In today's digital-first world, it is no longer optional to understand your customer's experience; it is encouraged to do so. The many touchpoints from the initial click to the last conversion to the conversions after the purchase can strengthen or even limit the customer's relationship with the brand. Customer journey mapping allows for such insight.

Once completed, a customer journey map allows a brand to visualize the experiences users have with the brand's product or service over time. It exposes friction points, takes users through emotional highs and lows, and exposes opportunities to curate and maximize each stage from awareness to advocacy. No matter if you are a marketing strategist, UX designer, startup founder, or enterprise team lead, journey maps provide clarity to provide better, more personalized customer experiences.

However, there is no one standard journey. The onboarding journey of a user utilizing a SaaS platform, compared to a retail user, and then compared to a healthcare patient in a registered appointment, looks notably different than any other customer journey in the three previous examples. This is the purpose of this guide. To provide you with 9 comprehensive customer journey mapping examples with a link to templates to allow you to get started with your respective journey map, without designing a journey map from scratch.

In this blog, we will explore these real-world examples and outline how you can leverage journey mapping templates to help you improve engagement, generate conversions, and increase customer loyalty. 

Let’s take a look at real-life examples showing how customer journey maps generate results, along with some journey mapping templates you can apply to your business.

E-commerce Purchase Journey

The E-commerce Purchase Journey is a base customer journey map that illustrates interactions of online shoppers with a digital store from the moment they first see a product, to them leaving a review or becoming a repeat buyer. With the base Miro E-commerce Journey Map, this template breaks down all the touchpoints within the customer journey to show businesses where there are pain points, and where there are possibilities to improve the online shopping experience. 

• Template Source: Miro E-commerce Journey Map

• Overview: Tracks the buyer’s path from discovery to checkout to post-purchase follow-up.

• Key Stages: Awareness → Product Research → Purchase → Delivery → Feedback

• Use Case: Ideal for online stores optimizing cart abandonment and delivery experience.

Key Stages:

• Awareness:

This is when the customer first discovers your brand, often through ads, social media, search engines, and referrals.

• Product Research:

The buyer compares options, reads reviews, and checks the product specifications or return policies, etc. All of which are important for trust.

• Purchase:

The customer adds items to the cart, chooses a payment method, and completes check out.

• Delivery:

This is the point of first contact after purchase, normally setting post-purchase expectations. Clarity of tracking, timely delivery, and packaging, each has an impact on happy/satisfied customers.

• Feedback:

After receiving the product, customers may leave reviews, share experiences, and/or reach out to support if there was an issue. 

This journey map is a helpful tool for eCommerce brands that want to reduce cart abandonment, develop better UI design, and improve post purchase communication. For instance, identifying drop off points during checkout can inform shortened forms or trust badges for wary buyers.

SaaS Onboarding Journey

SaaS products are built on user understanding and user adoption in the pre-product-market-fit era. After the onboarding journey, the user experiences your platform first as they evaluate your usability, support, and value. That's why mapping the onboarding journey is so important not just for user experience design teams but for growth marketers, support, and product designers as well. 

• Template Source: Lucidchart SaaS Onboarding Map

• Overview: Illustrates how a new user interacts with your software from signup to becoming an active user.

• Key Stages: Signup → Onboarding Emails → First Login → Feature Adoption → Support

• Use Case: For product teams improving activation and retention.

A SaaS onboarding journey map will break down each step of the user's time on your platform after signing up, as well as their feelings, expectations, friction points, and automation opportunities. For example, when users are feeling overwhelmed during their first login without an onboarding guided tour or contextual tips, the onboarding journey needs to be delivered.

A great SaaS onboarding journey will cover: 

• Signup triggers (What made the user take action to sign up?)

• Welcome email flow that provides expectations and tone

• First session behavior: do they know what to do next?

• Feature Discovery: How easy is it to discover your key tools/features? 

• Support needs: do they know where to get support if they are stuck?

• Retention check: what is keeping them coming back?

• Template Source: Lucidchart SaaS Onboarding Map

• Overview: Illustrates how a new user interacts with your software from signup to becoming an active user.

• Key Stages: Signup → Onboarding Emails → First Login → Feature Adoption → Support

• Use Case: For product teams improving activation and retention.

When teams effectively map out this journey, they can pinpoint onboarding drop off locations, customize user flows, and better retain users in the long term; many contemporary SaaS platforms now include product tours, real-time chatbots, and automated tips, all thanks to having mapped out this journey.

Healthcare Patient Experience Map

In the health care space, touchpoints are important. From booking an appointment on a website to post treatment, every patient’s experience is impacted by ease of use, empathy and responsiveness. A Healthcare Patient Experience Map provides clarity to health care organizations and digital health technology providers to support the entire lifecycle of the patient's experience.

