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Best Customer Journey Mapping Tools for Intuitive Visualizations (2023)

The ultimate list of 32 top-rated customer journey mapping tools—with details about pricing and features.

You can do more than a basic 4-quadrant empathy map to visualize your customer’s experience. If that’s all you need, great. But if you’re looking to create stunning, intuitive customer journey maps with customer insights to share with all levels of your organization, you’ll want to use a customer journey mapping tool.

With customer journey mapping tools, you can easily map out the entire customer experience from start to finish with the help of drag-and-drop features, customizable design elements, data tracking, AI-powered analysis, and more.

We’ve compiled a list of the best 32 customer journey mapping tools to help you create clear and accurate customer experience maps that inform data-driven decisions—and create beautiful maps that your stakeholders will love.

Based on popularity, advanced features, collaboration enablement, and high customer ratings from popular software review platforms, here are 32 of the best customer journey mapping tools available:

  1. Aiava.io
  2. eDrawMax
  3. Whimsical
  4. Figma
  5. Miro
  6. Mural
  7. Sketch
  8. Adobe XD
  9. Omnigraffle
  10. Lucidchart
  11. Microsoft Visio
  12. Gliffy
  13. Canvanizer
  14. Adobe InDesign CC
  15. Google Slides
  16. Creately
  17. Venngage
  18. ConceptDraw
  19. Visme
  20. ShiftX
  21. Custellence
  22. UXPressia
  23. JourneyTrack
  24. Smaply
  25. FlowMapp
  26. Visual Paradigm
  27. Milkymap
  28. ContentSquare
  29. Theydo
  30. Zoho CRM Journey Builder
  31. Totango
  32. SuiteCX by QuestionPro

Before diving into the full list, here’s a brief overview of what you’ll find:

  • “Must-have” and “nice-to-have” features for journey mapping tools
  • The full list of tools with details on pricing and features
  • How customer experience mapping help you create seamless experiences
  • Additional tools and resources to understand your customers better

📘 Looking for ready-to-use templates? Browse through 150+ Customer Journey Mapping Templates and Examples

Features to look for in customer journey mapping tools

At the core, a customer journey mapping tool should help you create accurate and detailed visualizations of the steps a user takes to complete a goal with your products. Most tools nowadays offer more robust features and functions, like software integrations or collaborative functionality.

Any tool you use to map out the customer experience should help you easily visualize each step as simple or as complex as you need. And like any other tool you add to your UX research tool stack, a customer experience mapping tool should be flexible enough to bend with your growing toolstack, research needs, and team size. 

📑 Want to learn more about the ROI of UX research tools? Explore our report: The ROI of User Research and Recruiting Tools: A Comparative Analysis

So which customer journey mapping tools should you invest in? There’s no right or wrong answer, but there are a few criteria that we think make or break useful user journey mapping tools.

“Must-have” features to look out for in a customer journey map tool

  • Customizable visualization and design elements
  • Ease of use and seamless user interface for small learning curves
  • Collaborative capabilities
  • Integrations with other tools

“Nice-to-have” features that go beyond design capabilities

📘 Want to learn more about how to create a customer journey map from start to finish? Read our UX Research Field Guide chapter: Customer Journey Maps

32 Top-rated customer journey mapping tools for easy visualization

Great journey mapping tools help you create polished visual assets you can use to advocate for the user’s needs. The best customer journey mapping tools for you will be subjective, because it’s important to find the tool that helps you work most quickly and efficiently. 

The list below includes user journey mapping tools that are:

  • Powered by AI features
  • Great for collaborative diagramming and prototyping
  • Dedicated to customer journey mapping 
  • Flexible customer success and CX platforms that offer journey mapping features

👇Browse through the full list. 

Customer journey mapping software with AI-powered features

AI-powered tools are everywhere now, including in customer journey mapping software. Below are a few journey mapping tools that have recently introduced new AI-based features to help streamline the process of creating customer experience maps.

1. Aiava.io

Aiava is a collaborative modeling tool dedicated to customer journey mapping. Simply write about the customer journey as the input and Aiava will automatically visualize your journey from your written inputs. Gather and organize customer information, workshop pain points and opportunities across teams, and map out multiple journeys all in one place.

