In this post, we are going to compare our tool UXPressia with Custellence to help you make the right choice and save your time.

Single- or multi-purpose?

Before searching the web for best-in-breed customer journey mapping tools, take a pause and think for a while. Do you want a tool to accomplish one thing (e.g., visualize a customer journey) or more than that?

  • Custellence

Custellence is more of a single-purpose tool, with its primary focus on customer journey maps. It's alright if you work with customer journey maps only. But since customer personas are an integral part of any customer journey, chances are, you will want to show it somewhere on your map. In which case, you won’t be able to do so with Custellence.

  • UXPressia

UXPressia offers both customer journey maps and personas. On top of that, there’s the impact mapping tool to help you align your business strategy with CX improvements and personas.

All the 3 tools are integrated and complement one another. At the same time, you can use them independently. So if you work with journey maps only, you don’t have to create personas and visa versa.


Let’s make a deeper dive inside each tool to see what features they have to offer.

Layouts, Sections, and Data Types

Both tools have a similar grid structure you will find familiar if you ever worked with post-it-notes journey maps. Each map is made of rows or sections with data buckets, and columns acting as journey steps or touchpoints.

  • Custellence

There are only two types of sections: card and curve sections. Curve sections are mainly used to visualize emotions or something alike with in-app icons, while cards can hold plain text, icons, images, links, and files. 

Card and curve sections in Custellence

  • UXPressia

In UXPressia, there are 17 sections available. Here are a few of the most frequently used sections:

  • The experience section. Though it’s visually similar to the Custellence curve section, these two sections are different. UXPressia has 24 preset emoticons to choose from, and they all have customizable text descriptions.

You can also use Plutchik's wheel of emotions which will provide you with a framework for picking the right emotion for each touchpoint.

  • Process and channels for visualizing omni-channel interactions. You can choose from four process types (linear, cyclic, non-linear time-based, and bi-directional), use up to ten nodes at each process, and add text to each node (or not to use any text at all). This section also works well for representing business processes behind the customer journey.

There’s also a large set of channel icons available in this section. Their descriptions are fully configurable so you can introduce domain-specific names.

  • The funnel section supports Mixpanel and Google Analytics integrations and helps you back your insights with real-time data without doing manual input. The software automatically calculates conversion percentage between journey stages and shows multiple time periods so you can see how your journey is performing over time.

  • The embed code section is another way to add “live” data from third-party apps such as Figma, MS Visio, Miro, Domo, Google Drive, and loads of other apps that allow sharing data via iframes. With this section, you can turn your map into an interactive document that lets you play videos, design prototypes, etc. without ever leaving the journey mapping tool.

  • The video section is where you can add videos such as ads or other promo videos your customers see from web sources like YouTube and Vimeo and play them online. Plus, you can embed private videos with customer interviews from Google Drive via the embed code section.

There are far more sections available and each has a description and an example to help you and your team learn the software as quickly as possible and get some fresh ideas as you’re working on your map.

Highlighting journey areas

When presenting customer journey maps, you will most likely want to have different map areas visible to each team. For instance, a version of the map for the executive team will differ from the one you will show to the developers. Let’s see what each tool has to offer in this department.

  • Custellence

In Custellence, you cannot create different views to highlight certain areas within your journey map. Still, you can have hideable additional details under each section. The feature is called sub-lanes and it allows you to have supporting information that can be hidden or shown if needed.

  • UXPressia

In UXPressia, you can focus on different areas of your journey map. You can choose which stages and sections are visible under each view and then jump between views when presenting or working on your map.


When it comes to telling your customer’s story, the visual appeal of your map becomes a critical factor. Customer experience cannot be put into words, so the more interactive and visually appealing your map is, the more likely you will deliver the insights to your team.

And although both tools have relatively similar visualization capability, the final deliverables look very different.

  • Custellence

Custellence offers three shapes of boxes to use in the card lane. You can also pin icons to those boxes and add images to them. As the tool doesn't have a storyboard gallery, you need to upload your own images. Here’s how you set up an individual box:

  • UXPressia

In UXPressia, you can upload your images or use our in-built Storyboard Gallery to add storyboards to your journey map.

You can also take advantage of our rich text formatting options to style your text and set accents. You can also use emojis, Font Awesome pack symbols, add hyperlinks, images, videos, and loads of interactive iframe widgets.

Final look

So what do you get as a result? Take a look at these two journey maps created in Custellence and UXPressia.

