Last updated Jul 2020
A field guide to customer journey mapping
Evan Roxanna Ramzipoor,
Author & Contributing Writer
Evan Ramzipoor is a California-based writer and author who has been featured in McSweeney’s, Salon, and others. Check out her work at

Customer Journey Map Examples

Customer journey mapping (CJM) is a powerful tool that enables you to experience your business from your customer’s point of view. Business leaders, executives, UX designers, and product managers create CJMs to visualize a customer’s perspective. Just as a persona is a stylized depiction of who your customer is, a customer journey map is a stylized depiction of what your customer does.

In this series we present a field guide for those starting their own customer journey maps. We’ve covered a lot of ground so far: In the first chapter, we went over why customer journey mapping is so important and how it can benefit your organization. In the second, we gave you a quick guide to creating a customer journey map of your own.

Keep reading to get some inspiration. We’ll go over several great examples of customer journey maps and talk about what makes them so effective.

Example 1: The Atlassian Team’s Customer Journey Map

Atlassian powers organizations all over the world to plan, track, build, and work better together through tools like Jira and Trello. We partnered with their UX team to create this version of a customer journey map that's based on their team plays.

Learn more about this template on Miroverse

How it works

This map aims to visualize what happens when a customer engages with Atlassian’s brand after posting a job ad on the site. At the beginning of the journey, the prospect places an ad and someone from Sales follows up. The customer then interfaces with the brand at multiple touch points: online registration, training, a face-to-face workshop, and eventually a video tutorial.

Why we love it

Atlassian’s map is great because it focuses on both the potential opportunities and pitfalls that each touchpoint presents. For example, when the customer logs in for the first time, their registration email might end up in their spam folder. And when the customer starts using the site for job ads and other needs, Sales follows up with the prospect.

Example 2: Alex Gilev’s Practical Customer Map

Alex Gilev is a UX designer who studied strategy in Harvard Business School, IDEO, and Strategyzer and has a background in behavioral psychology. By day, he helps Fortune 500 companies level up their competitive advantage through great UX. His take on a customer journey map starts with the premise that you want to create a product that is irreplaceable for your customers.

Learn more about this template on Miroverse

How it works

The map helps you create that irreplaceable product by treating it as four different products: Discovery (why would people want to start this journey?), Onboarding (how do you educate customers?), Scaffolding (the regular journey of repeated actions toward a goal), and Endgame (how do you retain your customers?). You then map out the path customers would have to take to experience everything your product has to offer.

Why we love it

This is a great map because it provides a practical view of your customer’s journey. Instead of mapping out an idealized version of their journey, you get to see exactly what path customers take. That allows you to understand whether the path is too long, cumbersome, or complicated.

Example 3: Stan Khrustalev’s Customer Journey Map

If you’re looking for an example of a retail customer journey, look no further than Stan Khrustalev’s map. He is a CX professional with over a decade of experience in customer analytics and customer experience transformation.

Learn more about this template on Miroverse

How it works

This customer journey map showcases a retailer’s customer experience across various stages of a customer lifecycle. By clarifying these touchpoints, the map makes it easy for a CX designer to make an impact.

Why we love it

This map is designed by and for CX designers, and it shows how customer journey maps can be adapted by whoever is using them, for whatever goal they need. The map starts from ground zero, when customers don’t know about the company, and traces a journey toward the loyalty/abandonment stage.

Create your own customer journey map

Ready to start on your own customer journey map? Try Miro's free CJM Template!

Looking to read more about remote collaboration? Start at Chapter 1 of our guide!

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