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X (evolution %)

Y (visibility %)

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Y: Visibility (top = more visible)

X: Evolution (genesis → custom → product → commodity)

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Mapping Coach

Learn to create effective Wardley Maps

Mapping Journey

Quick Actions

Step 1: Identify the User

Every map starts with a user - the person or entity whose needs you're trying to serve. This anchors your map and gives it purpose.

Ask yourself:

Who is the primary user of this system or service?
What role do they play?
Are there multiple user types to consider?

Example users:

Customer Developer Business Owner End User

Step 2: Define User Needs

What does your user actually need? These needs sit at the top of your map, directly connected to the user. They should be expressed as outcomes, not solutions.

Good needs are:

Outcome-focused - "fast checkout" not "payment system"
Visible to the user - things they can perceive
Valuable - something they'd pay for or care about

Step 3: Map the Value Chain

Now work downward: what components are needed to fulfill each user need? Each component depends on others below it, forming a chain of value.

Keep asking:

"What does this component need to exist?" Keep going until you reach fundamental building blocks like compute, data, or skills.

Step 4: Position by Evolution

Place each component along the evolution axis based on how mature it is. This is the X-axis of your map.

Genesis

Novel, uncertain, requires exploration

Custom

Understood but bespoke, built for specific needs

Product

Standardized, available as products/services

Commodity

Ubiquitous, utility, taken for granted

Step 5: Identify Movement

Everything evolves. Identify which components are moving and in what direction. This reveals opportunities and threats.

Signs of movement:

New competitors entering with simpler solutions
Increasing standardization or APIs emerging
Prices dropping while capability increases
Open source alternatives appearing

Step 6: Analyze & Decide

Your map is now a tool for strategic thinking. Look for patterns, opportunities, and risks.

Opportunities

Components ripe for commoditization
Gaps in the value chain
Areas for differentiation

Risks

Dependencies on evolving components
Inertia in your organization
Competitor movement

Welcome! I'm here to help you create your Wardley Map. Let's start by identifying who you're creating this map for. Who is the primary user of the system or service you want to map?

Tip: Describe what you're mapping and I'll help translate it into map components.