Top 9 customer journey map examples to inspire your team

Customer journey mapping is one of the most powerful tools in your product team's arsenal. Whether you’re optimizing an existing experience or designing a new one, mapping out your customer journey helps you gain a deeper understanding of the steps, emotions, and motivations of your users. And if you’re looking for some inspiration to craft your own customer journey map, you’re in the right place.

In this article, we’ll dive into nine real customer journey map examples from Miro’s community. You’ll get practical insights on how others have approached the customer journey mapping process, plus a few handy templates and tips for building better customer experiences. Let’s explore how you can create a roadmap that helps improve business outcomes and ultimately guides your users toward success.

CJM explained

Customer journey mapping might seem simple at first glance, but it’s so much more than placing stages on a board. It’s about gaining empathy for your customers, understanding their needs, and using that understanding to create experiences that truly resonate. Let’s break it down.

A customer journey map (CJM) is a visual representation of the journey your customer takes when interacting with your product, service, or brand. It’s essentially the story of their experience—capturing every stage they go through, every touchpoint they interact with, and the emotions, thoughts, and challenges they encounter along the way.

Here’s what a typical CJM includes:

• Stages: The key phases of a customer’s journey, like awareness, consideration, purchase, and retention.

• Touchpoints: Specific interactions between the customer and your brand, like visiting your website, using your product, or contacting support.

• Customer emotions and thoughts: The highs and lows of their journey—what they’re feeling and thinking at each stage.

• Pain points and opportunities: Insights into areas where customers face challenges, and where you have room to surprise and delight them.

Why is a customer journey map important?

Understanding your customers is crucial for building a product or service they’ll love. A CJM is important because it helps you:

• Identify and resolve pain points: You’ll see exactly where customers are getting frustrated, so you can take targeted action to fix it.

• Spot opportunities to delight: By understanding your customers’ needs, you can design moments of joy that set your brand apart.

• Align teams around the customer: Everyone on your team—from product to support—gains a shared understanding of the customer experience.

• Make better decisions: When your initiatives are rooted in customer insights, they’re more likely to succeed.

How do people use customer journey maps?

Customer journey maps aren’t just for product teams—they’re used across entire organizations to improve the customer experience.

• Product teams use CJMs to refine features and workflows.

• Marketing teams use them to tailor messages and campaigns.

• Support teams use them to proactively address customer pain points.

• Leadership teams use them to guide strategic priorities.

Done right, a customer journey map is more than a document—it’s a blueprint for delivering meaningful and impactful customer experiences.

Customer journey map examples from our community

At Miro, we’re inspired by how our users use our innovation workspace to solve problems visually. Here are nine customer journey map examples from our community that showcase the creative and practical ways teams are improving customer experiences.

Customer journey map for an online grocery store by Columbia Road

Columbia Road tackled the e-commerce customer journey for an online grocery store. The Columbia Road customer journey map template explored the experience from browsing products to completing a purchase, highlighting key customer emotions and potential roadblocks at each stage.

Using Miro’s customizable templates, Columbia Road identified friction points like confusing product filters and improved the checkout process. This CJM example is a perfect reminder that even small changes can have a big impact on customer satisfaction.

Practical customer journey mapping by Alex Gilev

Alex Gilev’s journey map is all about practicality. It goes deep into touchpoints, detailing customer interactions like email communications, onboarding flows, and help center use.

Customer journey map by Hanan A.S.

Hanan A.S. created a CJM template focused on building a persona and mapping their feelings and emotions, and how these affect the customer journey.

Customer journey map for customer experience by Essense

Essense’s CJM template took a macro view, covering the entire customer lifecycle from brand discovery to loyalty-building. Feedback loops were a standout feature, showing how customers cycle between stages based on satisfaction.

Customer journey map by XO Projects

XO Projects focused on B2B relationships, creating a CJM template by XO projects that mapped the client experience from sales outreach to post-project follow-ups.

Customer journey map by Daria Gogoleva

Daria Gogoleva’s CJM template explored the Miro customer experience, breaking down every micro-interaction.

Customer journey map by Eva Huse Pedersen

Eva Huse Pedersen crafted a CJM template for a digital product, focusing on both the technical and emotional sides of the customer journey.

Customer journey map by Sandra Heinzen

Sandra Heinzen mapped the customer journey template using Rainmaking, Experience Design, and Storytelling techniques to prototype the customer’s experience.

Customer journey map by Atlassian

Atlassian’s CJM template takes a holistic approach, embedding all sorts of insights into the map. The result is a living, breathing document that adapts as customer needs change.

Two other CJM templates for your toolkit

If you’re looking for a place to start, here are two must-have templates from Miro:

Customer journey map template

This CJM template is designed to help you visualize your customer’s journey from start to finish. Whether you’re mapping an e-commerce experience or a SaaS onboarding process, this template provides a simple and flexible structure that you can adapt to your needs. You can start with the basic layout and then customize the stages, touchpoints, and emotions as you see fit.

Customer touchpoint template

For a more focused map, Miro’s customer touchpoint template is ideal. This one’s perfect if you want to zoom in on specific interactions, whether it’s the checkout process or a customer support conversation. The customer touchpoint template gives you a framework for assessing each touchpoint’s effectiveness and aligning it with your overall business goals.

How to build better customer experiences with Miro

Ready to create your own CJM? Miro’s powerful features make it easier to collaborate, visualize, and turn insights into action. Here are six steps to guide your journey.

1. Start with the right template

Begin with Miro’s pre-designed customer journey map template or explore other options in the Miro Template Library. These templates save time and ensure you don’t overlook critical details.

Pro tip: Personalize the framework by adding or removing stages and touchpoints to match your unique customer journey.

2. Engage your team with real-time collaboration

Bring in diverse perspectives with Miro’s real time and async collaboration tools. Features like sticky notes, comments, and @mentions make gathering input seamless—even if your team is remote.

3. Visualize every stage of the journey

Use Miro’s visual tools—like shapes, arrows, and color-coded icons—to create an engaging map. Represent emotions with visuals and connect touchpoints to show flow.

4. Highlight opportunities for improvement

Identify pain points and mark them on your map with sticky notes or comments. Use Miro AI to summarize findings and turn them into actionable insights.

5. Iterate and evolve your map

Use Miro’s version control to track changes and refine your CJM over time. Regular updates ensure your map stays relevant.

6. Share your map with stakeholders

Export your CJM as a PDF or PNG, or invite stakeholders to view and collaborate directly in Miro. This keeps the map dynamic and actionable.

By following these steps and leveraging Miro’s features, you’ll create a customer journey map that doesn’t just sit on a shelf—it drives real impact for your business.

Ready to start mapping? Open Miro, choose a template, and watch your customer experience transform.