With a context map, you’ll never feel lost again

Use context mapping to account for all external forces before making internal moves, then make those moves with more templates from FigJam.

several boxes laid out in two rows with white circle in the middle tying them all togetherseveral boxes laid out in two rows with white circle in the middle tying them all together

Context map template

Give all stakeholders a say with a shared context map canvas template.

Context is everything

In business, nothing exists in a vacuum. Factor economics, laws, policies, and changing technology into every decision.

Reach for realistic results: Take all realities into account to attain achievable outcomes.

Understand your users: Dig into customer needs and demographic trends to anticipate demands

Ideate intentionally: Brainstorm inside the box to stay on track, then allow your creativity to burst forth.

context map example with FigJam's collaboration toolscontext map example with FigJam's collaboration tools
seven boxes all pointing with arrows to a white circle in the middleseven boxes all pointing with arrows to a white circle in the middle

Take your canvas company-wide

Invite different people and perspectives into the mix when you collaborate on a context map canvas from FigJam. Generate ideas through Simple Vote and Alignment Scale, discuss them via Lil Notes or audio messages, then share your masterpiece with anyone—whether they’re across the hall or around the globe

Conquer the world with context

Make your next move in confidence when you give yourself context. Leverage more tools and templates from our Community to dive deeper into each section of the canvas.


A common model of a context map allows you to place a chosen concept—whether it’s a campaign, a product, or the company itself—into the spotlight and contextualize the different parts within the external environment at large. A context mapping exercise helps you take a holistic approach to your business decisions by accounting for every external factor that could play a role (positive or negative) in your plans.

So, what is a context map canvas good for? Well, almost anything. Because everything is interconnected, it pays to contextualize any part of your business.

Context maps vary depending on your needs, but most canvases include some combination of the following categories:

- Competition

- Customer needs

- Demographic trends

- Economic and environmental factors

- Rules and regulations 

- Technological trends

- Uncertainties

When you start with a context map canvas example from FigJam, you won’t need to worry about what to include—it’s already there for you. Spend less time building frameworks and more time fleshing them out.

To start, you’ll want to gather all of the relevant stakeholders. Together, you’ll first gather insight on what you want to contextualize. Is it an upcoming campaign? A rebrand? A new technology? Whatever it is, place it in the middle of the canvas.

From there, you’ll fill out each section of the map via group brainstorming, working with the various participants to identify the top three or four points in each category you’ve included on your canvas.

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