Design thinking tools

Design thinking tools for innovation

Design thinking describes a set of practices that help to innovate products and services. It helps businesses to understand what their customers really want, and develop new solutions. Smaply provides the tools design thinkers need.
A graphic illustration of a journey map with two person icons, separate cards, and an emotional graph
Design thinking example journey map

The design thinking process in a journey map

Journey maps are the heart and soul of customer-centered working. They help understand the customers’ experience and take action. Design thinking is about removing pain points from the customer journey, and creating moments of satisfaction and delight.

Design thinking tools that drive innovation

With Smaply’s editors you have the toolbox that design thinkers need to understand both the big picture and key details of customer experience.

Journey maps

Journey maps help to understand the current customer experience, and create prototypes of the future-state customer journey. What steps do the customers take, what channels do they use, how important is a specific experience?
Learn more about the journey map tool


Persona handouts make it easier for you and your client to better understand the needs of the target groups. What are their needs, their expectations, their problems to solve?
Learn more about the personas tool

System maps

Create a common understanding of who is involved in a service. Make clear what parties of the ecosystem need to be considered when going through an innovation phase.
Learn more about the system map tool

Research. Understand. Improve.

Smaply provides design thinking templates for teams to together drive innovation and make their businesses successful.

Icon showing a group of users

Multi-user access

Collaborate with your team members on your journey map and share your knowledge and insights with each other.

Icon of speech bubbles indicating comment mode

Comment mode

Pro Plan

Invite others to comment on your journey maps. Have online discussions with geographically dispersed teams.

Icon of a grid, indicating the option of multiple personas

Multiple personas

Compare the experiences of multiple personas in one journey map. Learn how and why their experiences differs and optimize your service accordingly.

Icon of a swooshy arrow, indicating sharing functionality

Live share

Basic Plan

Share read-only versions of your maps and let others follow changes your journey map in real-time.

Icon of arrows in all directions, indicating drag & drop functionality

Drag & drop all the things

Rearrange all the elements of the map, such as steps and lanes, by dragging and dropping them into place.

Icon of multiple paper sheets, indicating export functionality


Export maps and personas to high resolution PDF, PowerPoint, Excel and PNG files to print, present and analyze.

Icon of a person with a crown, indicating customer centricity

Customer centricity

Establish a common customer-centric language across your organization with personas and journey maps.

Icon of a paint brush

White labeling

Custom branding and subdomain for a consistent look & feel supports easier adoption across your organization.

Icon of a group of persons

Overview multiple agile teams

Using the same cloud-based tool allows you to jump between different zoom levels of journey maps and identify which CX projects support or contradict each other.

Icon of a smiling smiley

Business impact

Many studies show that improving customer experience has a positive impact on customer loyalty, churn, and revenue growth.

Icon of a university hat

Training & coaching

We can train your teams and help you as a sparring partner to scale customer-centricity in your organization.

Icon of a star

Standardize journey maps

Increase speed and accessibility of journey maps across your organization. Reuse data from previous CX projects and build on top of previous research.

Start design thinking, for free
Finally become more customer-centered through design thinking tools!
Sign up for Smaply