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Customer experience is increasingly perceived as the important marketing concept leading to differentiation and as an effective solution for building competitive advantage on the open global market. The core ability of companies adopting the customer experience management approach is to be able to understand customers' perceptions of their business that is often significantly different from the conventional company's view. Nowadays, the most used way to capture and further analyze this customer view is to create customer journey map. At the same time technological evolution is significantly changing the nature of transportation. People are moving from traditional taxi rides to ride-sharing, from hailing to e-hailing, from purchasing to renting cars and soon from human-driven to autonomous cars. These phenomena are critical as they have potential to have an enormous impact on the automotive industry and cities themselves as they are designed around transportation system. The aim of this paper is to examine and summarize the theoretical aspects of customer experience journey analysis, to create and analyze customer experience journeys of several city transportation service options to reveal experiential trends, critical parts and factors influencing customers' perceptions of the service and to formulate experience design recommendations and research questions leading to new avenues for further research. Paper is based on primary data collected from series of case studies, online questionnaire and secondary data retrieved from research papers, books and online customer reviews. [ABSTRACT FROM AUTHOR]