Why are service designers making so many maps these days? Customer journey maps, empathy maps, experience maps and strategy roadmaps… We make maps to draw insight, catalyze ideas, to get on the same page, and as tools for understanding complex experiences and processes. At the service layer, we are using maps to drive decisions that impact end users as well as those who deliver services. How did we get here? What makes a map useful? What’s next for these tools? How will they evolve? What cartographic capabilities do we need to develop as practitioners designing services? Let’s talk about maps!

16. Designers are Being Asked to
Complete Increasingly Complex Tasks