We reviewed the best customer journey mapping tools on the market

Every business leader wants satisfied customers who stick around and spread the word. But you’d be surprised how few can answer key questions about their customers’ journeys—things like:

• How do different touchpoints connect?

• Where are customers getting stuck?

• What improvements should we prioritize?

Journey mapping tools solve this. They transform fuzzy customer feedback into clear priorities and help teams align on what matters. But with dozens of options on the market—from basic visualization tools to full-scale CX platforms—choosing one isn't simple.

In this TheyDo guide, we review 10 of our favorites. Here's what you need to know.

What are customer journey mapping tools?

 Customer journey mapping tools help organizations visualize and analyze the path(s) customers take when interacting with their brand.

At a bare minimum, these tools have features for creating collaborative, visual customer journey maps. However, modern solutions go beyond basic mapping. They offer features for collaboration, data integration, AI analysis, opportunity tracking, and more.

We'll be covering tools at both ends of the spectrum in this guide. That way, whether you're after a simple whiteboard tool or an end-to-end CX management platform, you'll find options that fit your needs.

10 best customer journey mapping tools

Why are customer journey mapping tools important?

Customer journeys are defined by data. But data is not an insight until people can understand and act on it. Journey mapping tools transform complex customer data into clear visual narratives that drive organizational alignment and action. 

In other words, they:

• Enable data-driven decision making by connecting customer feedback, behavioral data, and business metrics in one place

• Foster cross-functional collaboration by providing a shared platform for teams to contribute insights and align on customer experience initiatives

• Help identify friction points and opportunities quickly through visual representation and analytics

• Allow for real-time updates and iterations as customer behavior and preferences change

Criteria for choosing customer journey mapping tools

Before we get to the tools, we need to quickly cover what matters when selecting journey mapping software. Here are the key factors to evaluate:

• Ease of use and visual interface: Look for intuitive tools that make it simple to create, edit, and share journey maps

• Integration capabilities: Ensure the tool can connect with your existing tech stack and data sources

• Collaboration features: Prioritize platforms that enable real-time team cooperation and feedback collection

• Customization options: Choose tools that allow you to adapt templates and visualizations to your specific needs

• Analytics and reporting: Select solutions that provide actionable insights and clear metrics tracking

1. TheyDo

TheyDo is a customer journey management platform that transforms how teams map, manage, and improve customer experiences at scale.

Our platform truly connects your entire organization around the customer experience. Our intuitive workspace helps teams standardize journey mapping, align on priorities, and track solutions—all in one place.

We designed TheyDo to solve the fragmentation issues that plagues most CX initiatives. Teams can finally link insights, opportunities, and solutions across multiple journeys, creating a single source of truth that drives real change.

Key features

• Journey framework: Build and organize customer journeys as reusable blocks, with flexible zoom levels from big picture to detailed steps.

• Opportunity matrix: Link CX improvements across multiple journeys and track their business impact.

• Real-time collaboration: Work together live with role-based permissions and no version control headaches.

• Integration hub: Connect customer insights, project management tools, and business metrics to your journeys.

• Impact tracking: Measure how solutions affect customer experience with built-in metrics and reporting.

• AI-Powered analysis: Surface patterns and prioritize opportunities automatically across your journey landscape.

Pricing

TheyDo offers three transparent tiers to fit different team needs:

• Mapping (free): Perfect for teams just getting started. Includes 10 journeys, unlimited users and viewers, plus essential features like Journey Mining and Figma/Miro integration.

• Management ($35,000/year): Built for cross-functional teams managing journeys together. Adds AI-powered journey mining, CX data integrations, opportunity prioritization, and workflow tools.

• Strategic (custom): For larger organizations managing multiple teams and priorities. Includes everything in Management plus enterprise features like data warehouse integrations, SSO, custom roadmaps, and dedicated coaching.

Pros

• True journey hierarchy system for complex organizations

• Live collaboration with no manual saving needed

• Powerful linking between insights, opportunities and solutions

• Built-in prioritization workflows

Cons

• Premium features require higher-tier plans

• Advanced functionality has learning curve

2. Smaply

Smaply is a customer journey mapping tool that aims to transform scattered customer insights into structured visualizations that drive real action. 

Its hierarchical system helps teams manage complex customer experiences, while built-in collaboration tools ensure everyone stays aligned on CX priorities. The platform bridges the gap between journey visualization and strategic experience management.

Key features

• Journey hierarchy system: Organize and connect multiple journey maps with built-in pain point tracking.

• Customizable templates: Flexible drag-and-drop editor with reusable templates for journeys and personas.

• Real-time collaboration: Live team editing with commenting and feedback collection.

• Data integration: Connect quantitative and qualitative CX data for informed decision-making.

