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Cynthia Risse
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Service blueprinting
The What, When, Why & How,
(G omnitiatisse 0:24, 2017 Sin read
Co-written by Bart Coppens
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experience is the sum of all experiences a (potential) customer has during his
interactions with a brand, across all touch points, online and offline.” So it’s no longer
just the product itself that matters.
We, as interaction designers at Mirabeau, are the ones that design these interactions
and unpack it to expose how the organisation can support this experience, which we
like to do with service blueprints.
What are service blueprints?
A service blueprint is a more detailed and in-depth customer journey designed from a
user centered perspective: the diagram displays all the interactions that can occur
during the journey. Often these interactions are with the main role (e.g. a customer)
but also interactions with other roles like a helpdesk agent can be included. It also
displays how the things work beneath the surface. Our service blueprints often exist of
6‘layers’:
1. The need from a user perspective: What does the user need? Basically the user
story.
2. Touch point with the user: A rough sketch of what the basic solution will be like
and what channel is used for the touch point?
3. Notes/concerns: Are there any notes/concerns for this step, e.g. unhappy flows?
4, Input/output: Which user input is required and which system output?
5. Backoffice processes: Which systems or services are needed? Both online and
offline.
6. Opportunities (optional): Which KPI’s does the user story support? And what
opportunities are there?
When do we use service blueprints?
Whether you are designing a new service, or improving an existing service; a service
blueprint can be used in pretty much every type of service, online or offline.
Designing a new service: To help understand what has to be designed.
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For APG we designed blueprints for 33 modules that together form their new customer portal. Read more
here,
‘At Mirabeau we work in an agile way to have a more creative and flexible way of
working. But we have used service blueprints too for more classic ‘waterfall’ projects.
More recently, working in dual-track scrum-projects where there is a discovery track
and separate development track for each sprint, service blueprints have proved their
added value in various phases of a project:
In the get ready phase: Having a get ready phase is a must in every project in order to.
do research and arrange workshops with both the client and users to gain insights on
their needs and requirements. These can be processed and clustered into epics which
leads to a service map. This is basically an outline of the service blueprints and thus the
scale of the project. And helps with prioritising on an epic level and a milestone
planning.
During ‘sprint 0”: Here is where the first service blueprints really start taking shape.
The user stories are finalised, their touch points sketched, notes & concerns collected,
etc. All in collaboration with stakeholders and sanity checked with the development
team (e.g. do we have the data or can we process this). It is most efficient when service
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picked up in the discovery and development tracks.
When doing a sprint review: The blueprints here serve as an already refined user
story. Preventing questions popping up that can’t be answered on the spot and thereby
allowing for a very effective sprint review.
During planning sessions: The blueprints here help to make a better planning-
estimation. Ruling out assumptions and unknowns, as little should be left to the
imagination of the team.
During the discovery tracks: The user stories form the perfect method of
communication between all team members in the discovery track (e.g. interaction
designers, visual designers, front-end developers and software architects. Also, with no
unknowns, the team can focus on designing the ultimate solution to the user needs
instead of a stop and go process when unanswered questions cause for impediments.
During the development tracks: As with the discovery track, taking away unknowns
helps the efficiency of the team. Basically the team doesn’t have to worry about what
should be developed and how it should work, or even if it is feasible. Their main
concern should only be; what's the best and most effective way to develop this.
Other benefits of service blueprints
Communication and discussion: Blueprints provide a means of communication
between all the members of the team. Basically every team member can have his or her
input: user stories are sketched out by interaction designer and visual designers (unlike
using wireframes in which it often seems as if everything is already set in stone for the
visual designer). On the other side, a backend developer might add up on the same
user story by adding some notes on backoffice processes.
Prioritising: Within the blueprints, the user stories can be more easily prioritized by a
product owner (e.g. using MOSCOW). This because the blueprints clearly show
relationships or even dependencies between the stories.
Flexibility: The blueprints are updated throughout the whole scrumproject: stories
can be added, removed, changed and there is room for feedback.
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A snapshot of a service blueprint about the journey of a house hunter for Vestide. Read more here,
Service blueprints are not...
.. Areplacement to all other deliverables an interaction designer might need to create
to help during the design process.
Yes, wireframes are out the window (insert loud cheer here!). But other deliverables
can still have a lot of added value. During a Get Ready phase these can be an
Experience Map, a Value Proposition Canvas or Affinity Diagram for example.
It all depends on the project, the client and/or the team. Like Priority Guides, which
can be created during the discovery tracks. These can add value within a less
experienced team or a more content focused website. But with a more experienced
visual designer and front-end developer service blueprints often take away the need
for even these.
Conclusion
Service blueprints have proven their added value to many projects. They're basically an
exploded view of each step in a customer journey as they also display how things work
beneath the surface, e.g. in the organisation. They’re also very effective in terms of
teamwork: the blueprints provide a means of collecting and documenting input from.
all team members and sharing these throughout the project.
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