The key to maintaining an active user acquisition and engagement rate is to offer your customers a positive experience. Service Blueprint is a UX mapping technique to analyze the complete service process flow. It is based on a collaborative technique that displays the process’s functions above and below the line of visibility to the user. All backstage operations are documented and aligned to the User Experience in the frontstage.

1. Map Your Service to
Engage with End Users
SERVICE BLUEPRINT WORKSHOP
March 2018

2. Misael
Sandra

4. March 2018
Power Up your
Product through
Research and Design
UX TEAM BY NEARSOFT

5. Hello!
Who are you?

6. ● Intro: What is a Service Blueprint
● Map the current state
● Capture observations
B R E A K
● Brainstorm the future (ideation)
● Plan the future
● Showcase & Wrap up
Our Time Together
SERVICE BLUEPRINT WORKSHOP

7. ● We want to improve the complete user
experience
● Our product is one of many touchpoints
● Hard to visualize the experience as a whole
Why this workshop?
SERVICE BLUEPRINT WORKSHOP

8. DISCOVER
SERVICE GAPS
EVOLVE SERVICE
ELEMENTS
IDENTIFY
PROJECTS
Today we’ll learn to...
SERVICE BLUEPRINT WORKSHOP

9. What is a Service
Blueprint?
SERVICE BLUEPRINT WORKSHOP

10. A map that describes the interaction of a user
with a service in enough detail to verify,
implement, and maintain and operational plan
to improve the user experience.
MEMBER
ACTIONS
TOUCHPOIN
TS
FRONTSTAGE
STAFF
BACKSTAGE
STAFF
Line of
Interaction
Line of
Visibility
HARRIS
FOUNDATIO
NACTIONS
SUPPORTI
NG
COMPONEN
TS
MATERIALS
&
EQUIPME
NT
Scoring sheet
Student
calculate how
much money
they have
earned
Teacher
facilitates group
activity
Student teams
agree to which
3 bands get
bonus
Truth about
credit cards
hand-out and
verbal
discussion
Teacher
facilitates
discussion on
the pros and
cons of credit
Student
participates in
discussion
about other
ways to fund
their band
Numbers app
on iPad
Teacher
distributes
iPads for
budget exercise
Numbers app
iPad
Student
creates band
budget
Graphic design
application
(logo maker and
gloss)
Gloss and Logo
Maker app
iPad
Student
creates band
logo
Student folders
Teacher con-
firms everyone
has completed
budget and
collects student
folders
Student turns
student folders
back in
Student folders,
You’ve Got
Potential Letter
Teacher
distributes
materials
Student reads
letter with their
band
LESSON 5: BORROW BUDGET WELL
Service Blueprint
SERVICE BLUEPRINT WORKSHOP

11. SERVICE BLUEPRINT WORKSHOP
UX Design Process

12. SERVICE BLUEPRINT WORKSHOP
UX Design Process

13. ACTORS ARTIFACTS TOUCHPOINTS KEY MOMENTS FRONTSTAGE &
BACKSTAGE
SERVICE BLUEPRINT WORKSHOP
And now, some theory…
So we all sound smart

14. The staff and employees that
play a role in bringing a
service to life and delivering
value to customers.
https://www.ickr.com/photos/45393120@N07/6021690119/
SERVICE BLUEPRINT WORKSHOP
Actors

15. Even though services are
intangible, they can leave
physical evidence we call
service artifacts.
SERVICE BLUEPRINT WORKSHOP
Artifacts

16. CHANNEL
TOUCHPOINTS
RETAIL
CONVERSATIONS BROCHURES COMPANION APP WAYFINDING
SERVICE BLUEPRINT WORKSHOP
Touchpoints

17. SERVICE
USER
TOUCHPOINTS
SERVICE BLUEPRINT WORKSHOP
Touchpoints

18. From Designing for Interaction by Dan Saffer
● Physical locations
● Specific parts of locations
● Signage
● Objects
● Websites
● Mailings
● Spoken communication
● Printed communication
● Applications
● Machinery
● Customer service
● Partners
SERVICE BLUEPRINT WORKSHOP
Touchpoints

19. SEARCHING FOR
A FLIGHT
SELECTING A
FLIGHT
CHECKOUT CONFIRMATION FLIGHT
REMINDER
BUYING A FLIGHT
SERVICE BLUEPRINT WORKSHOP
Key Moments

20. SERVICE BLUEPRINT WORKSHOP
Fronstage & Backstage

23. ?? ?