Pricing

Smaply keeps things simple with four tiers:

• Free: Basic mapping with 10 maps and personas

• Repository (€390/year per editor): Unlimited maps plus professional features

• Framework (€690/year per editor): Adds visualization tools and 5 shared workspaces

• Governance (€990/year per editor): For complex organizations with unlimited sharing

Pros

• Intuitive drag-and-drop interface

• Strong hierarchical organization

• Comprehensive persona creation tools

Cons

• Limited features in free version

• Steep learning curve for advanced features

3. UXPressia

UXPressia is a cloud-based platform for creating detailed customer journey maps and personas. 

Its focus on real-time collaboration and data integration helps teams transform customer insights into actionable improvements, making it suitable for businesses that need to manage complex customer experiences across multiple touchpoints.

Key features

• AI-Powered persona generation: Create detailed customer profiles with AI assistance and customization

• Extensive template library: Explore 100+ pre-built templates for various industries and use cases.

• Real-time collaboration: Collaborate with live editing with comments, voting, and task assignment.

• Multi-format integration: Embed live data, KPIs, prototypes, media, and more directly in maps.

Pricing

UXPressia offers straightforward annual (and monthly) pricing:

• Free: Basic features with 1 journey map, persona, and impact map

• Starter ($160/user/year): For small teams with up to 3 journey mapping projects

• Pro ($360/user/year): For consultants and larger teams, includes unlimited maps and AI features

• Enterprise (custom): For larger organizations needing extra security and support features

Pros

• Intuitive interface with extensive template library

• Strong data integration capabilities

• Comprehensive collaboration features

Cons

• Advanced features restricted to higher tiers

• Limited customization in free plan

4. JourneyTrack

JourneyTrack is an enterprise-grade journey mapping platform that combines AI-powered insights with collaborative workshop tools. The platform excels at converting stakeholder input into actionable journey maps while maintaining a strong focus on diversity and inclusion in persona development.

Key features

• Workshop module: Conduct customizable mapping sessions with voting capabilities and one-click journey map conversion.

• AI-Powered analysis: Generate and organize recommendations across journeys tailored to your industry context.

• DEI-Focused personas: Compare customer representation against census data to identify inclusivity gaps and opportunities.

• Journey atlas system: Create multiple high-level views of interconnected customer journeys and workshops.

Pricing

JourneyTrack offers a free 30-day trial and three plans:

• Starter ($24,000/year): 50 journey maps, 3 workspaces, SSO

• Professional ($45,600/year): 100 journey maps, 10 workspaces, live integrations

• Enterprise (starts at $68,000/year): Unlimited maps and workspaces, AI integration

Pros

• Comprehensive DEI features

• Advanced AI recommendations

• Robust workshop capabilities

Cons

• High enterprise pricing tier

• Complex feature set for new users

5. Milkymap

Milkymap is a customer journey mapping platform focused on real-time CX management and data integration. Its Galaxy platform combines AI capabilities with Stargate Middleware to help organizations create, measure, and optimize customer experiences using live data from across their tech stack.

Key features

• Stargate middleware: Connects to any database type (SQL/NoSQL) for real-time journey updates.

• MilkyAI: Analyzes and generates insights from customer journey data automatically.

• CX Actionboard®: Provides live monitoring and management of customer experiences.

• Standardized templates: Offers consistent methodology for journey mapping across teams.

Pricing

Milkymap offers four tiers:

• Satellite Free (free): Basic mapping plan

• Satellite Pro (€9/month per user): Advanced tools and features

• Galaxy Business (€39/month per user): AI features and team collaboration

• Galaxy Enterprise (custom): MilkyAI assistant and unrestricted access

Pros

• Universal data integration

• Real-time journey updates

• Enterprise-grade security

Cons

• Complex middleware setup

• Technical expertise required

6. Custellence

Custellence is a flexible journey mapping platform that focuses on visual customization and team collaboration. 

The platform enables organizations to create, manage, and present customer journey maps across different levels of detail, making it suitable for both high-level strategy and detailed operational planning.

Key features

• Flexible lane system: Enables custom map layouts beyond traditional grid structures.

• Journey map ecosystem: Connects high-level and detailed maps in a structured hierarchy.

• Document integration: Embeds relevant files and links directly within journey cards.

• Role-based access: Controls map visibility and editing permissions across teams.

Pricing

Custellence comes in three plans:

• Free forever (free): 2 journey maps, 2 users, unlimited viewers

• Collaborate ($1,999/year): 5 journey maps, 10 users, team comments and exports

• Enterprise (custom): Unlimited maps, users, and workspaces, plus premium support

Pros

• Highly customizable layouts

• Strong visualization capabilities

• Enterprise-grade security (SOC2, GDPR, ISO27001)

Cons

• Limited free plan options

• Steep annual pricing structure

7. Miro

Miro is a versatile digital collaboration platform that extends far beyond basic journey mapping. 

With AI-powered features and 160+ integrations, it helps teams transform customer insights into actionable workflows while connecting seamlessly with existing tools. Its infinite canvas supports real-time visual collaboration across all business processes.

Key features

• Intelligent canvas: Create and automate workflows with AI-assisted templates and customizable widgets for journey mapping and beyond.

