For event organisers · Experience & journey planning

Your event has seven audiences. Your plan has one.

Customer Journey Mapper walks your event through the eyes of every customer group — delegates, speakers, sponsors, VIPs — step by step, before, during and after. One journey table. It shows where the day can fail for each of them, and pushes the moments worth extra care into a WOW sheet with a decision on every idea. Built for B2B conferences. Works for any event.

Test it free — no account → Own it · €99

Built from real journey sheetsWorld championships, corporate conferences

25+ years of event workBonacube · Finland

Conference delegates arriving at a venue

Before, during, after — for every customer group, one table holds the answer.

You know this file

The journey sheet had 47 columns. Nobody reached row two.

Seventeen checklist columns per step — Customer Service, WC, Weather, Stars, MyGroup — so heavy that the journey mapping died somewhere around the car park. The delegate never made it into the building.
The step IDs were 1.1, 1.2, 2.1 — until Excel decided they were dates. Step 1.1 now happens on 1 January 2022. Step 2.1 happens in 2010.
One sheet per customer group meant copies. The delegates' journey lived in the workbook, the speakers' journey in an email thread, the VIPs' journey in somebody's head. A change reached one of the three.
The wow ideas lived in a second workbook the journey never met — graded by a smile factor, decided GO or no-go, and pointing back at step numbers that had meanwhile turned into dates.
One paste landed a column left, and a status cell has said "Aikuiset viihtyjät" — a target group, in Finnish — since 2022. Nobody dares to fix it because nobody knows what was there before.

📄 Event Customer Journey Sheet_EXAMPLE.xlsx — 47 columns, A to AU

📄 event customer wow sheet_excel.xlsx — a second workbook, hand-linked by step numbers

ID column, row 151.1. → 2022-01-01 — Excel made it New Year

Checklist columns L–AB17 ticks per journey step

Status cell, WOW row 15"Aikuiset viihtyjät" — a paste gone one column left

Sub-group columnsAM, AN, AO, AP, AQ, AR + Remarks

Modified at, row 142017-09-17 — the last time anyone dared

The other way

Picture the planning workshop with a journey that answers.

One journey table instead of 47 columns and seven copies. Each step asks five questions worth answering: what is the customer trying to do, where can it fail, what should they feel, what have we planned — and what is the one better idea for this moment. The views draw themselves.

Every customer group's journey in one table — copy one, adapt it, reorder by drag
Friction and desired outcome per step, in plain words the client understands
One CX sweet spot per step instead of seventeen ticks
The best moments starred into a WOW sheet — smile factor, GO or no-go, owner, budget note

What it is

One journey table. Four views.

The Journey Builder is the working view: one row per journey step, grouped by customer group. Step IDs assign themselves — DEL-001, SPE-004 — and every step carries the thinking: task, friction, desired outcome, planned solution, one CX sweet spot, and the idea that would make the moment better. Drag to reorder. Star ★ the steps that deserve more.

The other three views draw from the same rows. Group View replays the event as one person — a delegate, a speaker, a sponsor — stage by stage, frictions in red, outcomes in green. Journey Overview is the before / during / after picture for the client: every group, every stage, coverage and wow moments at a glance, gaps flagged in red. And the WOW Sheet holds the starred moments — graded by smile factor, decided GO, waiting list or no-go, each with an owner and a budget note.

It runs in the browser — laptop, tablet, phone — and the logic comes from journey sheets that planned real events, genericised. This is not a production rundown and not a project plan. It's the experience plan: the tool you use before the event plan gets too fixed to change.

Journey Mapper. Nordic Industry Forum 2026 ★ 16 · GO 9 ▶ Present

ID	Journey step	Friction / risk	CX sweet spot	★	Owner	Status
DELEGATES 250 PAX · 24 STEPS · ★ 8
DEL-008	Check-in and badge	One queue at peak; name misspelled	Customer service	☆	Host team	In progress
DEL-010	First coffee and landing	Coffee runs out at maximum arrivals	Food & beverage	★	Venue	Confirmed
DEL-019	Entrance to the gala	Same hall, same lights as the keynotes	Space / look & feel	★	Producer	In progress
SPEAKERS 12 PAX · 10 STEPS · ★ 3
SPE-006	Mic setup and clicker	Tech check happens live, in front of the audience	Speaker experience	☆	AV partner	In progress
SPE-007	On-stage timing support	No clock, no signal, 10 minutes over	Speaker experience	★	Producer	Confirmed

Why it works

Six problems from the real files. Six fixes.

Seven journeys, one table

Each customer group has its own section in the same table — no copies, no second workbook. Build the delegate journey once, ⧉ copy it to VIPs, keep what applies, sharpen what differs. Step IDs assign themselves and stay IDs; no spreadsheet will ever turn your 1.1 into New Year again.

The five questions that find failures early

What are they trying to do? Where can it fail? What should they feel? What have we planned? What's the one better idea? Answer them in April and the check-in queue never happens. The columns are the method — the table is just where the answers live.

