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How to create a simple Customer Journey Map in FIgma

In this short guide we'll walk you through step-by-step, how to create a basic customer journey map using Figma, one of the most popular tools used by product designers and UX researchers.

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Step 1: Define Your Objectives ‍

Begin by setting clear goals for your customer journey map. Ask yourself, "What do I want to achieve?" For instance, you might want to pinpoint where customers are dropping off during the purchasing process to increase conversions.

Step 2: Gather Information

‍ Collect relevant data and insights about your customers' experiences. This could involve customer surveys, interviews, website analytics, or customer support feedback. For example, you might discover from your website analytics that users frequently abandon their shopping carts during the checkout process.

Step 3: Create Personas (Optional)

‍ If your customer base has distinct groups with different needs, create personas to represent them. An example persona could be "Savvy Shopper Sarah," who prefers online shopping and values user-friendly websites.

Step 4: Start a New Figma Project

‍ Open Figma and create a new project dedicated to your customer journey map.

Step 5: Create a Blank Canvas

‍ Within your Figma project, establish a blank canvas where you'll build your customer journey. You can choose the canvas size according to your project's requirements.

Step 6: Define Stages

‍ Identify the major stages of your customer journey. For example, if you run an e-commerce site, your stages could include "Awareness," "Product Search," "Checkout," and "Post-Purchase Experience."

Step 7: Add Touchpoints

‍ Within each stage, insert touchpoints or interactions your customers have with your brand. Examples of touchpoints are "Website Visit," "Email Confirmation," "Customer Support Call," and "Social Media Engagement."

Step 8: Plot Customer Actions

‍ Use arrows or lines to illustrate the flow of the customer journey from one touchpoint to another. Include labels or notes to describe what happens at each step. For instance, you could show how a user moves from browsing products on your website to adding items to their cart during the "Product Search" stage.

Step 9: Highlight Pain Points and Opportunities

‍ Identify pain points where customers might face challenges or frustrations, and opportunities for improvements. Imagine a scenario where customers abandon their shopping carts during the "Checkout" stage due to a complicated payment process—this would be a pain point.

Step 10: Include Customer Thoughts and Emotions

‍ Incorporate customer thoughts and emotions at various touchpoints. You can use text or visuals to represent these feelings. For instance, during the "Post-Purchase Experience," you might note that customers feel excited and satisfied upon receiving their order.

Step 11: Collaborate and Iterate

‍ Leverage Figma's collaboration features to work with team members. Share the customer journey map with colleagues and gather their feedback. Make adjustments and improvements based on their input.

Step 12: Finalize the Customer Journey Map

‍ Once you've refined your map, ensure it's visually appealing and effectively conveys the customer's experience. It should be a polished representation of your findings.

Step 13: Share and Present

‍ Share the finalized customer journey map with your team to inform decisions on enhancing the customer experience. Use it as a visual reference during meetings and discussions.

Step 14: Update as Needed

‍ Remember that customer journeys evolve, so revisit and update your map as circumstances change. This ensures that it remains a valuable tool for improving the customer experience over time.

Create a User Journey Map in Figma: A Step-by-Step Guide

Learn how to create a user journey map in Figma with our step-by-step guide.

Posted May 15, 2023

customer journey map figma

As a UX designer, it's important to always keep your user in mind when creating a product or service. One useful tool for understanding and improving the user's experience is a user journey map. In this article, we will guide you through the process of creating a user journey map using Figma, a popular design tool, step by step. By the end of this article, you will have the knowledge and skills to create an effective user journey map to enhance your UX design.

What is a User Journey Map?

A user journey map is a visual representation of the user's experience when interacting with a product or service. It illustrates the user's thoughts, feelings, and actions from the moment they become aware of the product or service, through the process of purchasing, using, and ultimately deciding whether to continue using it.

Creating a user journey map can help businesses identify pain points in the user experience and make improvements to increase customer satisfaction and loyalty. By mapping out the user's journey, businesses can gain a better understanding of their customers' needs and preferences, and tailor their products or services accordingly. User journey maps can also be used to identify opportunities for upselling or cross-selling, as well as areas where additional support or resources may be needed to enhance the user experience.

Why Create a User Journey Map?

By mapping out the user's journey, you can identify pain points and opportunities for improvement in the user's experience. It can also help you understand how users interact with your product or service so you can make informed design decisions that align with your users' needs and goals.

Another benefit of creating a user journey map is that it can help you prioritize features and functionality based on the user's needs. By understanding the user's goals and pain points, you can focus on the most important aspects of your product or service and ensure that they are optimized for the user's experience.

Additionally, a user journey map can be a valuable tool for collaboration and communication within your team. By visualizing the user's experience, you can facilitate discussions and brainstorming sessions that lead to better solutions and a more cohesive understanding of the user's needs.

How User Journey Maps Help Improve User Experience

User journey maps help you gain empathy for your users by putting yourself in their shoes and understanding their emotions, aspirations, and pain points. They also enable you to identify the touchpoints where the user experience can be improved by addressing these issues and creating more meaningful interactions.

Another benefit of user journey maps is that they can help you prioritize which areas of the user experience to focus on first. By identifying the pain points and areas of frustration for users, you can determine which touchpoints are most critical to address in order to improve the overall experience.

Additionally, user journey maps can be used to align stakeholders and teams around a shared understanding of the user experience. By visualizing the user journey and highlighting areas for improvement, everyone involved in the project can have a clear understanding of the goals and objectives for improving the user experience.

Understanding the Different Stages of a User's Journey

A user journey typically includes the following stages:

  • Awareness: The user becomes aware of the product or service.
  • Consideration: The user evaluates whether the product or service is worth using.
  • Purchase: The user decides to purchase the product or service.
  • Usage: The user engages with the product or service.
  • Loyalty: The user becomes loyal to the product or service and continues to use it.

Understanding these stages is important because it provides a framework to structure your user journey map.

However, it's important to note that not all users will follow this linear path. Some users may skip certain stages or repeat them multiple times before making a purchase or becoming loyal to a product or service. It's important to keep this in mind when creating your user journey map and to be flexible in your approach to accommodate for different user behaviors.

Gathering Insights for Your User Journey Map

The first step in creating a user journey map is to gather insights. This can be done in a variety of ways, such as conducting user interviews, surveys, or usability tests. The goal is to understand how users interact with your product or service, what their pain points are, and what their expectations and needs are.

