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


Present insights & opportunities from research

View recipes


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

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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.

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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.

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

What’s the difference, and how are they different?

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