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Appendix B. Visual Pattern Reference-o-Tronic 3000

THIS APPENDIX GROUPS ALL of the visual patterns and techniques presented in this book according to what you want to achieve, either individually or as a team. There are seven groups, which you can see in Figure B-1.

Shared Clarity

if you want to do this...	use this visual pattern	page
Clarify what you know about your customers and separate facts from assumptions	Empathy Map	“Understanding People with the Empathy Map”
Get a shared understanding for what is driving your customers	Empathy Map	“Understanding People with the Empathy Map”
Get a shared understanding about how your product or service is used, from a customer’s perspective	Journey Map	“Understanding a Product Experience by Using Journey Mapping”
Clarify any messages, features, and benefits of your product according to different customer types	Value Proposition Canvas	“Understanding an Offering with the Value Proposition Canvas”
Communicate an entire system in simple terms before delving into detail	Concept Modeling	“Understanding a System with Concept Modeling”
Get a shared understanding of an organization’s strategic position across a team (especially with new members)	SWAM Canvas	“Understanding an Organization by Using the SWAM Canvas”
Clarify what problem is being solved by a product, service, process, or team	Experience Canvas	“Knocking Down the Barriers with the Goal Barriers Sketch”
Clarify the difference between a vague idea and a workable solution	Concept Canvas	“Who else could do with these helpful tools?”
Get everyone seeing and understanding the impact of a problem to a customer	Storyboarding	Figure 11-10
Get everyone seeing and understanding the benefit of a solution to a customer	Storyboarding	Figure 11-10
Get a shared team understanding of where time, energy, and budget are being spent and where you would like to make changes	Resource Tank sketch	Figure 12-5

Fresh Thinking and Discovery

if you want to do this...	use this visual pattern	page
Unearth gaps in your understanding about your customers	Empathy Map	“Understanding People with the Empathy Map”
Get a better understanding of the value chain in a product or service	Value Relationship Map	“Understanding Value Exchange by Using Value Relationship Mapping”
Gain insights about unlocking new value in a system of people, products, and services	Value Relationship Map	“Understanding Value Exchange by Using Value Relationship Mapping”
Detect pain points, disconnections, or redundancies in how customers use your product or service	Journey Map	“Understanding a Product Experience by Using Journey Mapping”
Find opportunities to improve customers’ evaluation experience as well as opportunities for upselling and cross-selling	Journey Map	“Understanding a Product Experience by Using Journey Mapping”
Uncover potential threats or market opportunities for your business	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Spot differences in one market versus another, especially if you’re looking to take your product into new markets	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Expose any hidden assumptions or anxieties in a new team or a new project	Team Purpose Map	Chapter 11
Inject some fresh thinking and creativity into how you and your team think about your customers and your product	Superhero Booth sketch	“Rallying Around a Common Future with the Team Purpose Map”
Inject some fresh thinking into internal process improvement	Storyboarding	Figure 11-10

Actionable Insights

if you want to do this...	use this visual pattern	page
Unearth gaps in your understanding about your customers	Empathy Map	“Understanding People with the Empathy Map”
Get a better understanding of the value chain in a product or service	Value Relationship Map	“Understanding Value Exchange by Using Value Relationship Mapping”
Get help in distilling customer research information into something actionable by a team	Empathy Map	“Understanding People with the Empathy Map”
Check if existing user stories align with tasks and goals that customers actually have	Journey Map	“Understanding a Product Experience by Using Journey Mapping”
Illustrate research insights in a more compelling way to your team	Storyboarding	Figure 11-10

Invention

if you want to do this...	use this visual pattern	page
Develop more empathy for your customers	Empathy Map	“Understanding People with the Empathy Map”
Develop an imaginative mindset for what your customers could achieve with your product or service	Superhero Booth sketch	“Rallying Around a Common Future with the Team Purpose Map”
Generate ideas to improve particular pain points that customers face	Journey Map	“Understanding a Product Experience by Using Journey Mapping”
Generate ideas for breaking down challenges into manageable chunks	Goal Barriers sketch	“Variations”
Apply lean product thinking to internal team and process improvement	Experience Canvas	“Knocking Down the Barriers with the Goal Barriers Sketch”
Generate ideas for MVPs	Experience Canvas	“Knocking Down the Barriers with the Goal Barriers Sketch”
Generate ideas into a consistent set of concepts to investigate and prioritize	Concept Canvas	“Who else could do with these helpful tools?”

Strategic Perspective

if you want to do this...	use this visual pattern	page
Move a team’s thinking and discussion about a product from being about features to being about value	Value Proposition Canvas, Experience Canvas	“Understanding an Offering with the Value Proposition Canvas”,
Get “up above” the level of screen designs and database schemas to show how several internal and external entities work together	Concept Modeling	“Understanding a System with Concept Modeling”
Analyze the strategic position of a team, product, or organization	SWAM Canvas	“Understanding an Organization by Using the SWAM Canvas”
Educate a set of stakeholders and uncover any unconscious biases about how your business will fare in the market	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Keep a “line of sight” from your value proposition to your Experience Canvas to any ideas you have for executing on that minimum viable experience (MVE)	Concept Canvas	“Who else could do with these helpful tools?”

Prioritizing

if you want to do this...	use this visual pattern	page
Sort out what are the most important messages, features, and benefits of your product according to different customer types	Value Proposition Canvas	“Understanding an Offering with the Value Proposition Canvas”
Prioritize what “bets” an organization should be making	SWAM Canvas	“Understanding an Organization by Using the SWAM Canvas”
Clarify strategic priorities for an organization	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Help prioritize a list of possible features or feature improvements	Superhero Booth sketch	“Rallying Around a Common Future with the Team Purpose Map”
Map out specific steps for a goal that until now has seemed vague and out of reach	Build-a-Bridge sketch	“Envisioning the Future State of Your Customers with the Superhero Booth Sketch”
Help yourself or a team prioritize the value of several concepts	Hurdle Track sketch	???
Help someone get “unstuck” on an important decision, if they’re stuck in analysis paralysis	Hurdle Track sketch	???
Better understand where your own time and attention is spent so that you can be more effective	Resource Tank sketch	Figure 12-5

Direction and Alignment

if you want to do this...	use this visual pattern	page
Get alignment on the value of your product or service with a team	Value Proposition Canvas	“Understanding an Offering with the Value Proposition Canvas”
Get alignment on what “bets” an organization should be making	SWAM Canvas	“Understanding an Organization by Using the SWAM Canvas”
Build an argument for a certain strategic direction	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Help resolve internal discussions about longer-term business direction	PESTLE Canvas	“Understanding an Organization’s Place in the World by Using the PESTLE Canvas”
Set (or reset) a team’s identity, purpose, and direction, and get a shared understanding and sense of ownership	Team Purpose Map	Chapter 11
Align several stakeholders, teams, or organizations around a common purpose and direction	Team Purpose Map	Chapter 11
Rally a group of people around how to achieve a certain goal	Build-a-Bridge sketch	“Envisioning the Future State of Your Customers with the Superhero Booth Sketch”
Help a team articulate and quantify any barriers to achieving something they need to get done	Goal Barriers sketch	“Variations”
Help a group of stakeholders turn a long, aimless talkfest into a more structured strategic discussion	Hurdle Track sketch	???
Help your team understand how its time, attention, and resources need to be modified to be healthier and more efficient	Resource Tank sketch

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Presto Sketching

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