Another effective way to gather insights for your user journey map is to analyze user data. This can include data from website analytics, customer support interactions, and social media engagement. By analyzing this data, you can gain a deeper understanding of how users are interacting with your product or service, and identify areas where improvements can be made to enhance the user experience.

Identifying Pain Points and Opportunities for Improvement

Once you have gathered insights, the next step is to identify pain points and opportunities for improvement. Pain points are areas where users experience frustration, confusion, or other negative emotions while interacting with your product or service. Opportunities for improvement are areas where the user experience can be enhanced.

One effective way to identify pain points and opportunities for improvement is to conduct user testing. This involves observing users as they interact with your product or service and noting any areas where they struggle or encounter difficulties. User testing can provide valuable insights into how users actually use your product or service, as opposed to how you think they use it. This information can then be used to make targeted improvements that address specific pain points and enhance the overall user experience.

Sketching Out Your User Journey Map

The next step is to sketch out your user journey map. This can be done on paper or using a digital tool like Figma. Start by laying out all the touchpoints in the user journey, and then add details like emotions and pain points associated with each touchpoint. Use visual aids like icons, colors, or illustrations to make your map more engaging and visually appealing.

Using Figma to Create Your User Journey Map

Figma is a powerful design tool that makes it easy to create user journey maps. To create a user journey map in Figma, start by creating a new project and then select the "User Journey Map" template. This will give you a pre-built framework to work with, including sections for each stage of the journey and space to add details.

Adding Details to Your User Journey Map in Figma

Once you have your template set up, it's time to start adding details to your user journey map. Use text boxes to describe each touchpoint in the user journey, and add icons or illustrations to make the map more engaging. Use colors to indicate positive and negative emotions or to distinguish different user personas if applicable.

Tips for Creating a Clear and Effective User Journey Map

Some tips for creating a clear and effective user journey map include:

  • Be concise and use clear language to describe touchpoints.
  • Use visual aids like icons, illustrations, and colors to make the map more engaging.
  • Consider breaking the map up into different sections for different user personas or segments.
  • Focus on the user's emotions and pain points to make the map more relatable and empathetic.

Sharing and Collaborating on Your User Journey Map in Figma

Figma makes it easy to collaborate on your user journey map with other team members. Use the "Share" feature to invite collaborators or stakeholders to view and comment on your map. You can also use Figma's intuitive commenting and feedback tools to gather feedback and make revisions to your map.

Using Your User Journey Map to Improve Your Product or Service

Once you have created and refined your user journey map, it's time to put it to work. Use the insights you have gained to make informed design decisions and improvements to your product or service. Incorporate user feedback and iterate on your design based on your user journey map to create a more seamless and satisfying user experience.

Examples of Successful User Journey Maps

Some examples of successful user journey maps include:

  • Spotify's user journey map, which highlights the emotional journey of users discovering and enjoying music on the platform.
  • Airbnb's user journey map, which illustrates the steps that users go through when booking and using accommodations on the platform.
  • Hootsuite's user journey map, which depicts the journey of social media managers using the platform to manage their social media presence.

Conclusion: Creating a User Journey Map in Figma is Essential for UX Design

In conclusion, user journey maps are a powerful tool for understanding and improving the user experience of your product or service. By creating a user journey map using Figma, you can gain empathy for your users, identify pain points and opportunities for improvement, and ultimately create a more satisfying and seamless user experience. Use the tips and insights in this article to create your own effective user journey map and elevate your UX design to the next level.

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2D graphic showing a customer, and a dotted line representing a customer journey, to a graphic location point, suggesting the outcome of the customer journey.

Top 5 Customer Journey Mapping Tools (+ Templates)

As the digital world continues to change, you must know more about your customer's journey. Customer Journey maps help you see and analyze how customers interact with your brand. You can improve marketing strategies and customer experiences using them. Let's explore customer journey mapping tools and top templates that you can use to understand customer behavior better and create customer-centric products and services.

A customer journey map is a visual storyline of a customer's experience with a brand—from initial contact to long-term engagement. Such maps are crucial for you to understand and improve customer interactions. With the right tools, creating these maps becomes easier and more effective. 

Explore the top five customer journey mapping tools and templates to streamline your design efforts and elevate the customer experience.

But first, let’s get into some basics. 

Why Use a Customer Journey Map?

Customer journey maps serve a specific purpose : to show customers' paths with your brand. They reveal insights into customer interactions. Let’s understand how customer journey maps contribute to a more customer-centric business approach.

Matt Snyder, Head of Product and Design at Hivewire, discusses the power of journey mapping.

  • Transcript loading…

1. Enhance Customer Understanding

Creating a journey map fosters a deep understanding of your customers. You see their experience through their eyes. This insight helps you create a customer experience design and tailor services to their needs, which will ultimately lead to higher satisfaction and loyalty.

2. Identify Pain Points

Mapping the customer journey highlights areas where customers face challenges. You can work on solutions as you identify these pain points. 

3. Boost Cross-Functional Collaboration

Journey maps bring various teams together, from marketing to product development . This collaboration ensures a cohesive strategy. It can enhance the consistency and quality of customer interactions across all touchpoints.

4. Informed Decisions Based on Real Data

Teams create customer journey maps based on real user data. This helps all stakeholders make informed, strategic decisions that are aligned to ensure a better match between what customers want and what the business offers.

5. Foster Innovation

Journey maps inspire innovation in customer experience. They reveal opportunities and spark new ideas that could lead to breakthroughs in brand engagement. This innovation shapes how you connect with your audience.

How to Create a Customer Journey Map

Creating a journey map is a strategic process that unveils how customers interact with your brand. It provides a detailed overview of their experience, from initial contact to post-purchase engagement. This section guides you through the essential steps to craft a comprehensive customer journey map.

Define Your Map’s Business Goal : Determine the purpose of the map and its target audience. Focus on specific user experiences it aims to address.

Conduct Research : Gather data on customer experiences across all touchpoints. Collect statistical and anecdotal evidence using customer interviews , surveys , and social media insights.

Whether it’s an interview or a survey, the quality of the results depends on the quality of the questions. Watch William Hudson, UX expert and Author, discuss how to write good questions. 

