Mapping it out: Post 2: Mapping a vision

In my last post on mapping I introduced how we use the landscape structure, known from graphic facilitation, as a template for projects, and in what order we often use this structure. 

The case

In this post I will elaborate on how you can use this structure, with some key focus areas. To examplify I will use a case, Food on the fork: Here in Corona time we probably all miss going to a restaurant for a nice dinner. And a lot of restaurants are struggling trying to find new ways to create services for their customers. This is also the case with this restaurant. They lost a lot of guest both in the B2C and B2B market. They used to do canteen service for business and run a family restaurant. In this example they are focusing on how to innovate on their b2C market.

They have a new vision, they want to bring the full restaurant experience home to the guests, as they cannot enter the restaurant due to corona restrictions. They know this can be a very expensive service, so they want to create an app (yes, an app :-D) where people can pool dinner experiences and split the bill for the waiters locally. They want to do this by joining local restaurants and collaborating with a development company who already made a popular app for ordering food.

Phew! This project will call for a lot of coordinating and joint focus to be able to create a good solution, right! And is it even a product that has any place and demand in the market? Food on the fork have decided to find out, they have been in touch with their loyal costumer base by doing phone interviews, the responses have been positive but also a bit reluctant.

The vision

To have a joint venture like this it Is important that you have a clear vision. You also have to make sure that the project vision ads up with the overall vision of the company. To start this process up, you can start by mapping out the vision for the project. Then you will have something concrete where you can gather input internally and externally.

Start by filling out a project vision in writing as you can see on the drawing from Food on the fork. When you have this ready, there are three main areas you want to map out. By doing this it will be a lot clearer to anyone else you want to collaborate with. The vision gets focused and very tangible. This you can revisit during the project as the ensights grow. Start by working with large post-its on a big board (physical or digital). Later on you can draw it on a large map as in the example displayed here. A good way of facilitating this is, that you work on this in your team, where you discuss and draw it up together:

Next to the vision statement there is three main areas, that I map in next to the vision.

1: Why? What you want to map out is the core selling point of the product/service that supports the vision and also delivers the element that will elevate it compared to the market or the alternatives. In the example, Food on the fork has focused on the possibility of pooling restaurant experiences with nearby households, for a discount on the food and 80% save on the cost of the waiter, being the key selling point compared to normal take away and delivery services.

2: How (portrait): This is the money shot, the portrait if you will. The image you will put on the advertice poster that coins and shows the key to how this will work or be experienced by a user. In the example the value is that you get the waiter as a gift and extra value and experience, when you order the food in the foodpool.

3: When (sequence): This is a three step sequence that displays the three key elements of the product or service as the true value is delivered. In the example you can see the three steps of the solution drawn out. From the customer ordering the food, the joint and timed delivery of the food. And how the service is delivered to the customer in the chosen timeslot.

Combined these three areas will support your vision statement and make it more concrete and clear. This is used as an exercise for the team to align on the vision internally. It will also be easier for you to explain the vision externally. Use it as a key for your dialogue and development to keep the team on track and aligned going forward. 

I hope you got some inspiration on how to map out a vision for a project. And getting the vision ready for collaboration and feedback. If you want to know more about how to facilitate this process don’t hesitate to send me a message. Or write below with any comments, ideas or questions about this map.

The next post I will look into another part of the project map, here I will dive into the problem or the companys status quo at project start.

Hope to see you then!