Step 1 of 5 — Persona
Who are we mapping
the journey for?

The more real this person feels, the more useful the map. Name them. Describe them. The specificity is the point.

Step 2 of 5 — Goal
What are they trying
to accomplish?

Write it in their voice, not yours. "Get set up financially without the runaround" is a goal. "Experience our frictionless onboarding process" is something a marketing team wrote, not what a person actually thinks.

Step 3 of 5 — Journey Type
What kind of journey
are we mapping?

This shapes the default stage names. You can edit anything later.

Customer Journey
Full lifecycle — awareness through loyal advocate.
Onboarding Journey
Signup to activated user. The experience that determines if they stay.
Employee Experience
Hire to fully productive team member.
Service Recovery
Something went wrong. Map the path back to trust.
Product Launch
Awareness through adoption of something new.
NEW
Customer Service Flow
Where the ticket goes, who handles it, how it gets resolved. Full internal process with team lanes and SLAs.
Renewal & Retention
The contract or subscription is up. Map what actually happens in the window between renewal and churn.
Offboarding & Cancellation
What the customer encounters when they leave. Exit experience, data handling, final communication.
B2B / Enterprise Sales
Multiple stakeholders, procurement, legal. Champion vs. committee. The deal that takes months.
Complaint & Dispute
Formal grievances, chargebacks, regulatory complaints. Parallel customer and internal process paths.
Digital Self-Service
Chatbot, IVR, portal — no human in the loop. Every decision point is succeed or abandon.
Cross-Sell & Upsell
Introducing an additional product to an existing customer. The relationship context changes everything.
Win-Back & Re-engagement
The lapsed customer. Understand why they left before you design any outreach.
Data Governance Lifecycle
Policy creation through enforcement. How a data standard goes from proposed to active to audited.
Data Quality Management
Issue detection through remediation. Where data breaks down, who owns it, how it gets fixed.
Data Access Request
Request through provisioning and audit. Who asked for what, who approved it, when it expires.
Data Incident & Breach
Detection through regulatory notification. The full incident response and reporting chain.
Custom Journey
Define your own stages for any process with steps.
Step 4 of 5 — Industry & Products
What are you selling,
and to whom?

Pick your industry to load suggested products and services. Check what you offer. These appear as product cards on the map — automatically placed in the stage where they fit best. Add, remove, or customize anything.

Step 5 of 5 — Stages
Name the stages
of this journey.

Stage names should reflect what the person is experiencing — not your internal process or department names. Edit freely.