Review Touchpoints and Channels : Identify all customer touchpoints and channels. Customers may make online bill payments or do other work through your app. 

Make a Persona : Create a customer persona where you understand customer actions, thoughts, feelings, and needs. You must identify barriers and annoyances.

Sketch the Journey : Combine all elements, including touchpoints, timescale, and persona. Illustrate the customer's path through these elements. Note down their emotions at each stage.

Iterate and Refine : Continuously improve your sketch with the aim of an ideal representation of the customer journey.

Share with Stakeholders : Ensure all stakeholders understand the map’s significance. It helps you enhance customer experiences and benefit the organization.

Tools and Software for Customer Journey Mapping

The right tools for customer journey mapping can make a significant difference. We’ll discuss the top five tools and provide a starter template for each tool to help you get started. This synergy ensures you extract maximum value from the tool and its accompanying template. Let's explore some of the top options available.

Different tools you can use for customer journey mapping

© Interaction Design Foundation, CC BY-SA 4.0

ClickUp's customer journey map example template.

© ClickUp, Fair Use

ClickUp stands out for crafting outstanding customer journey maps. You can visualize your workflow using its whiteboard tool and mind map creator. These tools allow you to map out every stage of your customer's journey, including awareness, purchase, repeat buying, and churn.

Additionally, ClickUp provides a variety of pre-made templates for customer journey maps. This saves time and effort. The Mind Maps feature lets you set up detailed workflows and approval processes. It simplifies the task of assigning dependencies for each step.

Best Features

Whiteboard to visualize ideas.

Mind Map Maker for dynamic outlines and flowcharts.

Customizable templates for different use cases.

Variety of views for task management and journey mapping.

Limitations

Numerous customizations can be overwhelming. 

A steep learning curve for new users.

Free Forever plan.

Unlimited: $7/month per user.

Business: $12/month per user.

Enterprise: Custom pricing.

ClickUp’s Customer Journey Map Template

ClickUp's customer journey map template helps teams visualize the customer's path. It allows teams to track actions, touchpoints, and experiences for strategic improvements. This tool fosters collaboration, as team leads can oversee the journey for a seamless customer experience from awareness to conversion.

Get the template

Image showing an example of a customer journey map template in Miro.

© Miro, Fair Use

Miro is a versatile digital whiteboarding platform. It excels in facilitating remote collaboration across teams. You can use Miro for brainstorming , project planning, and customer journey mapping. Its intuitive interface and extensive template library make it a popular choice.

Expansive template library for various use cases.

Real-time collaboration tools for product teams and cross-functional stakeholders. 

Integration with popular apps like Slack, Microsoft Team and Jira.

Infinite Canvas offers vast space for mapping complex journeys.

New users may find using Mitro overwhelming due to its extensive features.

Occasional lag with larger boards or when many users collaborate.

Limited customization options in templates.

Basic: Free with limited features.

Starter: $8/month per user.

Business: $16/month per user.

Enterprise: Custom pricing for comprehensive needs.

Miro’s Customer Journey Map Template

This Miro template features a comprehensive customer journey map. It helps teams capture key goals, struggles, actions, touchpoints, and customer feelings. Miro enables collaborative editing and brainstorming to support the process. It makes the mapping exercise highly interactive and efficient.

3. Figjam by Figma

Figma's journey map example.

© Figma, Fair Use

Figjam by Figma is an excellent tool for collaborative interface design and prototyping . It lets people and teams create designs from scratch, including customer journey maps. 

This tool has a free whiteboarding feature. It's great for sketching designs and wireframes . While mainly for UI / UX design , it stands differently than other customer journey mapping tools.

Modern pen tool for precise design.

Plugins for automating tasks.

Flexible styles and accessible libraries.

Easy export options for sharing designs.

No offline accessibility .

Difficulty in finding specific resources in the community section.

Limited image manipulation options when you create customer journey maps.

Free plan available.

Professional: $12/month per editor.

Organization: $45/month per editor.

Enterprise: $75/month per editor. 

Figjam by Figma’s Customer Journey Map Template

This FigJam template includes a profile section that ensures teams focus on the user. Key sections capture user actions, goals, emotions, opportunities, and challenges. You can document the learnings at the end and add insights for future strategies.

4. Lucidchart

Lucidchart’s journey map example.

© Lucidchart, Fair Use

Lucidchart is an advanced diagramming tool that creates customer journey maps. It enables teams to collaborate and visualize complex processes, systems, and customer interactions. 

Integrates data into diagrams for dynamic mapping.

Generates visual representations from data.

Compatible with Google Workspace, Atlassian, Slack, and more.

Visualization filters to highlight specific parts of the customer journey.

Saves and shares customer personas and journey maps.

Performance lags with large, complex diagrams.

Steep learning curve compared to simpler alternatives.

Issues with low-resolution exports.

Free: $0, offers basic features.

Individual: $7.95/month per user for more advanced capabilities.

Team: $9/month per user, designed for team collaboration.

Enterprise: Custom pricing, suitable for larger organizations with specific needs.

Lucidchart’s Customer Journey Map Template

The Lucidchart template features a persona profile, scenarios , and expectations. Lucidchart offers tools like shape libraries, text formatting options, and diagram key creation for a clear, structured journey visualization in the template.

5. UXpressia

Uxpressia’s customer journey map example. 

©UXpressia, Fair Use

UXpressia is a leading UX tool for creating customer journey maps, personas, and impact journey maps. It enables individuals and teams to collaborate in real-time. Also, UXpressia offers interactive online courses to help teams with their journey-mapping initiatives. 

It has 70+ customer journey maps, personas, and impact map templates. 

It has a big list of features to make small and big/complex journey maps.

Comes with integrated web analytics to detail the customer experience.

Its presentation mode displays journey maps online.

Allows exports with custom branding.

Limited features and unintuitive workflow

Steep learning curve

Starter: $16/month per user

Pro: $36/month per user

Enterprise: Contact the UXPressia sales team for pricing

UXpressia’s Customer Journey Map Template

UXpressia offers a blank canvas for a customer journey map segmented into stages like Aware, Join, Use, Develop, and Leave. It's structured to define user goals , processes, channels, problems, and experiences. The design encourages adding personas for tailored journey mapping. You can change the positioning of stages and add different colors to each stage. 

