A Guide to

Service
Blueprinting
WRIT TEN BY Nick Remis and the Adaptive Path Team at Capital One
First Edition
Published November 2016

Adaptive Path
Pier 1, Bay 2
San Francisco, CA 94111
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Exhibit I Blueprint for a Corner Shoeshine adapted by permission of Harvard Business Review.
(Blueprint for a Corner Shoeshine) From Designing Services that Deliver by G. Lynn Shostack,
January 1984. Copyright 2016 by Harvard Business Publishing; all rights reserved.
 A Guide to
Service
Blueprinting
 06 09
INTRODUCTION S E C T I O N O N E : OV E R V I E W

Welcome to A Look at
Service Blueprinting Service Blueprinting

A Short Introduction 10 What is Service Design?

by Jamin Hegeman 12 What is a Service Blueprint?
13 Evolution of the Service Blueprint

Contents
14 Why Use a Service Blueprint
17 Blueprinting Current and
Future States

19 39 49
S E C T I O N T W O : CR E AT I O N SEC T ION T HREE : IMPL E MEN TAT ION CO N CL U S I O N

How to Make a How to Use a The Future of

Service Blueprint Service Blueprint Service Blueprinting

20 Frontstage Versus Backstage 40 Blueprint as Prototype Final Thoughts from

22 The Building Blocks 42 Supporting a Vision Patrick Quattlebaum
27 Collaborating 44 From Blueprint to Roadmap
30 Building a Service Blueprint 46 Service Patterns
32 Levels of Fidelity
34 Determining the Level of Zoom
36 Flow Lines
37 Beyond the Basics
INTRODUCTION

A S T H E F O C US ON C UST OM E R E X P E R I E NC E becomes more important, having a good picture of how your service
operates in relation to what the customer is trying to do is paramount.

Welcome to
At Adaptive Path, we often refer to service blueprinting as the gateway drug to service design. A service blueprint is
one of our quintessential service design tools, and along with experience maps, its one of the common service design
deliverables. Its an accessible tool that brings together various perspectives, silos, and projects in a visualization of
how the current service works, or what will need to be in place for a future service vision to be realized. Its easy to

Service
learn but challenging to master. You can put one together in an afternoon to quickly move a project team forward.
You can also spend weeks, months, and even years changing its scope, adding in more detail, or maintaining the
services it documents. As our main focus is service design, we use blueprints on most of our projects, whether were
working on the definition of an entirely new end-to-end service offering or a zoomed-in service moment. We even
apply them to better understand internal services and processes. While there certainly are limitations to the tool, we

Blueprinting
find it best to work within the foundational framework before adding and experimenting. That said, blueprints are
evolving. Weve seen some interesting adaptations to the traditional format.
In this guide, well share the fundamentals of service blueprints: what they are, why you should use them, how to
create one, and how to use and maintain it. Well share best practices and tips that will help you either get started with
service blueprints or refine your practice if youve already made a few. Enjoy!
J A M I N H E G E M A N

6 7
SECTION ONE: OVERVIEW

A Look at
Service
Blueprinting
But first, lets
dig into what
service design is...

9
What is Service Design? Core Principles of Service Design

Service design applies design methods and craft to the definition and orchestration of
products, communications, and interactions (i.e., service touchpoints), as well as, the
operations, values, and structure of an organization. It requires looking not only at the
customer experience, but also the business experience.
Service design differs from how many people think of user experience design (UXD).
Service design examines value and experience from a multi-user perspective (customer,
staff, and business), is largely agnostic to channel and medium, and connects experience
delivery to the operations and
technology that produce it. Though
service design shares many tools
HUMAN-CENTERED CO-CREATIVE ORCHESTRATED TANGIBLE HOLISTIC
and methods with other human- CUSTOMER
Focuses on the Includes stakeholders Considers how the Reveals the value Looks toward
centered design fields, its additional

Experience
Customer
people for which and customers in various elements and and interactions of the end-to-end
perspectives and approaches help we are designing and the design and processes of a service an intangible service experience, not just
SERVICE
manage the complexity that comes extends beyond the delivery of service organization should through physical and a single moment,
INTERACTIONS
with multiple dimensions of service customer to include experiences be aligned for optimal digital touchpoints service encounter, or
the experience service delivery that can be seen experience stage
experiences, such as experiences
of staff and the and experienced

Service Design
with multiple digital touchpoints STAFF business
or experiences that cross multiple

Staff Experience
channels and business silos.

and Operations
Its also important to remember
that service design isnt a new thing.
Service providers have been design-
ing services for years, but they
Products Structure
havent always included designers
or a human-centered approach in Operations Culture

those endeavors.

