explore · Strategy · 60–120 min · 3-10 people · medium energy
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.
When to use Offering Map
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.
What it solves
Lack of clarity about the specific features and benefits of a service; Difficulty communicating the service model to stakeholders.
How to run Offering Map, step by step
- Define the scope of the service you're mapping. (5 min)
- Brainstorm all the features and functions that make up the service. Encourage diverse perspectives. (20 min)
- Organize the features into logical clusters or macro-areas. (20 min)
- Detail each cluster with specific functions and benefits, focusing on the user's perspective. (30 min)
- Review the map for completeness and clarity, ensuring it accurately reflects the service. (15 min)
Materials needed
- Whiteboard or large paper
- Markers or pens
- Sticky notes (optional)
- Digital whiteboard (for hybrid sessions)
Facilitator tips
- 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.
Common pitfalls
- Getting bogged down in technical details and losing sight of the user's perspective.
- Creating a map that is too complex and difficult to understand.
- Failing to update the map as the service evolves.
Variations
- 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.
Running it online or hybrid
Use a digital whiteboard like Miro or Mural to collaboratively map the service offerings.
What it produces
A visual map detailing the service's features, functions, and value proposition, often organized into macro-areas and specific functions.
Origin
Based on work by Daniela Sangiorgi — source
Build a session around Offering Map
METODIC places Offering Map inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.