5 journey map examples

Are you on the hunt for journey map examples that can elevate your customer experience? You’re in the right spot. A customer journey map is more than just a tool—it’s essential for understanding how your customers interact with your brand. By visualizing each step, you can identify where to improve and where you’re already succeeding. In this blog, we’ll explore real-world journey map examples that show you how to create a smoother, more satisfying experience for your customers.

What is a customer journey map?

Before we get into the journey map examples, let’s quickly cover what a customer journey map actually is. Simply put, a customer journey map is a visual representation of the steps your customers take when they interact with your brand. It captures every touchpoint, from the moment they first hear about you to their post-purchase experience. By mapping out this journey, you can identify pain points and opportunities to enhance the overall experience, ensuring that every interaction is as positive as possible.

Journey map example 1: Retail shopping journey

Persona: Sarah, a 30-year-old professional

Sarah’s journey begins when she spots an ad for a new clothing line on Instagram. Intrigued, she clicks through to the retailer’s website, where she browses the collection and reads customer reviews. She’s tempted to buy but hesitates due to the price. Later, she receives an email with a personalized discount code, which nudges her to complete the purchase. After the sale, Sarah joins the brand’s loyalty program, earning points for future discounts.

This journey illustrates how understanding the customer’s hesitation—like Sarah’s concern about pricing—can lead to strategic actions that encourage purchase decisions. Offering personalized discounts at the right moment can be the difference between a lost sale and a loyal customer.

Key touchpoints: Instagram ad, website, email, loyalty program
Pain points: Price sensitivity
Opportunities: Personalized discounts, engaging social media content

Journey map example 2: SaaS onboarding journey

Persona: Mark, a small business owner

Mark’s journey with a SaaS tool starts when he reads a blog post about it while searching for business solutions. He signs up for a free trial and attends a webinar to get familiar with the features. Before committing, Mark dives into case studies to see how the tool has benefited other businesses like his. Satisfied, he subscribes and receives ongoing onboarding support, including tutorials and check-ins. Mark later becomes active in user forums, sharing insights and learning from other users.

This example shows how a well-designed onboarding process can transform a trial user into a loyal customer. Mark’s journey highlights the importance of continuous support and education, ensuring that new users feel confident and capable.

Key touchpoints: Blog post, free trial, webinar, case studies, user forums
Pain points: Initial complexity of the tool
Opportunities: Strong onboarding support, continuous customer education

Journey map example 3: Travel booking journey

Persona: Emily, a 40-year-old traveler

Emily is planning her next vacation and starts by researching destinations online. She finds a travel agency’s blog that offers unique travel experiences, which leads her to explore the agency’s website. There, she compares itineraries, reads customer reviews, and checks pricing. Once she decides, Emily books her trip and receives personalized follow-up emails with travel tips and a mobile app link to manage her itinerary. After her trip, she shares her experiences on social media and leaves a glowing review.

In this journey, Emily’s interactions show how personalized communication, even after a purchase, can enhance the customer experience and build lasting loyalty. The post-trip engagement encourages customers like Emily to become brand advocates.

Key touchpoints: Blog, website, email, mobile app, social media
Pain points: Overwhelming choices
Opportunities: Personalized post-booking communication, social sharing incentives

Journey map example 4: Healthcare patient journey

Persona: John, a 55-year-old patient

John’s journey begins with an online search for symptoms he’s experiencing. He lands on a healthcare provider’s website that offers a simple symptom checker and books an appointment through the online portal. After his consultation, John receives follow-up care instructions and SMS reminders for future appointments. He also accesses a patient portal to view his test results and communicate with his healthcare team. The provider later sends a satisfaction survey to gather feedback and improve their services.

John’s journey illustrates the importance of clear, consistent communication in healthcare. By providing easy access to information and follow-up care, healthcare providers can ensure patients feel supported and cared for throughout their experience.

Key touchpoints: Website, online booking, SMS reminders, patient portal, satisfaction survey
Pain points: Navigating healthcare information
Opportunities: Easy appointment scheduling, ongoing patient engagement

Journey map example 5: Financial services journey

Persona: Lisa, a 45-year-old professional managing her finances

Lisa’s journey with a financial planning service starts when she attends a webinar hosted by a financial advisor. This leads her to schedule a consultation, where she receives a personalized financial plan. Post-consultation, Lisa is kept engaged through regular email updates that include market insights and tips tailored to her financial goals. She also uses a mobile app to track her investments and communicate with her advisor. Lisa’s loyalty is further reinforced through invitations to exclusive events and webinars.

This example showcases how financial services can create a personalized, ongoing relationship with clients. By providing continuous value through education and personalized advice, companies can foster long-term loyalty and trust.

Key touchpoints: Webinar, consultation, email updates, mobile app, exclusive events
Pain points: Understanding complex financial information
Opportunities: Personalized financial plans, ongoing education and engagement

Ready to create your own journey map?

These journey map examples show how businesses across various industries can use journey mapping to better understand and enhance their customer experiences. By identifying key touchpoints, addressing pain points, and seizing opportunities, you can create a seamless journey that delights your customers at every stage.

Feeling inspired by these journey map examples? Start mapping your customer journey today. By uncovering key insights and acting on them, you can build stronger, more satisfying relationships with your customers, leading to increased loyalty and higher conversions.