  • Custellence map

  • UXPressia map


It goes with no saying that the only way to create effective journey maps is to engage everyone in the process. That means collaboration and sharing are the must-have features for any customer experience software. Now, both tools have sharing capabilities. But there are subtle nuances that make a huge difference at the end of the day.

  • Custellence

With Custellence, you can invite someone to your map via email or by sharing a direct link. The latter lets you share maps with people who don’t have a Custellence account. It is a view-only access, however.

  • UXPressia

With UXPressia you can share maps and personas, both via email, through a direct link, and also with all your workspace members by enabling a single toggle.

And when it comes to direct link sharing, not only can you invite people with no UXPressia account to view and leave feedback as comments, but also to edit your maps in real time alongside you and your team. This makes it the perfect solution for digital workshops and brainstorm sessions whether with a distributed or a local team.


In customer journey mapping projects, team collaboration is the key to success. Not only does it help you foster customer awareness across departments but it also paves the way for innovative ideas that drive a sustainable change.


Receiving timely and constructive feedback from teammates is crucial when working on a customer journey map. And the easiest way to do that is to leave comments directly on the map.

  • Custellence 

There’s no out-of-the-box commenting functionality in Custellence.

  • UXPressia

UXPressia has a real-time commenting mode available to both viewers and editors, including users who come to your map through the direct link.

This feature lets you pin your comments anywhere on your maps. You can edit and delete them, reply to comments, and resolve them in real time. You can also mention your teammates and set up email and in-app notifications to keep track of comments and activities within the map.

UXPressia also lets you receive Slack notifications about new comments and other activities happening within your maps and project such as when a new map is created or share, etc.

Presenting customer journey maps

This is the next logical step you take after creating your journey map.

  • Custellence

As of today, Custellence has no presenting feature for customer journey maps.

  • UXPressia

With UXPressia, you have a dedicated presentation mode that delivers a PowerPoint-like experience where you can present your journeys and personas in the screen sharing mode, zoom in and out on specific areas, and even change the background color for the slide.


Downloading maps to your computer to send someone via email, print, or just keep as a hard copy is also a good option with cloud-based software. Here’s what these tools have to offer.

  • Custellence 

With Custellence, you have 3 options: PNG, PDF, and CSV.

  • UXPressia

With UXPressia, you have scalable vector-based PDFs in both dark and white printer-friendly versions. Exported PDF maps can be branded with your company’s logo and the brand color. You can also export Personas (including the multi-persona mode with all personas on the same page) and Impact Maps.

On top of PDF, there is also a PNG, PowerPoint, and CSV export option.

Education and Support

They say learning is growing. So whether you are an experienced mapper, or if you’re just cutting your teeth on customer journey mapping, having some learning materials and support at hand when you need them is crucial.

Both tools provide live chat and email support options, but they differ a lot when it comes to learning base.

  • Custellence

If you want to learn the fundamentals of customer journey mapping, you can purchase a $220 online video course at Custellence.

Inside the tool, you’ll find a few journey mapping templates available. Plus, there’s a help center where you can learn the basics of the software.

  • UXPressia

At UXPressia, we offer interactive and practice-based education in CX with our UXPressia Academy product.

Inside the tool, there are 70+ filled templates for a variety of industries with examples.

We also have a blog where you will find many guides, insights, best practices, and downloadable freebies.

Finally, you will find over 100 articles covering every product feature in detail on our help center.


  • Custellence

At Custellence, you have 4 plans: one free and three paid ones.

Free plans users can create only one journey map. You won’t be able to add more than 60 cards to it or export the map.

Their cheapest paid plan goes at around $30 per month + VAT, while the enterprise option starts from $443 per month. 

  • UXPressia

We have three plans: forever free, Starter, and Pro. Custom enterprise plans are also available upon request. Plus, we have special pricing for education and nonprofits.

With the forever free plan, you can create one journey map, one persona, one impact map, export them to PNG, and share via email with one user.

The Starter plan costs $16/month per user ($160 per year) and lets you have 3 journey maps, impact maps, and personas. On this plan, you can leverage unlimited email sharing and password-protected direct link sharing, export to PDF and CSV, pie and bar charts, user roles and teams, and multiple personas view.

The Pro plan costs $36/month per user ($360 per year) and includes all the Starter plan features, plus unlimited journey maps, impact maps, and personas, branding, export to PowerPoint, Google Analytics, Mixpanel, and Slack integrations, and unlimited access to templates.

Wrap up

But at the end of the day, seeing is believing so why don’t you sign up for a forever free account at UXPressia and see if the tool fits your needs.

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