Top ten customer journey mapping examples

Ever tried putting together a jigsaw puzzle without looking at the front of the box? Or worse, have you ever nearly completed one only to discover it was missing some of its pieces? Well, if you’re running a business without a customer journey map, you’re basically in the same boat — frustrated, guessing, and missing the insights you need to deliver exceptional customer experiences. And a few spoiled hours of lost puzzling leisure time are nothing compared to what not seeing the whole picture costs your business in missed opportunities.

A customer journey map offers valuable insights into the needs, motivations, and frustrations a specific persona experiences as they move through key touchpoints and actions with your business. Without a journey map, you have only a fragmented picture of what they experience — whether the persona is your customer, patient, student, employee, or service team. And, no matter your industry — hospitality, healthcare, retail, finance, education, e-commerce, manufacturing, or SaaS — a journey map provides the complete picture you need to deliver an exceptional experience.

So, where do you start? Since every journey is unique, there’s no one-size-fits-all journey template. That said, you can learn a lot from the most common journey mapping formats. That’s why we’ve outlined ten customer journey mapping examples below, complete with real-world use cases, to help you piece together the perfect journey.

1. Current state journey map | Online retail shopper experience

A current state journey map helps retailers visualize the entire customer experience to pinpoint areas where things could go wrong. It’s an essential tool for spotting frustration points — like slow loading times or confusing forms — that can lead to cart abandonment. For example, Amazon mapped out its checkout process, found the friction points, and introduced its game-changing one-click checkout, reducing cart abandonment and boosting conversions. A current state journey map is all about turning potential roadblocks into seamless experiences that keep customers coming back.

2. Future state journey map | Hotel guest experience

Imagine being able to fast-forward and see the ideal version of your customer’s journey. That’s what a future-state journey map offers. Whether launching a new service or fine-tuning your current offerings, this map lets you envision the perfect customer experience. For example, the hotel giant Marriott International envisions a future where digital check-ins, tailored room settings, and quick, hassle-free checkouts make the guest experience as smooth and personalized as possible. It’s a vision of world-class hospitality driven by technology and convenience, imagined and plotted on a future-state journey map.

3. Day-in-the-life journey map | Fitness app experience

A day-in-the-life customer journey map paints a picture of your customer's typical day, showing when and how they interact with your product. You’ll see what experiences, goals, and frustrations shape their behavior in the same way every piece forms a full puzzle. Fitbit offers a real-world example of a day-in-the-life journey mapping. The fitness app tracks how users engage with its device throughout their day — such as tracking steps, logging meals, or starting workouts — and personalizes user experiences based on these patterns. Day-in-the-life customer journey mapping informs Fitbit when to send users motivational nudges or encouraging high-fives, because it can see if they’re inactive or have just completed a workout.

4. Customer support journey map | Telecom experience

Ever get stuck in a customer service loop, waiting endlessly for help? A customer support journey map breaks down these interactions to identify exactly where things go wrong. It’s all about improving customer satisfaction by analyzing common pain points, like long wait times or miscommunications. Telecom company Vodafone is a good example — it mapped out its customer support journey, uncovered long wait times, and revamped its service approach. So, if you want to up your customer support game, this journey map is the way to go. Customer support journey mapping helps ensure every support interaction leaves your customers feeling heard and happy, reducing churn.

5. Lead nurturing journey map | B2B SaaS sales funnel

A lead nurturing journey map tracks every step a lead takes through the sales funnel, from initial contact to conversion. It’s an invaluable tool for understanding how your marketing efforts — campaigns, webinars, and demo requests — influence potential buyers. B2B SaaS companies, like HubSpot, often use these maps to craft more effective strategies to improve conversion rates and turn more prospects into paying customers. If you want to create personalized follow-ups based on engagement, a lead nurturing map guides the way.

6. Onboarding journey map | Subscription service experience

Getting new customers or employees started off on the right foot makes all the difference when it comes to keeping them. That’s why an onboarding journey map is so valuable. It lays out the entire onboarding process to ensure a smooth and supportive experience from day one. TurboTax, for example, uses onboarding maps to refine the experience for first-time tax filers. By identifying common pain points—like confusing forms or unclear instructions—the company has simplified the process, making it more approachable for new users. A well-mapped onboarding journey sets customers (and employees) up for success and ensures they stick around. 

7. Churn or retention journey map | Subscription service retention

Wondering why your customers are leaving? A churn or retention journey map can help you find out. By mapping the customer journey during churn, businesses can pinpoint exactly where and why users disengage, enabling them to develop targeted strategies to retain them. For example, when Spotify discovered that users who create playlists or download music are less likely to cancel their subscriptions, it integrated onboarding emails and in-app prompts, nudging users to engage with the platform more deeply. This approach shows how mapping the churn journey and acting on behavioral insights can turn disengaged users into loyal subscribers.

8. E-commerce purchase journey map | Online shopping experience

An e-commerce purchase journey map details every step a customer takes during the online buying process—from discovering a product to leaving post-purchase feedback. This type of mapping helps retailers spot and resolve friction points to create a smoother, more enjoyable shopping experience.

A great example comes from ASOS, the online fashion retailer. ASOS used journey mapping to improve their checkout process after noticing high cart abandonment rates. By analyzing customer feedback and tracking behavior during the purchase journey, they identified pain points and improved them. By offering a guest checkout option, expanding payment methods, and simplifying form fields, the company has seen a big drop in abandoned carts, which means an increase in completed transactions.

9. Customer feedback journey map | Retail feedback loops

What happens after a customer shares their feedback? A customer feedback journey map shows you how that feedback flows through your business, from collection to action. Starbucks, for example, uses this type of mapping to track how customers rate their experiences during peak times, like the morning rush. By analyzing feedback from their busiest hours, Starbucks can spot bottlenecks and improve service during those critical times. This kind of journey mapping turns raw feedback into actionable insights that help companies continually improve their customer experiences.

10. Service blueprint journey map | Theme park operations

A service blueprint journey map offers a behind-the-scenes look at the processes that make customer interactions possible. Unlike traditional customer journey maps, service blueprints highlight the “frontstage” where customers interact and the “backstage” operations that support those interactions. A real-world case of effective service blueprint journey mapping can be seen in Disney's theme parks and world resorts. From purchasing tickets to enjoying rides, Disney ensures that well-coordinated, behind-the-scenes efforts, such as ride maintenance and employee training, support every interaction. Using a service blueprint allows Disney to deliver magical, frictionless experiences. Here’s a fascinating behind-the-scenes peek at what goes into improving the guest room experiences at Disney.

Putting the pieces together

Just like solving a puzzle, creating an exceptional customer experience starts with seeing the whole picture. These journey mapping examples show how businesses in all industries — whether in SaaS, healthcare, retail, or beyond — can connect the dots to deliver seamless, satisfying experiences. Are you ready to complete the puzzle of your customer’s experience? TheyDo provides the perfect platform to put the pieces together. Sign up for free to get started.