Customer journey map examples to help you understand your audience.

When creating any new product or service, it’s important to consider your customer journey. Customer journey maps are handy tools that enable you to visualise a customer’s experience with your brand. This includes all touchpoints involved – from awareness to purchase and more.

This article will explain what a customer journey map is and provide examples. It can be challenging to know where to begin with customer journey maps, but with the help of Adobe Express, you’ll have everything you need to get started.

Simple customer journey map examples.

There are many different customer journey map examples that you may use in your business. We’ll start with some simple ones that can help you visualise the user experience in its current form.

The templates below may come in handy for launching a new product, promoting a seasonal sale or encouraging sign-ups for a limited-time offer.

Complex customer journey map examples.

More complex journey maps can be used to not only further understand your customers, but also map out multiple touchpoints or different journeys.

The templates below may be useful for mapping out long-term product procurement, managing multiple sales funnels, or onboarding a subscription-based service.

Business-to-business (B2B) customer journey map examples.

B2B customer journeys are just as important as B2C. They require the same level of thought and attention, especially as B2B sales products and services are often more expensive and can have a longer sales cycle.

B2B customer journey maps may come in handy for onboarding new clients, looking after sales leads during the lengthy sales cycle, or for handling decision-makers and end-users.

“Day in the life” customer journey map examples.

A “day in the life” map will have your customer’s day mapped out, from when they wake up to when they go to sleep. These are in a timeline format, so they can be followed chronologically.

Use customer journey maps to find out when your product or service will be of most value to your customer. For example, understanding your customer’s day can provide valuable context and insights into the thoughts and needs they experience – from their commute to work to their afternoon coffee.

Circular customer journey map examples.

A customer journey may not be linear. If you have a subscription-based product, then using a circular customer journey map may be useful to know how and why a customer does or does not renew a service.

A circular customer journey map may also be used for loyalty programmes or re-engaging customers after a purchase.

Other examples of customer journey maps.

Let’s look at some other examples of customer journey maps – all of which offer a unique perspective on customer needs, behaviours and interactions.

With these examples of customer journey maps, you can go even further with your insights for more strategic future planning:

Empathy maps: These may be used to help inform a customer journey map. They aim to create a shared understanding of how a customer thinks and feels, as well as what they say and do. This helps uncover pain points and allows you to learn exactly what drives your customer.

Customer experience maps: These are used to better understand behaviour, as it relates to a certain experience. They provide contextual insights to help you better understand your customers as people.

Service roadmaps or blueprints: A service blueprint maps out your internal service processes and systems to support customer touchpoints. It may come in handy when making organisational or procedural changes.