This article was co-written by Izac Ross, Lauren Chapman Ruiz, and Shahrzad Samadzadeh
Recently, we introduced you to the core concepts of service design, a powerful approach that examines complex interactions between people and their service experiences. With this post, we examine one of the primary tools of service design: the service blueprint.
Today’s products and services are delivered through systems of touchpoints that cross channels and blend both digital and human interactions. The service blueprint is a diagram that allows designers to look beyond the product and pixels to examine the systems that bring a customer’s experience to life.
What is a service blueprint?
- Pain points which should be fixed or improved
- Opportunities to measure the quality of the service
- Opportunities for cost savings or increased profits
- Moments that are loved by the customer and should not be lost
As you begin to incorporate blueprinting into your process, remember that blueprints have altitude! They can capture incredible amounts of detail, or summarize high-level understandings. When evaluating or implementing an existing set of service interactions, a low altitude map that details out the processes across touchpoints and systems is an invaluable management tool. To quickly understand the customer experience in order to propose design changes or develop a shared understanding, higher altitude diagrams can be most helpful.
Service blueprints break down the individual steps that are happening to produce the customer experience, and are an essential tool for the practice of service design.
In upcoming weeks we will talk about where this tool fits into the design process, and on gathering information to create service blueprints and journey maps.