Introduction to Journey Maps

A journey map is a visual representation of the customer experience – and is a useful tool for you to be able to view your products/services from the users' point of view. A journey map can be a key part of user experience design and optimisation, and best used for understanding and addressing customer needs and pain points.

Here at Cubb, we've taken the hard work out of journey mapping and have made it easier for our users to start creating their own maps. We have created built-in templates that you can customise and change to suit your needs.

Note: Click here to know more about journey map templates.

Once you have selected your template, you’re ready to start your Cubb journey map. πŸ™‚

Note: A demo journey map and collection will be provided to all our users. The demo journey map located within the demo collection serves as an example, guide, and vision of what a completed journey looks like. Our users are free to make changes with the demo collection and journey map and can explore all features.

Cubb Journey Map Features


  • Swimlanes are subdivisions in the customer journey map that, in Cubb, run horizontally (see image below) and help one to better see and organize information on the map, think of swimlanes as individual categories.  Swimlanes can be used to clarify and distinguish different aspects like responsibilities, capabilities, descriptions, actions, and much more. In Cubb you can customize, reorganize, and interchange your swimlanes to be better suited to your customer journey.

To know more about Swimlanes, check out the links below:


  • The steps are the sequence of your journey map from start to finish, they are the workflow and the engagement of the users to your product/service. With the use of swimlanes, you are able to have a meaningful sequence of steps in your journey map by placing customer emotions, comments, channels, etc which helps identify the purpose of that specific step in your journey map.

Steps can be rearranged and ordered by simply dragging and dropping.


  • Experiments are Cubb's secret sauce! They allow you to create a library of hypothesis-driven CX improvement opportunities that turn your insights into action. A crucial part of making customer experience improvements is running CX experiments. 
  • Creating customer personas and mapping customer journeys gives you a strong understanding of who your customers are and what they want, but that's not enough - now you need to make real improvements to those experiences. How do you do that? By coming up with a range of ideas for CX improvements, deciding on which ones to test, defining a clear hypothesis, and then running an experiment and gathering data to find out whether your changes had the impact you were hoping they would.

Click here to know more about Experiments