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Context Mapping

Context mapping is an exploratory method used to understand the everyday world, needs, and motivations of a target group. Using creative tools such as interviews, collages, or cultural probes, contexts are visualised and deeper insights into participants’ experiences are uncovered. The aim is to generate practical input for the development of new products or services.

Organisation

  • Duration
    Long (more than 1 hour)
  • Complexity
    Simple
  • Group size
    7 to 100 persons

This activity is suitable online.

Description Long

The technique of context mapping is primarily used during the exploratory phase of a design process. It generates valuable insights into the context and motivations of the people who will later engage with the product or service. To better understand the everyday reality of the target group, creative tools such as interviews, cultural probes, or collages are used. The focus is not only on functionality, but also on how the new product or service will be marketed and how it can be meaningfully positioned within users’ lives in a way that inspires interest and engagement. However these deeper motivations are explored, they should be clearly illustrated.

Illustration

Preparation

  • Prepare a suitable space.
  • Use a brief introduction or role-play activities to prepare participants for their role as experts.

As this method is an open-ended process – essentially aimed at co-creating something with others – there is room for variation. The outcome strongly depends on the preparation and the setting. You are the expert in innovation, design, or communication. The other participants are experts in their own lived experience. Your task is to explore that experience in order to develop empathy.

Execution

  1. Use tools that help make the target group’s lived experience visible, such as interview techniques, cultural probes, or collage-making.
  2. Discuss the results and ask for clarification whenever something is unclear – both in terms of meaning and context.
  3. Document and analyse all insights gathered, and share the results with your team. The aim is not to describe a specific state or opinion, but to generate practically useful input for problem-solving directly from the process. Often, a few key insights can prove to be crucial.

Hints from experience

  • Use visual aids to make abstract ideas more tangible.
  • Allow sufficient time for discussion and follow-up questions to gain deeper insights.

Tools list

  • Paper, big, flipchart

References

Author: Thomas Duschlbauer; Title: Der Querdenker: Das Toolkit mit 30 ausgewählten Methoden (German); ISBN: 9783907100639 (The Lateral Thinker: The toolkit with 30 hand-picked methods)

Image source: https://blog.codecentric.de/2015/07/microservices-strategie-vor-taktik/ (20.03.2019)