Pros: Unified space for continuous iterations of customer journey maps and automated visualization.

Cons: No integrations yet.

Pricing: Sign up for a 14 days free trial for any of their paid plans. Explore their pricing plans page for more information.

2. eDrawMax

eDrawMax is an all-in-one diagram maker tool. You can use their new AI feature, Edraw AI, to analyze your input and arrange shapes and connectors to generate clear and concise customer journey map visualizations.

Pros: Extensive diagramming capabilities, customization options, cloud-based for collaboration.

Cons: Not specialized solely for journey mapping, might require additional tools for analysis.

Pricing: Individual subscriptions start at $69 every 6 months. Visit their pricing page to learn more.

3. Whimsical

Whimsical is another whiteboarding tool you can use to visualize and collaborate on ideas, which can be adapted for visual customer touchpoint mapping. It’s not a new tool, but recently came out with a new AI text-to-flowchart feature to create user flows in seconds.

Pros: Collaborative platform, user-friendly, flexibility for various diagram types.

Cons: Not specialized for customer journey mapping, may lack advanced CX features.

Pricing: Start with a free plan or access more advanced features starting at $10-$20 a month.

Best customer journey mapping tools for collaborative diagramming and prototyping

Want a customer journey mapping tool with top-notch visualization features and customization? Look into diagramming and prototyping tools. You might already use one or two of these tools (like Figma or Miro) for general design or whiteboarding purposes, but they're still great options to create clear and interactive journey maps.

4. Figma

You probably already use Figma in your UX research toolstack; a whopping 81% of researchers surveyed in our State of User Research 2023 Report use Figma for prototyping and design. You can use Figma to create collaborative customer journey maps from scratch or try their customizable pre-built journey map templates.

Pros: Real-time collaboration, cloud-based, versatile for both design and journey mapping.

Cons: Complex projects can slow down performance, steeper learning curve.

Pricing: Get started with Figma for free with their Start plan or explore other Figma pricing plans.

5. Miro

Miro is another fan-favorite. While it’s more known for whiteboarding and collaboration, you can use Miro to create interactive journey map visualizations and workshop them with team members in real-time.

Pros: Real-time collaboration, broad toolset, integrates with other software.

Cons: Not the best for intricate maps, might not offer as many specialized journey mapping features.

Pricing: Get started with a free Miro account, or explore more advanced plans on their pricing page.

6. Mural

Mural is another popular whiteboard and collaborative digital workspace tool you can use to visualize customer journeys and facilitate team collaboration.

Pros: Real-time collaboration, integrates to other project management tools, offers customizable visual tools

Cons: Not specialized in customer journey mapping, lacks advanced features for more complex journey maps.

Pricing: Get started with a free account or explore more advanced plans on their pricing page.

7. Sketch

Sketch is a vector design tool app for Mac users primarily used for UI/UX design. It offers a simple interface and powerful features for creating wireframes and prototypes.

Pros: Intuitive design, extensive plugin support, vector-based graphics.

Cons: Limited collaboration features, more focused on general design uses than journey mapping.

Pricing: Plans start at $10 a month. Start any one of their plans with a free 30-day trial.

8. Adobe XD

Adobe XD is a design and prototyping tool with a focus on user experience and interactions. It allows for efficient UI/UX design and an interactive journey map.

Pros: Integrates with Adobe Creative Cloud, provides interactive prototyping and real-time collaboration.

Cons: May be complex for beginners, fewer advanced diagramming features.\

Pricing: Adobe XD Plans start at $9.99 a month for the XD Single App, but you can start any of their plans with a free 7-day trial.

9. Omnigraffle

Omnigraffle is a diagramming tool suitable for various visualizations, including journey maps. It offers extensive customization and diagram control.

Pros: Rich diagramming capabilities, customizable templates, macOS integration.

Cons: Steeper learning curve, limited real-time collaboration.

Pricing: Purchase with a monthly subscription starting at $12.49 a month or a one-time payment of $149.99. Visit their pricing plan page to learn more.

10. Lucidchart

Lucidchart offers a range of diagramming tools, including customer journey mapping features for visualizing and collaborating on customer experiences.

Pros: Easy-to-use interface, collaborative capabilities, cloud-based platform.

