Service design is about helping organizations coordinate their activities to deliver experiences. Like journey maps, service blueprints are highly dynamic CX tools that bridge the conceptual divide between the journey and a business’s operating model. The next layer down captures the backstage interactions or the operational support that the customer doesn’t see, and finally every service blueprint should include a final layer of strategic support functions. In the world of service blueprinting, these are sometimes called front stage interactions. The next step is to capture the layers of service functions, starting with what the customer sees. Remember that when we map entire journeys, we need to consider experiences outside of the realm of just one brand’s interactions with the customer – but in this case we’re looking inward, so it’s OK.Ī service blueprint often also includes a space for physical evidence, though this isn’t required. And in this case, it should be a very simplified version of the journey, highlighting the aspects of the journey where the organization in question plays a major role. To build a service blueprint you need to start with the customer journey. Service blueprinting is essentially a visual documentation of service design. That’s what service blueprinting is all about. The actions needed for an organization to deliver a service are often complex and need to be documented before plans can be made. Service blueprinting is an important step for any team looking to implement service design. If not, they’ll risk things completely falling apart. And with most brands out there today delivering a hybrid of both goods and services, it’s important for teams to carefully orchestrate how they deliver experiences. Episode 58 looked at service design, which is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers.

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