10 A GUIDE TO SERVICE BLUEPRINTING OVERVIE W 11

What is a Service Blueprint? Evolution of the Service Blueprint
Blueprints are the gateway A blueprint is an operational tool that visualizes the components of a Service blueprints arent new tools. They were originally proposed by Lynn Shostack in
service in enough detail to analyze, implement, and maintain it. her 1984 Harvard Business Review article Designing Services That Deliver and have
drug to service design.
Blueprints show the orchestration of people, touchpoints, processes, been evolving since. Her approach helped codify service delivery (traditionally viewed as
Patrick Quattlebaum and technology both frontstage (what customers see) and backstage intangible or ephemeral) as something that could be documented, measured, controlled,
(what is behind the scenes). They can be used to describe the existing and systematically improved upon. Over the years, the service blueprint has dramati-
The service blueprints we create today,
state of a service experience as well as to support defining and imple- although visually and structurally different, cally evolved. Through the help of notable thought leaders and service innovators (such
contain many of the same elementstime,
menting new or improved services. While service blueprints resemble flow, the line of visibility, actions, and as Mary Jo Bitner), todays blueprints capture the customer experience while providing
approaches to process documentation, they keep the focus on the cus- operational componentsas Lynn Shostacks enough operational detail to document how a service is delivered. Blueprints capture the
original proposal, Exhibit I Blueprint for a
tomer experience while showing how operations deliver that experience. Corner Shoeshine. operational complexity of services without becoming mired in the detail of other busi-
The activity of service blueprinting creates a communal space where ness process modeling methods.
diverse groupssuch as design, development, operations, business Today, service blueprints con-
analysis, and frontline staffcan align on how the pieces for which they tinue to evolve both visually and
are responsible connect to create a greater whole. As a communication Exhibit I Blueprint for a Corner Shoeshine structurally as theyre used with
Standard
tool, the service blueprint highlights dependencies within the organi- execution time
Brush
shoes
Apply
polish
Buff
Collect
payment
increasing frequency and in more
2 minutes
zation and provides the foundation for roadmapping and piloting the diverse contexts.
Total 30 30 45 15
reinvention or creation of an experience. Through increased collabora- acceptable
execution time
seconds seconds seconds seconds
5 minutes
tion and intentional orchestration across functions, service blueprints Fail
point
Wrong
color
wax
increase the odds that an organization can deliver and maintain its envi-
sioned experience for customers and staff.
Seen Clean Materials
by customer shoes (e.g., polish,
cloth)

45
seconds Facilitating products

Line of Facilitating services

visibility and products
Not seen
by customer Select
but necessary and purchase
to supplies
performance

Adapted by permission of Harvard Business Review. (Blueprint for a Corner Shoeshine) From Designing Services that Deliver by G. Lynn Shostack, January
1984. Copyright 2016 by Harvard Business Publishing; all rights reserved.

12 A GUIDE TO SERVICE BLUEPRINTING OVERVIE W 13

Why Use a Service Blueprint The Value of a Service Blueprint

With the explosion of digital products and touchpoints, service experiences are becoming
more complex and challenging to orchestrate. Just think of all the ways you can interact
with a bank, retailer, or even government now compared to 20 years ago.
To help you solve for the complexity of todays service experiences and ecosystems,
service blueprints help visualize, align, and prototype the components of a service. While
blueprints are valuable for many reasons, we think these are the key benefits.
Visualizing service blueprints helps us to understand all the moving parts of a ser-
vicetheir interconnections, dependencies, and breakdowns. Visually communicating this
knowledge to collaborators and stakeholders takes what was before an abstract concept
and makes it tangible and easier to directly address.
By aligning end-to-end (and often cross-silo) perspectives on a service experience, ser-
vice blueprints help organizations unite around a common understanding of how a service
will function. This is particularly valuable when multiple teams, groups, and/or divisions
need to come together to deliver on a service vision. Blueprints help ensure that, once built,
TO VISUALIZE TO ALIGN TO PROTOTYPE
the pieces of an experience will correctly fit together as intended.
(Previously) intangible experiences Multiple perspectives by providing Common customer flows
Service blueprinting is also a great process for quickly prototyping service delivery
a cross-silo view of how a service and interaction points for
approaches at a low level of fidelity. At any stage of the design process, blueprints can be Interconnections and dependencies
will be built and delivered experience validation
between service components,
used as canvases to capture insights and to explore business and operational viability for
technology, and operations Multiple collaborators by using a How multiple touchpoints will
different solutions. They can also be used as scripts to facilitate and visualize customer communal canvas where they can need to interconnect and the
Elements that are necessary for
flow and the architecture of the service experience. see the larger context of their work nature of the connections
service delivery
Understanding of how elements Impact and changes to operational
Current-state delivery breakdowns
will connect to each other once processes necessary to realize an
and opportunities
built by their respective teams experience innovation
Potential gaps and service
Operational viability before
breakdowns that exist in the
investing in development
end-to-end experience