Cons: Advanced features may require higher-tier plans, less focused on customer journey mapping specifically.

Pricing: Get started with a free Lucidchart plan, or learn about more advanced plans on their pricing page.

11. Microsoft Visio

Microsoft Visio makes it simple to create customer journey maps using its diagramming capabilities, plus this tool offers templates and shapes to map customer interactions.

Pros: Integrates with Microsoft Office, offers diverse diagramming options, offers established features.

Cons: Can be complex for beginners, may not be as specialized as other journey mapping tools, user-interface not as simple as other customer journey map tools.

Pricing: Try Visio free for one month or commit to monthly plans starting at $5 a user/month.

12. Gliffy

Gliffy Online provides diagramming tools to create customer journey maps, visualizing user experiences and touchpoints.

Pros: Simple and user-friendly interface, integration options for Confluence and Jira, suitable for basic mapping needs, offers templates.

Cons: Limited features compared to specialized journey mapping tools.

Pricing: Sign up for a free 2-week trial of Gliffy Online.

13. Canvanizer

​​Canvanizer is a simple tool for those looking for a simple customer journey mapping tool. It offers pre-built canvas boards that you can fill out with sticky notes.

Pros: Easy-to-use canvas format, user-friendly interface, suitable for beginners.

Cons: Limited features for advanced mapping needs, lacks in-depth analysis, only allows team features and customization tools with a premium plan.

Pricing: Get started with Canvanizer for free or try Canvanizer Premium starting at $25 a year.

14. Adobe InDesign CC

While not dedicated to journey mapping, Adobe InDesign CC is another general design tool that can be used for creating visual representations of customer experiences using its design features.

Pros: Rich design capabilities, suitable for creating visually appealing journey maps.

Cons: Not specialized for journey mapping, steeper learning curve.

Pricing: Get started with Adobe’s Creative Cloud plans for about $20 a month.

15. Google Slides

Don’t feel like learning how to use a new customer journey mapping tool? Google Slides is an easy tool you can use to create static customer journey maps using its presentation features.

Pros: Familiar interface, collaboration features, integrates with Google Workspace.

Cons: Limited interactivity, may lack specialized journey mapping features.

Pricing: Use Google Slides for free with a free Google account.

16. Creately

Creately is a dedicated visual workspace tool that makes collaboration easy. While this tool doesn’t specialize in customer journey mapping, you can use its diagramming and collaboration tools to visualize customer journeys and interactions.

Pros: Collaboration features, diverse diagramming options, user-friendly interface.

Cons: May not be as specialized for customer journey mapping as dedicated tools.

Pricing: Plans start at $5 a month/user. Visit their pricing page to learn more.

17. Venngage

Venngage is a dedicated tool for creating visually appealing infographics. You can make your customer journey map from scratch or use a pre-built template to make a static customer experience map.

Pros: Infographic-focused, customization features, user-friendly for visual content.

Cons: Primarily infographic-oriented, may lack more advanced journey mapping capabilities for more interactive maps.

Pricing: Get started with a free account or visit their pricing page for more advanced plans.

18. ConceptDraw

ConceptDraw is known as a diagramming and mind mapping software. Their customer journey mapping solution offers predesigned vector mapping icons, charts, mapping figures, and quick-start templates to help you visualize your customer journey.

Pros: Visual diagramming capabilities, integrates with other ConceptDraw tools.

Cons: May require more technical expertise for complex diagrams.

Pricing: Download the customer journey mapping solution for free.

19. Visme

Visme is well-known as a data visualization tool to create all kinds of visual content, like customer journey maps, infographics, presentations and more. 

Pros: Versatility for various visual content, customization options.

Cons: Not exclusively focused on journey mapping, may require integration with analysis tools.

Pricing: Get started with a free plan or learn about more advanced plans on their pricing page.

Dedicated customer journey mapping tools

If you're looking for more specialized customer journey mapping software rather than the typical prototyping and diagramming tools listed above, here are a few dedicated tools to tackle your customer journey maps.

20. ShiftX

ShiftX is a user-friendly, browser-based, process visualization tool dedicated to customer journey mapping. Anyone in your organization can quickly map out and understand customer journeys. 

Pros: User-friendly interface for beginners and experienced users, high level of customization for customer journey maps, real-time collaboration enabled, and offers data integration.

