Uncover the hidden truths of a service visible to customers to improve consistency, profitability and impact.
Core team, stakeholders, users, subject-matter experts
To create a single source of truth, understand the fail points of existing services, or iterate on services at a high-level.
Prepare for the workshop.
Interview customers to find out their steps during a journey. Record these steps along the Customer Actions row.
Invite stakeholders and actors to the workshop. If the actor is a digital service then invite the subject-matter expert (SME).
TIP: Pull steps from a customer journey map
Running the workshop (1-2 hours).
Fill in customer journey before the workshop begins
Start on the first column. Give each actor 5-10 minutes to fill in their row.
Agree upon the steps then move on to the next customer action.
Lastly, record the tangible evidence produced from interactions, such as emails, UI, texts, or notifications. Physical or digital evidence are parts of the experience that can be consumed or controlled by the service.
TIP: It’s helpful to look into data that the evidence provides to understand what users already know.
Measure the customer experience by isolating areas of improvement.
Experience: isolate fail points that could cause the system to break, or simplify workflows.
Optimization: record times and costs to create baseline measurements.
Redundancies: consolidate data, streamline evidence produced, record pain points, and introduce standards.
TIP: Use metrics tied to business outcomes. Measure what you think can be compared against in the future, such as number of steps, user frustration, etc.
Iterate on the existing service by finding opportunities to improve the experience, optimize the service, and reduce redundancies.
Share the blueprint with your team to align on the existing or future service. Feedback will help fill in any gaps and answer questions.
When you feel that the service design has improved, validate assumptions of the new model using usability tests or solution-assumption tests.
TIP: Work with simpler concepts when iterating services at a high level, then at a more granular level when figuring out the details.
You know you are done when you can compare measurements, have reached alignment on a single version of the service, or have gained a clearer understanding of how the service works.
Getting your team aligned on a single vision of the process will be the greatest benefit of the activity. The blueprint can be built in Miro, a whiteboard, or even a spreadsheet to stay lean and work in lower fidelity.
Create blueprints asynchronously from a workshop when synthesizing with many smaller groups who are not co-located. This takes more time, and will require more iterations until a full blueprint is produced.
Event Storming is similar but different.
Service Blueprints: Laying the Foundation by Izac Ross of Cooper
Service Design 101 by NNGroup
Miro’s Guide to Service Blueprints by Miro
Practical Service Design’s Guide to Service Blueprints By Erik Flowers and Megan Miller