DT:DC Workshop: Service Blueprinting for Improved User Experience

Service Blueprinting for Improved User ExperienceSarah Fathallah

What is Service Design?

Service design aims at designing services that are useful, usable and desirable from the userperspective, and efficient, effective and different from the provider perspective.

“Mager, B., & Sung, T. J. (2011). Special issue editorial:

Designing for services. International Journal of Design, 5(2), 1-3.

What is Service Design?

Service design aims at designing services that are useful, usable and desirable from the userperspective, and efficient, effective and different from the provider perspective.

“

When you have two coffee shops next to each other that sell the same product at the same price, service design is the reason why you walk into one and not the other.

“Mager, B., & Sung, T. J. (2011). Special issue editorial:

Designing for services. International Journal of Design, 5(2), 1-3.

Stickforn, M., & Schneider, J. (2012). This is Service Design Thinking: Basics, Tools, Cases.

What are we doing today?

We are going to map a “typical” user experience.1

2

3

We are going identify any “pain points” and try to improve the overall experience.

We are going to think about what it would take to make that user experience happen.

https://youtu.be/4T2GmGSNv

User Journey

User Journey

Arrives at car rental agency

User Journey


Asks for reserved car

User Journey



Complains about

unavailable car

User Journey



Accepts alternate car

Complains about

unavailable car

User Journey


Asks for reserved car Fills out formAccepts

alternate car

Complains about

unavailable car

User Journey



alternate car

Complains about

unavailable car

+ Pain Points

User Journey



alternate car

Complains about

unavailable car

+ Pain Points

Mishandled reservation

User Journey



alternate car

Complains about

unavailable car

+ Pain Points


“Chat with manager”

User Journey(Improved!)



alternate car

Complains about

unavailable car


“Chat with manager”

Arrives at car rental agency Fills out form


Your Turn!

• Cable company• Car dealership• Dentist• Bank• Airport• Something else?

Service Blueprint

1

2

3

4

5

User actions

Touchpoints

Frontline staff

Backstage support

Support processes

Line of interaction

Line of visibility

Line of internal interaction

Service Blueprint

User actions1

2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes

Service Blueprint

User actions1

2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes

Arrives at car rental agency Fills out formAsks for

reserved car

Service Blueprint

User actions1

2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


reserved car

Web-site

Service Blueprint

User actions1

2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


reserved car

SalespersonWeb-site

Service Blueprint

User actions1

2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


reserved car

Salesperson Paper formWeb-site

Service Blueprint


reserved carUser actions1

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes

Salesperson Paper form2 Web-site

Service Blueprint



3

4

5

Touch-points

Frontline staff

Backstage support

Support processes

Salesperson Paper form

Greets customer

2 Web-site

Service Blueprint



3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer

Confirms reservation

2 Web-site

Service Blueprint



3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer


Hands out form

2 Web-site

Service Blueprint



3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer


Enters informatio

n

Hands out form

2 Web-site

Service Blueprint



2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer


Enters informatio

n

Hands out form

Web-site

Service Blueprint



2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer

Hands out form


Maintains website

Web-site

Enters informatio

n

Service Blueprint



2

3

4

5

Touch-points

Frontline staff

Backstage support

Support processes


Greets customer

Hands out form


Prints forms

Maintains website

Web-site

Enters informatio

n

Web-site

Service Blueprint



2

3

5

Touch-points

Frontline staff

Support processes


Greets customer

Hands out form

4 Backstage support


Prints forms

Maintains website

Enters informatio

n

Service Blueprint



2

3

5

Touch-points

Frontline staff

Support processes


Greets customer

Hands out form

4 Backstage support

Car reservation system


Enters informatio

n

Web-site

Prints forms

Maintains website

Service Blueprint



2

3

5

Touch-points

Frontline staff

Support processes


Greets customer

Hands out form

4 Backstage support


Fleet controlsystem


Enters informatio

n

Web-site

Prints forms

Maintains website

Your Turn!



2

3

5

Touch-points

Frontline staff

Support processes


Greets customer

Hands out form

4 Backstage support


Fleet controlsystem


Enters informatio

n

Web-site

Prints forms

Maintains website

Debrief

http://www.flickr.com/photos/brandonschauer/3363169836/

http://kipworks.com/upmc_holisticbook.pdf

servicedesigntoolkit.org

Thank [email protected]

DT:DC Workshop: Service Blueprinting for Improved User Experience

Design

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