Design Your Own Customer Journey Map

 Use this five-step approach to map your customer’s experience:

Add a Persona : You can create a persona representing a typical customer. Add detailed information about this persona at the top of the map. Include their demographics and characteristics relevant to the journey.

Add Phases : Divide the customer experience into key segments or phases. Each phase column will include the persona's thoughts and actions later.

Add Actions : Next, detail the actions and thoughts of the persona in each phase based on user research findings.

Add Trends : Here, you include quantitative measures that show how the experience changes over time. These could be survey results or any relevant data that suggests fluctuations in the journey.

Add Narrative Facts : This step uses qualitative and quantitative elements from user research. You can add quotes from the persona or significant data points explaining the highs and lows in the journey. You may include any roadblocks the customer faces.

You can use the IxDF Customer Journey Map Template as a handy reference to quickly design your map.

Customer Journey Map

This template helps you map crucial parts of the customer journey to make informed design decisions. It keeps the process simple and uses standard data representation methods.

Customer journey maps don’t need to follow a specific format; you can tailor them to suit your project. Here’s another example, along with a blank template to inspire your map.

Journey Map

The Take Away

Customer journey maps help teams understand the customer's experience and reveal pain points, emotions, and interactions.  Use these maps to: 

Understand customer experiences to tailor strategies for each stage of their journey.

Consider customer emotions and pain points as significant influencers in their decision-making.

As a visual tool to capture these insights and guide business strategies.

To optimize customer experiences or identify new business opportunities.

These insights help you create a delightful and compelling customer journey.

Where to Learn More

The topic Customer Journey Map: Definition & Process .

Take our course Journey Mapping

Read Hubspot’s Whitepaper on the Customer Journey Map

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Customer Journey Maps [Free Templates]

Adam Fard

It’s often the case that we spend a lot of time looking for ways to boost user activity metrics. We dive deep, we explore Google Analytics, Hotjar, Mixpanel, you name it — but we never seem to find obvious bottlenecks or drop-offs. Pretty much every product team will face this issue at some point. 

One of the ways to combat this uncertainty is customer journey mapping.

This article will explore the importance and value that customer journey maps provide. Plus, we’ll take a deep dive into valuable tools, recommendations, and, more importantly, provide you with a few templates.

Let’s dive right in. 

What is customer journey mapping?

Basically speaking, a journey map is a visual representation of the path a user takes throughout a product in order to achieve a specific goal. 

Mapping customer journeys is a valuable tool in a designer’s arsenal. It allows UX specialists to outline customer needs, actions, and emotions and translate them onto their experience with the product itself.

This mapping type is key due to the sheer diversity between customer groups and how they learn about and interact with products. As a result, this allows businesses to improve  customer experience  and thus increase their products’ favorability. 

Furthermore, journey maps allow designers to have a more holistic view of the product rather than just focusing on isolated touchpoints.

customer journey map figma

An example of a customer journey map

When should you create a journey map?

Maps can be created before or after the launch of your product. Pre-launch maps are partly based on speculation and assumptions. Despite that, they provide designers with a framework that allows them to take potential frustrations or issues into account. 

While post-launch maps are predominantly based on empirical data and are most valuable when executed correctly. Typically, these maps are developed shortly after the product launch. They will help you identify potential issues and ensure a seamless experience throughout every product touchpoint. 

However, it’s safe to say that customer journey maps can be used as a diagnostic tool as well. Whenever you feel that you have a poor understanding of how and  why customers behave the way they do  — journey maps will help you learn more about it. 

What is the value of journey maps? 

In the earlier phases of product development, they allow businesses to: 

Communicate product-related ideas to designers and developers;

Carefully plan and develop the customer experience; 

Establish which touchpoints are of most importance. As a result, this provides businesses with a better understanding of the most important metrics to measure and optimize;

After launching the product, customer journey maps help us:

Improve metrics in underperforming areas; 

Understand how customers actually interact with your business;

Locate touchpoints where customers face friction and difficulties;

Optimize the path customers take to achieve their goals by making it more efficient; 

How not to do customer journey mapping

When it comes to creating a customer journey, there is a wide array of things you should refrain from. 

One example would be to base your journey map on assumptions only. Of course, during pre-launch, we have no real data on customer experiences with the product. However, our assumptions need to be based on some evidence that comes from market and user research. 

Another example would be basing your customer journeys on a generic buyer persona. The entire point of developing personas is to gather a better understanding of the people that your product caters to. Products that have a generalist approach are simply not fit for the modern market. As mentioned above, while we can’t avoid a certain degree of speculation within personas, we have to back it up with some solid evidence. 

Not involving stakeholders in the development of your journey maps can also be problematic. They are the people that have laid the foundations or vision of the product, plus they have a literal “stake” in it. Stakeholders can  provide us with a wealth of important insight  that will allow us to craft a more informed journey map. 

Last but not least, it’s essential not to base your maps on what you want your customer to do. Abstain from building them around internal processes. This could box your customer experience into a flow of events that they might find unnatural. 

customer journey map figma

An example of what users do vs what you want them to do. Source .

How do I create a customer journey map? 

Fundamentally, the best practices for your journey maps will vary based on the nature of your business, product, or service. However, the steps below will guide you through this process, regardless of your industry and product type. 

1. Have an ideal customer persona (ICP)

A persona is a fictional representation of your customers that aggregate similar traits among them. Typically products have a few of them to accommodate for differences between user types. It is essential that every ICP has its own journey to avoid having a generalist approach. 

Mapping the customer journey to a particular persona will allow us to create experiences that aren’t exclusively aligned with our assumptions.

customer journey map figma

An example of a customer persona

2. Have a clear goal

Determine the goal of your journey. Without a goal, you’ll likely end up with a generic map that has little value. As a result, you’ll invest time in an asset with little practical application, which we want to avoid. Make sure that your journeys have clarity in terms of goals and direction. 

3. Gather data

In case you haven’t had the chance to develop your personas, it’s vital to start aggregating data as soon as possible. There are plenty of tools that will help you better understand how your customers behave. 

In case you don’t have tools like Google Analytics, Hotjar, or Mixpanel set up, it’s always a good idea to run  user interviews . Such interviews provide a wealth of insight into your customers’ decisions and their journey.

customer journey map figma

A screenshot from Google Analytics

4. Outline your touchpoints

Your customer journey map should consist of touchpoints — they are steps in your customer’s journey that take them to a particular goal. Touchpoints can go as far as the customer’s first interaction with your brand, whether it’s marketing material or your website. 

