A customer journey map is more than a visual diagram—it’s a strategic tool that helps businesses understand what customers think, feel, and do at every stage of their interaction with a brand. The best way to learn how to create one is by looking at real-life examples and using ready-made templates.
This guide will walk you through practical examples from well-known brands, explain why they work, and provide templates you can adapt for your own business.
Why Examples and Templates Matter
Starting from scratch can be overwhelming. Real examples show what works in real-world settings, while templates provide a structured starting point that you can customize. When paired with accurate customer data, they can dramatically improve the efficiency and impact of your mapping process (IBM Consulting, 2024).
Real-Life Customer Journey Map Examples
1. Spotify – Onboarding & Engagement
Spotify uses customer journey mapping to optimize the onboarding process for new users. Their map outlines:
- App download
- Account creation
- Music preference setup
- Personalized playlist delivery
- Push notifications to re-engage inactive users
Why it works: Spotify relies on persona-based mapping to tailor experiences for different music listeners, boosting daily engagement rates (User Interviews, 2025).
2. Amazon – Purchase & Delivery
Amazon’s journey maps are designed around a frictionless buying experience:
- Easy search and filtering
- Personalized recommendations
- One-click checkout
- Real-time order tracking
- Streamlined returns
Why it works: Amazon uses a service blueprint approach, connecting front-end interactions with back-end logistics to ensure reliability and speed (Improvado, 2025).
3. Airbnb – Trust & Safety
Airbnb focuses its mapping on building trust between guests and hosts:
- Browsing verified listings
- Reading host reviews
- Secure payment processing
- Check-in and stay experience
- Post-trip feedback
Why it works: Airbnb uses a day-in-the-life map to find trust-building opportunities, like clearer safety details and improved host communication.
4. Starbucks – Mobile & In-Store Experience
Starbucks aligns its mobile ordering with in-store pickup using a touchpoint-specific map:
- Mobile order and pay
- Real-time order status
- Pickup counter interaction
- Loyalty program tracking
Why it works: Mapping a single touchpoint allows Starbucks to optimize speed and convenience while keeping customers engaged (IBM Consulting, 2024).
5. SaaS Startup – Free Trial Conversion
A small SaaS company created a current state map to analyze why trial users weren’t upgrading:
- Weak onboarding emails
- Limited feature education
Results: After adding tutorials and in-app guidance, trial-to-paid conversion increased by 20% in three months (Improvado, 2025).
Customer Journey Map Templates You Can Adapt
Template 1: Current State Map
Purpose: Understand your current customer experience.
Sections to include:
- Persona details
- Journey stages
- Actions, thoughts, and emotions
- Pain points
- Opportunities for improvement
Template 2: Future State Map
Purpose: Design your ideal customer experience.
Sections to include:
- Desired actions and outcomes
- Positive emotions to encourage
- Process or technology changes needed
- Success metrics
Template 3: Day-in-the-Life Map
Purpose: Understand customer context and timing.
Sections to include:
- Timeline of a typical day
- Activities and goals
- Emotions
- Brand interaction moments
Template 4: Service Blueprint
Purpose: Connect customer actions to internal processes.
Sections to include:
- Customer-facing actions
- Backstage activities
- Supporting systems
- Policies and procedures
Template 5: Touchpoint Map
Purpose: Improve a single interaction.
Sections to include:
- Touchpoint name and goal
- Step-by-step journey
- Emotions and obstacles
- Actionable improvements
Best Practices for Using Examples & Templates
- Customize for your business – Adapt examples and templates to match your industry and customers.
- Use real customer data – Analytics, surveys, and interviews make maps accurate and actionable.
- Show emotions visually – Color-coding and icons make emotional journeys easy to understand.
- Collaborate across teams – Include input from marketing, sales, operations, and support.
- Update regularly – Review maps every 6–12 months to reflect evolving customer behavior (User Interviews, 2025).
Expert Insight from Mr. Phalla Plang
“Templates save time, but they’re most valuable when adapted to fit your real customer journey,” adds Mr. Phalla Plang.
Note
Looking at real-life customer journey map examples from top brands like Spotify, Amazon, and Starbucks shows how mapping can improve onboarding, delivery, trust, and overall experience. With templates as your starting point—and data to guide your adjustments—you can create maps that directly improve your customer experience and business results.
More Read
References
IBM Consulting. (2024, September 19). What is a customer journey map? IBM. https://www.ibm.com/think/topics/customer-journey-map
Improvado. (2025, July 1). Customer journey marketing: Mapping guide 2025. Improvado. https://improvado.io/blog/customer-journey-map
User Interviews. (2025, January 3). 150+ best customer journey map templates and examples. User Interviews. https://www.userinterviews.com/blog/best-customer-journey-map-templates-examples
