Smaply 2026: Benefits, Features & Pricing

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On this page

Overview
Pricing and Plans
Features
Integrations
User Reviews

Overview

Smaply

4.4

(20)

Pricing

Starting at €390.00 per year

About Smaply

A new era of journey management is here! Smaply helps organizations of all sizes and industries to manage their customer experience. A dedicated tool for journey management solves many pain points that occur when using whiteboard tools.

Besides personas as the basis to build customer or user journey maps, Smaply also comes with state-of-the-art journey management functionalities. Build your maps in a flexible and intuitive editor, that makes it easy to cluster steps in stages, expand cards over multiple columns, add text, image, emotions and KPIs to a map, as well as opportunities, pain points and solutions. These are then reflected in the portfolio graph, which helps to keep an overview and prioritize. Metrics and KPIs are visualized besides pain points and opportunities. This support you in making informed decisions.

Moreover, Journey Management functionalities include granular user roles, comments on cards, and hierarchies to keep track of the progress in your CX strategy. By being certified with ISO 27001:2022, SOC2 and by being fully GDPR compliant we are ready for enterprises that are keen on moving quickly with procurement. We also offer SSO and hosting on dedicated instan...

Smaply Screenshots

Smaply Pricing and Plans

Starting price: €390.00 per year

Free Trial

Free Version

Free

€0.00

per user, per year

Plan includes:

Helpdesk
Journey maps
Personas
Journey Management
Metrics
Collaboration
Export
Filter
Templates
Cards and Lanes

Repository

€390.00

per user, per year

Plan includes:

Trust Center, standard T&C, standard SLA
Portfolio Management
User roles
Premium support
Custom Templates

Framework

€690.00

per user, per year

Plan includes:

Hierarchy template
Coaching hours
Key account manager
Journey Management course
SSO
Full procurement service from 10 users, negotiable

Governance

€990.00

per user, per year

Plan includes:

Customizable taxonomy
Direct Integration: Aris
Unlimited storage
10 coaching hours
Hosting on dedicated instance
Single-tenant hosting

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Smaply Features

Popular features found in Customer Journey Mapping Tools
Behavioral Analytics
Collaboration Tools
Customer Experience Management
Customer Profiles
Customer Segmentation
Data Import/Export
Performance Metrics
Reporting & Statistics
More features of Smaply
Access Controls/Permissions
AI Copilot
Attribution Modeling
Campaign Analytics
Commenting/Notes
Conversion Tracking
Customer Database
Customer History
Customer Journey Mapping
Customizable Reports
Customizable Templates
Data Visualization
Drag & Drop
Experience Management
Generative AI
Knowledge Management
Map Creation
Map Sharing
Multi-Channel Data Collection
Multi-Channel Marketing
Negative Feedback Management
Personalization
Real-Time Analytics
Real-Time Data
Reporting/Analytics
Search/Filter
Sentiment Analysis
Single Sign On
Storyboarding
Surveys & Feedback
Tagging
Third-Party Integrations
User Journeys
User Management
Visual Analytics
Website Analytics
Whiteboard
WYSIWYG Editor

Smaply Integrations

Microsoft Excel

Miro

Mural

Google Analytics 360

Jira

Google Docs

See all 15 integrations

Smaply User Reviews

Overall Rating

4.4

Ratings Breakdown

55%

30%

15%

Secondary Ratings

Ease of Use

4.0

Value for money

3.9

Customer support

4.5

Functionality

3.8

Have you used Smaply and would like to share your experience with others?

Chris H.

Verified reviewer

Information Technology and Services

11-50 employees

Used daily for less than 2 years

Reviewed September 2021

Smaply for Customer Experience

The development of an understanding of customer experiences today for a persona and the development of a vision that addresses the main pitfalls and aims for strong, consistent experiences

Ratings Breakdown

Ease of use

Value for money

Functionality

Pros:

Simple to learn and use - very intuitive Extensive journey mapping coverage Collaboration

Cons:

No persona templates so a lot of repetitive data entry required Collaboration can lock you out of models. Multiple parties cannot collaborate simultaneously Pricing is on the steep side

Reasons for choosing Smaply

The design genesis of More than Metrics and its [SENSITIVE CONTENT] standing in the design community

Vendor Response

Hi Chris, we're glad you enjoyed working with Smaply! Thank you for your feedback on the pricing and collaboration. We just launched a new pricing and concerning the collaboration limitations, we're aware of that and improvements are on our roadmap. If you'd like to join our usability group, please get in touch via mail@smaply.com, we always appreciate feedback!

