8 Top Customer Journey Mapping Tools: Features, Pricing & More

Imago Mundi!

Yes, it’s the oldest known map of the world, dating back to the 9th century BCE. 

Maps have been a cornerstone of human achievement, guiding conquests, exploration, and progress. Even in today’s digital age, their significance endures, where mapping has taken on new dimensions.

In the quest to enhance visitor experiences in the digital world, the first step is creating a customer journey map. This essential tool helps you empathize with and understand your visitors’ experiences, paving the way for actionable initiatives to improve them.

However, crafting an effective customer journey map requires the right tools—ones equipped with features to design journeys ranging from simple to complex.

In this blog, we explore the top eight customer journey mapping tools that can help you visualize your visitors’ journeys and take your digital experience to the next level. Let’s dive in!

Customer journey mapping tools – a quick look

• UXPressia
• Miro
• Mural
• Lucidchart
• Figjam
• Smaply
• Custellence
• TheyDo

8 Best customer journey mapping tools

1. UXPressia

UXPressia is a comprehensive tool for customer journey mapping and management. It enables users to build detailed customer journey maps, create customer personas, conduct impact mapping, and manage valuable customer insights—all in one place. By storing all customer maps in a shared virtual workspace, UXPressia fosters seamless collaboration across teams. Additionally, the platform ensures data security and privacy at every stage, giving users peace of mind as they work to enhance customer experiences.

Key features

Comprehensive overview of all mapping initiatives, 100+ ready-made templates for various industries, real-time collaboration features, easy integration with web analytics and project management tools, mobile app journey mapping capabilities, team library, and AI-powered persona creator.

Pricing

UXPressia offers a range of plans to fit different needs, with transparent pricing:

• Free: $0/month
• Starter: $160/month (billed annually)
• Pro: $360/month (billed annually)
• Enterprise: Custom pricing available

Pros

• User-friendly interface for building customer journeys from scratch.
• Extensive template library for quick setup and time-saving.
• Converts insights and ideas into actionable tasks, assignable to teams.

Cons

• Limited to three customer journey maps on the Starter plan.
• Restricted customization for colors and fonts.
• Lacks advanced access management options for different user roles.

2. Miro

Miro, formerly known as RealtimeBoard, is a dynamic and visual collaboration tool that allows teams to manage projects, design products, and brainstorm effectively. With over 80 million users worldwide, Miro offers an impressive range of features, including customer journey mapping. Its AI-powered canvas is especially notable for facilitating seamless brainstorming, collaborative planning, task management, and improved decision-making. This intelligent platform allows teams to improve productivity and drive smarter business outcomes.

Key features

160+ integrations with popular platforms, including Google Analytics and more, AI-powered features for generating images, editing text, creating sticky notes, and designing diagrams with simple prompts, extensive template library, and advanced AI-driven analysis tools.

Pricing

Miro’s pricing is straightforward and includes four tiers:

• Free – $0/month
• Starter – $8/month/member, billed annually
• Business – $16/month/member, billed annually
• Enterprise – Custom pricing for teams of 30+ members

Pros

• User-friendly design that facilitates seamless team collaboration across projects.
• Flexible import/export options simplify project management.
• Miroverse, a community-driven template gallery, offers ready-made templates, saving time on journey maps and other tasks.

Cons

• Limited ability to copy and paste content between boards for different teams.
• Performance can lag on larger boards.
• Tracking and managing multiple projects simultaneously can be challenging.

3. Mural

Mural is a digital collaboration tool designed to help teams brainstorm, present ideas, and build customer journey maps seamlessly. It enhances team collaboration with a rich library of templates, frameworks, and visual elements such as sticky notes, making it easy to organize and communicate ideas effectively.

Key features

Infinite and resizable canvas, real-time and summon collaboration feature, extensive template library, flexible access management, and AI-based automation to streamline repetitive tasks.

Pricing

Mural offers straightforward pricing plans:

• Free – $0 per month
• Team+ – $9.99 per user/month, billed annually
• Business – $17.99 per user/month, billed annually
• Enterprise – Custom pricing

Pros

• Ideal for design sprints, agile workflows, brainstorming, and collaborative projects
• Easy to invite guests or external collaborators via link or email
• A generous free trial offers a solid overview of the platform’s robust features

Cons

• The interface gets difficult to navigate on smaller devices. 
• Too big workspaces can slow down the tool’s performance speed. 
• Lack of ability to create interactive graphs, diagrams, and charts.

4. Lucidchart

Lucidchart is a powerful web-based diagramming tool designed to help organizations create diagrams, charts, customer journey maps, and more. It streamlines complex processes and fosters teamwork, improving overall efficiency. What sets Lucidchart apart is its advanced AI automation, effortless cross-platform collaboration, and robust, secure account management designed to meet enterprise needs.

Key features

Comprehensive template and shape library, an AI-powered diagram creation feature, real-time collaboration, SAML authentication, a unified visual canvas, and over 100 integrations with popular platforms.

