1. Service Blueprints
Izac Ross | February 21, 2013
Tuesday, February 26, 13

2. @zaic
Tuesday, February 26, 13

3. Tuesday, February 26, 13

4. Theory from the field | 10 min
Detailed anatomy | 15 min
Practice | 90 min
When to use | 5 min
Tuesday, February 26, 13

5. Services...
Tuesday, February 26, 13

6. love...
Tuesday, February 26, 13

7. love...
Tuesday, February 26, 13

8. hate...
Tuesday, February 26, 13

9. 80%
Service companies that
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Tuesday, February 26, 13

10. 80%
Service companies that
8% Companies whose
customers agree
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Tuesday, February 26, 13

11. Service
Anticipation
80%
Service companies that
Gap
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Tuesday, February 26, 13

12. Service
Anticipation = opportunity
Gap
Tuesday, February 26, 13

13. If we can figure out how to
get around this...
Tuesday, February 26, 13

14. All other concepts
Decoration
A caricature of the popular conception of
F
design vs. all other concepts
Source: Dubberly Design Dffice
Tuesday, February 26, 13

15. Tuesday, February 26, 13

16. Blueprints are fundamental
Tuesday, February 26, 13

17. They expose the core
structure of services
Tuesday, February 26, 13

18. Services are outcomes in which
customers do not take ownership of
physical elements involved.
Tuesday, February 26, 13

19. Services are co-created by service users
and service employees.
Tuesday, February 26, 13

20. Your outcome and experience is likely to
be very different than mine.
Tuesday, February 26, 13

21. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences
Tuesday, February 26, 13

22. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences
Tuesday, February 26, 13

23. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences
Tuesday, February 26, 13

24. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences
Tuesday, February 26, 13

25. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences
Tuesday, February 26, 13

26. Exchanges occur through mediums...
Tuesday, February 26, 13

27. called Touchpoints
Tuesday, February 26, 13

28. Palette of 5 types touchpoints
People Place Prop Partner Process
Employees and The physical space or The objects and Other businesses or Workflows and rituals
other customers the virtual environment collateral used to entities that help to that are used to
encountered while the through which the produce the produce or enhance produce the service
service is produced. service is delivered. service encounter. the service encounter. encounter. Relates the
Forms, products, people, place, props,
signage, etc. and partners.
Tuesday, February 26, 13

30. Lynn Shostack, at Citibank, pioneered the
concept of service blueprinting back in
the 1980’s.
Tuesday, February 26, 13

31. Recently rediscovered by designers
Tuesday, February 26, 13

32. STEAL FRAMEWORKS from these people
Tuesday, February 26, 13

33. Blueprint example:
Pharmacy drop-off and pickup
Tuesday, February 26, 13

34. Measures
Time
Physical
Evidence
Customer
Action
Line of Interaction
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Visibility
Backstage
action
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

35. Measures
Time
Physical
Evidence
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Visibility
Backstage
action
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

36. Measures
Time
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Visibility
Backstage
action
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

37. Measures
Time
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital &
Devices
(HCI)
Line of Visibility
Backstage
action
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

38. Measures
Time
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Backstage
action
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

39. Measures
Time
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
action Inventory
POS prompts
Internal inventory
pharmacist to fill
management Fulfillment Queue management
the next script in
system system
queue
Line of Internal Interaction
Support
Processes
Tuesday, February 26, 13

40. Measures
Time
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
action Inventory
POS prompts
Internal inventory
pharmacist to fill
management Fulfillment Queue management
the next script in
system system 15-45 days later
queue
Line of Internal Interaction
Insurance Payment Insurance
Drug supplier Goods supplier
Support company processor provider pays
benefits portion of
Processes script
Tuesday, February 26, 13

41. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of
Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill
5-45 min 25-90 days 5-10 min
30 sec 0-15 min 1-10 min 0-15 min 0-15 min
Time X day
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
action Inventory
POS prompts
Internal inventory
pharmacist to fill
management Fulfillment Queue management
the next script in
system system 15-45 days later
queue
Line of Internal Interaction
Insurance Payment Insurance
Drug supplier Goods supplier
Support company processor provider pays
benefits portion of
Processes script
Tuesday, February 26, 13

42. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of
Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill
5-45 min 25-90 days 5-10 min
30 sec 0-15 min 1-10 min 0-15 min 0-15 min
Time X day
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
action Inventory
POS prompts
Internal inventory
pharmacist to fill
management Fulfillment Queue management
the next script in
system system 15-45 days later
queue
Line of Internal Interaction
Insurance Payment Insurance
Drug supplier Goods supplier
Support company processor provider pays
benefits portion of
Processes script
Tuesday, February 26, 13

43. Measures
Time
Physical Props
Evidence Place
Customer Experiences,
Action
Thinking, Actions
Line of Interaction
Service
Employees People
(HHI) Process
Digital &
Devices Process
(HCI)
Line of Visibility
Backstage Process
action People
Line of Internal Interaction
Partners
Support
Process
Processes
People
Tuesday, February 26, 13