14 A GUIDE TO SERVICE BLUEPRINTING OVERVIE W 15

 Blueprinting Current and Future States
CURRENT-STATE BLUEPRINT IDEATION

Because they focus on capturing the experience and operations of a service, blueprints CURRENT-STATE BENEFITS
can be particularly useful near the beginning and end of the design process, though they Documentation of existing
JOURNEY can be used throughout as needed. operational and experience
processes
At the beginning of a project, we like to use a current-state blueprint to capture the
experience as its presently delivered. This helps teams align on the current service state, Identification of service
breakdowns and pain points
capture observational and organizational knowledge, and identify existing service oppor-
tunities and breakdowns. This can be a powerful moment for an organization. Many teams Cross-silo understanding of
the existing service
we work with have never had the opportunity to see how what they each create interre-
RESEARCH
lates and comes together to form a larger whole. FUTURE-STATE BENEFITS
Toward the end of the design process, blueprints can be used to visualize the future Communication and
state of a service. This helps teams communicate more effectively, plan the design of touch- documentation of future-state
points, capture operational needs, develop roadmaps, and create planning documents. experiences and operations

Once a new experience is built, blueprints can help future teams maintain the experi- Cross-silo coordination and
STORYBOARD
ence, just as an architectural blueprint helps a building engineer maintain a building. planning of touchpoint creation

Operational prototyping
and development

TOUCHPOINTS
FUTURE-STATE BLUEPRINT

16 A GUIDE TO SERVICE BLUEPRINTING OVERVIE W 17

S E C T I O N T W O : CR E AT I O N

How to Make
a Service
Blueprint Blowing peoples
minds and turbo-
charging experienc
orchestration
e

19
Frontstage Versus Backstage
Without the intentional design of At the core of service design and service blueprints is the concept of
frontstage and backstage. In other words, these are the parts of the
backstage systems and operations,
service that will be visible or invisible to the customer.
the work of navigating them Consider a restaurant, for example. As a customer, there are many
is outsourced to the customer. frontstage elements of the service that you can seewaiters taking
orders, menus, food being delivered, and, of course, eating. But at the
Kendra L. Shimmell same time, there are backstage elements of the service that are hidden
from viewchefs cooking, computerized ordering systems, deliveries
arriving from food distributors, and so on. Its this backstage activity
and deciding how much to show your customers that can create a sense FRONTSTAGE
of magic and delight for your service experience. Think about all the
service operations that are constantly working out of sight in services
that are known for delighting customers. Amazon and Netflix recom-
BACKSTAGE
mendations offer items tailored to your tastes. Four Seasons hotel staff
personalize and gracefully adapt to your every whim. A whole slew of

P H O T O G R A P H S B Y F R A N K L I N H E I J N E N V I A C R E AT I V E C O M M O N S A N D F L I C K R
new food delivery services get hot meals into your hands with the tap
of a button. You dont see the hard work and systems that make these
services possible. The value these services generate just appears as if
by magic, right when you need it.

PRO TIP NO. 1

Many service experience innovations start
with a change to the backstage. These
operational and process changes can have
a substantial effect on both your staff and
customer experience.

20 A GUIDE TO SERVICE BLUEPRINTING

The Building Blocks Elements of a Service Blueprint

Customers and their actions make up the top row, or swim lane, of a blueprint. The reason: PRO TIP NO. 2 CUSTOMER ACTIONS
we want to keep the focus on what were asking customers to do and how their expe- When creating the elements of a blueprint, we Customer actions are the physical or mental actions a
find it helpful to be fairly specific, especially
riences will unfold across time. This creates a customer-centered lens through which to with the touchpoints. Not only does this customer performs during a service experience. Because
Customer asks
help preserve clarity, but it helps to make services can have multiple customers, we highlight

CUSTOMER ACTIONS
understand the intended experience and how it is delivered. the blueprint a more effective guide in the
question and
places their
order
the customer name in each customer action element.
The next two rows show with whom, what, when, and how customers interact with the implementation phase of a project.
For example, dont just label a touchpoint
service. The second swim lane details digital, analog, and intangible touchpoints that trig- as app. Rather, add more detail, like item TOUCHPOINTS
selection screen, or confirmation screen,
ger or respond to customer actions. Staff roles and actions are then placed in a third row etc. This way, you can have more informed Touchpoints are the medium of exchange between
to show customer encounters on the front stage. conversations with partners who will help Conversation the customer and the service. Touchpoints can take

