Customer journey mapping tools are essential for understanding and improving how customers interact with your business. These tools help visualize touchpoints, identify pain points, and optimize customer experiences. Here’s a quick overview of the top tools in 2025:
- UXPressia: Focuses on user experience with real-time collaboration and persona creation.
- Smaply: Offers persona tools, stakeholder mapping, and export options for detailed projects.
- Custellence: Combines journey mapping with actionable UX insights and CRM integrations.
- Lucidchart: Simplifies journey mapping with templates and real-time collaboration.
- Miro: A flexible whiteboard tool with templates, collaboration features, and data visualization.
- Hotjar: Tracks user behavior with heatmaps, session recordings, and funnel analysis.
- Google Analytics 4 (GA4): Advanced event-based tracking for websites and apps with machine learning insights.
- JourneyTrack: Integrates with CRMs and analytics tools for seamless data-driven mapping.
- TheyDo: Supports enterprise-level collaboration and journey standardization.
- FullStory: Analyzes digital experiences with integrations for analytics, support, and development tools.
Quick Comparison Table
| Tool | Best For | Key Features | Starting Price |
|---|---|---|---|
| UXPressia | UX and CRO-focused mapping | Real-time collaboration, personas | Custom Pricing |
| Smaply | Visualizing complex journeys | Personas, stakeholder mapping | $25/user/month |
| Custellence | UX and conversion optimization | Mapping, UX insights, integrations | Custom Pricing |
| Lucidchart | Team collaboration on diagrams | Templates, real-time sync | Custom Pricing |
| Miro | Flexible, visual journey mapping | Whiteboard, templates, data insights | Free/Paid Plans |
| Hotjar | Behavior tracking for SMBs | Heatmaps, session recordings | Free/Paid Plans |
| GA4 | Data-driven journey analysis | Event-based tracking, machine learning | Free |
| JourneyTrack | Seamless integrations | CRM and analytics integration | Custom Pricing |
| TheyDo | Enterprise collaboration | Journey management, real-time tools | Custom Pricing |
| FullStory | Digital experience analytics | Frustration signals, integrations | Custom Pricing |
These tools cater to businesses of all sizes, from small startups to large enterprises. Choose based on your needs, budget, and existing tech stack.
How I Do Customer Journey Mapping in Miro
1. UXPressia
UXPressia is a customer journey mapping tool designed to improve customer interactions and increase conversion rates. It achieves this with features focused on user experience (UX) and conversion rate optimization (CRO). Up next, we’ll look at another tool that simplifies gathering customer insights even further.
2. Smaply
Smaply is designed to simplify the visualization of customer interactions by offering tools like detailed personas and stakeholder maps, all within a collaborative environment. Let’s break down how it achieves this.
Its persona toolkit allows teams to create detailed customer profiles using customizable templates. These profiles capture key details like demographics, behaviors, and challenges. Teams can also connect unlimited journey maps to these personas, providing a more complete view of the customer experience.
The stakeholder mapping tool helps teams understand and manage relationships between departments, partners, and customers. It uses dynamic maps to show the strength of relationships and communication flows, making it easier to identify areas for improvement.
Key features include:
- Role-based access control for secure collaboration
- Flexible export options (PDF, PNG, PowerPoint)
- A version control system for tracking changes
- Interactive presentation mode for sharing insights
Pricing starts at $25 per user per month (billed annually). Enterprise plans come with extras like SSO integration and dedicated support.
Smaply is particularly useful for medium-sized businesses managing complex customer experience projects. While its interface is intuitive, the range of features might require some time to master for new users.
3. Custellence
Custellence is a tool designed to help businesses improve customer experiences and increase conversion rates. It allows teams to map out customer interactions, pinpoint key touchpoints, and uncover areas for improvement. By combining customer journey mapping with actionable UX insights, Custellence makes it easier to refine the overall user experience.
Here’s what Custellence offers:
- Mapping: Create visual representations of customer interactions.
- UX Insights: Use design principles to enhance the customer experience.
- Conversion Focus: Identify critical moments in the customer journey to improve conversion rates.