One sweet spot, not seventeen ticks

The old sheet asked for 17 checklist marks per step, so nobody marked any. One dropdown asks the sharper question: what is the main experience angle of this moment — wayfinding, networking, sponsor value, surprise? Add your own categories when your event needs them.

The WOW pipeline

Star a step and it appears in the WOW Sheet — where the idea gets a smile factor (One to Four), a decision (GO, waiting list, no-go), an owner and a budget note. The journey finds the moments; the WOW sheet develops the best ones. Not every step needs a wow. The starred ones get delivered.

Gaps flag themselves

A critical step with no owner turns red. A wow with no idea gets a warning. A group with no steps after the event shows as a gap in the overview — because "how does this end for the sponsor?" is the question everyone forgets. The toolbar shows how much of the journey is actually thought through.

Your columns welcome

Venue area, supplier, staffing need, sustainability note — ＋ column adds what your event needs, and ⚙ Columns hides what it doesn't. Your columns ride along in print and in the semicolon CSV that opens clean in Finnish Excel. The default view stays light on purpose.

The second life

Present: walk the room through their day.

Full-screen view for planning workshops and client meetings: one group's journey on the wall — before, during, after — wow moments in gold, critical steps flagged, large type, live clock. Pick the group, walk the event as they will live it. The discussion this starts is the reason the tool exists.

And between meetings: 🔗 Share makes two view-only links — one opens the full journey table for the team, the other opens straight into the Journey Overview for the client. The whole journey travels inside the link. No account needed, nothing to install.

See it in the free test →

Journey Mapper. Nordic Industry Forum 2026 10:47:12

THE EVENT THROUGH THE EYES OF DELEGATES · 24 STEPS · ★ 8 WOW MOMENTS

Arrival to host city2 steps · ★ 2

Check-in / badge pickupCRITICAL2 steps

Welcome coffee1 step · ★ 1

Breaks and networking2 steps · ★ 1

Evening programme2 steps · ★ 1

Post-event follow-up2 steps · ★ 1

Who built this

An event director. Not a software company.

I'm Jesse Kiuru. I help event organisers and host cities bid, plan and run better events. Event director of the Lahti 2017 FIS Nordic World Ski Championships. Currently structuring the Winter World Masters Games 2028.

Journey Mapper exists because I mapped customer journeys for world championships in a 47-column spreadsheet — and watched good teams give up at the car park because the tool punished thinking. The questions were right the whole time: what are they trying to do, where does it fail, what's the one better idea. This keeps the questions and deletes thirty columns.

270,000spectators, Lahti 2017

3,000workforce coordinated

25+ yrschampionships to conferences

Pricing

Test first. Buy when it earns its place.

The free test runs on a full example event — a two-day B2B conference with seven customer groups and 66 journey steps, frictions, owners and 16 wow candidates. Everything works, nothing saves. When you want your own journeys saved and shareable, one payment.

Customer Journey Mapper · Full version

€99 one time · no subscription

Unlimited events, customer groups and journey steps
Journey Builder — drag to reorder, duplicate, copy a journey between groups
Group View, Journey Overview and WOW Sheet drawn live from the same table
WOW pipeline: smile factor, GO / waiting list / no-go, owners and budget notes
One CX sweet spot per step — add your own categories
Your own columns, and hide the ones you don't need
Step library — 25 standard B2B conference steps with the thinking started
Present mode · view-only share links (team + client overview) · A3/A4 PDF · Excel/CSV · all updates included

Get Customer Journey Mapper · €99 → or test it free first — no account, 2 minutes

Pairs with Agenda Master: the agenda says what happens — Journey Mapper says how it feels. Ten tools in the toolbox.

Questions

Asked before buying.

Do I need to install anything?

No. Customer Journey Mapper runs in the browser — laptop, tablet or phone. Your events save automatically to your account.

Is this a production rundown or a project plan?

Neither, on purpose. This is the experience plan — used in pre-planning, before the production plan gets fixed. It answers what each customer group experiences and where it can fail; the rundown answers who pushes which button at 19:02. That one is called Rundown Master.

We only really plan for delegates. Do I need seven groups?

Start with one. The seven B2B groups are ready when you want them — and the moment you map the speaker journey next to the delegate journey, you'll find the mic check nobody owned. ⧉ Copy journey builds the second group from the first in one click.

What exactly is a WOW candidate?

A step you've starred as worth extra care, budget or creativity. It stays in the journey and also appears in the WOW Sheet, where the idea gets a smile factor, a GO / waiting list / no-go decision, an owner and a budget note. Not every step needs one — that's the point of choosing.

Can the client see the journey without editing it?

Yes. 🔗 Share makes a view-only link that opens straight into the Journey Overview — every group, before / during / after, wow moments and gaps. They see the current picture; they change nothing. The full table stays yours.

What does "free test" mean exactly?

The full tool on an example event — a two-day B2B conference with seven customer groups, 66 steps and 16 wow candidates, nine already decided GO. Star a step and watch it land in the WOW Sheet. Nothing saves — 100 people can test at once and never see each other's changes.