Journey Map Template
A stage-by-stage customer-journey template that surfaces friction and the moments that matter.
What is a customer journey map?
A customer journey map lays out every stage a person moves through with your product or service — from first awareness to long-term use — and records what they do, think, and feel at each step. Customer journey mapping turns a fuzzy "the experience feels clunky" into a specific, shared picture of where it breaks and which moments matter most.
A good journey map template runs the stages across the top and the dimensions you care about down the side — actions, thoughts and feelings, touchpoints, pain points, and opportunities — so the friction and the high-stakes moments jump out of the grid.
Get the journey map template
Pick your format — both contain the same stage-by-stage journey layout.
Opens a duplicatable Figma customer journey map — copy it into your own files and edit it like any frame.
Downloads a printable PDF journey map you can fill in by hand or annotate on-screen.
What goes on a journey map
| Row | What to capture |
|---|---|
| Stages | The phases the user moves through (e.g. Discover → Sign up → Use → Renew) |
| Actions | What they actually do at each stage |
| Thoughts & feelings | What's going through their head; their emotional high and low points |
| Touchpoints | The channels and screens they interact with |
| Pain points | Friction, confusion, and drop-off risks |
| Opportunities | Where a fix or a delight would move the needle |
How to use it
- Anchor it to a persona so the journey is one real person's, not an average.
- Map the current state first — what happens today, friction and all — before you design the ideal.
- Plot the emotional curve across the stages; the lowest dip is usually your highest-leverage fix.
- Convert pain points into opportunities and prioritize them for your roadmap.
Pair it with the rest of the kit
A journey map shows the path. Get inside the person walking it:
- Empathy Map Template — capture what the user says, thinks, does, and feels at a single moment.
- Persona Template — give the journey a face with a one-page portrait of who you're designing for.
A persona answers who you're designing for — pair it with this map to see what they feel and do.
Generate a persona →