How do you make an entire service visible? And align frontstage customer experience with backstage business processes? April’s Service Design Drinks in Berlin gave an introduction to one of the most central delivery tools and artefact in service design. A comprehensive input was followed by a related hands-on session.

1. D.COLLECTIVE / APRIL 10, 2013
Service
Design
Drinks
Service
Blueprinting

2. Overview
Who?
What?
Why?
When?
How?
+ Exercise

3. Who are we?
Katrin Olga Manuel Martin
PhD Candidate, Community Designer, User Experience,
University of Manager, Fjord Nokia
Potsdam Stylemarks

4. “Blueprints are to service design
what 3D sketches and wireframes are
to product design and UX design”
*
— DR. ANDREW POLAINE
Service Designer & Researcher
* – in ‘Service Design – from insight to implementation’, p. 96

5. What?
Service Blueprints are …
•a way of visually mapping out the
complexity of services
•aligning frontstage customer experience
with backstage business processes
•offer a simultaneous user-centered and
enterprise-centered focus

6. What? DEFINITION
Service blueprints are a tool for holistic
analysis & visualisation – from a customer
perspective, yet integrating all the
provider’s structure & processes that are
relevant for delivering to the customer’s
delight
— P R O F. B I R G I T M A G E R
Köln International School of Design

7. What? EXAMPLE BY ANDY POLAINE ET AL.

8. What? EXAMPLE BY SRISHTI RAO

9. What? KEY ASPECTS
user / customer journey -
Frontstage phase by phase, step by step
(seen by customer)
channels / touchpoints -
channel by channel,
touchpoint by touchpoint
LINE OF VISIBILITY
Backstage
backstage processes -
(not seen by stakeholder by stakeholder,
customer but action by action
necessary
to performance)
Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project

10. What? COMPONENTS
Physical Evidence
Customer Actions
LINE OF INTERACTION
Onstage / Visible Contact Employee Actions
LINE OF VISIBILITY
Backstage/Invisible Contact Employee Actions
INTERNAL INTERACTION
Support Processes Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project

11. Why?
understand how different parts of a service
work as a whole
reveal opportunities for joining up
processes
coordinate parallel workstreams
break down barriers between business units

12. When?
analysing an existing service
creating a new service

13. Service Blueprint
How? Example Service: Service Design Drinks
EXAMPLE: SERVICE DESIGN DRINKS
2 weeks before the drinks (aware, join) Day of the drinks (use) After the drinks (develop, use)
User Journey
Hears about the service design drinks Registers Goes there Arrives Experiences the drinks Goes home Relieves &
takes action
Touchpoints
SD Berlin
Community
Tell a friend to
come as well
Don’t know anyone,
be bored
Meet interesting
people during the
Mingle and get
drunk
Forgot the name of
the people the user
Start a business
with some of the
Service blue
talked to other participants
way of visu
excercise
Katrin, Manuel,
out the com
Be welcomed by the Learn new things Left the printout at Propose a
hosts and feel the venue, because presentation for
Martin & Olga enlightened ;) user was drunk the next drinks
Location Can’t find the Talk to the friendly Beer is out
services and
location people at the bar
and design
Newsletter Receive the
newsletter & get
interaction
information about
the drinks
They help to
Facebook View the event
announcement in
the newsfeed or
be invited by a
Register via
facebook
View photos of
the event & see a
link to the
presentation on
frontstage
Slideshare
friend slideshare
View slides of the
experience
business pr
event
Front Stage
Line of experience
Back Stage
Backstage Processes
Katrin, Manuel, Decide on a date Decide on a topic Arrive early to do
the setup &
Martin & Olga practise the
presentation
Social Media Create a Advertise the Estimate number Share a last •upload photos to
facebook event drinks in the of participants reminder about facebook
Team newsletter (based on facebook today’s drinks •share slides &
event) handout
Collect feedback Collect learnings
Event Avoid Look for location Confirm the
Take lots of photos
during the event from participants from the event
overlapping options location
Management events such as
& location (e.g. how much
beer is needed
Unit IXDA
per person)
Content Provider Create Prepare slides & Convert slides
graphics for handouts and handout in a
banner shareable format
Location Provider Buy drinks Prepare the venue Do the dishes Clean up
Potential Estimate number Motivate Find the venue Grow user base: Grow the user
opportunities & of guests: participants to
register for the
easily:
• Enable
base:
resulting Do not only event on facebook Print out signs for participants to Crosslink facebook,
announce drinks in order to easy discovery of easily share facts twitter etc. at the
requirements in newsletter, but estimate the the location about the event end of the slides
link to the number • Provide printouts
facebook event. with hashtags (for
twiiter) and allow
signups for
newsletter
Experience highlight Danger: Bottleneck or Experience is broken &
dependancy needs improvements

14. Exercise

15. Exercise
Create a service blueprint
including user journey, touchpoints
and backstage processes for …
a dog-jogging service
an extraterrestrial real-estate agency
a home-cooked-lunch-to-the-office delivery
(e.g. dabbawalas in Mumbai)
or your own service
Icon: Randall Barriga, Viktor Örneland, Lisa Waananen / The Noun Project

16. Exercise
You have got 20 minutes!

23. Take-away

24. Take-away
central delivery tool & artifact
in service design
holistic framework to visually
map out services
combines user-centered and
enterprise-centered perspectives

25. Reading recommendations
Andy Polaine et al.: Mary Jo Bitner et al.: Marc Stickdorn /
‘Service Design: ‘Service Blueprinting: Jakob Schneider et
From Insight to A Practical Technique al.: ‘This is Service
Implementation’ for Service Innovation’ Design Thinking’

26. See you at
the next
service design
meet-up
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin