Service Blueprint

Service blueprints are counterparts to Customer Journey Mapping, focused on the employees. A service blueprint visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey.

NN’s research with practitioners who use service blueprints suggests that choosing which experience to visualize is one of the most challenging aspects of getting started with service blueprinting.

You will often be tasked with creating a service blueprint to help your team evaluate a problematic experience and find ways to improve it. But another common scenario is when a practitioner new to blueprinting seeks to learn and bring this powerful technique to their organization. In that situation, you can determine what and when you blueprint.

This article will guide you in selecting the scope of your service blueprints when choosing what experience to visualize.

service blueprint is a diagram that visualizes the relationship between service components directly tied to touchpoints in a specific customer journey. The scope of the blueprint refers to the experience (or specific customer journey) to be visualized. To define your service blueprint’s scope, first identify the level of scope you’ll need, then prioritize a particular experience you wish to evaluate.

Service design is the activity of planning and organizing a business’s resources (people, props, and processes) to improve the employee’s experience directly and, indirectly, the customer’s experience. Service blueprinting is the primary mapping tool used in the service design process.

Think of service blueprints as part two of Customer Journey Mapping. Like customer journey maps, blueprints are instrumental in complex scenarios spanning many service-related offerings. Blueprinting is an ideal approach to experiences that are omnichannel 1, involve multiple touchpoints, or require a cross-functional effort (that is, coordination of various departments).