# Smaply Reviews 2026. Verified Reviews, Pros & Cons | Capterra > Is Smaply the right Customer Journey Mapping Tools solution for you? Explore 20 verified user reviews from people in industries like yours to make a confident choice. Source: https://www.capterra.com/p/177161/Smaply/reviews --- Smaply 4.4 (20) [View alternatives](https://www.capterra.com/p/177161/Smaply/alternatives/) Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/) * * * Last updated March 13th, 2026 # Reviews of Smaply Ease of use 4.0 Customer Service 4.5 ## Pros and Cons in Reviews Iván U Project ManagerEducation Management, 10,001+ employeesUsed the software for: Less than 6 months. “I like the storyboard features where yo can import images within the journey map. When exported, journey maps, are visually attractive and esaily understood.“ March 20, 2022 RC Ronald C Specialist klantinzichtUtilities, 5,001 - 10,000 employeesUsed the software for: 1-2 years. “I missed some options for customizing the journey maps and the look and feel of the maps could be better, they are not very well suited for sharing and presentations.“ October 6, 2020 AI Athina I Research FellowResearch, 201 - 500 employeesUsed the software for: 1-2 years. “Very easy to visually show the customer journey, combining the processes with emotions at various points in time.“ September 24, 2021 ## Showing most helpful reviews Showing 1-20 of 20 Reviews Sort by: Most Helpful Rating Company Size Reviewer's Role Length of Use Frequency of Use Chris H. Director Information Technology and Services Used the software for: 1-2 years ### "Smaply for Customer Experience" September 24, 2021 4.0 The development of an understanding of customer experiences today for a persona and the development of a vision that addresses the main pitfalls and aims for strong, consistent experiences Pros Simple to learn and use - very intuitive Extensive journey mapping coverage Collaboration Cons No persona templates so a lot of repetitive data entry required Collaboration can lock you out of models. Multiple parties cannot collaborate simultaneously Pricing is on the steep side Reason for choosing Smaply The design genesis of More than Metrics and its \[SENSITIVE CONTENT\] standing in the design community Review Source Response from More than Metrics October 6, 2021 Hi Chris, we're glad you enjoyed working with Smaply! Thank you for your feedback on the pricing and collaboration. We just launched a new pricing and concerning the collaboration limitations, we're aware of that and improvements are on our roadmap. If you'd like to join our usability group, please get in touch via mail@smaply.com, we always appreciate feedback! JL Jonathan L. Experience Strategist Design Used the software for: Less than 6 months ### "Probably the best customer journey mapping platform out there" February 23, 2025 5.0 For a midsize financial services I lead a project to capture the total As-Is journey. Keeping the document current is the number 1 goal. Smaply makes that a doddle. It's worth saying that \[sensitive content hidden\] is very helpful. Pros Ease of setting up your own custom swimlanes Cons Sharing - a few more options would be great Alternatives considered [Miro](https://www.capterra.com/p/128955/Miro/) Reason for choosing Smaply Designed for purpose, rather than a generic design tool Review Source Response from More than Metrics March 3, 2025 Hi Jonathan, it's great to hear you enjoy working with Smaply! I will forward your request about sharing options to our Product team. Let us know if there's anything we can support you with, or what you need. It's important to us to build our product in a way our users need it. Kind regards, Isabel Henrik H. Lead Information Architect Design Used the software for: I used a free trial ### "Difficult UI" December 3, 2019 3.0 Seemed super easy at first, but when we got into details we struggled to maintain momentum. The poor experience was a blocker to us. Pros Ability to build both Customer Journey Maps, Personas as well as Stakeholder Maps. The latter part gives a super useful high level picture of the relationship between parties. Cons The UI is super old looking and not that inspiring. Personas are a bit cumbersome to use and CJM tool is completely in the woods. We rejected the tool due to the complexity of the CJM tool. Alternatives considered [UXPressia](https://www.capterra.com/p/172668/UXPressia/) Review Source MP Marco P. Owner, Founder & Head of Design Design Used the software for: 2+ years ### "Smaply 3.0 awaited :)" September 24, 2021 4.0 At the end of the day Smaply is a very effective design tool that let's you share a vision of what I consider a "too much static" idea of what a user experience is. Thing is, ok, you've done your job, the user experience is well designed but it's all very "static"; what if I design 30 to 40 user journeys, how do I go looking for patterns? What if I design several Service Blueprints and I want to know how this