1. USER-ORIENTED NEWS
Corinna Sherman
Information Design & Rhetoric, Spring 2010
2. The nature of services
• Unlike physical products, services are
dynamic.
• Each critical interaction between the
customer and the tangible things that
shape the service experience is a
touchpoint.
• A service journey is a series of
touchpoints that take place over time
3. Service blueprinting
• A method introduced in 1984 by
CitiBank executive G. Lynn Shostack
• Created to help managers design and
analyze service processes
10. A customer focus
“...the focus shifts from looking at
episodes, to thinking about journeys:
how all the touchpoints and channels
come together over a period of time
and interact with people’s lives, needs,
interests and attitudes.”
-- Parker & Heapy, The Journey to the Interface
38. References
• Parker, S., Heapy, J. The Journey to the
Interface: How public service design
can connect users to reform. Demos,
London, 2006.
• Bitner, M.J., Ostrom, A.L., Morgan, F.N.
Service Blueprinting: A Practical Tool
for Service Innovation. Center for
Services Leadership, Arizona State