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Unlocking the power of the practical service blueprint

Customer journey and service bliueprint, the lorem ipsum artifacts of service design.

“There are a lot of artifacts and methods out there for mapping experiences. I had a great need that none of what existed could meet, so I took from all around me and came up with something new. That’s what is great about design and the creative process. We don’t have to be stuck with what we’re given, and we don’t have to stay idle and hope that someone else will come up with something to solve our problems first.”

Erik Flowers a.k.a. /erikflowers | @erik_flowers ~ Practical Service Design

Beyond the blueprint: Strategic service design deliverables

Deliverables were called Documents a few decades ago.

“Service design, or the design of value exchange between a service provider (company) and a service participant (customer), is an approach with enormous potential; delivering on that potential requires action. Service design is meant to inspire and direct action in the form of implementation. To make deliverables that drive action, I propose three key considerations.”

(Shahrzad Samadzadeh a.k.a. @shahrsays ~ Cooper Journal)

Service blueprints: Laying the foundation

From journey to blueprint to touchpoint.

“With this post, we examine one of the primary tools of service design: the service blueprint. Today’s products and services are delivered through systems of touchpoints that cross channels and blend both digital and human interactions. The service blueprint is a diagram that allows designers to look beyond the product and pixels to examine the systems that bring a customer’s experience to life.”

(Lauren Chapman Ruiz a.k.a. @lchapmanruiz ~ ACM Interactions)

UX strategy blueprint

First level of abstraction: a blueprint. Kind of a template.

“Once all of the elements have been agreed on, consolidate the strategy. A good, succinct strategy should only be about two pages long. Give it multiple forms to illustrate your intent to different audiences. Create a presentation, document and a graphic, as needed. Share the strategy as often as possible. It’s hard to over communicate: print it out, hang it up, start every meeting with your strategy slide, use it as dummy text in wireframes instead of lorum ipsum. Reiterate. Developing strategy is a craft, one that involves exploration and choice but also systematic thinking. The UX Strategy Blueprint helps you see all the moving parts in a single overview. In doing so, it simplifies strategy, making an abstract concept more tangible for all involved.”

(James Kalbach a.k.a. @jimkalbach ~ Experiencing Information)

Using service blueprints to create a holistic experience

Every field is entitled to its own deliverables.

“Service blueprints contain several foundational concepts for a service designer such as, value exchanges and touchpoints. They are fundamental tools for clarifying the interactions between customers, digital touchpoints, and employees because they reveal how these are supported by ‘backstage’ activities (essentially, everything the customer does not see). Blueprints can be invaluable assets for interaction designers working on multichannel services and digital products especially when there is a mix of digital and human-to-human interfaces.”

(Izac Ross ~ Moment)

Designing Services That Deliver PDF Logo

The founding article (1984) of Service Design and service blueprints.

“Faced with service problems, we tend to become somewhat paranoid. Customers are convinced that someone is treating them badly; managers think that recalcitrant individual employees are the source of the malfunction. Thinly veiled threats by customers and managers are often first attempts to remedy the problem; if they fail, confrontation may result.”

(G. Lynn Shostack)