Offering Map
The Offering Map visually breaks down a service into specific features and benefits from the user's perspective. It helps teams understand the granular details of their service and how it delivers value.
Use this method when you need to define and communicate the scope of a service, especially to stakeholders who need a detailed understanding of its components and value proposition.
Solves: Lack of clarity about the specific features and benefits of a service; Difficulty communicating the service model to stakeholders.
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Step 1: Define the scope of the service you're mapping. (5 min)
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Step 2: Brainstorm all the features and functions that make up the service. Encourage diverse perspectives. (20 min)
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Step 3: Organize the features into logical clusters or macro-areas. (20 min)
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Step 4: Detail each cluster with specific functions and benefits, focusing on the user's perspective. (30 min)
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Step 5: Review the map for completeness and clarity, ensuring it accurately reflects the service. (15 min)
- Encourage participants to think from the user's point of view.
- Use visuals and diagrams to make the map more engaging.
- Be prepared to iterate on the map as new information emerges.
- Use different visual formats for the map, such as a mind map or a flowchart.
- Incorporate user journey mapping to show how the service features align with the user's experience.
- Prioritize features based on their impact and feasibility.