Pricing

Lucidchart has four plans to suit various needs:

• Free: $0
• Individual: $9/month
• Team: $10/user/month
• Enterprise: Custom pricing

Pros

• Seamless integration with platforms like Microsoft 365, Confluence, Jira, and LeanIX, making it easy to fit into existing tech stacks.
• Extensive shape libraries allow teams to create complex maps without needing design expertise.
• Real-time collaboration and the ability to tag teammates keep everyone aligned and notified throughout the design process.

Cons

• Subscription costs can be steep for smaller teams or those with tight budgets.
• Advanced features may require a learning curve and time to master.
• Limited sharing options for users without an account or those not logged in.

5. Figjam

Figjam by Figma is a powerful visual whiteboard collaboration tool that helps teams create designs, including customer journey maps. It allows for brainstorming ideas, visualizing plans, and hosting online meetings. With its sophisticated features, Figjam makes it easy to build everything from simple to complex journey flows. The tool leverages AI and offers a library of shapes, boxes, and templates to enhance creativity and streamline the design process.

Key features

Extensive library of templates, widgets, plugins, and stickers. AI-powered feature to create complete user journeys with just a prompt. Open sessions allow anyone to join the board without needing to log in. Advanced role setting through SCIM for secure access management.

Pricing

Figjam offers four pricing plans based on team size:

• Free: $0/month
• Professional: $5/seat/month (free for educators and students)
• Organization: $5/seat/month
• Enterprise: $5/seat/month

Pros

• The intuitive interface makes onboarding and navigation seamless.
• Figjam’s community offers 1,000+ templates to address various use cases.
• Designs are easily shareable without requiring viewers to log in or pay.

Cons

• No support for adding custom shapes, gradients, or patterns.
• Limited integration and design transfer capabilities between Figjam and Figma.
• Content export options are restricted to PDF and image formats, with no support for other formats.

6. Smaply

Smaply is a customer journey mapping and management tool designed to simplify the process of understanding and improving user experiences. It enables users to create customer journey maps from scratch or leverage pre-designed templates, collaborate in real-time, and manage everything from a unified dashboard.

With its intuitive drag-and-drop editor, Smaply makes it easy to design user journeys, link multiple maps, and monitor their performance effectively. This tool allows teams to visualize, optimize, and track customer interactions seamlessly.

Key features

Dedicated cards for identifying pain points, real-time collaboration, stakeholder mapping, journey import from platforms like Miro, Mural, and more, and Smartly Capture to digitize hand-drawn journeys.

Pricing

Smaply offers four plans to cater to varying business needs:

• Free: €0/month
• Repository: €390/month
• Framework: €690/month
• Governance: €990/month

Pros

• Intuitive and easy to learn, with features adaptable to diverse business requirements.
• Effortlessly links related journey maps for a holistic view.
• Supports exporting journey maps in multiple formats, including PDF, PNG, PowerPoint, and XLS.

Cons

• Lacks a shared team library for components, images, and icons, limiting effective collaboration.
• No functionality to transfer or manage document ownership.
• Missing undo/redo options, making it difficult to recover accidentally deleted journey elements.

7. Custellence

Custellence is a specialized customer journey mapping software designed for CX professionals. Trusted by over 2,000 experts worldwide, it enables users to create, collaborate on, and present customer journeys from a unified dashboard. As one of the pioneers in customer journey mapping solutions, Custellence is favored by professionals who are deeply experienced in mapping and optimizing customer experiences.

Key features

Flexible non-grid structure, SOC2-certified security for enhanced data protection, dynamic card lanes, curated image library and icons, and fast scrolling with freeze lanes.

Pricing

Custellence offers three pricing plans:

• Free: $0/month
• Collaborate: $1999/month
• Enterprise: Custom pricing

Pros

• The non-grid structure offers complete creative freedom to customize cards, phases, and lanes, making it ideal for mapping unique customer journeys.
• Real-time updates allow teams to make changes on the fly, even during presentations to stakeholders or senior management.
• A free plan enables users to explore the tool without requiring credit card details.

Cons

• Lacks functionality to create or showcase personas directly within journey maps.
• Does not support multiple views for highlighting specific areas of a journey map.
• Missing the ability to transfer map ownership to other internal team members.

8. TheyDo 

TheyDo is a customer journey mapping and management software designed to standardize and scale journey mapping processes for enterprises. Built with cross-team collaboration in mind, the platform serves as a centralized repository for all customer experience (CX) insights and solutions, making it easy to align teams and strategies.

Key features

Journey mining with AI, workflow integration (with Jira, DevOps, etc.), sandbox workspaces, custom taxonomy, CX data integration, custom lanes, types, and statuses, and live collaboration. 

Pricing

TheyDo offers pricing plans based on feature capabilities:

• Mapping Plan: Free forever
• Management Plan: $35,000 per year
• Strategic Plan: Custom pricing

Pros

• Seamless integration with major MarTech tools, fitting easily into existing tech stacks.
• Extensive customization options with powerful analytics capabilities.
• Time-saving Journey AI feature that instantly converts customer research into journey maps.

