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Cooper Parlor: Service Blueprinting

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Izac Ross
Izac Ross
DesignEconomia e finançasNegócios
1 de 105
Service Blueprints Izac Ross | April, 3 2014
@zaic
@Cooper
Agenda What are Services? Anatomy of service blueprints When to use them? Practice Q&A
What are services?
…intangible economic goods
…outcomes in which customers do not take ownership of physical elements involved.
Services are co-created by service users and service employees.
Your outcome and experience is likely to be very different than mine.
More than just the “user” - Service customers Service users Frontstage employees Backstage employees Partner employees
GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences
GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences
GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences
GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences
GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences
Exchanges occur through mediums...
called Touchpoints
Palette of 5 types touchpoints People Employees and other customers encountered while the service is produced. Place The physical space or the virtual environment through which the service is delivered. Prop The objects and collateral used to produce the service encounter. Forms, products, signage, etc. Partner Other businesses or entities that help to produce or enhance the service encounter. Process Workflows and rituals that are used to produce the service encounter. Relates the people, place, props, and partners.
Frontstage ! Backstage ! Partners
Service Cycle Entise Enter Experience Exit Extend Use Retain Orient Attr act Entice Developed with Liz Burow
What has 30 years done to services?
What has 30 years done to services?
Checks Phone Mail Branch 4 channels
Checks Phone Mail Branch Debit card ATM Online banking Mobile web Txt iPhone Android
 Mobile check deposit Retail partners Twitter 14 channels
! Printing press ! ! ! ! Graphic Design
! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design
! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design
! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
Your B2B “product” is one of your customer’s touchpoints
Service Blueprints
A customer journey that exposes the structure of the a service
Service blueprints - map the value exchanges and touchpoints - clarify the interactions between customers, digital interface, & employees - reveal how these are supported by backstage activities
Anatomy of a blueprint
Blueprint example: Pharmacy drop-off and pickup
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a)
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
Props Place Experiences, Thinking, Actions People Process Process Process People Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Partners Process People
is one person’s experience through a single path
blueprints have altitude
Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
A few lessons from a long blueprint...
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer vertical line crossing = value exchange
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Arrow direction = control 
 dependency
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Double arrow indicates 
 agreement must be reached to move process forward
Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
When to use this technique...
you are designing services with a mix of digital and non-digital touchpoints. A good tool when...
your clients have lost track of how the service gets produced. A good tool when...
many IT systems, people, props, and partners are involved in creating an outcome. A good tool when...
seeking to formalize high-touch services into lower touch forms. A good tool when...
BP
BP BP
BP BP BP
Map & redesigning a dry cleaners
Map & redesigning a dry cleaners
Activity: Collect
Activity 1: Collect Duration - 10 mins ! 1. Find the person in your group who last used a dry cleaners or wash & fold 2. Assign one person in the group to be the interviewer, other group members should talk notes 3. Use the worksheet as a interview instrument to find out about their experience using the service
Feel like experts on dry cleaning?
Activity: Blueprint the current
Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
Spend 5 min marking the following Painpoints Must fix, areas of complaint, drop off points, potential failures Financial
 opportunities Save money, charge more, additional services, etc. Feedback 
 loops Places to measure service quality Service 
 strengths Aspects that should be maintained
Activity: Generate
Your dry cleaner has hired you because he has a few service issues and he knows you are an awesome service designer...
Locations Services Hours Equipment capacity used “The location you go to” Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 35% use Mission (24th) Dry Cleaning Alteration 8 am - 6 pm 30% use Mission (16th st) Dry Cleaning Alteration 8 am - 6 pm 40% use The Tender Nob Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 20% use 4 other stores in San Fransisco
He wants to get more business per store but: - stores are out of space - customers don’t pick up on time - He has trouble acquiring customers outside of a 3 block radius of each store - 80% customers return rate
Activity: Generate Duration - 10 mins ! 1. Use the index cards to generate ideas based on your pain points and opportunity areas 2. Place them along the journey ! Bonus points time and quality measures
A few things to consider when using service blueprints for ideation: - large time gaps between customer actions are always opportunities - movings activities up or down a lane can provide huge innovation opportunities - removing extraneous steps or props can simplify for customers
Activity: Redesign
Activity: Redesign Duration - 20 mins ! 1. Use voting dots do decide team favorite ! 2. Based on your team’s selected ideas, see how the ideas would alter the service the blueprint
Take Aways?
Socialize them...
your blueprint
Implementation
…a change is a project
Don’t stop with the blueprint
Enact...
Remember we are designers...
We have hands... go build...
@zaic | @cooper
Cooper Parlor: Service Blueprinting
Cooper Parlor: Service Blueprinting