or that company capability is involved? How do I search for data if what I get is just a beautiful drawing? Right now we design user journeys on Google Sheet in order to get a more "data" format the can be filtered and visualize with charts and stuff like that. Pros Very solid user-experience structure. Quite a bug free app. Cons UX: quite old fashioned, not so easy to interact with, it should be updated. Integrations: that should be improved, videos, prototypes, live data from analytics should all be rendered in the preview mode. Richer icons and image libraries. No data structure: the data user generates and input into the lanes should be reusable; they should be some sort of entries from a db (ie. Airtable) in order to let user structure more flexible outputs (ie. markdown); putting together a db data structure and the user journey/service blueprint views would let Smaply be quite the definitive tool. Add "User flow" (with branches) as a new way to design a more mobile app/website/digital application user experiences. Reason for choosing Smaply We're using both products Review Source Response from More than Metrics October 4, 2021 Hi Marco, thanks for reviewing Smaply! We appreciate your honest feedback. Since you mentioned Smaply 3.0 in your review, we'd love to hear what you'd like to see there! As we're always keen on learning what would serve our users best, we'd like to invite you to our Usability Test Group. Would you be up for an interview with Zsofi, our head of research & customer success? If so, please drop us a line to mail@smaply.com. We'd be stoked to hear from you! GS Gerry S. Director Design Used the software for: 2+ years ### "The best Journey Mapping tool hands down" October 6, 2021 5.0 Fantastic. It's a brilliant company who get what I try to do with organisations. I see them as partners in many ways. Pros The standardized way of working. The guided approach to doing things. Cons Lack of tablet functionality but must of the work is desktop based anyway Review Source Marcin C. Service Designer Management Consulting Used the software for: 2+ years ### "Quicker customer journey map development" September 4, 2021 5.0 Smaply lets organizations see and understand what's an overall experience of their customers, see their service as proces with stages, touchpoints and moments of truth. Helps employees understand their role in the whole services and generates a lot of impulsed for change and innovation. It is a kind of proof for management supporting decision making. Pros Smaply is a simple online service that's focused on CJM development with support for Personas, Stakeholders and Stakeholders Maps. It is easy to add data to the map, manage it and export to huge pdf documents that can be either printed or manipulated further with different software. Cons It takes some time to upload graphics for Persona or CJM either from your computer or awaliable Smaply's collections. Reason for choosing Smaply Dedicated soft for this purpose. Review Source Response from More than Metrics October 6, 2021 Hi Marcin, thanks for taking the time to review! We're happy you enjoy working with Smaply and appreciate your feedback :) jR john R. Advanced Solutions Director Information Technology and Services Used the software for: 2+ years ### "My Smaply Experiences" September 24, 2021 5.0 Smaply has been a great tool to help our team build use-cases and develop our customer presentations. I am still hopeful that more advancements will come because there are other tools out there that are starting to gain momentum and I would rather not switch. Overall I look at Smaply as a tool in my toolbox and it's nice to be able to pull up a journey map or project from the past when looking at new opportunities to sell Avaya Products and Services. Pros I love the ability to export various creations such as Journey Maps, Stakeholder Maps, and Personas to a pdf or ppt. Cons I think the journey map portion is still a little too hard to read. I use this tool for sales presentations and not to actually create a service design model so maybe dumb it down a little and offer more "pre-canned" maps to make it easier. Reason for choosing Smaply I chose smaply because I was getting my advanced design thinking certification and the book we used had affiliations with more than metrics making it easy to add the tool. Review Source Response from More than Metrics October 4, 2021 Hi John, thanks for reviewing Smaply! We appreciate your honest feedback. We're always on the lookout for Usability Testers. Would you be up for an interview with Zsofi, our head of research & customer success? If so, please drop us a line to mail@smaply.com. We'd be stoked to hear from you! ER Enrique R. Product Development and Member Experience Manager Banking Used the software for: 2+ years ### "Solid product" September 24, 2021 5.0 Overall great tool and it has been helpful for our Org. I wish it allowed for greater creativity but like I titled my