The rapid development of ICT has led to the transformation of maps from printed paper to virtual digital publishing and three-dimensional mapping. This allows speculation to be replaced with certainty and accuracy in maps. This also allows maps to function as participatory platforms with the capacity to collect, create, store and process data through people’s interaction with other individuals, the environment and cities. This has significantly changed the way that key stakeholders interact with each other through mapping and raised fundamental ontological and epistemological questions about the nature of maps and mapping. This paper reviews literature in critical cartography and map examples to see how recent technological developments relate to mapmaking. The current practice and thinking in cartography has been challenged, as cartography is traditionally considered the core mapmaking profession. When maps start to function as participatory platforms and become democratized, cartography seems to become obsolete. In light of this, we suggest that maps become the objects of service design. In this role, service designers consider maps as services and take a user-centred approach to facilitate the engagement of key stakeholders in complex systems. The key contribution of this paper lies in the fact that it initiates a discussion of the potential of service design in developing digital platforms, smart cities and public services through mapping. It suggests that future studies could contextualize the involvement of service design in this new territory and investigates its implications and limitations.