Service Blueprints: Looking Behind the Journey
A service blueprint extends a service journey map by revealing the frontstage staff, backstage teams, systems, policies, and processes that make an experience possible. Where a journey map shows what the user sees, a blueprint shows what makes that experience work, and where it breaks down.
Technique Overview
Service Blueprints: Looking Behind the Journey Definition
A service blueprint is a diagram that maps the frontstage staff and systems a user interacts with, the backstage staff, systems and processes that support them, and the policies and dependencies that make delivery possible (Gibbons, 2017; Shostack, 1984). A ‘line of visibility’ separates what the user sees from what happens behind the scenes, so leaders can see not just the experience, but what has to work for it to happen.
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Business Evidence
Strengths, weaknesses and examples of Service Blueprints: Looking Behind the Journey *
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Business Application
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Further Reading
Service Blueprints: Looking Behind the Journey web and print resources *
Service Blueprints: Looking Behind the Journey references (4 of up to 20) *
- Bitner, M.J., Ostrom, A.L. and Morgan, F.N. (2008) Service Blueprinting: A Practical Technique for Service Innovation. California Management Review, 50(3), pp.66-94.
- Gibbons, S. (2017) Service Blueprints: Definition. Available at: www.nngroup.com/articles/service-blueprints-definition/
- Government Technology Agency of Singapore (GovTech) (2019) How to Build a Service Blueprint and What You Can Achieve with It. Available at: www.tech.gov.sg/technews/how-to-build-service-blueprint-and-what-you-can-achieve-with-it/
- HM Revenue and Customs (HMRC) and Department for Work and Pensions (DWP) (2015) Check Your State Pension: Beta Assessment. Available at: dataingovernment.blog.gov.uk/all-service-assessments-and-self-certification/hmrc/check-your-state-pension-beta/
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