review, Solid Product Pros Great product, easy way to display multiple journeys and channels at the same time. You can see a lot of data at once. Cons I wish it allowed for more creativity and flexibility. Feel it is ridged and if you can’t do it within the structure they present it is hard to do. Review Source Response from More than Metrics October 6, 2021 Hi Enrique, it's great to hear that you enjoy working with Smaply. Thank you for your feedback. We're aware that there are some limitations concerning flexibility, we're working on that and will launch some improvements soon! AL Adam L. Founding Partner Design Used the software for: 2+ years ### "Smaply takes mapping seriously" October 14, 2021 5.0 I recommend Smaply to many of my consulting clients who understand that maps are not just a visiualisation: they are a strategic tool. Pros User level: Turns scrappy workshop outputs into attractive maps which are suitable for readers outside the "bubble" of the team – for example senior management, or research respondents. Strategy level: the nestable levels of mapping make Smaply suitable for the strategic use of maps as a management tool, coordinating the activities of multiple teams across multiple projects which impact experiences (Journey Map Ops). Cons I wasn't fond of the pricing plans. The new version looks better. Reason for choosing Smaply Full disclosure: I am friends and occasional colleagues with the Smaply team. (I also have good relationships with the makers of other mapping software.) Nonetheless, Smaply simply does the job best, and takes you further. For me it's the most professional option, a great strategic management tool – and is already useful at team level. Review Source Ashish V. UX Designer Internet Used the software for: 1-2 years ### "Visualising customer experience made easy " April 6, 2019 5.0 The ultimate​ tool to Create, share and present your customer journey maps, personas and stakeholder maps. Pros One of the best tools to visualize and digitize customer journey map, it's easy to build and share with team and stakeholders. For remote teams, it is super useful to collaborate​ and share insights from the research. It is also easy to build persona and mapping stakeholders which are​ super important to gain empathy. I also like the export feature if you don't want to invite everyone to collaborate​ or need it for offline viewing and print. Cons Nothing so far​ works well as expected. Review Source EM Ezequiel M. Coordinator Banking Used the software for: 6-12 months ### "Customer journeys deployment" September 24, 2021 4.0 Pros The ease of use and the templates to start building CJM Cons The lack of templates when exporting to ppt. Alternatives considered [Miro](https://www.capterra.com/p/128955/Miro/) Review Source Response from More than Metrics October 6, 2021 Thank you very much for your comment, Ezequiel! VR Verified Reviewer Project Manager Education Management Used the software for: Less than 6 months ### "Clean and neat " March 20, 2022 5.0 Very easy to use journey mapping tool, i find it useful to both create and share journey maps. Pros It's great for creating journey maps, it has very useful templates and you can edit and cutomize you own projects. I like the storyboard features where yo can import images within the journey map. When exported, journey maps, are visually attractive and esaily understood. Cons I believe there are tiny details that can be improved. in some fields you are requiered to: clic, edit, and then type, i think it would be faster if you just clic and edit right away. Review Source Kanishka M. Full Stack Web Developer Insurance Used the software for: 1-2 years ### "Great user based analytics and great UI" November 21, 2019 4.0 Overall experience was not too great but not too bad because the UI is great which is the first thing that attracts the user and also the journey mappings feature is quite attractive . And the advanced user based analysis is impressive Pros Great customer experience with amazing UI and great journey mappings with the solutions to create different personas. vizualising and mapping of the customer behaviour Cons The Dashboard is very much cluttered and too messy and also there is no mobile app support and no desktop app support. Review Source GS Ghita S. Apprentice Nanotechnology Used the software for: 6-12 months ### "Good job" September 24, 2021 5.0 Pros The software is really use to use with a lot of features Cons There is no rewind button. If you delete something it's gone Review Source Response from More than Metrics October 6, 2021 Hi Ghita, thanks for the review! We are aware that the lack of an undo button may cause frustration! It is on our roadmap. AI Athina I. Research Fellow Research Used the software for: 1-2 years ### "Customer journey mapping" September 24, 2021 5.0 Using it mainly for research purposes and mapping of customer journey of users. Pros Very easy to visually show the customer journey, combining