25. EXPERIENCE
MAGIC

26. FRONTSTAGE
BACKSTAGE

27. SERVICE BLUEPRINT WORKSHOP
The Building Blocks
LINE OF VISIBILITY
SUPPORT PROCESSES
TIME
STAGE STAGE STAGE
BACKSTAGE STAFF
STAFF ACTIONS
TOUCHPOINTS
CUSTOMER ACTIONS

30. Time to work!

31. USABILITY TESTING WORKSHOP
Optional: You can map the experience of your service app.
Map the experience of
hotel check-in

32. EXERCISE # 1
Read the
Problem to
Solve
5 MINS

33. EXERCISE # 1
Service
Blueprinting
Part 1
→ As a team, work to finish the
blueprint for the current state of
a process within your team
→ Fill in the backstage using your
best judgement
20 MINS

34. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
Make rows with
these

35. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
Make rows with
these

36. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
STAGE STAGE STAGE
Make rows with
these

37. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
STAGE STAGE STAGE
Make rows with
these

38. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
STAGE STAGE STAGE
Make rows with
these

39. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
STAGE STAGE STAGE
Make rows with
these

40. LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
STAGE STAGE STAGE
Make rows with
these

41. EXERCISE # 1
Service
Blueprinting
Part 2
20 MINUTES
→ Now the Backstage!

42. LINE OF VISIBILITY
BACK STAGE STAFF
SUPPORT PROCESSES
TIME
Now these

43. EXERCISE # 2
Capture
Observations
10 MINUTES
→ As a team identify:
Moments of delight
→ Service successes
→ Unsupported or missing
elements
→ Service breakdowns
→ Key moments
→ Satisfaction metrics

44. ● Moments of delight
● Service successes
● Unsupported or missing
elements
● Service breakdowns
● Key moments
● Satisfaction metrics
Notified that
application has been
received
HIGH EMOTION MOMENT
Receives decision on
application
Unspportive
user’s needs
to
HIGH EMOTION MOMENT
React to decision and
makes new plan forward,
or gives up
Lodges complaint with
customer service
Email Letter Unsupported by service Website, phone, letter
Receive
complaint or
appeal
SERVICE BLUEPRINT WORSHOP
Capture Observations

45. BREAK TIME
5 min

46. Service storming uses voice,
physicality, and staging to
quickly prototype and refine
service encounters.

47. EXERCISE # 3
Service
Storming
10 MINUTES
→ Select a stage from your
current state blueprint you
would like to iterate on.
→ First act out the current
experience. Then use
Service Storming to ideate
and generate service
improvements.

49. No Sitting
Standing bodies tend to
act more than sitting
bodies. It’s physics.
No Pitching
Communicate what the
service would feel like.
Don’t sell the experience.
No Narrating
We should be able to see
the value, experience,
and service delivery.
SERVICE BLUEPRINT WORKSHOP
Service Storming Rules

50. EXERCISE # 4
Make the
Future State
Blueprint
5 MINUTES
→ Work as a team
→ Map ideal future state of
your blueprints

51. SERVICE BLUEPRINT WORKSHOP
I know the future…
Now what?

52. CURRENT STATE FUTURE STATEPROJECTS
SERVICE BLUEPRINT WORKSHOP
Identify Projects

53. EXERCISE # 5
Make the
Operational
Plan
10 MINUTES
→ Identifying the projects that
will be needed to make it the
future a reality.

54. SERVICE BLUEPRINT WORKSHOP
Capture Projects as Cards

55. ● What part of the journey did you map?
● How would you apply this to your job?
● What was your Aha! Moment?
Show how good you did

56. SERVICE BLUEPRINT WORKSHOP
What would be next?
IMPORTANT!
Slides taken from Working With Service Blueprints
by Nick Remis as seen on UX Week 2015
View complete slideshare here
● Evolution planning
● Roadmapping
● Prototyping
● Piloting
● Never Ending cycle

57. ● Full view of the service experience
Key Takeaways
SERVICE BLUEPRINT WORKSHOP

58. ● Full view of the service experience
● Strategic tool for project planning
Key Takeaways
SERVICE BLUEPRINT WORKSHOP

59. ● Full view of the service experience
● Strategic tool for project planning
● Combination of customer experience with
operational tools
Key Takeaways
SERVICE BLUEPRINT WORKSHOP

60. March 2018
Design is all
about people!

61. “Design is all
about people.”
Thanks!March 2018
Misael Leon
Product Designer
mleon@nearsoft.com
misaello
misaelleon
Sandra Vazquez
Business Developer
svazquez@nearsoft.com
sandra_daniela
sandradanielav