Once you’ve identified your touchpoints, you can proceed to map, rethink, and improve them. 

More importantly, you can always take a more granular approach and identify specific targets for every step of the journey. For instance, you can explore what goals, thoughts, and frustrations users might be prone to when interacting with specific touchpoints. 

This information can then be used to populate and, subsequently, inform your customer journey map and design strategy. 

customer journey map figma

Handy tools

There is a wide array of tools that can help you create a detailed customer journey map. As the title of the article suggests, we’ve only listed tools that are free to use or have a free version that we’ve previously used and can vouch for. 

Google Sheets . 

This is one of the most straightforward ways of visualizing the entire customer journey. If you’re looking to create a quickly digestible representation that will help you understand the journey map — this is the way to go. 

However, it’s also safe to say that Google Sheets is a fairly versatile tool, to begin with. So in case, you’d be interested in spicing things up visually, you’ll definitely be able to do that. 

customer journey map figma

Here's the link to this spreadsheet.

Miro is a free mind-mapping tool — it has a fairly simple learning curve. It’s also versatile in how you present information. A cherry on top is that Miro allows real-time collaboration, making it an excellent environment for simultaneous work.

You can find a pre-built template here .

customer journey map figma

While Google Sheets is quite a versatile tool, Figma is on a whole other level in this regard. What distinguishes Figma from other tools is that it’s extremely flexible. Figma is free, by the way. The key downside is that the learning curve is pretty steep, especially if you have never dealt with Figma, Sketch, or a similar tool before.

customer journey map figma

Unlike the tools we’ve already mentioned, UX Pressia is specifically designed for creating customer journey maps. Therefore, compared to Figma, its learning curve is significantly more manageable. The only downside is that the free version enables you to create just one map. To create more than one map, you need to upgrade to a premium version. Pricing starts at $20/mo for a one-month subscription.

There’s no need for templates in this case, as the tool itself is pretty much a template for a customer journey map.

There’s no single right way to create a customer journey map. It all depends on your company, product, and service, as well as the customers you cater to. Despite that, there’s a variety of immutable principles that need to be taken into account when planning your customer experience. 

The steps we’ve provided in this article should help you craft a meaningful customer journey map that will  understand their needs . 

Make sure you have an ideal customer persona to address your users’ pain points and preferences;

Have a clear goal when developing your journey map;

Leverage data to inform your decisions during journey mapping;

Outline your touchpoints to better understand your customer;

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What is a Customer Journey Map? [Free Templates]

Learn what the customer journey mapping process is and download a free template that you can use to create your own customer journey map.

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Table of Contents

Mapping the customer journey can give you a way to better understand your customers and their needs. As a tool, it allows you to visualize the different stages that a customer goes through when interacting with your business; their thoughts, feelings, and pain points.

And, it’s shown that the friction from those pain points costs big: in 2019, ecommerce friction totaled an estimated 213 billion in lost US revenue .

Customer journey maps can help you to identify any problems or areas where you could improve your customer experience . In this article, we’ll explain what the customer journey mapping process is and provide a free template that you can use to create your own map. Let’s get started!

Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.

What is a customer journey map?

So, what is customer journey mapping? Essentially, customer journey maps are a tool that you can use to understand the customer experience. Customer journey maps are often visual representations showing you the customer’s journey from beginning to end. They include all the touchpoints along the way.

There are often four main stages in your sales funnel, and knowing these can help you create your customer journey maps:

  • Inquiry or awareness
  • Interest, comparison, or decision-making
  • Purchase or preparation
  • Installation, activation, or feedback

Customer journey maps are used to track customer behavior and pinpoint areas where the customer experiences pain points. With this information uncovered, you can improve the customer experience, giving your customers a positive experience with your company.

You can use customer journey mapping software like Excel or Google sheets, Google Decks, infographics, illustrations, or diagrams to create your maps. But you don’t actually need customer journey mapping tools. You can create these maps with a blank wall and a pack of sticky notes.

Though they can be scribbled on a sticky note, it’s often easier to create these journeys digitally. That way, you have a record of your journey map, and you can share it with colleagues. We’ve provided free customer journey mapping templates at the end of this article to make your life a little easier.

The benefits of using customer journey maps

The main benefit of customer journey mapping is a better understanding of how your customers feel and interact with your business touchpoints. With this knowledge, you can create strategies that better serve your customer at each touchpoint.

Give them what they want and make it easy to use, and they’ll keep coming back. But, there are a couple of other great knock-on benefits too.

Improved customer support

Your customer journey map will highlight moments where you can add some fun to a customer’s day. And it will also highlight the pain points of your customer’s experience. Knowing where these moments are will let you address them before your customer gets there. Then, watch your customer service metrics spike!

Effective marketing tactics

A greater understanding of who your customers are and what motivates them will help you to advertise to them.

Let’s say you sell a sleep aid product or service. A potential target market for your customer base is young, working mothers who are strapped for time.

The tone of your marketing material can empathize with their struggles, saying, “The last thing you need is someone asking if you’re tired. But we know that over half of working moms get less than 6 hours of sleep at night. While we can’t give you more time, we know how you can make the most of those 6 hours. Try our Sleep Aid today and sleep better tonight.”

Building out customer personas will show potential target audiences and their motivation, like working moms who want to make the most of their hours asleep.

Product advancements or service improvements

By mapping your customer’s journey, you’ll gain insights into what motivates them to make a purchase or prevents them from doing so. You’ll have clarity on when or why they return items and which items they buy next. With this information and more, you’ll be able to identify opportunities to upsell or cross-sell products.

A more enjoyable and efficient user experience

Customer journey mapping will show you where customers get stuck and bounce off your site. You can work your way through the map, fixing any friction points as you go. The end result will be a smoothly-running, logical website or app.

A customer-focused mindset

Instead of operating with the motivation of business success, a customer journey map can shift your focus to the customer. Instead of asking yourself, “how can I increase profits?” ask yourself, “what would better serve my customer?” The profits will come when you put your customer first.

At the end of the day, customer journey maps help you to improve your customer experience and boost sales. They’re a useful tool in your customer experience strategy .

