Sees a price-comparison ad after the annual bill shock
Map what your customers feel.
Journima brings research, journey maps and metrics into one canvas your team can act on. Built for CX and service design teams.
MapMKMartaOHOndřejISIngridPersona
Search⌘K
AŠTBPRJL
Filter
01
Awareness
9
02
Compare
9
03
Sign up
9
04
Switch-over
9
05
First bill
9
06
Support
10
07
Renewal
9
Add stage
Customer actions
Asks a neighbour who switched last year
Runs the calculator with last year’s kWh
Opens three supplier tabs, closes two
Fills the six-step form on her phone
Uploads a photo of the old contract
Waits for the old supplier to release the meter point
Gets a text: switch confirmed for the 1st
Opens the first bill in the app
Compares it against the calculator promise
Calls about a double charge from the old supplier
Chats with the bot, then asks for a human
Receives the renewal offer 60 days before term end
Accepts in one tap
Thoughts & quotes
“Is switching actually worth the hassle?”
“Why do I need my meter number just to see a price?”
“This is faster than I expected.”
“Nothing has happened for twelve days. Did it work?”
“The number matches. Good.”
“I shouldn’t have to explain this twice.”
“Loyal customers should not pay more than newcomers.”
Emotion
Channels
Pains & opportunities
Advertised tariff hides the standing charge
Publish a plain-language tariff explainer
Calculator demands the EAN code before showing anything
Estimate from postcode and household size first
Bank-ID verification fails on older Android phones
Pre-fill the form from the uploaded contract photo
Silence during the regulatory waiting period
Weekly status text with a countdown
Pro-rated first month looks like a price hike
Show the pro-rating math on the bill itself
The bot cannot see the switch history
Hand the chat transcript to the agent
Renewal price above the new-customer price
Match the new-customer tariff automatically
Start from one of nine templates, or from a blank canvas.Basic customer journeyDetailed customer journeyService blueprintDay in the lifeEmployee onboardingB2B buyer journeyE-commerce purchase journeySupport & complaint journeyPatient journey
One instrument for the whole practice.
Most journey maps die in a slide deck. Journima keeps yours alive: connected to the research behind it, the metrics that track it and the work that fixes it.
An editor that keeps up with you.
Workshops move fast. The canvas saves every change as you make it, and nothing you do is more than one keystroke away.
- Autosave that never blocks. Edits land instantly and sync in the background. Conflicts are caught, not overwritten.
- Drag anything. Reorder stages, lanes and cards. Resize columns. Zoom out to see the whole journey.
- Versions you can go back to. Automatic snapshots plus named ones, the last fifty kept, any of them restorable.
Runs the calculator with last year’s kWh
Opens three supplier tabs, closes two
Pain
Calculator demands the EAN code before showing anything
Version history
Manual saves and ten-minute auto snapshots. Restoring keeps a snapshot of the current state.
Before the Q3 workshop2 hours ago
RestoreAuto snapshot2 hours ago · auto
RestoreAuto snapshotYesterday · auto
RestoreStakeholder review v2Tue
RestoreSave a named version
See the curve for every persona.
One journey rarely feels the same to everyone. Attach personas to a map and each gets its own emotion curve, in its own colour.
- Drag the waypoints. Shape the curve directly on the canvas, stage by stage.
- Pick your scale. Minus two to plus two, one to five, or zero to ten.
- Compare at a glance. Filter to one persona or overlay them all.
Marta, busy parentOndřej, price hunterIngrid, landlord
Research in. Evidence out.
Paste interview transcripts into the research hub. Journima pulls out candidate insights, you accept or reject each one, and every accepted insight becomes evidence behind an opportunity.
- Bring what you have. Paste text or upload .txt, .md and .docx files.
- Humans decide. Nothing reaches a map until someone on your team reviews it.
- Draft a map from a sentence. Describe the journey and get a starting structure to edit.
- You stay in control. A monthly quota per workspace, and an off switch for admins.
Interview 04line 118Accepted
The regulatory wait reads as failure when nobody says anything.
“Nothing has happened for twelve days. Did it work? I was about to call and cancel the whole thing.”
Evidence forPAT-3Silence during the regulatory waiting period
Interview 07line 52Proposed
People close the calculator when it asks for the EAN code.
“Why do I need my meter number just to see a price? I don’t even know where it is.”
Confidence highAcceptEditDismiss
Draft a map for a landlord switching three flats at onceDraft
Decide what to fix next.
Pain points and opportunities from every map land in one portfolio. Score them, sort them, and argue about the right things.
- Keys you can reference. OPP-12 and PAT-4 mean the same thing in a map, a meeting and a ticket.
- Your scoring model. Custom types, statuses and 0 to 100 scores.
- Four views. Table, board by status, a two-by-two prioritisation chart and a summary. Export to CSV when the roadmap team asks.
Not startedIn progressDoneBubble size is cost · Sample data
Numbers inside the journey.
Put the metric next to the moment it measures. Thresholds turn amber when a stage starts slipping.
- Three metric types. A single number, a comparison across segments, or a series with a sparkline.
- Bound to Google Sheets. Connect a workspace sheet once and values refresh daily.
- Reusable. Define a metric once in the library and drop it into any map.
Switch completion
68.4%
+2.1 vs last monthCalls per 100 switches
Chat above the 45 thresholdNPS after first bill
23
+5 vs last quarterEverything around the map.
The parts a journey practice needs once the first map is done.
Personas
A workspace library with eight identity colours. Build each persona from blocks: bio, quote, personality sliders, goals, needs, channels. See which maps use them.
Service blueprints
Frontstage and backstage lanes with a line of visibility, in the same map as the customer’s side.
Collaboration
Workspaces, roles from viewer to owner, comment threads on cards, and an audit log.
Tags and saved views
Filter by lane, tag or persona. Save the view and share the link.
Import and duplicate
Bring maps in from Excel or CSV. Save any map as a template for the next team.
Fifteen lane types
Text, emotion curve, channels, image, pain and opportunity, backstage, frontstage, storyboard, portfolio, metric, icons, grid and more. Mix them freely in one map.
Hosted in the EU. Yours to control.
Journima runs on servers in the European Union. Access, sharing and export stay in your hands.
- Roles that mean something. Viewer, editor, admin and owner, per workspace.
- Guarded links. Share a read-only map with people outside the workspace, and revoke it when you are done.
- Export anytime. PDF and PNG for the deck, CSV for the roadmap team.
Built for the journeys you already map.
- B2B buyingLong cycles, many hands, one map.
- E-commerceFrom first ad to second order.
- Patient careReferral, visit, recovery, follow-up.
- Employee onboardingOffer letter to first real win.
- SupportComplaint to resolution, and what it cost.
From the blog.
Practice notes on journey mapping as it is actually done, and the occasional product update.
What shipped in August 2026
Nine templates, the research hub, Google Sheets metrics, guarded share links and the portfolio's two-by-two chart.
Why most journey maps die in a slide deck
Maps are made in a day and forgotten in a month. The cause is rarely the map. It is what happens the week after.
The emotion curve: one line that changes the meeting
How to draw emotion curves that people believe, why one per persona matters, and the scale to use.