Screenshot from Smaply Persona EditorScreenshot of Smaply icon picker
Work with mood images
Use built-in icons
Define personal details
Manage personas and stakeholders

Persona editor

Design for people – not for spreadsheets.

Personas describe a group of people in a way that is easy to understand and empathize with. Describe both the person as a human being (background story, personality, interests, etc.) and as a stakeholder in context of a service ecosystem (needs, expectations, etc.).

Often personas are used to describe customer or user segments. Creating personas can lead to new insights who your customers really are and why they are using your products or services.

Tip: Always base your personas on research data and not just assumptions.

Screenshot of Smaply Customer Journey Map Editor
Freely arrange lanes
Style and highlight text
Visualize channel usage
Create journeys per persona
Use automatic graphs
Define stages

Journey map editor

Design for customer experience – not for internal processes.

Mapping customer (or user, employee, etc.) experiences makes intangible interactions visible and facilitates a common and empathic understanding between all team members.

Besides a journey maps’s basic structure consisting of steps and stages, additional lanes such as storyboards or text lanes can be used to enrich the map and focus on specific topics.

Furthermore, graphs like emotional journeys and dramatic arcs help to understand the customer’s flow of satisfaction and engagement. Channel lanes help you to visualize which channel can be used in which step to visualize cross-channel experiences. The Backstage lane enables you to map internal processes that are triggered by the customer journey

Tip: When you do current-state journey maps, do research and do not base them merely on assumptions.

Screenshot of Smaply Stakeholder Map Editor
Arrange your ecosystem by drag & drop
Visualize relationships on the fly
Freely define your maps legend
Drag stakeholders on the map

Stakeholder map editor

Design systems – rather than disconnected products or services.

Customers interact with many internal and external stakeholders during their journey. They use different products or services, various devices and platforms, communicate with diverse departments through different channels.

A stakeholder map is a visual representation of this ecosystem of stakeholders involved in customer experience. It helps to understand who is involved, to reveal existing formal and informal relationships between stakeholders, to identify frictions between them, and to find new business opportunities.

Tip: Create a stakeholder map in a workshop with many different stakeholders as well as customers to collect as many involved stakeholders as possible.

paper templates for workshops

Start on paper, digitalize, iterate.

Scribble: Personas
Scribble: Journey Maps
Scribble Swimlane Maps
Scribble: Stakholder Map
Download on the Learn Page
Get the printed templates ready for your workshop at
Photos of ready-to-use workshop templates from Mr. Thinkr
Logo Mr- Thinkr in white
tools & toys for design thinkers

Software features

Manage multiple users.

Smaply enables you to use these tools with disperse teams. Manage who has access to which project and invite external stakeholders or your client to your project.

Graphic: Multi-user management in Smaply

Export high-quality pdfs.

Export high-quality pdfs to share with your team, client or other stakeholders. Use them as large print-outs for your next workshop. Benefit from vector-based graphics when importing them to other software.

Graphic: Vector-based PDF export

Create PowerPoint presentations of your journey maps with one click.

Do you nee to present your journey maps with slides? No problem – with one click you can create a professional step-by-step PowerPoint presentation of any journey map (included in all REGULAR plans and above)!

Graphic: Vector-based PDF export

Duplicate everything.

With Smaply you can duplicate existing personas, journey maps, or stakeholder maps within your project or whole projects to create copies, versions, or different scenarios.

Graphic: Duplication workflow in Smaply

Want to stay tuned? We don’t spam and just mail you occasionally.

Thank you! Please check your email inbox.

Oops! Something went wrong while submitting the form