Frontstage
between

TOUCHPOINTS
you build the experience. customer and many forms, ranging from technology to wayfinding
The rest of the blueprint describes behind-the-scenes operations. These rows show how server
to conversations with service staff. We encourage you
people, processes, and technologies make the service experience possible. to try to use only one touchpoint per service moment.
This helps teams consider the micro-moments of a
service and avoid hiding complexity.
Server answers

FRONTSTAGE STAFF
any questions
regarding the
menu and takes STAFF ACTIONS
customers
order Staff actions are captured in both the frontstage and
backstage staff swim lanes. Because most services involve
multiple staff members, its especially important to label
Server enters
each element with the actor performing the task (e.g., chef,

BACKSTAGE STAFF
order into
system server, hostess, etc.).

SUPPORT PROCESSES

Backstage
Support processes are the tools and systems necessary to
Order system support the staff and the service moment. This can include

SUPPORT PROCESSES
physical tools like notebooks, software applications, internal
processes, staff training, and technical systems. Depending
on the context and complexity of your service, it may be
helpful to split some of these into their own swim lanes.

22 A GUIDE TO SERVICE BLUEPRINTING C R E AT I O N 23

Service Blueprint Structure

TIME
Service blueprints read from left to Restaurant Service Blueprint: Drinks and Appetizers THE LINE OF INTERACTION
right, unfolding over time. If your ARRIVING ORDERING RECEIVING DRINKS RECEIVING APPETIZERS
experience contains different time Sometimes its helpful to draw a line
scales, things that take a week Customer Customer waits Customer is Customer Customer walks Customer Customer is Customer asks Customer waits Customer Customer Customer waits Customer Customer between what customers can and

CUSTOMER ACTIONS
enters for host to be greeted by host confirms to table reviews menu greeted and questions and receives drink enjoys drinks receives enjoys
versus a minute, these differences restaurant free reservation hears about places their order appetizers appetizers cannot directly interact with. This
in time should be marked. Its easy
daily specials order line is called the Line of Interaction.
to lose a sense of time when looking When blueprinting complex service
at a blueprint. exchanges with many touchpoints
for customer and employee use, it
Wayfinding, Wayfinding, Customer Reservation Verbal and non- Drink menu, Conversation Conversation Conversation Conversation
EXPERIENCE STAGES exterior queue signage greeting conversation verbal directions dinner menu between between between between can become difficult to determine
TOUCHPOINTS
branding customer and customer and customer and customer and
server, drink server, drink server server
which tools are for whom. The
To help give your blueprint structure, menu, dinner menu, dinner Line of Interaction clarifies these
stages are used to denote the different menu menu
distinctions and illustrates this
experience phases. These stages may
LINE OF INTERACTION division on the blueprint.
connect to your journey map or other
Host greets Host confirms Host shows Server greets Server answers Server delivers Server delivers
organizational knowledge of the end-
FRONTSTAGE STAFF

customer reservations, customer to customers any questions drinks appetizers

checks if table is table and tells them regarding the SERVICE MOMENTS
to-end experience. ready about the daily menu and takes
specials customers The vertical columns, which
order
SWIM LANES represent service moments,
encapsulate all service activities
At the core of your service blueprint LINE OF VISIBILITY

happening at a given moment

are your swim lanes. These horizontal Busser clears Back waiter Back waiter Host informs Server enters Bartender Server picks up Chef makes Server picks up
in the service experience, both
BACKSTAGE STAFF

dirty table resets table tells host that server that order into makes drink drinks from bar appetizer and appetizers from
rows capture and organize all the table is ready their guest has system order places order in kitchen
arrived kitchen queue frontstage and backstage. Its
elements of your service experience.
important to map the backstage
processes at the moment they start,
THE LINE OF VISIBILITY
even if they dont move above the
In service design and on a service Reservation Daily special Order system,
Line of Visibility until later in the
SUPPORT PROCESSES

system board in kitchen note pad

blueprint, the division between experience. For example, a server
frontstage and backstage is called the will be preparing your table before
Line of Visibility. The elements you you arrive at a restaurant.
choose to show to your customer (and
when) can have a profound impact
on the experience.