Cons: Lacks in-depth analytics and does not provide offline access.

Pricing: Get started with their free plan, or visit their pricing page to see more pricing plans.

21. Custellence

Custellence is a dedicated customer journey mapping tool, emphasizing collaboration and visualization. It focuses on creating interactive and engaging maps.

Pros: Designed specifically for customer journey mapping, interactive journey maps, collaborative features.

Cons: May lack some advanced design capabilities, limited integrations.

Pricing: Get started for free with the Custellence Standard plan. Visit their pricing page for more advanced plans.

22. UXPressia

UXPressia offers customer journey mapping, personas, and impact mapping tools. It's user-friendly and suitable for teams seeking comprehensive experience tools.

Pros: All-in-one experience tools, user-friendly interface, pre-built templates.

Cons: Limited advanced design options, may not be as powerful for non-journey mapping tasks.

23. Journeytrack.io

JourneyTrack is an enterprise-grade journey management platform that allows you to create and manage end-to-end journeys with tools to generate actionable insights and benchmarking. 

Pros: One-click journey map creation, Qualtrics and Jira integrations, persona creation tools, journey workshop feature, real-time collaboration.

Cons: Newer tool, may be limited in integrations.

Pricing: Contact their sales team for pricing info.

24. Smaply

Smaply provides dedicated journey mapping visualization and stakeholder alignment features. This tool provides a centralized space for customer journey maps, personas, and stakeholder maps.

Pros: Comprehensive approach, alignment tools, export options for presentations.

Cons: Less emphasis on interactive features, may require additional tools for advanced visualizations.

Pricing: Get started with Smaply’s Free plan. Visit their pricing page for more advanced plans.

25. FlowMapp

FlowMapp is a platform for visualizing user journeys, sitemaps, and personas. This tool makes it easy to collect information, organize and visualize customer journey maps, and collaborate in real-time. 

Pros: User-friendly, various visualization tools, offline use.

Cons: Fewer advanced features, limited integrations.

Pricing: Get started for free with Flowmapp’s Free plan. Visit their pricing page for more advanced plans.

26. Visual Paradigm

Visual Paradigm’s document composer enables you to create customer journey maps with different orders and orientations and print a journey map report in just a few clicks.

Pros: Versatile diagramming capabilities, instant journey map document generation, integration with other Visual Paradigm features.

Cons: Learning curve for complex features, might be overkill for simpler mapping needs.

Pricing: Download Visual Paradigm with a free 30-day trial, or learn more about their pricing plans.

27. Milkymap

Milkymap specializes in customer journey mapping visualization, providing intuitive tools for mapping touchpoints, emotions, and interactions.

Pros: Dedicated to journey mapping, emotional mapping features, user-friendly interface.

Cons: May lack extensive integrations, only supports customer journey mapping visualization.

Pricing: Get started with a free Milkymap account.

🧙✨ Discover more tools in the 2022 UX Research Tools Map, a fantastical guide to the UXR software landscape.

Customer experience management platforms with journey mapping tools

If you're looking for a more holistic, customer experience management tool that offers customer journey mapping as a feature, explore some of these tools below.

28. ContentSquare

ContentSquare is a digital experience platform that offers a suite of analytics tools for customer journey mapping. While this tool emphasizes its analytic features, you can also create interactive user journey maps visualizations to understand your customer journey analysis better. 

Pros: Digital journey insights, heatmaps, session replay, focused on digital customer behavior.

Cons: Primarily analytics-focused, may lack more complex features for visualization.

Pricing: Book a demo and talk with their sales team to learn about your pricing options.

29. Theydo

Theydo is dedicated to customer experience management. You can map insights, personas, and opportunities for customer experience improvement across user journey visualizations.

Pros: Collaboration features, easy drag-and-drop features, emphasis on journey mapping.

Cons: May not offer the same advanced analysis capabilities as dedicated CX tools.

Pricing: Start with a free plan or learn about more advanced plans on their pricing page. 

30. Zoho CRM Journey Builder

Zoho CRM Journey Builder offers a visual drag-and-drop builder that focuses on automating customer interactions and mapping customer journeys with real-time journey performance analysis.

Pros: CRM integration, automation capabilities, customer journey within a sales context.