- Integrations: Connect with analytics and CRM tools to make the most of your data.
This platform is ideal for businesses aiming to improve customer satisfaction while driving growth and higher conversions.
4. Lucidchart
Lucidchart is a tool designed for diagramming and team collaboration. Its easy-to-use interface allows teams to create detailed journey maps together in real-time.
Key Features:
- Smart Templates: Start quickly with pre-built templates that can be customized to fit your specific needs.
- Real-Time Collaboration: Multiple team members can work on the same journey map simultaneously, with instant updates ensuring everyone stays on the same page.
- Data Integration: Connect your journey maps with data from other tools to streamline workflows.
Practical Applications:
Lucidchart is particularly helpful for cross-functional teamwork. For example, marketing teams can collaborate with UX designers and customer service teams to map out intricate customer interactions. Its secure sharing options make it easy for stakeholders to view and contribute via shared links, simplifying the process.
This tool handles complex journeys while maintaining a straightforward interface. Up next, we’ll look at another solution built for cross-functional journey mapping.
5. Miro
Miro is an online whiteboard tool that helps teams map out and organize customer journeys with ease.
Key Features
- Pre-built Templates: Includes ready-made journey frameworks and industry-specific templates, which can be customized to fit your needs.
- Collaboration Tools: Offers real-time collaboration, along with commenting and discussion features for seamless teamwork.
Practical Uses
Miro makes it simple to create visually appealing customer journey maps tailored to your business needs. Its adaptable canvas lets you organize maps by customer segments or personas, while integrating critical data insights. This combination of design and data makes Miro a valuable tool for crafting effective customer strategies.
Integration Options
Miro works smoothly with tools like feedback platforms, project management software, analytics tools, and CRMs, consolidating all your journey data in one place.
Advanced Features
- Data Visualization: Add metrics directly to your maps, and use charts or graphs to represent data visually.
- Template Library: Access templates designed for specific industries or customize them for your unique requirements.
Organization Tools
For larger mapping projects, Miro provides features like frames to separate different stages, tags for quick filtering, and zoom levels that let you switch between a high-level overview and detailed views. These tools help keep your customer journey insights clear and actionable.
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6. Hotjar
Hotjar is a powerful tool for small and medium-sized businesses looking to better understand and improve their customer journeys. It collects and analyzes user behavior data, helping companies refine their UX design and plan effective A/B testing strategies.
Key Features:
- Funnel Data Analysis: Track how users progress through critical conversion stages.
- Behavior Insights: Turn data patterns into actionable UX decisions.
- Unified Customer View: Combine quantitative data with user feedback for a well-rounded understanding of behavior.
Practical Uses:
Hotjar is particularly useful for businesses that want to analyze how customers interact with their websites. For example, e-commerce companies can use it to study conversion funnels, identify areas where customers drop off, and make targeted improvements to reduce friction. Its ability to provide actionable insights makes it a great addition to the visual and collaborative tools we’ve discussed earlier.
Pricing:
Hotjar offers a range of pricing options, from a free plan to paid tiers, making it flexible enough to meet various business needs and data collection goals.
7. Google Analytics 4
Google Analytics 4 (GA4) takes tracking and analysis to the next level, offering a detailed look at user interactions across websites and mobile apps through its event-based tracking system. This approach provides a clear picture of the customer journey by capturing specific user actions.
Here’s what GA4 can do:
- Automatically tracks interactions like scrolling, outbound clicks, and file downloads.
- Monitors user behavior across both websites and mobile applications.
- Leverages machine learning to identify trends and predict user behavior, even when privacy restrictions limit data collection.
For example, an e-commerce site can use GA4 to track every step of a customer’s journey – product page views, items added to the cart, checkout progress, and post-purchase actions. This level of detail helps businesses understand their audience and make informed decisions.
GA4 also integrates machine learning with its event-based tracking, offering insights that businesses can act on. The platform automates key data collection but allows for customization to meet specific needs.
Integration and Privacy Features
- Works seamlessly with other Google tools and third-party apps, creating a unified tracking ecosystem.