C R E AT I O N 25
 Collaborating
Attendees at UX One of the key benefits of a service blueprint is that it visualizes service experiences across PRO TIP NO. 3
Week 2015 build
a current-state silos. In doing so, a common canvas forms upon which multiple roles within an organiza- Service blueprints are living documents.
As you learn more about how your service
blueprint to help
them identify
tion can see themselves and the parts of the experience for which they are responsible. works, you should update your blueprint to
reflect your current understanding and where
opportunity areas Because of this, and the diverse organizational knowledge needed to construct them, ser- opportunities exist to improve the experience
and to better
understand the vice blueprints require participation across departments. and underlying operations.

experience they
are redesigning.
Assemble diverse teams and perspectives when creating a service blueprint. The makeup
of this group will differ depending on where in the design process you are using the blueprint.
Select collaborators who are knowledgeable about the areas you are blueprinting and the
level of zoom in which youre working. Well talk more about level of zoom on page 34.
Location matters. We find that its best to bring the team together physically for the
creation of the first draft. This is a powerful opportunity within an organization. Rarely do
stakeholders get a chance to look across departments
and see how their work connects to others. Working
together cross-functionally contributes organizational
knowledge that helps speed the creation of the first
draft. Though we prefer doing this as a group and
DESIGN
in person, its also possible to achieve similar results
through remote collaboration with the use of digital
tools like Excel, Google Sheets, and RealtimeBoard.
OPS

TECH

C R E AT I O N 27
 A cross-disciplinary OPERATIONS MANAGER COMMUNICATION DESIGNER
team works together
on a future-state
blueprint, looking for
potential hurdles BUSINESS PARTNER
before implementation DESIGN MANAGER SERVICE DESIGNER
and documenting
service moments with
outstanding questions
regarding the
intended experience.
Building a Service Blueprint The Process of Building a Service Blueprint

The process you follow should always As with any collaborative technique, we recommend taking a structured
approach to building your blueprints. This includes getting the right
be in service of the greater context.
tools and people in place, providing clear instructions, and facilitating
Nick Remis people through the activity from start to finish. The Process of Building
a Service Blueprint diagram (at right) details a process we have found
predictably leads to good outcomes.
Doing this method in person has advantages, but the same steps
apply to digital workshops. Instead of paper and sticky notes, you will
need to leverage collaboration tools that support creating visual dia-
grams in real time. Virtual sessions require even tighter facilitation to 1 PREPARE SUPPLIES 2 GATHER PARTNERS 3 TAKE A FIRST PASS
Gather and prepare the supplies youll Identify the people whose expertise you Working from the start of the service
guide participants through the process. If holding a virtual session, we need, like felt tip markers, sticky notes, will need to populate your blueprint experience to the end, fill out the
find it helpful to assign a facilitator in each location to help guide par- and butcher paper. These may also include and get them together in the same room customer action swim lane first. This
operational insights and examples of (physically or virtually). will form the backbone of the blueprint.
ticipants through the process. touchpoints or future touchpoint concepts.

4 FILL IN 5 DIRECT ATTENTION 6 SHARE IT

Working from the customer action swim Next add information like time; lines Once the guts of your blueprint have been
lane, start working down the rows of interaction; flow between people, filled in, its time to refine it and share
in each moment, then across, filling processes, and technology; and other it with others involved in the creation of
out all the elements of the blueprint. insights you have into the quality of the your service.
service delivery.

30 A GUIDE TO SERVICE BLUEPRINTING C H A P CT R

ERE AT
T I ITOLN
E 31
Levels of Fidelity Three Levels of Fidelity

The fidelity of your blueprint should Given the amount of information contained in a blueprint, its important
to consider the level of fidelity you need. This will be informed by where
match the fidelity of your understanding.
you are in your design process and your teams communication needs.
As you collaborate with experts across As with other design tools, its best to start with a lower level of fidel-
your business, add detail accordingly. ity and work your way up to avoid getting bogged down. Rushing to a
high level of polish can make your blueprint too rigid and hard to update,
Kendra L. Shimmell diminishing your ability to use it iteratively. We work at three different
levels of fidelity in our blueprinting process, each with its own advan-
tages (see the Three Levels of Fidelity diagram).
Using the data merge feature in Adobe InDesign, you can quickly
move from sticky notes, through collaborative spreadsheets, to a pol-
ished service blueprint. See the Adaptive Path blog for more information
on this process.

STICKY NOTES SPREADSHEETS PRINTED POSTERS

At the early stages of the blueprinting Spreadsheets provide an easy A polished artifact can be produced
process, sticky notes provide the way to turn your sticky notes into once youre nearing the end of your
perfect form factor to collaboratively a shareable document. Remote iterations. Common practices for
build and easily refine your initial teams can also use spreadsheets to this level of fidelity include: using
understanding of a service. capture and asynchronously build different colors for each row, noting
different elements of the blueprint the Line of Visibility, detailing flow
without requiring special tools. We through the service, and naming
often use spreadsheets to fine-tune stages of the end-to-end experience.
of the language and labels of each
blueprint element.