• Template Source: Canvanizer Medical Journey Map

• Overview: Maps a patient’s interaction with healthcare services, from appointment booking to post treatment care.

• Key Stages: Symptoms → Appointment → Diagnosis → Treatment → Recovery

• Use Case: Hospitals, clinics, or telehealth providers.

These journey maps don't just document the key moments of care delivery; they also capture the emotional ups and downs along the way. Patients might experience anxiety in a diagnostic or assessment moment, or frustration in a waiting moment, or confusion about next steps in a transition moment. Charting these touchpoints helps providers see where they can close gaps in communication, review dials in waiting times, or consider how to better support patients through technology usability.

As a thought leader in custom health technology solutions, Agami Technologies has supported a number of health care organizations and health care stakeholders in digitizing their patient engagements and delivery of service flow from developing intuitive appointment booking systems to automating sending follow up reminders and building HIPAA compliant solutions, Agami makes sure that the tech isn't just functional it is building trust and satisfaction with the patient.

This journey map can be especially useful when combined with: 

• Patient surveys to uncover the emotional context

• Appointment and feedback data to identify service bottlenecks

• Staff feedback to flag opportunities for operational improvement

• Technology audit to align systems with patient behavior

• Template Source: Canvanizer Medical Journey Map

• Overview: Maps a patient’s interaction with healthcare services, from appointment booking to post treatment care.

• Key Stages: Symptoms → Appointment → Diagnosis → Treatment → Recovery

• Use Case: Hospitals, clinics, or telehealth providers.

By aligning the delivery of healthcare services to the mapped experiences of the patient, providers can do more than treat symptoms. They can cultivate new relationships.

Travel Booking Journey

The financial services industry is facing increasing pressure to deliver fast, intuitive and human centered service, especially in digital situations. A Banking Customer Service Journey Map does exactly that. It identifies what customers experience with a bank in multiple channels and multiple touchpoints whether in branch, online and/or with mobile apps.

• Template Source: Smaply Journey Map Example

• Overview: Visualizes a customer’s experience with planning and booking a trip.

• Key Stages: Inspiration → Search & Compare → Booking → Travel → Review

• Use Case: Airlines, travel agencies, booking platforms.

This example of journey mapping is particularly useful to clarify: 

• Where customers experience friction as they create accounts or logging in

• How well service reps (or bots) resolution complaints

• What causes users to discontinue use of digital banking solutions

• Where there is opportunity for cross-selling or up selling

• How follow-ups post-resolution promote customer retention

• Template Source: Smaply Journey Map Example

• Overview: Visualizes a customer’s experience with planning and booking a trip.

• Key Stages: Inspiration → Search & Compare → Booking → Travel → Review

• Use Case: Airlines, travel agencies, booking platforms.

By visually observing each of these touchpoints (e.g., delays with KYC, outright failures and glitches in the mobile app, complicated steps in the loan application) banks digitally track and eliminate the roadblocks that frustrate users and lead to churn.

Through eventually integrating operational data (e.g., service ticket volume) and the customer voice (e.g., survey data) into this journey map, you can gain insights from a more comprehensive view.  In turn, these insights can translate into proactively designing more consistent and scalable banking experiences that better retain high\ value customers.

Retail In Store Experience

The in-store experience remains a powerful advantage particularly for impulse purchases, tactile product discovery, and revenue generating trust. An example of customer journey mapping provides retailers a means of visualizing and maximizing the entire physical shopping experience each flow. 

• Template Source: Smaply Retail Journey Template

• Overview: This journey map focuses on the physical shopping experience—from entry to exit covering emotional touchpoints, signage clarity, checkout wait times, and more.

• Key Stages: Entry → Product Discovery → Interaction → Purchase → Exit

• Use Case: Ideal for brick and mortar retailers aiming to improve customer satisfaction and reduce walkouts.

When mapping shopper behavior in real time with emotional triggers, retailers can discover: 

• How easily customers find what they are looking for 

• If the store environment and signage create confusion or friction

• If the in store staff provide timely and useful assistance 

• The average time customers typically wait for a checkout cashier 

• What in the customer journey prompts the shopper to abandon their cart or exit the store prematurely 

• Template Source: Smaply Retail Journey Template

• Overview: This journey map focuses on the physical shopping experience—from entry to exit covering emotional touchpoints, signage clarity, checkout wait times, and more.

• Key Stages: Entry → Product Discovery → Interaction → Purchase → Exit

• Use Case: Ideal for brick and mortar retailers aiming to improve customer satisfaction and reduce walkouts.