How to create a customer journey map

There are many different ways to create a customer journey map. But, there are a few steps you’ll want to take regardless of how you go about mapping your customer’s journey.

Step 1. Set your focus

Are you looking to drive the adoption of a new product? Or perhaps you’ve noticed issues with your customer experience. Maybe you’re looking for new areas of opportunity for your business. Whatever it is, be sure to set your goals before you begin mapping the customer journey.

Step 2. Choose your buyer personas

To create a customer journey map, you’ll first need to identify your customers and understand their needs. To do this, you will want to access your buyer personas.

Buyer personas are caricatures or representations of someone who represents your target audience. These personas are created from real-world data and strategic goals.

If you don’t already have them, create your own buyer personas with our easy step-by-step guide and free template.

Choose one or two of your personas to be the focus of your customer journey map. You can always go back and create maps for your remaining personas.

Step 3. Perform user research

Interview prospective or past customers in your target market. You do not want to gamble your entire customer journey on assumptions you’ve made. Find out directly from the source what their pathways are like, where their pain points are, and what they love about your brand.

You can do this by sending out surveys, setting up interviews, and examining data from your business chatbot . Be sure to look at what the most frequently asked questions are. If you don’t have a FAQ chatbot like Heyday , that automates customer service and pulls data for you, you’re missing out!

FAQ chatbot Kusmi Tea

Get a free Heyday demo

You will also want to speak with your sales team, your customer service team, and any other team member who may have insight into interacting with your customers.

Step 4. List customer touchpoints

Your next step is to track and list the customer’s interactions with the company, both online and offline.

A customer touchpoint means anywhere your customer interacts with your brand. This could be your social media posts , anywhere they might find themselves on your website, your brick-and-mortar store, ratings and reviews, or out-of-home advertising.

Write as many as you can down, then put on your customer shoes and go through the process yourself. Track the touchpoints, of course, but also write down how you felt at each juncture and why. This data will eventually serve as a guide for your map.

Step 5. Build your customer journey map

You’ve done your research and gathered as much information as possible, now it’s time for the fun stuff. Compile all of the information you’ve collected into one place. Then, start mapping out your customer journey! You can use the templates we’ve created below for an easy plug-and-play execution.

Step 6. Analyze your customer journey map

Once the customer journey has been mapped out, you will want to go through it yourself. You need to experience first-hand what your customers do to fully understand their experience.

As you journey through your sales funnel, look for ways to improve your customer experience. By analyzing your customer’s needs and pain points, you can see areas where they might bounce off your site or get frustrated with your app. Then, you can take action to improve it. List these out in your customer journey map as “Opportunities” and “Action plan items”.

Types of customer journey maps

There are many different types of customer journey maps. We’ll take you through four to get started: current state, future state, a day in the life, and empathy maps. We’ll break down each of them and explain what they can do for your business.

Current state

This customer journey map focuses on your business as it is today. With it, you will visualize the experience a customer has when attempting to accomplish their goal with your business or product. A current state customer journey uncovers and offers solutions for pain points.

Future state

This customer journey map focuses on how you want your business to be. This is an ideal future state. With it, you will visualize a customer’s best-case experience when attempting to accomplish their goal with your business or product.

Once you have your future state customer journey mapped out, you’ll be able to see where you want to go and how to get there.

Day-in-the-life

A day-in-the-life customer journey is a lot like the current state customer journey, but it aims to highlight aspects of a customer’s daily life outside of how they interact with your brand.

Day-in-the-life mapping looks at everything that the consumer does during their day. It shows what they think and feel within an area of focus with or without your company.

When you know how a consumer spends their day, you can more accurately strategize where your brand communication can meet them. Are they checking Instagram on their lunch break, feeling open and optimistic about finding new products? If so, you’ll want to target ads on that platform to them at that time.

Day-in-the-life customer journey examples can look vastly different depending on your target demographic.

Empathy maps

Empathy maps don’t follow a particular sequence of events along the user journey. Instead, these are divided into four sections and track what someone says about their experience with your product when it’s in use.

You should create empathy maps after user research and testing. You can think of them as an account of all that was observed during research or testing when you asked questions directly regarding how people feel while using products. Empathy maps can give you unexpected insights into your users’ needs and wants.

Customer journey map templates

Use these templates to inspire your own customer journey map creation.

Customer journey map template for the current state:

customer journey map template

The future state customer journey mapping template:

future state customer journey mapping template

A day-in-the-life customer journey map template:

day-in-the-life customer journey map

An empathy map template:

empathy map template

A customer journey map example

It can be helpful to see customer journey mapping examples. To give you some perspective on what these look like executed, we’ve created a customer journey mapping example of the current state.

customer journey map example for "Curious Colleen Persona"

Buyer Persona:

Curious Colleen, a 32-year-old female, is in a double-income no-kids marriage. Colleen and her partner work for themselves; while they have research skills, they lack time. She is motivated by quality products and frustrated by having to sift through content to get the information she needs.

What are their key goals and needs? Colleen needs a new vacuum. Her key goal is to find one that will not break again.

What are their struggles?

She is frustrated that her old vacuum broke and that she has to spend time finding a new one. Colleen feels as though this problem occurred because the vacuum she bought previously was of poor quality.

What tasks do they have?

Colleen must research vacuums to find one that will not break. She must then purchase a vacuum and have it delivered to her house.

Opportunities:

Colleen wants to understand quickly and immediately the benefits our product offers; how can we make this easier? Colleen upholds social proof as a decision-making factor. How can we better show our happy customers? There is an opportunity here to restructure our website information hierarchy or implement customer service tools to give Colleen the information she needs faster. We can create comparison charts with competitors, have benefits immediately and clearly stated, and create social campaigns.

Action Plan:

  • Implement a chatbot so customers like Colleen can get the answers they want quickly and easily.
  • Create a comparison tool for competitors and us, showing benefits and costs.
  • Implement benefit-forward statements on all landing pages.
  • Create a social campaign dedicated to UGC to foster social proof.
  • Send out surveys dedicated to gathering customer feedback. Pull out testimonial quotes from here when possible.

Now that you know what the customer journey mapping process is, you can take these tactics and apply them to your own business strategy. By tracking customer behavior and pinpointing areas where your customers experience pain points, you’ll be able to alleviate stress for customers and your team in no time.

