Service Blueprint

What is it

Outline and visualize a service to connect the user experience, or “frontstage,” to what happens behind-the-scenes, or “backstage.”

Why use it

Achieve a holistic, shared perspective of how the user experiences your service.
Provide insights about critical moments and possible improvement throughout the service.
Transform the service and create change.

When to use it

When a problem spans multiple offerings, groups, or locations.
When identifying the root cause of a complex problem.
When streamlining a user experience to remove barriers or blockages.

Level

Advanced

Outcome

Understand

Group Size

5+ people

Suggested Time

60+ minutes

Service Blueprint Worksheet

How to do it

STEP 1

Identify the problem space that is key to the success of your service. The opportunity space should be easy to understand, a simple subject matter, and based on data.

STEP 2

Pick the scenarios within your problem space that will have the most impact. Develop a scenario statement using the following format: “A user wants/tries to ___, and experiences ____, resulting in ____.” Then, break down your scenario into steps and touchpoints.

STEP 3

Hold a blueprinting workshop with stakeholders and users to develop the end-to-end view of each scenario. Lay out the steps and touchpoints beforehand, and add detailed layers to capture the critical moments and ideas.

Blueprint Layer	Definition
Step Definition	What happens in the step
Touchpoint	What/where of the step’s interaction
Actor	Who supports that step
System	Technology, hardware, processes
Observation	Notes that add detail to the step
Data	Metrics to indicate importance
Policy	Rules that make it so
Question	Questions that need to be followed up
Critical Moment	Sources of pain that breakdown the experience
Idea	Opportunity to improve overall impact

STEP 4

Separate the critical moments and ideas to identify insights and potential service improvements. Look to amend critical moments that could leave the user dissatisfied with the service.