Improve citizen experiences across government services

Smaply helps government teams understand public needs and improve service delivery using customer journey mapping.

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● Customer Journey Management Software

Design better public-facing services

Customer journey mapping helps governments identify barriers and build more accessible, inclusive experiences.

Map end-to-end service access

Understand how citizens navigate government websites, forms, and support.

Reduce complexity and friction

Identify points of confusion, delay, or repeated effort.

Support equity and accessibility

Use personas to reflect language, ability, and digital access needs.

Align cross-agency efforts

Coordinate teams to deliver consistent services across departments.

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leading brands

Ready to improve public services?

Use journey mapping to deliver clearer, more accessible government services. Start free or talk to our team.

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Tools for mapping government services

Smaply helps public teams visualize journeys and improve delivery across diverse needs.

● Visualise your customer journey

Visualize multichannel access

Map how citizens access services via web, phone, or in-person.

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● Visualise your customer journey

Track feedback and outcomes

Attach satisfaction scores or case resolution metrics to stages.

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● Visualise your customer journey

Design inclusive personas

Reflect lived experience and accessibility needs in journey work.

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● Visualise your customer journey

Coordinate policy and delivery teams

Align internal stakeholders around citizen-centered goals.

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Make your customer experience measurable

Track pain points, KPIs, and progress in one place to drive smarter, data-informed decisions.

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More features that make your life easier

● Map journeys with ease

Fast, flexible journey mapping

Easily create detailed journey maps with stages, touchpoints, emotions, personas, channels, and more - no design skills needed.

● Connect insights to action

Integrated insights

Link pain points, opportunities, and solutions directly on maps. Add context with research data and visualize impact at a glance.

● Tailor journeys by persona

Persona management

Map experiences for different personas and roles. Compare journeys to understand unique needs, expectations, and challenges.

● Monitor performance with data

Metrics & tracking

Bring in data from tools like Google Analytics, Power BI, or Excel. Track KPIs and monitor journey health with visual indicators.

● Work together in real time

Real-time collaboration

Work together across teams with live editing, comments, tags, and filters. Keep everyone aligned and engaged, no matter where they are.

● Organize and scale journeys

Structured portfolio view

Manage multiple journeys, personas, and insights in one place. Navigate from high-level overviews to detailed steps with journey hierarchies.

Take the first step toward better government experiences

Design services that work for everyone. Try Smaply now or book a consultation.

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● From our Blog

June 17, 2025

Visualizing non-linear experiences on a journey map (branching)

Representing the multifaceted nature of user interactions is one of the most persistent challenges in journey mapping. While a journey map by definition illustrates one linear path of an experience, a group of real-world user journeys is rarely so straightforward, often presenting multiple ways to continue depending on user choices or external factors. Effectively visualizing these "branches" is crucial for gaining comprehensive insights and driving data-driven decisions.

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The Best Customer Journey Mapping Tools [Free & Paid]

Visualizing non-linear experiences on a journey map (branching)

Journey management for legal teams

Improve citizen experiences across government services

Design better public-facing services

Trusted by the world’s
leading brands

Ready to improve public services?

Tools for mapping government services

Visualize multichannel access

Track feedback and outcomes

Design inclusive personas

Coordinate policy and delivery teams

Make your customer experience measurable

More features that make your life easier

Fast, flexible journey mapping

Integrated insights

Persona management

Metrics & tracking

Real-time collaboration

Structured portfolio view

Take the first step toward better government experiences

Visualizing non-linear experiences on a journey map (branching)

Improve citizen experiences across government services

Design better public-facing services

Trusted by the world’s leading brands

Ready to improve public services?

Tools for mapping government services

Visualize multichannel access

Track feedback and outcomes

Design inclusive personas

Coordinate policy and delivery teams

Make your customer experience measurable

More features that make your life easier

Fast, flexible journey mapping

Integrated insights

Persona management

Metrics & tracking

Real-time collaboration

Structured portfolio view

Take the first step toward better government experiences

Visualizing non-linear experiences on a journey map (branching)

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Trusted by the world’s
leading brands