Revolutionising everyday services: the human story behind service blueprinting

Service blueprinting is an essential tool in service design, offering a visual map of how a service is provided. This guide will walk you through the fundamental steps of creating an effective service blueprint. Whether you’re a seasoned designer or new to the field, understanding these steps will enhance your ability to design and improve services.

What is service blueprinting?

Service blueprinting is a strategic tool used in service design to provide a comprehensive visual overview of a service and its various components. It’s akin to an architectural blueprint but for services, detailing not just what the customer experiences, but also the internal processes and interactions that make that experience possible. This technique is essential for thoroughly understanding and effectively improving service experiences.

At its core, service blueprinting involves mapping out the service process from start to finish, including all customer interactions (known as the ‘front stage’) and the corresponding internal activities (the ‘backstage’). It reveals the relationships between different service elements, from the customer’s actions to the employees’ roles and the supporting systems and processes. This visibility is crucial for identifying areas for improvement, ensuring consistency in service delivery and enhancing overall customer satisfaction.

What sets service blueprinting apart from customer journey maps is its depth and scope. While customer journey maps focus primarily on the customer’s experience and emotions, service blueprints delve into the operational aspects of service delivery. They provide insights into the ‘how’ and ‘why’ behind each step in the customer’s journey, covering aspects like employee actions, support processes and the necessary tools and technologies.

Service blueprinting goes beyond being a tool for visualisation; it’s a strategic instrument for change. By capturing both the visible and invisible elements of a service, it allows designers and business leaders to make informed decisions, align team efforts and create services that resonate deeply with customers. It’s about seeing the bigger picture and understanding how every piece fits together to create a seamless and memorable service experience.

Creating a blueprint

Developing a service blueprint is a systematic process that requires careful analysis and thoughtful mapping of the entire service journey. Here are the essential steps to create an effective service blueprint:

1. Identify customer actions
   Begin by outlining all the actions a customer takes as part of the service experience. This includes everything from initial contact, such as visiting a website or entering a store, to the final step of the service encounter.
2. Define touch points
   Next, identify all the touchpoints where the customer interacts with the service. Touchpoints are crucial as they directly impact customer perception and satisfaction. These can range from speaking with a customer service representative to using an online checkout system.
3. Map front stage activities
   Document all the visible activities that occur in direct response to customer actions. Frontstage activities are those that the customer can see or interact with and they play a significant role in shaping the customer’s experience.
4. Chart backstage activities
   Backstage activities are the internal processes and actions that support front stage activities but are invisible to the customer. This includes employee tasks, internal communications and any behind-the-scenes systems that facilitate service delivery.
5. Link contact points to internal processes
   Connect each customer touchpoint with the corresponding internal processes. This helps in understanding how front stage and backstage activities interact and depend on each other.
6. Identify support processes
   Recognise any additional support processes that are necessary for service delivery. These could include IT systems, logistics, inventory management, etc.
7. Layer in physical evidence
   Include any physical or digital evidence that supports the service process, such as receipts, emails, signage, or online confirmation pages.
8. Review and refine
   Finally, review the blueprint for completeness and accuracy. Ensure that it reflects the reality of the service process and seek feedback from team members and, if possible, customers.

Creating a service blueprint is an iterative process. It should evolve as services change and as you gain deeper insights into the customer experience and operational processes. A well-crafted service blueprint becomes a living document that guides service design and delivery, ensuring a cohesive and satisfying customer experience.

Best practices and common pitfalls

Service blueprinting, when executed effectively, can significantly enhance the quality and consistency of service delivery. To achieve this, certain best practices should be followed and common pitfalls avoided.

Best practices

1. Involving cross-functional teams
   Collaborate with team members from various departments (marketing, operations, customer service, etc.). This ensures a holistic view of the service and leverages diverse insights.
2. Keeping the user at the centre
   Always focus on the user experience. Understand customer needs and expectations to ensure the service blueprint aligns with them.
3. Continuous updating and refinement
   Service blueprints should be dynamic documents. Regularly update them to reflect changes in services or customer expectations.
4. Detailing touch points and interactions
   Be meticulous in mapping out every touchpoint and interaction. This includes understanding the emotional journey of the customer at each point.
5. Integrating feedback loops
   Incorporate mechanisms to gather and implement feedback from both customers and employees, enabling continuous improvement of the service.