32 A GUIDE TO SERVICE BLUEPRINTING C R E AT I O N 33

Determining the Level of Zoom
SERVICE JOURNEY
As you create your blueprint, its important not only to consider the scope of the service Determine your level of zoom by project When blueprinting
context and stage of development. Zoomed a multi-phase or
but the level of detail you wish to capture as well. We call this the level of zoom. This is out covers a large amount of the experience at multi-encounter
a low level of detail. Zoomed in covers a small service experience,
important because if you zoom out too far, your blueprint may become too general to be part of the experience at a high level of detail. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 multiple service
helpful. Similarly, if you zoom in too close, you can quickly become bogged down in details blueprints can be
used to explore
and overload your audience with information, resulting in people disengaging with your and document the
relevant areas of
blueprint. The aim is to include a helpful amount of detail that reveals the workings of the the experience
service experience without overwhelming your audience. while still balancing
information density.
To determine the proper level of zoom for your blueprint, ask yourself what will help END-TO-END EXPERIENCE
move your project or service forward. For instance, do you need to know if there is an
account sign up process? Or, do you need to know every step of that sign up process? Start
blueprinting. Then, step back and assess if the level of detail you have will support future
steps in your project. If you are close to implementation or handing your blueprint off to
others, you might need more detail to support specific use cases or requirements. In early
stages, such as strategy or conceptual design, you likely can leave more granular customer
actions and other details for later.
When managing the level of zoom, remember to create multiple service blueprints docu-
menting different stages of the experience in varying detail or for documenting edge cases
that differ from the ideal or common customer path. For example, we would document the
ideal path of eating at a restaurant, then go back and create an additional blueprint show-
ing what would happen if there were a mistake with the order.
Remember to be linear too, following the most common customer path. As you find
edge cases that break from the ideal path, make note of them and consider making edge
case-specific blueprints if needed. SERVICE ENCOUNTER

34 A GUIDE TO SERVICE BLUEPRINTING

Flow Lines Beyond the Basics
Once you have filled out your blueprint with all the service elements, its time to show how Once you have the service experience captured as a blueprint, you may decide that it ADDITIONAL DATA THAT CAN BE
they connect. We do that with flow lines. Flow lines indicate directions of interaction and con- doesnt show you how well your existing service is performing, either functionally or expe- USEFUL TO INCORPORATE:

nections between elements within the blueprintwe represent these as arrows. These lines rientially. We bring this information into our blueprints through experimenting with layer- Key moments

show where a particular interaction originates and what is affected or triggered as a result. Flow lines start with the element that initiates ing on additional information captured via quantitative or qualitative research. As you add Unsupported or missing elements
As you add flow lines, you will start to see more of the system emerge. Be prepared to spot the interaction, trace their way through the information, remember to constantly assess if these new layers of information are helping Service breakdowns
blueprint, and finally terminate naturally with
missing elements and information as gaps are revealed in this process. the interaction or process. or hindering the communication of your blueprint.
Satisfaction metrics
The most common types of additional information are key moments, unsupported
Opportunity areas
moments, and service breakdowns. By adding this information you can more effectively
focus your efforts on the elements most in need of improvement. Customer and staff pain points

Moments of customer delight

Customer walks to
table
Customer reviews
menu
Customer is greeted
and hears about daily
Customer asks
question and places
Duration of moments
specials their order

KEY MOMENT UNSUPPORTED MOMENT SERVICE BREAKDOWN

Verbal and non-verbal Drink menu, dinner Conversation between Conversation between
directions menu customer and server, customer and server,
drink menu, dinner drink menu, dinner
menu menu

PRO TIP NO. 4

If youre pressed for time when collaboratively Host shows customer Server greets Server answers any
to table customer and tells questions regarding
creating a blueprint, the step of adding flow them about the daily the menu and takes
lines can usually be accomplished as a solo task specials customers order
following a blueprinting session. Once youve
added the flow lines, share the resulting blueprint
with the group for review and alignment.

36 A GUIDE TO SERVICE BLUEPRINTING C R E AT I O N 37

S E C T I O N T H R E E : I M P L E M E N TAT I O N

How to
Use a Service
Blueprint Where the sticky
of the sticky note
part
hits
the roadmap

39
Blueprint as Prototype
Service Blueprints are Its always hard to know how something will work until its built. Services Blueprints should be
combined with other
are no different. Once you make a future-state blueprint, youve already
inherently paper prototypes. methods to explore
and define a service
made a paper prototype of your service, albeit in a low-fidelity manner. from different
Jamin Hegeman Without an expensive build-out, you can use your service blueprint to perspectives.
In this example,
enact sections of the experience or conduct flow walkthroughs (known as participants at
Adaptive Paths
service storming) to spot problems early and make adjustments quickly UXI training used
on paper. Its easier to move a sticky note than an actual call center. service storming to
further prototype
When prototyping experiences, blueprints can work in two different the flow through a
service and what
modes: capturing ideas that arise from the prototype or providing a customers would
CAPTURE script from which to work. feel, think, and do
along the way.
When working in concert with other prototyping techniques like ser-
vice storming, co-creation, or experience prototyping, blueprints can
support fast and iterative experience refinement. We use blueprints
to capture the outputs of our generative activities like service storm-
ing, then transition to using them to orchestrate touchpoint creation
and experience prototypes. Using this method, its possible for teams
to quickly move from inspiration to operational and experiential under-
standing of the experience theyre designing.