• Integration hub: Connect with 160+ tools including project management platforms and enterprise systems.

• AI sidekicks: Get contextual guidance from AI experts in product, marketing, and agile methodologies.

• Real-time collaboration: Enable team-wide participation with live editing, voting, and communication tools.

Pricing

Miro has four plans:

• Free (free): 3 editable boards, basic templates, and integrations

• Starter ($8/month per member): Unlimited boards and basic collaboration tools

• Business ($16/month per member): Best for teams, adds secure workspaces and advanced features

• Enterprise (custom): Full enterprise security and support, minimum 30 members

Pros

• Extensive integration ecosystem

• Robust collaboration features

• Flexible visualization options

Cons

• Can be overwhelming for new users

• Journey mapping is one feature among many

8. Stormboard

Stormboard transforms journey mapping sessions into actionable projects through its structured digital workspace. 

While broader than pure journey mapping, its combination of AI-assisted brainstorming, built-in task management, and meeting facilitation tools makes it particularly effective for teams that need to quickly move from journey insights to execution.

Key features

• Task management system: Convert journey insights directly into assignable tasks with progress tracking and deadlines.

• StormAI assistant: Generate actionable plans and next steps from journey mapping brainstorms and discussions.

• Bi-directional integration: Sync seamlessly with Jira, Rally, and Azure DevOps for automated project updates.

• Meeting facilitation tools: Guide teams through journey mapping sessions with built-in timers, spotlighting, and templated workflows.

Pricing

Stormboard offers three plans:

• Personal (free): Up to 5 users and 5 open Storms, basic integrations

• Business ($10/user/month): Unlimited Storms and users, plus advanced features

• Enterprise (custom): Full access to StormAI, SSO, and dedicated support

Pros

• Strong integration capabilities

• Comprehensive reporting features

• Enterprise-grade security

Cons

• Limited journey-specific features

• Complex for simple journey mapping needs

9. Lucidchart

Lucidchart is a web-based diagramming platform designed for creating and sharing visual representations of complex systems, including customer journey maps. Its intuitive interface and extensive template library make it accessible for users across various industries.

Key Features

• Real-Time Collaboration: Collaborate with team members simultaneously, seeing changes in real time and communicating through in-app comments.

• Integration Capabilities: Connect with popular applications like Google Workspace, Microsoft Office, Atlassian, and Slack.

• Presentation Mode: Transform diagrams into presentations directly within Lucidchart.

• Version Control: Track changes and maintain a history of diagram revisions to manage updates effectively.

• Security and Compliance: Benefit from enterprise-grade security features, including SOC 2 compliance and SAML-based SSO.

Pricing

Lucidchart offers the following pricing:

• Free Plan: Includes 3 editable documents, 60 shapes per document, and basic collaboration features.

• Individual Plan: Starting at $9/month, offers unlimited documents and advanced features.

• Team Plan: Starting at $10/user/month, includes team collaboration tools and integrations.

• Enterprise Plan: Custom pricing with advanced security, administration, and integration capabilities.

Pros

• User-friendly interface

• Comprehensive template library

• Dynamic data linking

• Strong security measures

Cons

• Learning curve for advanced features

• Complex or large-scale diagrams may experience lag.

10. FigJam

FigJam is Figma’s collaborative whiteboard tool tailored for brainstorming, mapping, and interactive workshops. It empowers cross-functional teams to co-create customer journey maps, wireframes, and workflows in real time, all within a playful and intuitive interface.

Key Features

• Live Collaboration: Engage in real-time with audio chat, cursor tracking, and interactive reactions.

• External Collaboration: Invite guests for 24-hour editing sessions without requiring sign-up.

• Integration Ecosystem: Connect seamlessly with Figma, Jira, Asana, GitHub, and more.

• Interactive Widgets: Use timers, calendars, and music players to enhance sessions.

• Visual Expression Tools: Incorporate emojis, stamps, and Bitmoji avatars for dynamic engagement.

Pricing

• Free Plan: Includes 3 boards, unlimited viewers, and basic collaboration features.

• Professional: $15/full seat/month, offering unlimited boards and advanced features.

• Organization: $55/full seat/month (billed annually), offering centralized file management.

• Enterprise: $90/full seat/month (billed annually), offering custom workspaces.

Pros

• Real-time collaboration

• AI-enhanced productivity

• Rich template library

• Flexible access

Cons

• Users report difficulty navigating large boards due to no minimap feature.

• Requires individual licenses for each editor, potentially increasing costs for larger teams.

Conclusion

This list covers versatile tools that can help businesses effectively map and optimize their customer journeys. From simple, intuitive platforms to AI-driven systems, each tool offers unique strengths for enhancing customer experiences.

Looking for an end-to-end journey management platform? TheyDo provides a centralized hub for teams to align around customer insights. It transforms research into actionable strategies through AI insights, intuitive (and interactive) visualization, powerful data integrations, and more.

Start mapping for free today.