Replied October 2021

Jonathan L.

Verified reviewer

Design

Self-Employed

Used daily for less than 6 months

Review source

Reviewed February 2025

Probably the best customer journey mapping platform out there

For a midsize financial services I lead a project to capture the total As-Is journey. Keeping the document current is the number 1 goal. Smaply makes that a doddle. It's worth saying that [sensitive content hidden] is very helpful.

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

Pros:

Ease of setting up your own custom swimlanes

Cons:

Sharing - a few more options would be great

Reasons for choosing Smaply

Designed for purpose, rather than a generic design tool

Vendor Response

Hi Jonathan, it's great to hear you enjoy working with Smaply! I will forward your request about sharing options to our Product team. Let us know if there's anything we can support you with, or what you need. It's important to us to build our product in a way our users need it. Kind regards, Isabel

Replied March 2025

Henrik H.

Verified reviewer

Design

501-1000 employees

Used daily for free trial

Review source

Reviewed December 2019

Difficult UI

Seemed super easy at first, but when we got into details we struggled to maintain momentum. The poor experience was a blocker to us.

Ratings Breakdown

Ease of use

Functionality

Pros:

Ability to build both Customer Journey Maps, Personas as well as Stakeholder Maps. The latter part gives a super useful high level picture of the relationship between parties.

Cons:

The UI is super old looking and not that inspiring. Personas are a bit cumbersome to use and CJM tool is completely in the woods. We rejected the tool due to the complexity of the CJM tool.

Marco P.

Verified reviewer

Design

2-10 employees

Used weekly for more than 2 years

Reviewed September 2021

Smaply 3.0 awaited :)

At the end of the day Smaply is a very effective design tool that let's you share a vision of what I consider a "too much static" idea of what a user experience is. Thing is, ok, you've done your job, the user experience is well designed but it's all very "static"; what if I design 30 to 40 user journeys, how do I go looking for patterns? What if I design several Service Blueprints and I want to know how this or that company capability is involved? How do I search for data if what I get is just a beautiful drawing? Right now we design user journeys on Google Sheet in order to get a more "data" format the can be filtered and visualize with charts and stuff like that.

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

Pros:

Very solid user-experience structure. Quite a bug free app.

Cons:

UX: quite old fashioned, not so easy to interact with, it should be updated. Integrations: that should be improved, videos, prototypes, live data from analytics should all be rendered in the preview mode. Richer icons and image libraries. No data structure: the data user generates and input into the lanes should be reusable; they should be some sort of entries from a db (ie. Airtable) in order to let user structure more flexible outputs (ie. markdown); putting together a db data structure and the user journey/service blueprint views would let Smaply be quite the definitive tool. Add "User flow" (with branches) as a new way to design a more mobile app/website/digital application user experiences.

Reasons for choosing Smaply

We're using both products

Vendor Response

Hi Marco, thanks for reviewing Smaply! We appreciate your honest feedback. Since you mentioned Smaply 3.0 in your review, we'd love to hear what you'd like to see there! As we're always keen on learning what would serve our users best, we'd like to invite you to our Usability Test Group. Would you be up for an interview with Zsofi, our head of research & customer success? If so, please drop us a line to mail@smaply.com. We'd be stoked to hear from you!

Replied October 2021

Gerry S.

Verified reviewer

Design

2-10 employees

Used daily for more than 2 years

Reviewed October 2021

The best Journey Mapping tool hands down

Fantastic. It's a brilliant company who get what I try to do with organisations. I see them as partners in many ways.

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

Pros:

The standardized way of working. The guided approach to doing things.

Cons:

Lack of tablet functionality but must of the work is desktop based anyway

Marcin C.

Verified reviewer

Management Consulting

2-10 employees

Used monthly for more than 2 years

Reviewed September 2021

Quicker customer journey map development

Smaply lets organizations see and understand what's an overall experience of their customers, see their service as proces with stages, touchpoints and moments of truth. Helps employees understand their role in the whole services and generates a lot of impulsed for change and innovation. It is a kind of proof for management supporting decision making.

