Service Blueprinting / Service Design Drinks Berlin

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How do you make an entire service visible? And align frontstage customer experience with backstage business processes? April’s Service Design Drinks in Berlin gave an introduction to one of the most central delivery tools and artefact in service design. A comprehensive input was followed by a related hands-on session.

Transcript of Service Blueprinting / Service Design Drinks Berlin

  • D.COLLECTIVE / APRIL 10, 2013ServiceDesignDrinksServiceBlueprinting
  • OverviewWho?What?Why?When?How?+ Exercise
  • Who are we?Katrin Olga Manuel MartinPhD Candidate, Community Designer, User Experience,University of Manager, Fjord NokiaPotsdam Stylemarks
  • Blueprints are to service design what 3D sketches and wireframes are to product design and UX design * DR. ANDREW POLAINE Service Designer & Researcher* in Service Design from insight to implementation, p. 96
  • What?Service Blueprints are a way of visually mapping out the complexity of servicesaligning frontstage customer experience with backstage business processesoffer a simultaneous user-centered and enterprise-centered focus
  • What? DEFINITIONService blueprints are a tool for holisticanalysis & visualisation from a customerperspective, yet integrating all theproviders structure & processes that arerelevant for delivering to the customersdelight P R O F. B I R G I T M A G E R Kln International School of Design
  • What? KEY ASPECTS user / customer journey - Frontstage phase by phase, step by step (seen by customer) channels / touchpoints - channel by channel, touchpoint by touchpoint LINE OF VISIBILITY Backstage backstage processes - (not seen by stakeholder by stakeholder, customer but action by action necessary to performance)Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project
  • What? COMPONENTS Physical Evidence Customer Actions LINE OF INTERACTION Onstage / Visible Contact Employee Actions LINE OF VISIBILITY Backstage/Invisible Contact Employee Actions INTERNAL INTERACTION Support Processes Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
  • Why? understand how different parts of a service work as a whole reveal opportunities for joining up processes coordinate parallel workstreams break down barriers between business units
  • When? analysing an existing service creating a new service
  • Service BlueprintHow? Example Service: Service Design Drinks EXAMPLE: SERVICE DESIGN DRINKS 2 weeks before the drinks (aware, join) Day of the drinks (use) After the drinks (develop, use) User Journey Hears about the service design drinks Registers Goes there Arrives Experiences the drinks Goes home Relieves & takes action Touchpoints SD Berlin Community Tell a friend to come as well Dont know anyone, be bored Meet interesting people during the Mingle and get drunk Forgot the name of the people the user Start a business with some of the Service blue talked to other participants way of visu excercise Katrin, Manuel, out the com Be welcomed by the Learn new things Left the printout at Propose a hosts and feel the venue, because presentation for Martin & Olga enlightened ;) user was drunk the next drinks Location Cant find the