Common pitfalls

1. Overlooking back-end processes
   Failure to adequately represent or understand backstage activities can lead to inefficiencies and a disjointed customer experience.
2. Oversimplifying customer interactions
   Avoid underestimating the complexity of customer interactions. Each step in the customer journey can have multiple layers and should be thoroughly understood.
3. Ignoring the emotional journey
   Service blueprints should include not just the physical or transactional aspects of a service, but also the emotional responses of customers at different stages.
4. Lack of alignment with business objectives
   Ensure that the service blueprint aligns with the overall business strategy and objectives. It should contribute to achieving broader organisational goals.
5. Neglecting employee perspectives
   Employees play a crucial role in service delivery. Ignoring their insights and experiences can lead to a blueprint that is not feasible in practice.

By adhering to these best practices and avoiding common pitfalls, service blueprinting can effectively guide the design and delivery of exceptional service experiences. It’s a balance of understanding the minutiae of service interactions while keeping sight of the overall service objectives and customer needs.

The visual language of a service blueprint

Service blueprints are inherently visual tools and their effectiveness hinges on the clarity and quality of their visual elements. Essential visual references in service blueprints not only communicate complex information succinctly but also serve as inspiration and reference points. Here’s an exploration of these key visual elements:

1. Customer journey timeline

• Description: A horizontal axis representing the sequence of customer actions or touch points.
• Purpose: Serves as the backbone of the blueprint, aligning all other elements to these customer actions.
• Visual inspiration: Timeline graphics, sequential flowcharts.

2. Touchpoint icons

• Description: Symbols or icons representing various customer touchpoints (e.g., phone call, in-store interaction).
• Purpose: Quickly communicate the nature of each touchpoint.
• Visual inspiration: Minimalist icons, universally recognisable symbols.

3. Front stage and backstage divide

• Description: A line or clear visual separation dividing customer-facing (front stage) and internal (backstage) activities.
• Purpose: Emphasises the distinction between visible and invisible processes in the service journey.
• Visual inspiration: Two-toned diagrams, use of contrasting colours or shading.

4. Action nodes

• Description: Boxes or shapes connected to the timeline, detailing specific actions taken by customers and employees.
• Purpose: To itemise and describe discrete actions, making the process steps explicit.
• Visual inspiration: Flowchart elements, process diagrams.

5. Interaction lines

• Description: Lines or arrows showing interactions between different elements, such as between a customer action and an employee response.
• Purpose: Illustrate the interdependencies and flow of actions throughout the service process.
• Visual inspiration: Network diagrams, directional arrows.

6. Emotional journey curve

• Description: A line or graph above or below the customer journey timeline indicating emotional highs and lows.
• Purpose: Represents the customer’s emotional experience at various stages.
• Visual inspiration: Emotional curves, sentiment graphs.

7. Support process layers

• Description: Additional rows or sections below the backstage area, outlining support processes like IT systems or policy frameworks.
• Purpose: Highlights the underlying structures that support the service delivery.
• Visual inspiration: Layered architecture diagrams, organisational charts.

8. Annotations and descriptions

• Description: Textual notes or brief descriptions accompanying various elements.
• Purpose: Provide context, clarify complex elements, or note specific requirements.
• Visual inspiration: Annotated sketches, explanatory notes in architectural plans.

9. Physical evidence snapshots

• Description: Images or icons representing physical or digital artefacts involved in the service process (e.g., forms, receipts).
• Purpose: Visualize the tangible elements of the service experience.
• Visual inspiration: Photographs, realistic icons.

10. Data integration points

• Description: Indicators or symbols denoting areas where data is collected or utilised.
• Purpose: To highlight the role and importance of data in the service process.
• Visual inspiration: Data icons, infographics.

Incorporating these visual references in service blueprints not only aids in understanding and communication but also stimulates creative thinking and problem-solving. They transform complex service processes into clear, actionable visual stories, making them indispensable tools for service designers and strategists.

