Context map

Description

A context map is used to understand what’s happening in the client’s universe right now. It’s good for getting a group grounded in the present and describing what might be affecting the current situation.

It is a simple activity to run and participate in, and needs only a little preparation and instruction.

The Canvas

A context map is usually done on a canvas (below is the original canvas from Grove Tools).

However, if you didn’t prepare a canvas, it is just as easy to write the headings on some flipchart paper or a whiteboard—this can work in any format.

The headings

For the areas of the map, I usually use:

• Political factors: Company politics or external politics can influence what’s happening in your world right now
• Economic climate: Again, this can be company economic factors or the broader global economy (or anywhere in between)
• Trends: What other trends are occurring that mean we’re having a discussion today
• Environment: How the environment (natural or otherwise) contributes to the discussion
• Technology factors: What is happening in technology? Is new technology available that’s good to know about? Are competitors using new technology and you’re falling behind?
• Customer needs: Customer needs change over time. Here discuss whatever is happening with customers that is part of the discussion:
• Uncertainties: There are often many uncertainties. This is a good place to note them.

When to use a context map

I use this in many workshops as it is a good opportunity for me to learn about the client’s problems. And it is a great opportunity for a group to discuss the current context as a whole and gain a shared understanding.

In a workshop, I run this very early in the structure. Often I will do this as part of a warmup, and ask people to do their introductions at the same time as contributing their ideas. This can give a workshop a very fast start.

Running the activity

First, introduce the goal of the activity (that you want to get a shared understanding of what is happening right now and why we are doing this workshop).

Give people some time to work alone, writing ideas for each section on sticky notes. I usually allow everyone to write notes for any and all of the sections, though you could give people specific sections related to their expertise.

After people have had time to think and note, have them do a post-up activity, adding their notes to the canvas and briefly explaining what they mean.

That’s it! It’s really quite simple.

Using the outcomes

I use this as an activity to have everyone start a workshop with a shared understanding of the current context. The map doesn’t need to do more than that. It doesn’t need to be a long-lived artefact—it is purely for discussion purposes.