Customer Journey Map Maker (plus Empathy Maps & User Story Maps)
Map a customer’s journey, what they feel, and the stories that fix it.
Try before you buy.
- Free preview: your journey, empathy and story maps, built and edited in full, shown at preview size with a MySmartCoPilot watermark.
- Locked until you unlock it: download.
- Unlock: Premium pass, ₹799 for 30 days or ₹249 for 1 week, a one-time payment that never renews. Unlock: Premium pass, $19.99 for 30 days or $7.99 for 1 week, a one-time payment that never renews.
Ways to unlock shows how to get the full result.
Printing this result is locked in the free preview.
Your maps are kept in this browser on this device; nothing is uploaded.
Stages
Stage
For the persona of the journey map . One item a line.
Activities and steps
Releases
Stories
Drag a card to another step or release, or open it to move it.Locked in the free preview. Opens the ways to unlock this result.
Locked in the free preview. Batch runs unlock with a pass.
Locked in the free preview. Query results unlock with a pass.
About the Customer Journey Map Maker (plus Empathy Maps & User Story Maps)
A customer journey map lays one kind of customer’s experience out in stages — from first hearing of you to buying, using and coming back — and, for each stage, lanes: what they do, where they meet you (touchpoints and channels), what they think, how they feel (an emotion curve from −3 to +3), their pain points, your opportunities, who owns the stage and the KPIs that measure it. Seen together, the low points of the curve show where to act first.
The same project holds an empathy map of the persona — what they say, think, do and feel, their pains and gains — and a user story map: activities and their steps along the top, and the stories that improve each step below, sliced into releases by dragging the cards. Start from a template (an e-commerce purchase, SaaS onboarding, a patient visit, opening a bank account, a hotel stay or B2B buying) or a blank map, and every change is drawn at once.
Your work is kept in this browser and saved as a project file of your own. With a Premium pass the maps download as an A3 or A4 landscape PDF, an editable PowerPoint deck, PNG and SVG pictures, and the stories as a CSV for your issue tracker; without one, everything is built and edited in full and the map shows as a free preview with a watermark.
How to use it
- Pick a template and press Use (twice, as it replaces the map in this browser), or start from the blank map. Give the journey a title, a persona and a scenario.
- Name the stages (two to ten) and choose the lanes to show. Pick a stage in the list to fill in its lanes — one item a line — and set its emotion from −3 to +3 with a word for it.
- Switch to Empathy map and fill in what the persona says, thinks, does and feels, and their pains and gains.
- Switch to Story map: name the activities and their steps, add releases, add a story under a step and drag it to the release it belongs to — or open a card to move it with the lists.
- Read the checks under the editor: stages with nothing written, low emotions without a pain point, stories outside a step.
- Press Save project to keep your work as a file. The PDF, PowerPoint, PNG, SVG and stories CSV downloads unlock with a Premium pass.
Examples
Persona: Priya, 32 · Discover → Compare → Buy → Wait for delivery → Use or return
Emotion +1 → 0 → −2 → −1 → +2 Pain at Buy: the delivery fee shown at the last step · Opportunity: show delivery costs on the product page Story for Release 1: see delivery costs before checkout
The dip at checkout points to the first fix; the story map turns it into a story for the first release.
Persona: Marco, operations manager · Sign up → First login → Set up → Invite the team → Make it a habit
Lowest point: Set up (−2, the import mixes up dates and owners) KPIs: activation within a day, import success rate
Summary,Description,Issue Type,Epic,Labels,Release,Rank See delivery costs before checkout,,Story,Buy,cart,Release 1,3
Common uses
- Running a journey-mapping workshop and sharing the result as slides.
- Finding the stage where customers are unhappiest and deciding what to fix first.
- Turning research notes into a persona’s empathy map.
- Planning releases from a story map and importing the stories into an issue tracker.
What goes in each lane
- Actions: what the customer does at the stage.
- Touchpoints and channels: where they meet you — an ad, a page, an email, a shop, a call.
- Thoughts: their questions and doubts, in their own words.
- Emotion: how they feel, from −3 to +3, drawn as a curve with a face at each stage.
- Pain points: what frustrates or slows them.
- Opportunities: what you could change.
- Owners and KPIs: who is responsible for the stage and how it is measured.
Write from research — interviews, support tickets, reviews, analytics — rather than from what you hope customers do.
Empathy maps and story maps
An empathy map looks at the persona rather than the process: what they say (quotes), think (what they may not say), do (what you can observe) and feel, and what they want to avoid (pains) and gain. It keeps the journey honest about the person living it.
A user story map turns the journey into work. The top row is the backbone of activities the user carries out, broken into steps; under each step go the stories that support it, and horizontal releases slice the map so each release delivers a usable journey end to end. Moving a story between releases is a planning decision, so the board makes it a drag (or a choice in the story’s editor).
The downloads
With a Premium pass: - PDF: A4 or A3 landscape, one page for each map, then their text, so the file reads and searches. - PowerPoint: three slides — the journey as a native table with the emotion curve as shapes, the empathy map and the story map as text boxes — all editable. - PNG and SVG: the map on screen, as a picture or as a vector drawing. - Stories CSV: Summary, Description, Issue Type, Epic (the activity), Labels (the step), Release and Rank columns, which issue trackers map on import.
The project file (Save project) is your own work and always downloads.
Limitations
- One persona and one journey per project; save a project file for each persona.
- Up to 10 stages, 12 activities with 8 steps each, 8 releases and 400 stories.
- The PDF’s text pages use a Latin font: text in other scripts shows on the map pages but may show as “?” on the text pages.
- Your work stays in this browser: clearing its data removes it, so keep a project file.
Privacy
On this device; its files download once
Everything you type stays in this browser’s storage on this device and in the files you save; nothing is uploaded.
Frequently asked questions
What do I get without a pass?
Without a pass, Customer Journey Map Maker (plus Empathy Maps & User Story Maps) shows your journey, empathy and story maps, built and edited in full, shown at preview size with a MySmartCoPilot watermark. Until you unlock it, the result can’t be downloaded. A Premium or Ultimate pass, a one-time payment that never renews, unlocks the full result. The pricing page lists the passes and their prices.
What is a customer journey map?
A picture of one kind of customer’s experience over time: the stages they go through, what they do, think and feel at each, and where it goes wrong. Teams use it to agree on the problems worth fixing and who owns them.
What should the emotion curve show?
How the persona feels at each stage, from −3 (very bad) to +3 (very good), ideally from research such as interviews or survey scores. The low points are where pain points and opportunities matter most.
How is a story map different from a backlog?
A backlog is a list; a story map arranges the same stories under the steps of the user’s journey and slices them into releases, so each release delivers a whole journey and gaps show at once.
Can I import the stories into Jira or another tracker?
Yes: the stories CSV has Summary, Description, Issue Type, Epic, Labels, Release and Rank columns, which trackers’ CSV imports let you map to their fields.
Do I need a pass?
To download the PDF, PowerPoint, PNG, SVG or stories CSV, yes: a Premium pass unlocks every Premium tool. Without a pass you build and edit all three maps in full and see a free preview of each with a watermark; saving your project file is always open.