• representation of the main constituents of a system
• people, stakeholders, services, products, platforms, KPIs, ...
• complex systems become more comprehensible when visualised
• based on systems theory & thinking

Types

Stakeholder maps

• answer "Which important people & stakeholders are involved in the experience?"
• understanding who is involved & how they are interconnected
• help to map stakeholders and relationships between them or possible frictions
• during customer journeys, users interact with various stakeholders

Value network maps

• extension of stakeholder maps
• details out the exchanges between stakeholders
• illustrates exchanges between stakeholders — value can be money, data, information

Ecosystem maps

• extension of value network maps
• involve more constituents e.g. machines, platforms, systems
• include also non-human interactions
• often need different zoom levels due to complexity