44. is one person’s experience
through a single path
Tuesday, February 26, 13

45. blueprints
have altitude
Tuesday, February 26, 13

46. A few lessons from a long blueprint...
Tuesday, February 26, 13

47. Quality Measures # of people in que, In stock Length of
Rate of pharmacist
# of people in que, promised time is Consultations are Clear method of
time of que Price wait time time of que full-filled offered refill
Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min
State ID if controlled Credit card terminal
Physical Retail Location
In store way finding
Prescription/Script
substance Loyalty card
Signage Insurance Card Perscription bottle
Evidence Length of que
State ID
Prescription
Script bins
Prescription
Store bag
Ques and
Verifies that
Customer Enters pharmacy
waits to talk to
pharmacist can fill
Agrees on time to
Ques to pick up Verifies identity
Pays for Exits the
Requests Refill
pharmacist/ fill/pick up prescription Pharmacy
Action assistant
it on time/on cost
Line of Interaction
Service Collects script,
Insurance, Provides a time
Asks identifying Retrieves filled Places
information and prescription and prescription and
Employees and identifying frame
insurance scans the barcode receipt in bag.
information. Gives bag to the
(HHI) customer
Digital &
Devices
(HCI)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
Action
POS prompts
Inventory Internal inventory
pharmacist to fill
management Fulfillment Que management
the next script in
system system
que
Line of Internal Interaction
Insurance Payment Benefits
drug supplier goods supplier
Support company processor provider pays for
remainder script
Processes cost
Tuesday, February 26, 13

48. Quality Measures # of people in que, In stock Length of
Rate of pharmacist
# of people in que, promised time is Consultations are Clear method of
time of que Price wait time time of que full-filled offered refill
Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min
State ID if controlled Credit card terminal
Physical Retail Location
In store way finding
Prescription/Script
substance Loyalty card
Signage Insurance Card Perscription bottle
Evidence Length of que
State ID
Prescription
Script bins
Prescription
Store bag
Ques and
Verifies that
Customer Enters pharmacy
waits to talk to
pharmacist can fill
Agrees on time to
Ques to pick up Verifies identity
Pays for Exits the
Requests Refill
pharmacist/ fill/pick up prescription Pharmacy
Action assistant
it on time/on cost
Line of Interaction
Service Collects script,
Insurance, Provides a time
Asks identifying Retrieves filled Places
information and prescription and prescription and
Employees and identifying frame
insurance scans the barcode receipt in bag.
information. Gives bag to the
(HHI) customer
Digital & vertical line crossing =
Devices value exchange
(HCI)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
Action
POS prompts
Inventory Internal inventory
pharmacist to fill
management Fulfillment Que management
the next script in
system system
que
Line of Internal Interaction
Insurance Payment Benefits
drug supplier goods supplier
Support company processor provider pays for
remainder script
Processes cost
Tuesday, February 26, 13

49. Quality Measures # of people in que, In stock Length of
Rate of pharmacist
# of people in que, promised time is Consultations are Clear method of
time of que Price wait time time of que full-filled offered refill
Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min
State ID if controlled Credit card terminal
Physical Retail Location
In store way finding
Prescription/Script
substance Loyalty card
Signage Insurance Card Perscription bottle
Evidence Length of que
State ID
Prescription
Script bins
Prescription
Store bag
Ques and
Verifies that
Customer Enters pharmacy
waits to talk to
pharmacist can fill
Agrees on time to
Ques to pick up Verifies identity
Pays for Exits the
Requests Refill
pharmacist/ fill/pick up prescription Pharmacy
Action assistant
it on time/on cost
Line of Interaction
Service Collects script,
Insurance, Provides a time
Asks identifying Retrieves filled Places
information and prescription and prescription and
Employees and identifying frame
insurance scans the barcode receipt in bag.
information. Gives bag to the
(HHI) customer
Digital &
Devices
(HCI)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
Action
POS prompts
Inventory Internal inventory
pharmacist to fill
management Fulfillment Que management
the next script in
system system
que
Line of Internal Interaction
Insurance Payment Benefits
drug supplier goods supplier
Support company processor provider pays for
remainder script
Processes cost
Tuesday, February 26, 13

50. Quality Measures # of people in que, In stock Length of
Rate of pharmacist
# of people in que, promised time is Consultations are Clear method of
time of que Price wait time time of que full-filled offered refill
Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min
State ID if controlled Credit card terminal
Physical Retail Location
In store way finding
Prescription/Script
substance Loyalty card
Signage Insurance Card Perscription bottle
Evidence Length of que
State ID
Prescription
Script bins
Prescription
Store bag
Ques and
Verifies that
Customer Enters pharmacy
waits to talk to
pharmacist can fill
Agrees on time to
Ques to pick up Verifies identity
Pays for Exits the
Requests Refill
pharmacist/ fill/pick up prescription Pharmacy
Action assistant
it on time/on cost
Line of Interaction
Service Collects script,
Insurance, Provides a time
Asks identifying Retrieves filled Places
information and prescription and prescription and
Employees and identifying frame
insurance scans the barcode receipt in bag.
information. Gives bag to the
(HHI) customer
Digital &
Devices
(HCI) Arrow direction =
control
Line of Visibility dependency
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
Action
POS prompts
Inventory Internal inventory
pharmacist to fill
management Fulfillment Que management
the next script in
system system
que
Line of Internal Interaction
Insurance Payment Benefits
drug supplier goods supplier
Support company processor provider pays for
remainder script
Processes cost
Tuesday, February 26, 13