We reviewed the best customer journey mapping tools on the market
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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 eight 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.
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
8 best customer journey mapping tools
TheyDo
Smaply
UXPressia
JourneyTrack
Milkymap
Custellence
Miro
Stormboard
1. TheyDo
TheyDo is a customer journey management platform that transforms how teams map, manage, and improve customer experiences at scale.
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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:
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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.
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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:
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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.
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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
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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
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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:
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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
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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:
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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
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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:
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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
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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:
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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
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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:
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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
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.