Service Blueprint

A service blueprint is an operational tool that describes the nature and characteristics of a service interaction in sufficient detail to verify, implement and maintain the service.

Defining Service Blueprints

Service Blueprints are based on a graphical technique that displays the process functions above and below the line of visibility to the customer: all the touchpoints (i.e. where the service and customer interact) and the back-stage processes are documented and aligned to the user experience (Service Design Tools).

Think about a service like a theatre performance. The audience enjoys a show which appears to occur seamlessly, but behind the scenes, numerous people are actively performing backstage support activities, so the performance appears effortless to the audience.

Similarly, in a service delivery experience, the 'end user' engages with specific touchpoints, but these are supported by a network of activities or infrastructure which supports a seamless user journey experience. A service blueprint visualizes a service so that elements of what users experience are combined with supporting elements that users are unaware of (Service Design Playbook).

Examples and Resources

The purpose of a service blueprint is to:

• Identify areas for change in a service delivery process

• Provide a comprehensive overview of a new service or prototype

• Highlight how different groups of people can best work together

See the examples below for a service blueprint of a restaurant dining experience, and compare the current state and future state of the service.

Example of a current state service blueprint for a restaurant. Source: MaRS Solutions Lab

Source: MaRS Solutions Lab

Source: MaRS Solutions Lab

Key Resources

Service Design Playbook: Service Blueprints: Online playbook that describes service design blueprint and other tools used by the Government Ontario Digital Service to design for users: https://www.ontario.ca/page/service-blueprints

Service Design Tools: Service Blueprint: Online set of tools for Service Design with many examples of how a Service Blueprint is used: http://www.servicedesigntools.org/tools/35