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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Customer Journey Map

customer journey map figma

This is a really simple but really important Figjam template to have in your inventory. This free Figjam customer journey map is an award winning template that helps you to define the precise steps taken for a customer/user to achieve a specific goal such as buying a product on your website.

Included are 6 different swimlanes covering user actions, touchpoints, goals, feelings, thoughts and recommendations. Please note though we recommend adding in extra swimlanes that are helpful to you, also feel free to rename some of the columns for example we would definitely rename 'gains' and 'pains' to 'opportunities' and 'pain points' which are slightly more standardized terms.

This template is best used after you have defined your user personas, and we recommend creating customer journey maps for each persona, for the current state of your system and also then create customer journeys for your 'future state' system (your fancy new idealized system you wish to create), with the aim of this being that your future state customer journey maps have remedied all of the pain points highlighted in the current state customer journeys.

To access this free Figjam Customer Journey Map template: click the 'Get Figma File' button below and then click the 'Open in Figjam' button on the subsequent page.

Author: Fuad H.Aslan

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Behind the feature: The multiple lives of multi-edit

customer journey map figma

The philosophy behind multi-edit

  • Bringing multi-edit to life
  • Knowing when it’s ready

Vice President of Product Sho Kuwamoto and Product Designer Nikolas Klein walk us through the journey of multi-edit, a new feature that simplifies editing across multiple designs in just a few clicks.

Every now and again, we ship a feature that makes us wonder how we ever got along without it. That’s certainly the story with multi-edit, which simplifies how you edit multiple objects across Figma. Now that it’s here, multi-edit feels like a natural part of Figma, but it deviates from an industry-wide norm on how selections work, and working out the details took time. Multi-edit had multiple lives before we were able to finally switch on that feature flag. Now that it’s live, we wanted to share how it came to be. Vice President of Product Sho Kuwamoto and Product Designer Nikolas Klein take us down the long road of refining multi-edit, and explain why building second-nature features should be a first order of business.

 A black background with white text reads "Multi-edit overview" and "Select and edit multiple objects across frames and component sets at once." Underneath, a green "Start" button. T the right, a graphic depicts a cursor selecting one of several green outlined squares.

Ready to test it out? Try these shortcuts:

  • ⌘ Command + ⌥ Option + A to select all matching objects.
  • Shift drag to select specific matching objects
  • Select multiple text objects and hit enter to multi-edit text.
  • Select a component set and hit Q to enter multi-edit mode for variants.

Explore the playground file for more.

One of the things I love about working at Figma is that we get to question the foundations of how design tools should work. Sometimes these questions lead to big new features, and sometimes they lead to lots of small improvements. Multi-edit is the rare example of a feature that does both.

We first came up with the idea for multi-edit in 2019. We were in the midst of designing the variants feature , and there were so many thorny issues that we decided to clear our calendars and do a two-day-long design summit to sort it all out. A lot of the important pieces fell into place right away, but one of the core issues we were wrestling with was the amount of repetitive editing we were asking people to do. As you know, editing variants can become tedious, and we were tossing around various mechanisms to make this process easier, but none of them felt right.

Then, we had a simple insight: What if you could enter a mode where all of your edits would magically happen to all the variants at once? And in fact, wouldn’t you want to do this in other places, too? Aren’t there lots of times when you want to edit a bunch of designs at once?

We sketched it out on a whiteboard and called it multi-edit.

Hibernation

After that initial spark, the multi-edit idea spent a lot of time in hibernation. We couldn’t start coding right away because we had to work through the core ideas. The answers might seem obvious in hindsight, but they weren’t obvious at the time.

We started out thinking of multi-edit as a powerful new mode that lets you edit lots of things at once—kind of like how multi-selecting text in an advanced text editor works.

Once we started trying to nail down how multi-edit would actually work, we were faced with the reality that Figma already kind of lets you multi-edit by selecting multiple objects. There are just a few problems:

  • It’s hard to select the things you want to edit.
  • Once you have them selected, some of the edits don’t work very well.

For example, it’s easy to change the color of multiple objects, but it’s hard to resize them. It’s easy to change the font or size of multiple text nodes, but it’s hard to change the text itself.

white board shows writing with black rectangles obscuring content

A look into Figma product thinking (Config Europe)

Multi-edit was always part of our overall plan, yet we had other work to prioritize. I even hinted at it during a talk in 2020!

So we stopped thinking of multi-edit as a mode and ended up asking ourselves fundamental questions like “How should selection work anyway?”

We were also delayed by the practicalities of software development. The truth is that no matter how good a feature idea may be, there are often other things that have to be done first.

So we sat and let that multi-edit idea stew…for a very long time.

The slumber and awakening

Sometimes, when you don’t work on a feature idea right away, it loses steam and fades away. Yet, the idea of multi-edit remained surprisingly popular at Figma.

I think it’s partly a matter of philosophy. At Figma, we believe it’s our job to help you make changes to designs quickly, and you have to be able to do that whether you have structured your designs ahead of time or not.

When you look at Figma, almost every feature that helps you structure your file has a free-spirited cousin feature for the times when you want to keep things loose. You can use styles and tokens to change your colors quickly, but if you want to leave things unstructured, you can use the selection colors feature to make mass edits. You can use auto layout to group things into stacks and move them quickly, but if you want to leave things unstructured, you can use the smart selection feature to reorder things quickly. When it came to editing, you could use components to edit multiple copies of an object quickly, but if you wanted to leave things unstructured, we just didn’t have a great alternative!

What were you supposed to do? Copy and paste and click on things a hundred times? Components needed an unstructured spiritual cousin, which is why we needed something like multi-edit.

Tom Lowry, Director of Advocacy at Figma, was one of the big internal champions. Nikolas Klein, one of our designers, prototyped a version of multi-edit during one of our Maker Weeks, and I prototyped another version along with Software Engineers Naomi Jung and Joanna Chen. With each experiment, our understanding of what we needed to build and how it needed to integrate with the rest of Figma grew deeper.

Bringing multi-edit to life

In 2023, it felt like the time was finally right to awaken multi-edit from its slumber and bring it into the limelight. I was thrilled. When we began imagining multi-edit, I was in my first year as a product designer at Figma. In the five years since, we had made a lot of key decisions regarding how multi-edit could work, functionally and philosophically. We had working documents and prototypes made with various collaborators. From my vantage point, we had tuned the design, like you would a guitar. So, building multi-edit felt like it would be a straightforward task. (Famous last words.)

