Skip to main content
All CollectionsFAQComparisons
UXPressia vs. Custellence
UXPressia vs. Custellence

Learn how UXPressia is different from Custellence

Tanya from UXPressia avatar
Written by Tanya from UXPressia
Updated this week

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 to be able to do 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 them 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 vice versa.

journey maps, personas, and impact maps illustration


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 20 sections available. Here are a few of the most frequently used sections:

  • 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.

uxpressia experience section example

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

plutchik's wheel

  • Process and channels section for visualizing omnichannel 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 – it’s up to you). This section also works well for representing the business processes behind the customer journey.

process and channels section example

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. Alternatively, you can upload your own set of custom icons. The channel placeholders may also refer to touchpoints or other maps and personas in the same project.

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

funnel section example
  • 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.

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

video section example
  • Touchpoints section where you can put points of interaction between your business and a persona at a certain moment in time.

  • Chart section to represent map-related data with pie and bar charts.

charts and touchpoints sections example
  • Personas section to show interaction flows between personas being involved at different stages of the same process.

personas section example
  • Jira issues section to incorporate Jira issues inside your journey maps.

jira issues section example

There are more sections available in the tool, 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.

custellence hiding detailes example
  • UXPressia

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

a gif example of switching between views


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

And although both tools have relatively similar visualization capabilities, 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:

custellence card editing example
  • UXPressia

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

uxpressia's image library example

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

UXPressia emojis and symbols examples

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

custellence journey map example
  • UXPressia map

uxpressia journey map example


It goes without 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 via email, through a password-protected 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.

Document ownership and statuses

When you’re working on a mapping initiative as a team, it’s important to have transparency on what’s currently happening with each map and persona, and track progress to see who’s got the ball in their court at the moment.

  • Custellence

At Custellence, your documents will have an owner, but that field is reserved for the person who create the map and cannot be edited. You can also set a status for each card on your map. However, that doesn’t tell you anything about the current status of the map itself.

custellence status example
  • UXPressia

By default, the maps and personas you create within UXPressia will also be assigned to you as an owner. But you can easily reassign them to a different internal owner, or even several of them, from your team.

All documents have a status field, where you can select from default or custom statuses to track progress.

uxpressia document statuses example


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 

You can leave text comments on your map. To do that, you need to switch to the Comments mode and hover over a card.

commenting mode 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. We have two types of comments: text and audio. You can also post reactions and leverage dot voting.

uxpressia comments dot voting example

You can edit, delete, resolve comments, and reply to 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 projects such as when a new map is created or shared, etc.

Team library

Having all the files you need at hand speeds up your work and lets you keep a consistent look for the documents created within your organization.

  • Custellence

Currently, there are no options to store or reuse files in the tool.

  • UXPressia

In UXPressia, your team can enjoy a shared repository of components and files called a Team Library. It supports stages, touchpoints, images, channels, and documents. Once you upload your files, you can reuse them across maps and personas within the workspace.

uxpressia team library example

Presenting your journey maps

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

  • Custellence

A presenting feature disables adding new elements to both lane types. It doesn't deliver a presentation-like experience.

  • UXPressia

With UXPressia, you have a dedicated presentation mode that delivers a PowerPoint-like experience. 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.

presentation mode example in uxpressia


If you’ve been using some other tool for journey mapping, you’d naturally want to keep your progress and take the maps with you when making the switch.

  • Custellence

As of now, you can’t import your data to Custellence. The only option is to recreate the work you’ve done by building the same structure from scratch and copying and pasting the text of your journey map cells.

  • UXPressia

At UXPressia, you can import Excel or CSV files, import data from Google Sheets, simply paste it, or import your maps and personas manually.


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 120+ 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 3 plans: one free and two paid ones. Free plan users can create an unlimited number of maps with two default lane types: card and curve.

Their paid plan goes at around $30 per month + VAT, while to find out other pricing options you have to contact Custellence directly.

  • 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. You’ll be able to add comments and assign statuses for documents, export your work to PNG, and share it via email with 1 other user.

The Starter plan costs $16/month per user ($160 per year) and lets you have 3 documents of each type: journey maps, impact maps, and personas. On this plan, you can leverage unlimited email sharing and password-protected direct link sharing, export your documents to PDF and CSV, use embed code and charts, introduce user roles, and unlock the 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, Jira, and Slack integrations, and unlimited access to templates. Among other available features will be Version history, the Team Library, and custom document statuses.

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.

Did this answer your question?