Cons: CRM-focused, may require additional tools for comprehensive journey mapping.

Pricing: Start with a free 15-day trial and explore your plan options on their pricing page.

31. Totango

Totango focuses on customer success and engagement, offering tools to map customer journeys and track interactions for better understanding.

Pros: Customer engagement focus, tracking of customer interactions, advanced analytics.

Cons: More oriented towards customer engagement, may require integration with other journey mapping tools.

Pricing: Get started with a free trial or explore their yearly plans on their pricing page.

32. SuiteCX by QuestionPro

SuiteCX focuses on customer experience management, providing features for creating detailed customer journey maps.

Pros: Provides various tools for holistic customer experience management, integrates with other QuestionPro tools, provides robust analysis options.

Cons: Learning curve for new users, might require familiarity with the QuestionPro platform.

Pricing: Visit their pricing page to learn about their pricing plans.

🤔 Curious about the most popular tools for user research in 2023? We surveyed 929 UX research professionals to learn about current industry trends in ✨The State of User Research 2023 Report✨. Read the report to find out which tools UXR teams are using to build prototypes, collaborate remotely, conduct sessions, and more.

How customer experience mapping tools help you create seamless experiences

Other than the obvious reasons of creating aesthetically pleasing maps, or saving time and effort, customer journey mapping tools are great for creating journey maps that continuously evolve as you gather more customer insights over time.

Here are some of the benefits of using a customer journey mapping tool:

  • Provides a single, unified view of customer touch points, pain points, and opportunities at every step of the experience.
  • Speeds up the process of identifying and analyzing customer touch point opportunities to optimize the experience. 
  • Enables a collaborative effort for cross-functional teams to align on what to prioritize in the customer journey.
  • Creates a living, adaptable structure of your customer experience to enable periodic iteration and workshopping.

Another not-so-obvious way that customer journey mapping tools are useful is that they help you design and research with context. You can understand how your product relates to the user and the whole ecosystem of:

  • User interactions, behavior, and emotions
  • External and internal factors
  • Situational context
  • And more

…rather than analyzing the product itself and your research data separately. 

🎙️Want to learn more about designing beyond your product? Listen to this podcast episode: Systems Thinking in Design with Sheryl Cababa

More resources to help you create an effective customer journey map

Customer journey software can simplify and speed up the process of customer touchpoint mapping, but that’s only half the battle. The key to mapping accurate and useful customer experiences is to inform your customer journey map with high-quality user research.

Your customer journey map should help you visualize and identify opportunities for improvement at various customer touch points throughout the customer experience. With the right research insights, your journey map goes beyond just a visual representation of the customer experience—it becomes a data-backed resource that provides actionable insight for all levels in your organization.

No research, no action. Enhance your customer journey maps with qualitative and quantitative insights to identify which customer touch points should be prioritized. 

If you’re looking for more tools and resources to help you create a research-informed customer journey map, here are a few we recommend:

Start talking to your customers 

If you found a few tools from this list that could work for you, we’d recommend signing up for free trials for all of them. Next, give each one a try over the course of a few days, so you can compare them side by side. Then pick one and stick with it until you feel comfortable. Only then — when you’re fully adept at using the new functionality⁠ — can you be sure you’re using the right tool for your specific needs.  

However, keep in mind that the key to filling out your customer journey maps is to gather high-quality insights from high-quality research participants. While a customer journey mapping tool is nice to have in your research tool stack, investing in a smart research recruiting solution like User Interviews is a “must-have” for UX research teams looking to scale and do better research.

Want to fill your studies quickly too? You can self-serve recruitment from your own customers—in addition to screening, tracking, and paying incentives—all in one place with User Interviews Hub. If you’re looking for prospective customers, you can get on-demand access to our network of over 3 million research participants with Recruit. Launch your study in minutes, source your participants in hours, and complete your research in days.

Sign up for free with User Interviews to start talking to your target customers.

Rachell Lee
Copywriter at Seamless.AI

Rachell is a SEO Copywriter at Seamless.AI and former Content Marketing Manager at User Interviews. Content writer. Marketing enthusiast. INFJ. Inspired by humans and their stories. She spends ridiculous amounts of time on Duolingo and cooking new recipes.

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