Map Camp 2017 - Mapping by Example

This is the deck I used when giving the talk "Mapping by Example" at Map Camp in London, October 2017

1. Mapping by Example Chris Adams, Product Science Mapcamp, 5th October 2017 Product Science
2. Chris Adams Environmentally focussed web generalist @mrchrisadams productscience.co.uk product manager, solutions architect, front- end dev, back-end dev, sysadmin/devops type, user researcher, UX specialist, workshop facilitator
3. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
4. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
5. Questions I want to be able to answer How do I talk about my users and the people I’m building for? How do I talk about what my team is doing, or my organisation does? How do I talk about what's changing around me, or might change in future?
6. How do I talk about my users and people I’m building for? Stakeholder maps Personas Journey Maps User needs / stories
7. How do I talk about what my team, or my organisation does? Business model canvas (or some variant on it) Product / Service Roadmap
8. How do I talk about what's changing around me, or might change in future? Business model canvas (or some variant on it) ? Product / Service Roadmap?
9. Brief recap of my questions How do I talk about my users and people I’m building for? How do I talk about what my team, or my organisation does? How do I talk about what's changing around me, or might change in future?
10. Useful features of a map: Anchor - keep the user in the picture Helps with “How do I talk about my users and people I’m building for?” Position - show how we’re set up meet their needs Helps with “How do I talk about what my team, or my organisation does?”
 Movement - see how things might change Helps with: “How do I talk about what's changing around me, or might change in future?”
11. Maps complement existing tools Anchor - keep the user in the picture. User needs / Journey Maps & Personas give you a head start Position - show how we’re set up meet their needs. BM Canvas can help here if you already have one Movement - see how things might change Honestly, I haven’t found much… hence Wardley mapping
12. Why I think they’re interesting Informationally dense Can scale up and down Force you to be explicit Invite challenge
13. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
14. What Product Science does: UX and Product Strategy Custom development Hosting Usually with open data, open source or environmental focus
15. Mapping out the usual value chain
16. User Website Status Site App Server App Monitoring Custom code Dependencies Framework Persistence Deployment Backups Ops monitoring Compute Storage CDN Mapping out the usual value chain Visibility
17. Those at the back:
 I’m so sorry about the next few slides
18. Adding evolution
19. Deployment
 (custom Ansible) User Website Status Site Persistence
 (custom postgres) CDN Genesis Custom Built Product
 (+ rental) Commodity (+ utility) App Server
 (UWSGI) App Monitoring
 (Sentry) Custom code
 ($CLIENT code) Dependencies
 (custom Ansible) Framework
 (Django) Backups
 (Cronjobs & S3) Ops monitoring
 (Server density & papertrail) Compute
 (Google compute)
20. What does everyone else do with new projects?
21. User Website Status Site CDN Genesis Custom Built Product
 (+ rental) Commodity (+ utility) App Monitoring
 (Sentry) Deployment
 (PaaS) Persistence
 (PaaS) Backups
 (PaaS) Ops monitoring
 (Server density & papertrail) Compute
 (PaaS) App Server
 (UWSGI) Custom code
 ($CLIENT code) Framework
 (Django) Dependencies
 (PaaS)
22. Commoditising arrow of doom. FLEE
23. Questions this brought up Are we going to get better at ops faster than Amazon, Heroku, Pivotal et al? Do we want to be stuck with clients who only stay with us because only we know their tech stack? Will new clients increasingly expect us to be familiar with stuff on the right of the map? Can we do value stuff elsewhere with our clients?
24. What Product Science does: UX and Product Strategy Custom development Hosting Usually with open data, open source or environmental focus
25. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
26. Our NGO: Growing Communities
27. (Risky video interlude) (1:41 to 2:41)
32. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution Value chain visible invisible Ethical Fresh Veg bag Website Veg bag Newsletter Signage Delivery (Maisie) Cafes & community spaces Rented premises Bags Pick and pack Pickup list CRM Ordering spreadsheet Servers Accounting system Farmers Wholesalers Payment processing Billing Fruit and Veg
33. Value chain visible invisible Ethical Fresh Veg bag Website Veg bag Newsletter Signage Delivery (Maisie) Cafes & community spaces Rented premises Bags Pick and pack Pickup list CRM Ordering spreadsheet Servers Accounting system Farmers Wholesalers Payment processing Billing Evolution Evolution Evolution Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
34. Value chain visible invisible Ethical Fresh Veg bag Veg bag Newsletter Signage Delivery (Maisie) Cafes & community spaces Rented premises Bags Pick and pack Pickup list CRM Ordering spreadsheet Servers Accounting system Farmers Wholesalers Payment processing Billing Website Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
36. Value chain visible invisible Ethical Fresh Veg bag Veg bag Newsletter Signage Delivery (Maisie) Cafes & community spaces Rented premises Bags Pick and pack Pickup list CRM Ordering spreadsheet Servers Accounting system Farmers Wholesalers Payment processing Billing Website Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution Will this move more in future?
37. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
38. WARNING: RECKONS AHEAD I do not work at, nor have I ever worked at any of these companies
39. WARNING: MAPUNDITRY AHEAD I do not work at, nor have I ever worked at any of these companies
40. How the battle of cloud was lost
41. Simon Wardley’s “For example, it would have been relatively trivial for the hardware manufacturers to create Amazon clones and a price war in the IaaS space around 2008–2010 in order to fragment the market by increasing demand beyond the capability of Amazon to supply due to the constraint of building data centres. I had these exact conversations with Dell, IBM and HP throughout 2008 and 2009.”
50. Why you might spend the GDP of Iceland on buying WhatsApp
55. How smartphones change our map “Smartphone apps can access your address book, bypassing the need to rebuild your social graph on a new service. They can access your photo library, where uploading photos to different websites is a pain. They can use push notifications instead of relying on emails and on people bothering to check multiple websites Crucially, they all get an icon on the home screen.” Ben Evans, 16az http://ben-evans.com/benedictevans/2014/2/19/whatsapp-and-19bn
60. If you can’t beat them… 2011 - Facebook acquires Beluga, a 3 person startup 2012 - Facebook acquires Instagram for $1bn
 (1% of FB’s market cap at the time. Instagram now has 800m users) 2014 - Facebook acquire WhatsApp for $19bn
 (10% market of FB’s market cap) (and you have wheelbarrows full of cash, and lax regulators)
61. Why I think maps are useful How I use maps in my own company How I used it with another NGO How I use maps to understand other organisations How you can get practice with mapping
62. The LEF course isn’t half bad You have to make maps at each stage You end up covering something a bit like journey maps, and personas There are some nice examples in there
63. A pet project: A.W.M.U.G.
64. Amateur Wardley Wapping User Group A pet project: https://awmug.org
65. Meet up after work Pick subject to try mapping Make maps in groups Present maps back to room Go home, repeat at future date The rough plan: https://awmug.org
66. Amateur Wardley Wapping User Group A pet project: Chris Adams @mrchrisadams Alex Blandford @blangry Lucy Chambers @lucyfedia Set up by: https://awmug.org
67. Where?: London (cos I’m back a fair amount) Cambridge (Alex lives there) Berlin (I live here, so does Lucy) https://awmug.org
68. Thanks! Chris Adams @mrchrisadams productscience.co.uk chris@productscience.co.uk AWMUG @awmug awmug.org hello@awmug.org Pro: Am: This deck is online at: https://awmug.org/map-camp-talk