Bulleted List Summary:

• Analyze product discovery and discovery zones to enable cross-selling 

• Eliminate signage confusion with respect to store navigation

• Train staff for timely and useful assistance 

• Minimize check-out times with digital POS or queue busting technology 

• Improve revenue and store design loyalty with exit feedback 

When visualized competently, customer journey management provides retail management an opportunity to balance the needs of operational efficiencies with creating a customer delight experience. Adding QR codes, app prompts or loyalty incentives at product and service touchpoints can encourage customer retention and improve data collection, leading to better decision making about the overall store experience.

B2B Sales Funnel Journey

The B2B customer journey does not resemble a handful of short, simple to complete transactions characteristic of B2C. Rather, a B2B customer journey will involve prolonged journeys, multiple stakeholders, thorough comparison of products, and an extended time from awareness to consideration to ultimate purchase. As such, templates can align sales and marketing to capture pain points, engagement details, and content needs at every stage of the funnel.

• Template Source: Lucidchart B2B Funnel Template

• Overview: This journey outlines the multi-touch process B2B buyers go through before committing to a purchase. It’s tailored for long sales cycles, complex buying decisions, and high-value contracts.

• Key Stages: Awareness → Education → Consideration → Evaluation → Decision → Post-Sale Support

• Use Case: Perfect for SaaS, enterprise solutions, or consulting services with layered buying committees.

If firms know this journey, they can:

• Categorize leads more intelligent

• Develop trust with customers through value-based touchpoints

• Create personalized demos, proposals and consultations

• Align sales and marketing so prospective customers experience a seamless conversion

• Nurture clients beyond signing a contract

• Template Source: Lucidchart B2B Funnel Template

• Overview: This journey outlines the multi-touch process B2B buyers go through before committing to a purchase. It’s tailored for long sales cycles, complex buying decisions, and high-value contracts.

• Key Stages: Awareness → Education → Consideration → Evaluation → Decision → Post-Sale Support

• Use Case: Perfect for SaaS, enterprise solutions, or consulting services with layered buying committees.

Agami Technologies works diligently to understand the nuances of how organizations make B2B decisions. Through our tailored digital transformation services such as CRM integrations (Salesforce, HubSpot, etc.), sales automation tools, and lead tracking powered by artificial intelligence (AI), Agami helps businesses minimize funnel friction and reduce deal time velocity. Whether it is planning marketing workflows or automating follow up sequences, Agami helps clients create frictionless buyer journeys that are informed by data and strategy.

Mobile App User Journey

In today's incredibly competitive app marketplace, the user journey does not begin when a user opens your app; it begins the very first time they interact with it either by seeing it in the App Store or seeing an ad for it. Thus, mapping this user journey is crucial for product teams, UX designers, and marketers who want to minimize friction, maximize retention, and create a more enriching experience.

• Template Source: UXPressia Mobile App Journey Map

• Overview: This customer journey map tracks the end-to-end experience of a user interacting with a mobile application—from initial discovery through long-term usage or potential churn.

• Key Stages: App Discovery → Download & Install → Onboarding → Active Use → Retention or Churn

A great mobile app user journey template will allow you to analyze the emotional triggers and technical barriers users experience at every touchpoint along the way. For example, a confusing onboarding sequence can cause a user to abandon the app altogether. On the other hand, an effective push notification strategy can lead to users coming back to an app that has been dormant on their device.

Here are the key takeaways that your journey map will be able to clarify:

• Where users stop-out either during or following the onboarding phase

• Which features users engage with most and least

• Where speed, design and accessibility fit in to create long-term use

• When do users leave the app, and why do they uninstall?

• When, why and what motivates people to upgrade, to share, or to rate your app

By including emotional states (e.g. excitement, frustration, or satisfaction) in your mapping, it will add a layer of depth to what otherwise are just behavioral facts. This emotional output likewise provides hills to climb, paths that go nowhere, and potential dead ends to teams involved in making human centered choices when designing future app flows and feature changes.

University Student Experience Map

Mapping the university student experience is not limited to tracking which course students completed or exam results achieved. Rather, it is about understanding the entire student lifecycle, from their first search for a university, through their transition to alumni. A well-mapped student experience journey allows institutions to identify delight and frustration points across academic, social, and operational experiences. 

• Template Source: Lucidchart Education Journey Mapping Template

• Overview: This journey map captures the academic, administrative, and emotional journey of a student throughout their university lifecycle—from application to graduation.

