![]() Customer actions: The actions the customer takes to engage with the service.In its simplest form, a blueprint has five sections, or “swim lanes,” that orient around the lines of visibility and interaction: Some people add a line of “internal interaction” (between the front line and back office), as well. Everything below the line of visibility are actions the customer cannot see but that contribute to the service. Line of visibility: Everything above this line are actions customer can see.These customer interactions take place at service “touchpoints.” Touchpoints can be anything from a customer’s conversation with employee, to use of a device, a form, or another interface. Line of interaction: Things that cross this line denote customer interactions with the service. ![]() Here are some key elements that structure the service blueprint framework, outlined in the blog post.Įvery blueprint includes these two constructs: Sometimes it’s created for the purpose of sparking discussion among different stakeholders, and it may not ever be codified.Īnd for the Lean enthusiasts: a service blueprint a way to connect the information that you’d normally put in a swim lane diagram or value stream map with the user experience. The service blueprint is highly collaborative.The service blueprint you create is not precious - it’s a point of discussion and is a working document that will change.Like many design methods, you can use service blueprints for a variety of purposes.The article outlines a few key points about the method’s utility: ![]() There is a F-A-B-U-L-O-U-S blog post from Cooper, a design and strategy consultancy, that explains how to make a service blueprint. If we had any wiggle room in our Catalyst program curriculum, I would, without a doubt, add a module on service blueprints! Often the projects focus on how different roles and teams work together to provide a quality, sustainable service (via new protocols, scripts, workflows, etc.). Many Catalyst teams choose to work on projects that focus indirectly on the customer’s experience.The method truly shines when applied to services in complex systems, like health care.I’m sharing the method for three reasons: You might wonder: Why learn about service blueprinting? My journey maps are keeping me busy enough! It is an extension of the journey map (a Catalyst favorite) that also maps the interactions, activities, infrastructure, and equipment involved in delivering a service - from end to end, and throughout the value chain. It’s called a service blueprint, and it is a - if not the - foundational method of service design. That’s enough background - let’s get to the method that I believe will be your team’s go-to moving forward. ![]() Here is a primer on how they’re applying service design. government, including the National Health Service. You can learn about the lingo through the links I embed throughout this article.Īlthough the service design discipline is not well known in the U.S., it is more established in Europe and has been embraced by the U.K. Service design has some of its own vocabulary. Service designers explore challenges from the end-user’s perspective, while also understanding the frontline and back-office staff activities, core operations, infrastructure & equipment, and partnerships that make the service a reality. I recently started serving on the San Francisco chapter board of the Service Design Network, and I’m learning a lot about service design: a design discipline that approaches the design of services with an “end-to-end,” systems lens. Taking those steps to understand the customer journey is necessary and important.īut the Catalyst design methods won’t necessarily give you insight into inter-dependencies within the system, the ripple effects your redesign might have on your organization, or what it will take to sustain new changes. Many human-centered design methods we teach in Catalyst, our training program in human-centered design, focus on understanding the context of a problem and building empathy with the end-users impacted. When you’re working on a design project at your organization and create a customer journey map, do you ever feel like you still only have partial visibility into the challenge? For the design enthusiasts in our network, I have a question for you:
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