Cons

• Challenging onboarding process, which can feel overwhelming for new users.
• Expensive paid plans may be unsuitable for small businesses.
• Steep learning curve requiring additional time and training for beginners.

That’s it! These are some of the top customer journey mapping tools available in the market today. 

Choosing the right customer journey mapping tool

If you want to further narrow down your options, this section will assist you. It examines key evaluation criteria and highlights tools that best align with specific needs, enabling you to make an informed decision. 

1. Comprehensive feature set

When narrowing down your choice of customer journey mapping tools, it’s essential to evaluate how comprehensive the feature set is. Tools equipped with Generative AI capabilities can save significant time by streamlining the creation process. For example, with just a prompt, you can create a user journey map or add elements like cards to the map.

Additionally, flexibility in customizing cards and elements on the user journey map is invaluable, enabling the creation of tailored and unique customer journeys. For instance, you may require cards in various sizes and lengths to demonstrate the significance of different touchpoints, and custom cards enable you to achieve that.

Opting for a tool that goes beyond just map creation to include journey management is a smart move. Such tools allow you to track progress, monitor implementation, and ensure your efforts are aligned with business goals—offering a more holistic approach to customer experience optimization.

Top picks – TheyDo, UXPressia, Figjam, and Smaply.

2. Integration capability

A tool with diverse integration options can seamlessly fit into your existing tech stack, streamlining workflows and enabling efficient data migration. For instance, choosing tools that integrate with web analytics platforms like Google Analytics can facilitate the migration of data from your existing GA-4 account. Additionally, integration with project management tools such as Jira can significantly enhance productivity and collaboration.

Top picks – Miro, TheyDo, and Lucidchart

3. Generous free plan

Investing in a customer journey mapping tool is a significant commitment, particularly for small or new businesses just starting. Getting a tool with a free plan allows you to gradually scale to its paid plan as your business scales and your organization matures.

Top picks – Mural, Custellence, and Miro

4. Privacy compliance

Customer journey maps often hold highly sensitive organizational information, making it essential to choose tools with strong privacy and security measures. Opt for tools that are GDPR-compliant, SOC 2-certified, or adhere to other robust data protection standards.

While evaluating tools, remember that privacy compliance is just as critical as having a diverse set of features to address various use cases. A secure tool not only safeguards your data but also ensures trust and reliability in your workflow.

Top picks – Miro, Mural, Lucidchart

Leveling up customer journey mapping with VWO Insights 

The outlined criteria and recommended tools in the previous section can guide you in narrowing down the right choice for your needs. However, selecting the perfect tool is only half the battle. 

Creating a comprehensive customer journey map requires more than just collecting customer data from touchpoints like web analytics, CRM systems, or other tools. It also involves understanding what happens at each touchpoint—uncovering customer pain points, identifying barriers to progress, and determining why users move to the next stage (or don’t). This is where a robust customer behavior analytics tool like VWO Insights becomes invaluable.

Here’s how VWO Insights can revolutionize your customer journey mapping process:

• Heatmap analysis: Discover the most and least customer engagement sections of your website and identify how visitors interact with CTAs at each touchpoint.
• Session recordings: Observe how visitors navigate through your site and pinpoint obstacles that disrupt their experience.
• Form analysis: Evaluate how visitors interact with forms, uncovering frustrations and reasons for drop-offs that hinder their journey.
• On-page surveys: Gather direct customer feedback from visitors to understand their experiences, challenges, and needs in real time.

These features allow you to create a detailed and accurate representation of every touchpoint in the customer journey. This lays the groundwork for a comprehensive customer journey map. 

Additionally, the tool integrates with over 40 different marketing technology platforms, facilitating easy data sharing and management. It gives you more control over data collection, whether through dynamic sampling or flexible sampling, based on your campaign requirements. Furthermore, you can segment visitors based on their experiences.

But that’s not all.  

It meets modern business demands by eliminating the need to manually analyze behavior. With generative AI capabilities (VWO Copilot), the tool automates data analysis, delivering insights and recommendations with speed and precision.

For example, VWO Copilot can analyze hundreds of session recordings and summarize user frustrations at specific touchpoints:

Similarly, VWO Copilot processes survey responses and heatmap reports to generate concise summaries. These insights enrich your customer journey maps, offering a clear understanding of visitor behavior without consuming excessive time or resources.

If you’re wondering how VWO Insights can enhance your business’s journey mapping and overall optimization strategy, take advantage of our 30-day full-featured free trial. Experience the value firsthand with support from our team, guiding you every step of the way.

Wrapping up 

In conclusion, selecting the right journey mapping tool is a process that demands time, thoughtful evaluation, and a clear grasp of your specific requirements. The tools and selection criteria shared in this guide serve as a valuable starting point to navigate your options effectively. Investing in the right tool will pay dividends in the long run, driving better strategies and improved customer experiences.

Frequently asked questions