Wait, we can change the selection mechanics?!

The first challenge was solving for the core selection mechanics when editing multiple layers. Figma, like many other design tools, would draw one big aggregate bounding box around all selected items, allowing you to edit them as if they all belonged together in a group. This is great for operations within the same frame, but it really breaks down when interacting with objects across frames or variants, such as resizing a logo that is visible in all screens.

This was a wild moment for me; at that time, not even two years out of design school, I realized that working at Figma meant the ability to influence something as seemingly basic (although, personally, incredibly exciting) as “how Figma draws bounding boxes around its selections.”

In one solution, we proposed a “multi-bound mode,” a new option that would change how selection bounds are drawn. This would allow users to make relative edits like you’d expect. This didn’t feel right, though, and after a lot of back and forth, we realized we could do something much more fundamental: Instead of adding a new mode, we could change the existing behavior for every selection—rethinking how editing worked across Figma.

While agreeing on an approach felt like a breakthrough, we were still a long way off—perhaps even further, due to the breadth and complexity of our new scope—from shipping multi-edit. In the years that followed, we would discover all the interdependencies of this approach, and tune them one by one.

At first, we wanted to draw multiple selection bounds around every single object, even within the same frame. But we quickly realized that traditional selection mechanics have served designers well for decades. Finding the right balance between the familiar and the new, we opted for a middle ground: showing multiple bounding boxes for each set of objects selected at different levels of the designs .

Looking at all selections through a multi-edit lens

Now that we had multiple bounds, we needed to make sure that every potential action would work as expected within each hierarchy. We listed out every task where you might select in Figma—no small feat, given that many operations in Figma require some form of object selection. For each instance, we adjusted how it behaved with multi-edit to align with workflows. Because multi-edit touched so many operations, stakes were high. Our engineering team, including Akshay Subramanian, Jung Woo Lee, and an intern at the time, Emily Louie, were amazing partners in allowing us to prototype and adjust behaviors quickly.

One of the more obviously broken behaviors was aligning elements across frames . When selecting elements across frames organized horizontally, aligning to the top or bottom vertically works. But, when aligning elements to the left or right horizontally, those elements move to the same position on the canvas, meaning they often get stacked or disappear from the intended frame entirely.

To fix this, we updated align elements to be relative to each frame. Aligning elements now works by taking the smallest value in the direction you’re aligning to, and applying this value to all objects relatively within each frame.

We also made a special rule to align objects on the canvas with the closest object inside a frame, breaking our own rules of “aligning relatively for each hierarchy” to keep allowing existing workflows.

Selecting the right amount of matching objects

With all of this done, multi-edit was already feeling like a major improvement. Editing objects across frames was much more intuitive. Next, we needed to make it as easy as possible for users to get into those states faster.

A screenshot of a tweet by Tom Law asking @rogie and @figmadesign for a Figma shortcut to select similar frames that are evidently recognized. Below the tweet are multiple similar interfaces.

Some of our users noticed this functionality, too—like Tom and Aravindh —and wondered why it didn’t extend elsewhere.

As we all know, designers often duplicate frames where the same layer is repeated across multiple copies. We took the matching rules from smart animate and the selection behavior from component properties to let users “select all matching layers” ( ⌘ Command + ⌥ Option + A ) everywhere else, too.

But we soon realized that selecting all matches was too much. Our users often want to make changes to only some of the frames. So, we added an additional option: holding shift highlights any matching layers, and users can drag to only select other matching objects. This new behavior happens when you start your drag outside of a frame. If you start your drag inside of a frame, we preserve the previous behavior of adding to or removing any object from your selection.

Keeping a mode for variants

Finally, we circled back to the spark that ignited this journey years ago: variants. When managing variants, there’s often a need to edit all of them collectively. To streamline this process, we introduced a feature that keeps multi-edit on, allowing users to remain in this state while editing variants.

Even though our original breakthrough was to think of multi-edit as not a mode, a mode proved to be a necessary feature for unlocking efficiency. Bulk actions like quickly selecting the next element, or creating a button label text layer across all variants needed a dedicated space for where this could all happen.

Fine tunings

Seeing all these decisions and micro-adjustments come together is incredibly satisfying. Being able to apply this level of detail and care is not only what brought me to Figma six years ago, but is what keeps me here today. Multi-edit gave us an opportunity to polish up some behaviors, as well as introduce a few small, but notable visual improvements. Here are a few of my favorites:

Knowing when it’s ready

Multi-edit is the feature which has had the longest gap between initial idea and launch. Over those years, we kept picking it up and putting it down, and we kept polishing and iterating on it. It feels like a rock that we have been tumbling in a rock tumbler until it is shiny and smooth.

One of the odd things about this process is that as we refined multi-edit, it almost started fading away. We’ve been living with multi-edit internally for months now, and we’ve kind of stopped noticing it—until we switch back to the production environment, and we realize how inefficient things were before!

There’s a part of me that wants to keep refining, because every day, we find new things that could be better when dealing with multiple objects. The change to how we align objects across frames is something we discovered and implemented just a few weeks ago. My guess is that we’re going to keep making these discoveries after we launch.

I also have a nagging fear about things we might have broken. We’ve changed a lot of subtle behaviors, and there’s always the potential that we’ve made something worse for folks who depend on a certain way of working. We’ve done a ton of testing, of course, and we’ll respond quickly to any issues that arise, but it’s nerve-wracking to make deep changes, knowing that millions of people depend on Figma to do their daily work!

And yet, I’m also incredibly excited. Multi-edit is something we’ve been dreaming about for almost five years now, and it feels great to show you how it works. I hope these changes resonate with you, and as you encounter things that you think should work differently, please send us your feedback so we can make it even better.

Ready to get started? Check out our playground file to start exploring multi-edit.

Sho Kuwamoto is Vice President, Product on Figma editor. Prior to that he held product leadership positions at Medium, Macromedia, and Adobe. He’s known for having deep customer focus and a love for helping people create.

Nikolas Klein is a product designer. He has been working at Figma on prototyping at Figma since 2018, shipping features like variants, smart animate, advanced prototyping, and multi-edit.

Hero by Gustavo Delgado

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