Blueprinting a better mortgage: How service design transformed a financial giant

My journey began with an essential question: Why are potential homeowners stepping back at the threshold? The answer led to a transformative service design story. In our digital age the personal touch has quickly fallen by the wayside. My challenge was to breathe life and clarity into an online mortgage process. This case study explores the opportunities of creating a connection in an unexpected place.

Behind every abandoned application lies a story of confusion or uncertainty.

Case Study: Revolutionising the Online Mortgage Process

Working with a major financial player I examined a significant issue in their online mortgage application process: high dropout rate. Customers began applications enthusiastically but would frequently abandon them, a trend that needed addressing.

Working closely with a number of key stakeholders, including account managers and call-centre staff, I gathered a range of insights into the customer experience. This collaboration was key to understanding the complete journey of both clients and staff.

From this, I developed a detailed service blueprint. It highlighted the entire application process, pinpointing pain points and obstacles. This comprehensive view was crucial for identifying where and why potential homeowners were getting lost.

In our digital age where personal touch seems lost, our challenge is to breathe life and clarity into the surfaces which connect us.

The insights from this blueprint were transformative. They were instrumental in guiding the company towards a major overhaul of their online process. The focus was on creating intuitive, user-centric tools and connected services. This new and transformed experience was aimed at simplifying the complexities of the mortgage process, making it more personal and empowering for users.

The transformation was more than streamlining a procedure but about rewriting the narrative of online applications. The result was a dramatic uplift in completion rates and a surge in customer satisfaction. This experience is a testament to the power of proactive, user-centric service design, especially in the seemingly rigid world of financial services.

The takeaway

Service blueprinting is more than just a design tool; it’s a critical roadmap for orchestrating effective and efficient services. By visualising every aspect of the service process, from customer interactions to backstage operations, it provides a comprehensive perspective that is essential for thoughtful and impactful service design.

The meticulous application of the steps and best practices outlined ensures that every facet of the service is considered and aligned with the overall objectives. For those seeking to enhance their service offerings, embracing service blueprinting is a transformative step.

It’s an invitation to delve deeper into the mechanics of service delivery, uncover hidden opportunities for improvement and ultimately craft experiences that resonate deeply with customers. Let this guide be your starting point in shaping services that go beyond functional and allow them to be memorable and distinctive.

Inspiration

Read

• This is Service Design Thinking: Basics, Tools, Cases
  by Marc Stickdorn and Jakob Schneider.
  A comprehensive guide to the principles of service design, offering a mix of theory and practical tools, including service blueprinting.
• Service Design: From Insight to Implementation
  by Andy Polaine, Lavrans Løvlie and Ben Reason.
  This book delves into the process of designing services, with a focus on the role of service blueprinting in aligning team efforts and customer experiences.

Look

• The Sketchnote Handbook
  by Mike Rohde.
  Though not specific to service blueprinting, this book inspires visual note-taking and diagramming techniques.
• Graphic Design Thinking: Beyond Brainstorming
  by Ellen Lupton.
  Provides creative thinking tools applicable in visually structuring service blueprints.

Make

• Miro
  An online collaborative whiteboarding platform ideal for creating and sharing service blueprints in real-time.
• Canvanizer
  Provides a simple, canvas-based approach to service blueprinting, suitable for beginners.

Listen

• Design Thinkers Academy London – How to use Service Blueprints
  This episode, hosted by Simon Gough, provides an in-depth look at service blueprints and their role in enhancing design thinking. It's particularly insightful for those interested in the intersection of service blueprinting and design thinking.
• User Defenders – UX Design & Personal Growth
  While focusing on UX design, this podcast touches upon themes relevant to service blueprinting, such as empathy and user-centred design.

Connect

• Global Service Design conferences
  Annual events bringing together professionals to share insights and trends in service design.
• Local Meetups on service design
  Regular meetings in many cities for professionals to discuss and collaborate on service design topics.

Tom is writer, consultant and seasoned experience strategy specialist. To learn more about his work and to discuss your project book a consultation.

Copyright © 2024 by Tom Flemming. All rights reserved.

If you are interested in commissioning original contents or would like to syndicate contents from this site please get in touch.