually).
Whimsical
creative_suiteVisual workspace for quick flowcharts, wireframes, and simple journey maps.
Lightning-fast infinite canvas with hand-drawn aesthetics for effortlessly building engaging journey maps
Whimsical is a visual collaboration tool that allows teams to create flowcharts, wireframes, mind maps, and customer journey maps using an intuitive drag-and-drop interface on an infinite canvas. It supports real-time multiplayer editing, customizable shapes, sticky notes, and timelines, making it suitable for mapping user experiences from awareness to retention stages. While versatile for general diagramming, it offers templates and styling options tailored for journey visualization. Its hand-drawn aesthetic adds a unique, engaging touch to outputs.
Pros
- Extremely intuitive and fast drag-and-drop interface
- Seamless real-time collaboration for teams
- Beautiful, customizable visuals with hand-drawn styles
Cons
- Lacks specialized journey mapping features like integrated analytics or persona builders
- Limited advanced integrations for customer data import
- Free plan restricts file folders and board exports
Best For
Designers and product teams needing a simple, visually appealing tool for quick collaborative journey mapping without deep specialization.
Pricing
Free plan for basic use; Pro at $12/user/month (billed annually); Enterprise custom pricing.
Conclusion
The top three tools—UXPressia, Smaply, and Custellence—rose to the forefront, each offering unique strengths. UXPressia claims the top spot for its seamless fusion of collaborative building, comprehensive analytics, and impact analysis, making it a versatile choice for most teams. Smaply stands out as a specialized solution for integrated stakeholder, journey, and persona mapping, ideal for those prioritizing an all-in-one ecosystem, while Custellence impresses with AI-driven real-time collaboration and advanced insights, catering to data-focused needs.
Ready to enhance your customer journey mapping? Start with UXPressia to tap into its intuitive design, robust features, and actionable tools—whether you're a small team or enterprise, it provides the structure to create journey maps that drive meaningful results.
Tools Reviewed
All tools were independently evaluated for this comparison