The What & Why of Wardley Maps – The wrap-up

I first heard of Wardley Mapping about 2 months ago and then the name started popping up in a few places which got us investigating it as a potential topic. Coming at it from zero knowledge, it seemed like the sort of thing product folks should know more about as it concerned both strategy & decision making.

Kim Ballestrin, Principal Consultant at elabor8, talked us through the basics and got us creating a map by thinking through the user needs capturing & protecting their personal data when using social media.

The What of Wardley Maps

A Wardley Map is a representation of the landscape & environment a company operates in. Its creator, Simon Wardley, believes a leader should have a map of the terrain to help guide their strategy.

The map consists of the activities the user needs to accomplish their goal charted across lifecycle, supply & demand.

You can use this framework in several ways, such as:

  • To think about your ongoing product development – from USP to commodities
  • A way of looking at the market or competitor landscape
  • Process and value chains from understanding where you have no standard process to defining a highly standardised process

The Whys of Wardley Maps

The map is a great way to create discussion. Once created, scan your map from top to bottom and left to right to determine if there are specific decisions that need to be made. Look for assumptions you’re making on the map or within your existing thought process.

Bonus – The How of Wardley Maps!

There’s a few principles to keep in mind when creating a Wardley Map:

  • The user need is your starting point
  • Keep it simple and on a small scale – don’t try to map EVERYTHING!
  • Your map will be imperfect – and that is completely ok!

How to create a Wardley Map

  1. Define your user’s needs.
  2. What are the activities the user takes in order for those needs to be met?
  3. Drill down into functions & features based on the visibility of the features to the end user.

Chart your functions & features from left to right along the evolutionary axes. The axes go from bespoke (genesis) on the left to generic (commodity) on the right.

Sketch in the linkages between the features & functions. This gives a good landscape of where you are right now.

Mapping out these connections and perhaps seeing where you may be too dominant in your commodity space & thus are at risk of disruption. Or understand that you’re too heavy in custom services, which bring high cost to serve & thus its time to consider streamlining the business by moving those to a product stage. These are some examples of ways a Wardley map helps you see the landscape and make better strategic decisions on what to do next as an organisation.

ProdAnon also had a bit of a surprise! The man himself, Simon Wardley, creator of this framework just happened to be in Melbourne Thursday evening and attended the session. Thank you Kim for inviting him!

Simon was kind enough to take some questions from the audience & talk through how he came up with his framework all those years ago.

Thank you to all the ProdAnon volunteers!! Ana Roy for fantastic note taking (& the great sketches!), Steve Cheah for the pix & elevator work and a these amazing people: Gwen D’souza, Marija Becker , Rob Finney, Richard Burke, Neha Jaiswal.

A massive thank you to DiUS for hosting the evening!

DiUS

Thank you Kim for the talk & organising the surprise appearance by Simon!

Resources

Strategy for Executives – Situation Normal, Everything Must Change

Simon Wardley’s ‘Wardley Mapping‘ site

The What & Why of Wardley Mapping

A lot goes into creating a strategy – market data, competitor information, current performance evaluation, vision, mission, values and on and on.

The creator of Wardley Maps, Simon Wardley, argues we need a map, not a SWOT. Maps help us with situational awareness so we can see movement in the future and maps are important in deciding on actions.

Our speaker for the evening, Kim Ballestrin of elabor8, will run us through the concept of Wardley Mapping, how to use it for decision making and some examples of how others have used this type of mapping. The bulk of the evening will be workshop style as we will all create a Wardley map.

Hope to see you there. RSVP now!

Doors 6pm
Talk starts at 6:30pm

Our Speaker:

Kim Ballestrin is a passionate and highly skilled Principal Consultant at Elabor8 working on the Agile transformations of large enterprises.

She has over 20 years of diverse management (IT) experience, helping some of Australia’s most prominent organisations on their Agile change journey. Kim is an experienced technologist, having worked in roles from IT business analyst through to program and delivery centre management. She specialises in Lean, Cynefin, Agile, Systems Thinking, Design Thinking, DevOps and ideas to improve the ways that companies work and deliver value to customers.

Currently the organiser of the Melbourne Cynefin and Lean Coffee Meetups, Kim regularly presents and runs workshops at leading local and international conferences on the Cynefin Framework, Decision Mapping and Early Idea Feasibility.

The What & Why of Wardley Mapping

Thursday, Mar 28, 2019, 6:00 PM

DiUS
31 Queen St Melbourne, AU

110 Prod anon-ers Went

A lot goes into creating a strategy – market data, competitor information, current performance evaluation, vision, mission, values and on and on. The creator of Wardley Maps, Simon Wardley, argues we need a map, not a SWOT. Maps help us with situational awareness so we can see movement in the future and maps are important in deciding on actions. Ou…

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