Learnings and tools for customer experience design
Journey Mapping Smaply

Example journey maps

24. January 2018

Example journey maps

People frequently ask us for example journey maps, soe’ve created some real and some fictional journey maps to show how journey maps can illustrate experiences of different use cases and related to different industries.

Each of the following maps has its own characteristics because it always depends on the case, what kind of data/lanes is helpful to include. Always remember: there is no right or wrong.

Public transport

A research-based journey map including KPIs and numbers. Fields allowing for zoom-in and zoom-out are highlighted.

View journey map

Telecommunications

In this journey map you can zoom into one of the steps to get from a high-level journey map to a detailed journey map. Just click on the link in the second step’s description.

View journey map

Healthcare – patient experience

The patient’s feelings are in the focus of the patient journey map. The differentiation between negative, neutral and positive feelings is particularly easy through green, red and yellow squares.

View journey map

Events

This journey map is based on the real feedback we collected at the Service Experience Camp in Berlin in 2016. It includes a storyboard based on self-made images as well as multiple text lanes focusing on different topics. The map’s language is German, however we think you will also get a good impression if you don’t speak the language.

View journey map

Employee experience

This map shows how journey mapping can be applied to analyze employee experience and illustrate team processes.

View journey map

Online shopping

This journey map focuses on the backstage activities in an online shopping process and gets very close to a service blueprint.

View journey map

Government

In this map you see how stage descriptions and additional files can help adding valuable information to the single steps.

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E-commerce

This is a very clean map illustrating the process from information gathering to the use of a product ordered online. It focusses on different channels and backstage processes of two different personas.

View journey map

Student experience

This is the first step towards creating both a current state and a future state journey map – a very simple solution that shows the status quo as well as the next steps to improve the experience.

View journey map

Gastronomy

The map shows the journey of a customer in a coffee shop and also includes a zoom-in map – the respective fields are highlighted in yellow.

View journey map

Tourism

This is a journey map in German based on the experience of two different personas aiming to compare the two. The emotional journey of the two illustrates where they are both satisfied and where they satisfaction differs. The text lanes explain the reasons.

View journey map

By the way, you are viewing these example journey maps with the sharing mode of Smaply.

Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.
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