Wardley map

[1] Components are positioned within a value chain and anchored by the user need, with movement described by an evolution axis.

[3][4] The technique was further developed within Canonical UK between 2008 and 2010[5][independent source needed] and components of mapping can be found in the "Better for Less" paper published in 2010.

The map is oriented towards the customer or end-user, at the very top of the value chain (and therefore the highest component in the vertical dimension).

The company objective is to meet this user need by delivering packages quickly to customers.

If there were dozens of competing drone courier companies, this component would move right on the Wardley map, indicating that the service is closer to being a commodity.

An example of a Wardley map, plotting components of a drone courier service.
Key components needed to set up a drone courier service (left). The same components on a Wardley map (right).