DIRECT

40 A GUIDE TO SERVICE BLUEPRINTING

Supporting a Vision From Service Vision to Implementation Planning

Blueprints are powerful tools, but their operational focus means they need support from
other artifacts to truly bring an experience to life and clearly communicate a vision to others.
The tool we typically pair with a service blueprint is an experience story. An experi-
ence story paints the experiential and emotional picture, showcasing the core value, key
moments, and desired emotions, while the blueprint fills in the operational details. Expe- For a project with a heavy emphasis on the
rience stories can take the form of storyboards, illustrations, videos, or narrated walk- physicality of the service experience, we add
architectural diagrams to the experience story
throughsanything that brings the experience to life and shows the value it delivers. This and blueprint combination.

pairing is particularly strong because it can be challenging

to see the service through the operational focus of the blue-
print while also grasping how the service will be experienced
SERVICE ARTIFACTS EXPERIENCE STORIES BLUEPRINT ROADMAP
by its customers and other actors.
These are the tangible From the customers By this point, we hope Working from the
When crafting a service vision, we create a tight connec-
things that will be perspective, we tell you understand what service vision, a
tion between the blueprint and the experience story, using designed to support a story of what the a blueprint is. roadmap outlines the
one to drive the creation of the other, and sharing the same the desired experience. experience will feel like plan for the projects
steps of the user journey between both artifacts. We then Service artifacts can and the value they will and efforts that are
include screen designs, receive. The intent of necessary to implement
build upon the communication of the blueprint and experi-
touchpoint flows, and the story is to capture your service vision.
ence story with the designed artifacts of the experience, concept sketches, all the key moments of the It should show the
showing additional details of key touchpoints. Once we have the way up to higher- experience and provide evolutions to your
alignment, we create an evolution plan to show how elements fidelity artifacts like an experiential north service experience from
interactive prototypes. star around which to MVP to ideal experience.
of the blueprint are developed and implemented over time.
rally collaborators.
We recommend getting stakeholders and partners excited
about the future experience you wish to create with artifacts
like experience stories and touchpoint concepts. Once theyre
interested in creating the experience, we further extend the
conversation by illustrating how it can be created and deliv-
ered using the service blueprint and roadmap.

42 A GUIDE TO SERVICE BLUEPRINTING IMP

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From Blueprint to Roadmap
CURRENT-STATE BLUEPRINT

A focus on innovation inevitably leads to this question: what will be required to bring our HOLISTIC PROJECT PLANNING
service to life? Without a blueprint, identifying the needed projects and necessary changes WITH SERVICE BLUEPRINTS

can be a daunting activity. Current- and future-state blueprints can be compared to iden- Create current- and future-
state blueprints.

Compare
tify how the service needs to change and how to accomplish that change. From this under-
standing, specific projects, owners, timing, and other details can be defined and assigned. FUTURE-STATE BLUEPRINT Identify changes necessary to
realize your service vision.
In our work, we often create project cards with these details for use in
planning workshops where we explore the sequencing and dependen- Define projects to make the
identified changes.
cies among potential projects. The result: a roadmap showing how the
service will transform over time. Create roadmap or development
plan to complete identified projects.
When undertaking this activity, its best to have a small and influen-
tial group of collaboratorsideally the people who will eventually be Support collaborators in
completing projects
responsible for overseeing the resulting projects. Engaging the impor-
tant decision-makers during the blueprint comparison will enable you PROJECT CARDS
to move quickly, allowing you to be confident in your choices while
speeding up the next steps. ROADMAP

Plan
We create project cards with easy-to-fill-out sections, like project
title, touchpoint, channel, dependencies, owners, etc., to help with the
process of identifying potential future projects. Using project cards
ensures that you are capturing similar information for each potential
project that you identify when comparing current and future states. TOUCHPOINTS
This approach also allows you to begin iterating with the project cards
immediately, moving on to prioritization and sequencing the activities
needed to build an implementation plan or roadmap.

Build
Dont forget to account for projects that will be necessary to train
staff and change human processes. You should also include these activ-
ities in your implementation plans.