Ratings Breakdown

Ease of use

Customer support

Functionality

Pros:

Smaply is a simple online service that's focused on CJM development with support for Personas, Stakeholders and Stakeholders Maps. It is easy to add data to the map, manage it and export to huge pdf documents that can be either printed or manipulated further with different software.

Cons:

It takes some time to upload graphics for Persona or CJM either from your computer or awaliable Smaply's collections.

Reasons for choosing Smaply

Dedicated soft for this purpose.

Vendor Response

Hi Marcin, thanks for taking the time to review! We're happy you enjoy working with Smaply and appreciate your feedback :)

Replied October 2021

john r.

Verified reviewer

Information Technology and Services

5001-10000 employees

Used monthly for more than 2 years

Reviewed September 2021

My Smaply Experiences

Smaply has been a great tool to help our team build use-cases and develop our customer presentations. I am still hopeful that more advancements will come because there are other tools out there that are starting to gain momentum and I would rather not switch. Overall I look at Smaply as a tool in my toolbox and it's nice to be able to pull up a journey map or project from the past when looking at new opportunities to sell Avaya Products and Services.

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

Pros:

I love the ability to export various creations such as Journey Maps, Stakeholder Maps, and Personas to a pdf or ppt.

Cons:

I think the journey map portion is still a little too hard to read. I use this tool for sales presentations and not to actually create a service design model so maybe dumb it down a little and offer more "pre-canned" maps to make it easier.

Reasons for choosing Smaply

I chose smaply because I was getting my advanced design thinking certification and the book we used had affiliations with more than metrics making it easy to add the tool.

Vendor Response

Hi John, thanks for reviewing Smaply! We appreciate your honest feedback. We're always on the lookout for Usability Testers. Would you be up for an interview with Zsofi, our head of research & customer success? If so, please drop us a line to mail@smaply.com. We'd be stoked to hear from you!

Replied October 2021

Enrique R.

Verified reviewer

Banking

201-500 employees

Used weekly for more than 2 years

Reviewed September 2021

Solid product

Overall great tool and it has been helpful for our Org. I wish it allowed for greater creativity but like I titled my review, Solid Product

Ratings Breakdown

Ease of use

Value for money

Functionality

Pros:

Great product, easy way to display multiple journeys and channels at the same time. You can see a lot of data at once.

Cons:

I wish it allowed for more creativity and flexibility. Feel it is ridged and if you can’t do it within the structure they present it is hard to do.

Vendor Response

Hi Enrique, it's great to hear that you enjoy working with Smaply. Thank you for your feedback. We're aware that there are some limitations concerning flexibility, we're working on that and will launch some improvements soon!

Replied October 2021

Adam L.

Verified reviewer

Design

2-10 employees

Used monthly for more than 2 years

Reviewed October 2021

Smaply takes mapping seriously

I recommend Smaply to many of my consulting clients who understand that maps are not just a visiualisation: they are a strategic tool.

Ratings Breakdown

Ease of use

Value for money

Customer support

Functionality

Pros:

User level: Turns scrappy workshop outputs into attractive maps which are suitable for readers outside the "bubble" of the team – for example senior management, or research respondents. Strategy level: the nestable levels of mapping make Smaply suitable for the strategic use of maps as a management tool, coordinating the activities of multiple teams across multiple projects which impact experiences (Journey Map Ops).

Cons:

I wasn't fond of the pricing plans. The new version looks better.

Reasons for choosing Smaply

Full disclosure: I am friends and occasional colleagues with the Smaply team. (I also have good relationships with the makers of other mapping software.) Nonetheless, Smaply simply does the job best, and takes you further. For me it's the most professional option, a great strategic management tool – and is already useful at team level.

Reasons for switching to Smaply

Smaply gets better outputs faster. Smaply is a management tool, not just a visual tool.

Ashish V.

Verified reviewer

Internet

10000+ employees

Used weekly for less than 2 years

Review source

Reviewed April 2019

Visualising customer experience made easy

The ultimate tool to Create, share and present your customer journey maps, personas and stakeholder maps.

Ratings Breakdown

Ease of use

Functionality

Pros:

One of the best tools to visualize and digitize customer journey map, it's easy to build and share with team and stakeholders. For remote teams, it is super useful to collaborate and share insights from the research. It is also easy to build persona and mapping stakeholders which are super important to gain empathy. I also like the export feature if you don't want to invite everyone to collaborate or need it for offline viewing and print.

Cons:

Nothing so far works well as expected.

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