Service Blueprint

Published on October 13, 2018 by

Themes: , , , , , , , ,

Why:

To describe the nature and characteristics of the service interaction in enough detail to verify, implement and maintain it

What:

A service blueprint is a way to illustrate a service from start to finish

Time:

One Hour

Materials:

A large piece of paper or a wall, coloured post-it notes, markers

How:

In Small Groups

Image courtesy of Service Design Tools, click here to visit

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Create your blueprint on a large piece of paper or a wall. Map out all the main stages of the service journey as headings and use them as a guide. Start at the beginning of the service journey and imagine all the interactions and touchpoints which the user will encounter. Write these on post-it notes; this is the ‘front stage’ of the service. Once you have completed the front stage, work through the service again and think about what needs to happen behind the scenes. For example, if a user writes a letter, show who delivers and receives it and what happens once it is received. This is called the ‘back stage’. Add photos or pictures where possible to show how touchpoints or interactions work. Keep testing and improving your blueprint until you reach the end of the Deliver stage (see the diagram above as a guide).

DOs AND DON’Ts

  • DO remember to concentrate on the users’ needs and how each part of the blueprint meets your service principles
  • DO allow the blueprint to develop and change: it doesn’t have to be perfect first time
  • DO use physical ways (e.g. string) to show connections between touchpoints and interactions. This makes it easier to change things around when you need to

 

EXTRA RESOURCES

Blueprint, Service Design Tools, access at http://www.servicedesigntools.org/tools/35

Service Blueprint, Engine Service Design, access at http://www.enginegroup.co.uk/service_design/m_page/service_blueprint

The Service Blueprints Overview, access at, http://www.31v.nl/2010/05/the-service-blueprints-overview/

Shostack, L. G.  (1977) Breaking Free from Product Marketing, Journal of Marketing, v. 41, n. 2

Hollins, G., Hollins, W. (1991) Total Design: Managing the design process in the service sector, Trans Atlantic Publications

 

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