A service blueprint is a way of mapping a service by creating a visual overview of the customer interactions, actions and teams involved in its delivery.
Service blueprints provide a detailed overview of user touchpoints, actions and emotions, and the service providers’ corresponding frontstage and backstage activities.
Introduction to service blueprints
Service blueprints are visual tools which map out the end-to-end user experience and the internal processes that support it.
What is a service blueprint and why is it important?
Used to assess, implement, and maintain a service process, service blueprints can make it easier for teams to design new processes or improve existing ones. Mapping a service blueprint should be a collaborative effort and can help internal teams understand how their individual areas of responsibility combine to deliver the overall service.
The role of service blueprints
Service blueprints aid teams in identifying opportunities for improvement, streamlining processes, and creating more seamless and customer-centric service experiences.
Benefits of service blueprints
Service blueprints help aid with resource allocation as they highlight resource requirements at each touchpoint and, therefore, ensure the optimal use of technology, staff and materials.
The stages of service blueprints
Stage 1: Define the goals of the exercise
During the kick-off, we set objectives for the exercise with stakeholders to tailor the blueprint. We also look to identify internal teams which should be involved and existing research or relevant background materials.
Stage 2: Conduct research and gather information
Existing information will be gathered and analysed. This can include personas, journey maps, employee handbooks, system maps and more. Depending on the existing materials shared, further research methods may be needed, such as interviews with employees and customers, observations, site visits, etc. After the synthesis and analysis of this information, workshops will be conducted with internal teams to review, define and align internal processes, actions and systems.
Stage 3: Map and refine the data
Insights gathered are then mapped against the blueprint stages. This often includes information such as user goals and motivations, actions, touch-points, emotions and pain points, as well as internal teams’ responsibilities, support processes, tools and pain points. We invite stakeholders from all relevant teams to review the content, which provides an opportunity to fill any knowledge gaps and ensure all stakeholders are in agreement.
Stage 4: Visualise the service blueprint
Following the workshop, additional information can be added or updated, and the blueprint visualised following the organisation’s brand guidelines.
We provide a service blueprint visualisation, which contains an overview of the information included in the blueprint as well as an index.
Why choose Make it Clear
At Make it Clear, we take an evidence-based approach to everything we do. Understanding your organisation, audiences, and the context in which they interact is paramount to how we work and deliver a best-in-class user experience.