• Key Stages: Awareness → Application → Admission → Orientation → Academic Life → Graduation → Alumni Engagement

For example, the application stage may identify friction points, such as difficult forms and counselor support concerns. Orientation and semester one present students in uncertain feelings and mapping those emotions can lead to better onboarding programs. The entire experience determines student perceptions of the institution, based on their academic life experience with faculty, buildings and facilities, and student services provided. 

Here is what a journey map typically uncovers: 

• Administrative barriers (financial aid, registration, housing) 

• Emotional transitions (excitement, anxiety, burnout) 

• Academic support gaps (library resources, tutoring, digital applications) 

• Communication gaps (email, notifications, support) 

• Post graduation engagement 

Visually mapping these stages and insights, allows universities to evaluate decisions around retention, satisfaction, and student support systems. It also provides opportunities to personalize outreach, and coordinate and streamline university processes having an impact on student success.

Customer Support Experience Map

Mapping the Customer Support Experience focuses on the emotional and practical journey customers go through when seeking assistance. Whether it's a bug, billing, or product question, support interactions are typically the key make or break moments in the customer relationship.

• Template Source: UXPressia Customer Support Journey Template

• Overview: Maps a user’s experience from initial contact to resolution and follow-up within a support system.

• Key Stages: Issue Identification → Contact Support → Interaction → Resolution → Feedback & Follow-up

This type of journey mapping is useful in finding bottlenecks, long wait times, redundant escalations or poor self-service content. It visually captures the channels used (ex. live chat, email, phone, help center), the pain points experienced by the customer, and the emotional states (frustration during wait times, relief when issues can be resolved quickly).

Key components revealed by mapping the customer support experience include:

• Delays or waiting to first response or resolution

• Absence of personalized support

• Confusion based on inconsistent help content

• Frustration because of a lack of clarity and repeating issues to multiple agents

• Missed opportunities in follow up & proactive outreach

By addressing these opportunities, companies are able to improve both support workflows and customer satisfaction scores, making this journey map particularly useful for support team leads, CX strategists, and product managers to manage support activity in alignment with the brand experience.

Ready to Map Your Ideal Customer Journey?

It is now necessary to understand your customer's journey. Improving onboarding, improving support, and optimizing sales funnel all require journey mapping templates to jump start your design process.

If you are looking to explore further with your journey maps into new digital solutions, more advanced integrations, or AI journey tracking, the right kind of help can add value in your process.

At Agami Technologies, we don’t just follow SaaS trends, we help businesses lead them. Whether you’re scaling your platform, exploring AI integration, or transitioning to usage-based pricing, our team of SaaS specialists is ready to accelerate your growth.

• Book a Free Strategy Call: https://bit.ly/meeting-agami

• Explore Our Solutions: https://agamitechnologies.com/

• Get More SaaS Insights on Our Blog: https://agamitechnologies.com/blog/

Conclusion: Make Every Customer Touchpoint Count

Customer journey mapping is more than a trendy phrase; it's a key pillar for an overall customer centric strategy. Whether it’s a SaaS onboarding, healthcare experience, or a B2B funnel, each customer journey map will help you visualize what is important, which is how your customers feel and act at each stage. 

The templates that we have shared take some of the guesswork out of mapping your customer journey. The real value of these maps will occur when you harness the findings from each phase to optimize experiences, minimize drop offs, and foster loyalty. 

In a highly competitive market, the brands that win are those who have the best understanding of their users. Regardless of if you are an e-commerce company, an educational institution, a tech business, or a retailer, journey mapping is investment in growth. 

Think big, start small, and test often. Let your data drive better decisions; a seamless customer journey isn't nice to have. It’s expected.

Frequently Asked Questions

1. What is a customer journey map, and why is it important? 

A customer journey map visually represents a customer's journey while engaging with a business. This is helpful for understanding pain points, updating touch points, and creating a more seamless and personalized experience that increases satisfaction and therefore conversions. 

2. How do I choose the right customer journey mapping template? 

The best template is determined by your industry, your specific goals. For instance, an e-commerce store could tackle cart abandonment, and a SaaS company could work on onboarding. Begin your customer journey map by clearly defining your most critical touchpoints, and then choose a template because it aligns with the stages of your journey.

3. Can I use journey mapping for internal processes like employee onboarding? 

That's right. Though journey mapping is most often applied to customer experiences, it is applicable to internal experiences, such as onboarding, training, and support systems. It's a very versatile capability to improve any experience.

4. Do I need special tools to create a customer journey map? 

Sure, you can get started with simple tools such as a Google Slides or Google Sheets. But using platforms built for that specific purpose, like Miro, Lucidchart or UXPressia, can formalize the process with templates, collaborative features, and visual structures to guide the process.