- Ensures consistent cross-channel tracking for a more complete data overview.
- Maintains strong analytics capabilities, even with privacy restrictions in place.
- Uses machine learning models to deliver accurate reporting while respecting user privacy.
With GA4, businesses can dive deeper into customer insights, setting the stage for smarter decisions and growth.
8. JourneyTrack
JourneyTrack provides straightforward journey maps that seamlessly connect with major business systems. These connections help simplify workflows and support decisions based on data.
Integration Highlights
JourneyTrack stands out with its ability to integrate with widely-used business tools, such as:
- CRM systems: Sync with leading customer management platforms.
- Analytics tools: Pull in data effortlessly for analysis.
- Customer support platforms: Connect to popular service tools for better support.
Pricing Details
JourneyTrack offers plans tailored to fit businesses of all sizes. Visit their website for the most up-to-date pricing information.
9. TheyDo
TheyDo helps teams work together seamlessly on customer journey maps, all in real time.
Team Collaboration Features
TheyDo supports real-time teamwork with options to customize access controls. This setup works well for organizations handling intricate workflows.
Best-Fit Organizations
Designed for enterprises and growing companies looking to standardize journey mapping and handle complex customer interactions effectively.
10. FullStory
FullStory simplifies tracking customer journeys by connecting with a variety of popular business tools. These integrations span several critical areas:
- Analytics Platforms: Works directly with Google Analytics 4 to help correlate and analyze data more effectively.
- Customer Support Tools: Links with Zendesk and Intercom to streamline customer service operations.
- Development Tools: Syncs with Jira and GitHub for efficient issue tracking and collaboration.
- Marketing Tools: Supports A/B testing tools like Optimizely and VWO to optimize campaigns.
Tools at a Glance
Here’s a quick comparison of the main features offered by each tool:
| Tool | Core Features |
|---|---|
| UXPressia | Real-time collaboration, customizable templates, persona creation, impact mapping |
| Smaply | Multi-persona journeys, stakeholder mapping, export to various formats, team workshops |
| Custellence | Advanced segmentation, journey analytics, custom metrics tracking, API integration |
| Lucidchart | Extensive template library, cross-platform sync, version history, smart shapes |
| Miro | Infinite canvas, over 300 templates, video chat integration, real-time cursors |
| Hotjar | Heatmaps, session recordings, user feedback, conversion funnels |
| Google Analytics 4 | Predictive metrics, cross-platform tracking, machine learning insights, custom reports |
| JourneyTrack | AI-powered insights, touchpoint analysis, ROI tracking, integration hub |
| TheyDo | Journey management, opportunity mapping, insight repository, collaboration tools |
| FullStory | Digital experience analytics, frustration signals, developer tools integration, custom events |
This snapshot highlights key features, paving the way for a closer look at each platform in the detailed reviews.
Summary and Next Steps
Pick a customer journey mapping tool that aligns with your goals, budget, and current tech setup. Here’s a quick reference to help you get started:
| Business Size | Suggested Tools | Key Points to Consider |
|---|---|---|
| Small Business | Google Analytics 4, Hotjar | Affordable options, basic journey tracking |
| Medium Business | UXPressia, Miro | Features for scaling, team collaboration |
| Growing Enterprise | TheyDo, FullStory | Advanced analytics, broad integrations |
Use this table as a starting point, then follow these steps to make a well-informed choice:
-
Evaluate Your Current Setup
Review the tools you already use, map out customer touchpoints, and pinpoint areas where mapping is lacking. This will clarify which features are essential for your business. -
Check Integration Options
Choose tools that offer strong API support and work seamlessly with your existing systems. Compatibility is key to avoiding workflow disruptions. -
Plan for Future Growth
Opt for a tool that can scale with your business. While budget-friendly options may seem appealing now, investing in a platform that supports long-term growth can save time and money. Use data from funnel analysis and A/B testing to fine-tune customer interactions as your business expands.
Lastly, prioritize tools with essential features like real-time collaboration, customizable templates, analytics integration, export options, and mobile accessibility. These will ensure your mapping process is both efficient and effective.
