Service Blueprints

While journey maps go wide, service blueprints go deep. Visualize and improve how internal people, processes, systems, and policies enable (or impede) a desired customer experience. Gain a detailed “outside-in” perspective with actionable next steps.

Serving suggestion

5-10 cross-function stakeholders
1-2 hours

Pairs well with

Customer Journey Maps
Personas
Creative Brief

Recipes

Present insights & opportunities from research

View recipes

Focus

How to do it:

Select a specific customer goal to map.
Gather customer experience, process, system, workflow, and policy owners.
Map the frontstage (customer) touchpoints that lead to the goal.
Map the backstage (organizational) people, processes, and systems associated with the touchpoints.
Identify pain points, excessive wait times, and other areas that impede the desired experience.
Use these to identify changes to better enable customers.

Additional resources

A Guide to Service Blueprinting – Adaptive Path

A Guide to Service Blueprinting written BY Nick Remis and the Adaptive Path Team at Capital One

Blueprint – Service Design Tools

The blueprint is an operational tool that describes the nature and the characteristics of the service interaction in enough detail to verify, implement and maintain it.

Creating a Service Blueprint: Levels of Digital and Human Interactions – Miro

Most services seem simple from the outside, but the processes behind the scenes can often be very complex. The aim of a human-centered approach is to design services that reflect the customer’s needs. But examining a service from two points of view — the customer’s and the service provider’s — ensures that digital and human interactions go hand-in-hand.

The Difference Between a Journey Map and a Service Blueprint – Practical Service Design