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Service Patterns
Another benefit of creating service blueprints is that you can use them Using early-stage
service patterns
to identify service patterns: repeating elements within a larger service from existing
blueprints, Adaptive
experience, similar to an interaction pattern, but at a much greater scale.
IDENTIFY Path and Capital
This helps prevent the need to reinvent the wheel each time you create a One designers
look to create new
new experience. It also supports alignment of both current- and future- experiences that
could be achieved
state experiences while speeding up design and implementation efforts. with the existing
For example, a bank may confirm the deposit of funds into an account, service capabilities.

confirm a successful payment on a loan, etc. All of the confirmation

experiences should stem from a common service pattern. When cap-
turing a service pattern, document information like the intent of the
pattern, existing touchpoints, supported use cases, and of course, the
section of the blueprint explaining the operational components. Youll COLLECT
want to tailor what information you capture to the service youre work-
ing on. If your service is highly digital, you should also consider captur-
ing or linking to the code used. Using service patterns will start to drive
experience consistency and alignment throughout your service experi-
ence while adding efficiency to the creation of new service experiences.
You can think of service patterns as a library of existing experiences a
company delivers that you can recombine and expand upon to innovate
and create new experiences. Once a team starts creating and using ser-
vice blueprints, it becomes easier to identify, shape, and share these
service patterns with other parts of the organization.

USE

46 A GUIDE TO SERVICE BLUEPRINTING CHAPTER TITLE 47

CONCLUSION

The Future
of Service
Blueprinting
The best way to
is
predict the future
to blueprint it

49
T H E M E T H O D O F S E R V I C E B L U E P R I N T I N G has evolved since its introduction over three decades ago. This guide
represents a snapshot in time. We and others continue to improve upon how we create and use blueprints every day.
As of this writing, three trends will likely define where blueprints will head next. First, increasing experimentation
with digital tools is aiding collaboration and maintenance. These tools offer greater access and flexibility for large
and distributed teams. Second, disciplines such as process engineering have begun to see how blueprints can help
connect value stream mapping and lean process design to customer experience design. This will lead to increased
collaboration between experience and operational practitioners. Lastly, the very structure of blueprints continues
to evolve. Interesting mash-ups between blueprints and journey maps, storyboards, architectural blueprints, and
other artifacts reveal practitioners desire to communicate the dependencies between how services operate and how
people experience them. It has been exciting to see blueprinting increase in both popularity and in variety. These
efforts will galvanize service blueprinting as a core method for cross-functional teams.
Trends aside, we hope we have delivered upon our intent in writing this guide: to share the fundamentals of
blueprinting and to spark your own creativity and ingenuity to make the method your own. You can start with a few
collaborators, some sticky notes, and a table or a wall. Where you take your practice from there, were eager to see.
Now, back to work on making service experiences more human!
PAT R I C K Q U AT T L E B A U M

51
We hope you found this guide interesting, informative, and helpful in solving AUTHOR HEAD OF
Nick Remis SERVICE DESIGN
some of the problems that you face when creating service experiences.
Kendra L. Shimmell
We encourage you to take this information not as the final word in service EDITORS
Patrick Quattlebaum HEAD OF
blueprints, but as a foundation for you to build on.
Jamin Hegeman ADAPTIVE PATH
Brandon Schauer
We would love to see how you improve the tool of service blueprinting and hear EDITORIAL
how you have applied this in your work. OPER ATIONS
MANAGER
Please share your thoughts with us at contactus@adaptivepath.com Minh Tran

CREATIVE DIRECTOR
Thank you to everyone who collaborated with us in making this guide with special
Iran Narges
thanks to Bryn Bowman, Dianne Que, Jessica Saia, and Katie Walker Wilson.
DESIGNERS
Tim Gruneisen
Ece Ciper
ABOUT THE ADAPTIVE PATH TEAM
ILLUSTR ATOR
Ece Ciper
Were experienced guides, strategic thinkers, design doers, teachers, and idea
collectors. In 2014 we joined Capital One to design financial services that PHOTOGR APHERS
Iran Narges
improve peoples lives.
Nick Remis
The Adaptive Path Team
Wed love to meet you at our public training events and conferences such as LX,
UX Week, The Service Experience Conference, and Service Experience Intensives.
Were happy to announce our first guide to service blueprinting!
This guide describes the value of blueprinting as a tool in the
creation of great service experiences, illuminates the process of
creating blueprints, and provides insight into how you can reap
their value for your organization.

Need to know what a blueprint is? Its in here. Want to know how
to make one? In here. Want to know how to get your stakeholders
on board with next steps? In here too.

From essential elements to the finer points of evolution planning,

this guide has everything you need to start creating and using your
own service blueprints. We hope you find them as useful as we do!