the processes with emotions at various points in time. Also, the fact that many different personas can be incorporated in the same view is very useful for comparisons. Cons Sometimes, at least in my case, the customer journey consists of many steps thus creating a very long map. Visually in smaply this means to keep scrolling towards the right hand side and when this is printed in a pdf it is a very difficult map to understand (and fit in an A4 page). Maybe the option to be able to break down the map would help? Review Source Response from More than Metrics October 6, 2021 Hi Athina, thank you for taking the time to review! We appreciate the feedback. It's great to hear that you like working with Smaply. About the length of your journeys - there are two options, either A4 formats (will probably result in many pages) or if you have a plotter available, this will most probably be the nicest option. AR Ayush R. Full Stack Developer Insurance Used the software for: 1-2 years ### "Good retrospective Software to reflect on customers journey" November 21, 2019 5.0 As it is unique in it's domain so there is a scope of this software where it can reach to a wider network. So focusing on small small areas such as making the UI more user friendly and mapping it to real time experience will work wonders for the application. Pros I found this as one of it's kind in this domain. The way the software mapped the entire journey of a day was quite interesting to see. As a customer can visualize their entire day and then work upon it, depending upon the time they were feeling low or depressed. Cons Persona templates are not that great, orientation customization can be improved upon, No real time plugins are there to support user mapping as there are in various applications. Review Source Birgit S. B. Professor Design Used the software for: Less than 6 months ### "Minimal Joy of Use" December 10, 2021 3.0 Student groups who were learning the methods of lean user research found the UI too complicated. Pros The promise of an overall view of user-centred Design stages ist wonderful. The link between personas and stakeholder-maps is useful and I think a few iterations down it could be a really powerful tool. Cons A big minus is the UX/UI. You basically took all the life out of the methods you tried to ease. In our test, it was not possible to engage students with the platform, because the UI seems more like filling out grey and lonely forms. The design is very narrow and not at all playful, generous and inspiring. You should be aware of this and take care of it, because all the methods you promote are more storytelling than burocracy. Review Source Response from More than Metrics December 13, 2021 Hi Birgit, thank you for your feedback. We are very sorry that Smaply wasn't able to serve you better. We appreciate your feedback very much and will work on the UI and UX a lot in the upcoming months, to make it more flexible. We hope to improve Smaply in a way that solves you challenges as well! RC Ronald C. Specialist klantinzicht Utilities Used the software for: 1-2 years ### "A good tool for making customer journey maps" October 6, 2020 4.0 Smaply is a very good tool for making detailed customer journey maps. To compete with other providers I wish they had some more options to customize the maps though. Pros Smaply is very easy to use and the company has good customer service. Whenever I had questions they were answered quickly and friendly. Also the cost is pretty low. Cons I missed some options for customizing the journey maps and the look and feel of the maps could be better, they are not very well suited for sharing and presentations. Review Source MC Matt C. CEO Sporting Goods Used the software for: 6-12 months ### "Review" September 24, 2021 3.0 neutral Pros The software was easy to use and understand Cons The user interface was rather clunky and dated Reason for choosing Smaply investor required Review Source Response from More than Metrics October 6, 2021 Thank you for your review, John! We're currently working on the interface and hope we'll have some improvements for you soon :) JH Jacob H. Customer Associate Farming Used the software for: Less than 6 months ### "Great concept but poor execution" September 26, 2021 4.0 The concept is great however the product needs more flexibility. Pros The concept is great and the support documentation is useful Cons The limited flexibility with features makes it difficult to use for multiple purposes Review Source Response from More than Metrics October 6, 2021 Hi Jacob, thank you for your feedback. We're aware that there are some limitations concerning flexibility, we're working on that! If you're interested to join our usability group, please get in touch via mail@smaply.com. Similar Products Featured ## Send me user reviews about this product ### Fill out the form and we'll send a list of the top-rated software based on real user reviews directly to your inbox.