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Business process modeling plays an important role in supporting various stages of the BPM lifecycle. While academia and practice have developed a thorough understanding of how to work with fine-granular models, as for instance defined using BPMN, research only recently started to investigate the relationship between good process map design and its impact on process innovation. In this paper, we discuss the current state of process map design in practice. We utilize the case of a European insurance company to illustrate the benefits of a systematic approach to designing process maps to support the framing of business process management in a company and its relationship to process innovation.