Service Blueprints

Project Stage:

Discover

Who:

Customer

Experts

Decision makers

Service Providers

Design Principles:

07. We will design from the top down & the bottom up

A service blueprint is a visual diagram that details the service delivery process, illustrating the various touchpoints and interactions between the service provider and the customer. It maps out the entire service experience from the customer’s perspective, including the frontstage (visible interactions) and backstage (invisible processes) activities, as well as the support processes that enable the service. This tool helps organisations understand and optimise their service processes, ensuring a seamless and effective customer experience.

Use it to

Align frontstage and backstage processes, and understand the relationships that occur during service delivery.

Top Tips

Focus on the key moments that represent the user’s emotional highs and lows.
Keep the drawings simple: clarity is more important than artistic detail.
Use the storyboard to explore multiple service scenarios.

How – to

Identify the service to be mapped: Clearly define the service or process you are blueprinting, including its scope and objectives.
Define customer actions: List all the steps the customer takes throughout the service, from start to finish, including interactions with the service.
Map frontstage interactions: Identify the touchpoints where the customer directly interacts with the service (e.g., websites, staff, or tools) and outline them clearly.
Map backstage interactions: Document all behind-the-scenes activities that support the frontstage interactions but are not visible to the customer, including internal processes and systems.
Map support processes: Identify additional processes or third-party services that support the delivery of the service, such as suppliers or software systems.
Identify physical and digital evidence: Note any tangible items or digital outputs that the customer interacts with during the service (e.g., receipts, confirmation emails).
Draw lines of interaction: Use lines to distinguish between the different components of the service, such as customer interactions, frontstage, backstage, and support processes.
Identify pain points and opportunities: Highlight areas where the service might break down or could be improved, helping to identify opportunities for optimization.
Validate and refine: Review the blueprint with stakeholders, make adjustments based on feedback, and refine the service design for better alignment with customer needs and business goals.