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Cooper Parlor: Service Blueprinting

  • 4. Agenda What are Services? Anatomy of service blueprints When to use them? Practice Q&A
  • 7. …outcomes in which customers do not take ownership of physical elements involved.
  • 8. Services are co-created by service users and service employees.
  • 9. Your outcome and experience is likely to be very different than mine.
  • 10. More than just the “user” - Service customers Service users Frontstage employees Backstage employees Partner employees
  • 18. Palette of 5 types touchpoints People Employees and other customers encountered while the service is produced. Place The physical space or the virtual environment through which the service is delivered. Prop The objects and collateral used to produce the service encounter. Forms, products, signage, etc. Partner Other businesses or entities that help to produce or enhance the service encounter. Process Workflows and rituals that are used to produce the service encounter. Relates the people, place, props, and partners.
  • 21. What has 30 years done to services?
  • 22. What has 30 years done to services?
  • 24. Checks Phone Mail Branch Debit card ATM Online banking Mobile web Txt iPhone Android
 Mobile check deposit Retail partners Twitter 14 channels
  • 25.
  • 27. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design
  • 28. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design
  • 29. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
  • 30. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
  • 31.
  • 32.
  • 33.
  • 34. Your B2B “product” is one of your customer’s touchpoints
  • 36. A customer journey that exposes the structure of the a service
  • 37. Service blueprints - map the value exchanges and touchpoints - clarify the interactions between customers, digital interface, & employees - reveal how these are supported by backstage activities
  • 38. Anatomy of a blueprint
  • 41. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
  • 42. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
  • 43. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer
  • 44. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a)
  • 45. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system
  • 46. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 47. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 48. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 50. is one person’s experience through a single path
  • 52. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 53. A few lessons from a long blueprint...
  • 54. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 55. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer vertical line crossing = value exchange
  • 56. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 57. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Arrow direction = control 
 dependency
  • 58. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 59. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Double arrow indicates 
 agreement must be reached to move process forward
  • 60. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 61. When to use this technique...
  • 62. you are designing services with a mix of digital and non-digital touchpoints. A good tool when...
  • 63. your clients have lost track of how the service gets produced. A good tool when...
  • 64. many IT systems, people, props, and partners are involved in creating an outcome. A good tool when...
  • 65. seeking to formalize high-touch services into lower touch forms. A good tool when...
  • 66.
  • 67. BP
  • 68. BP BP
  • 70. Map & redesigning a dry cleaners
  • 71. Map & redesigning a dry cleaners
  • 73. Activity 1: Collect Duration - 10 mins ! 1. Find the person in your group who last used a dry cleaners or wash & fold 2. Assign one person in the group to be the interviewer, other group members should talk notes 3. Use the worksheet as a interview instrument to find out about their experience using the service
  • 74. Feel like experts on dry cleaning?
  • 76. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 77. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 78. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 79. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 80. Spend 5 min marking the following Painpoints Must fix, areas of complaint, drop off points, potential failures Financial
 opportunities Save money, charge more, additional services, etc. Feedback 
 loops Places to measure service quality Service 
 strengths Aspects that should be maintained
  • 82. Your dry cleaner has hired you because he has a few service issues and he knows you are an awesome service designer...
  • 83. Locations Services Hours Equipment capacity used “The location you go to” Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 35% use Mission (24th) Dry Cleaning Alteration 8 am - 6 pm 30% use Mission (16th st) Dry Cleaning Alteration 8 am - 6 pm 40% use The Tender Nob Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 20% use 4 other stores in San Fransisco
  • 84. He wants to get more business per store but: - stores are out of space - customers don’t pick up on time - He has trouble acquiring customers outside of a 3 block radius of each store - 80% customers return rate
  • 85. Activity: Generate Duration - 10 mins ! 1. Use the index cards to generate ideas based on your pain points and opportunity areas 2. Place them along the journey ! Bonus points time and quality measures
  • 86. A few things to consider when using service blueprints for ideation: - large time gaps between customer actions are always opportunities - movings activities up or down a lane can provide huge innovation opportunities - removing extraneous steps or props can simplify for customers
  • 88. Activity: Redesign Duration - 20 mins ! 1. Use voting dots do decide team favorite ! 2. Based on your team’s selected ideas, see how the ideas would alter the service the blueprint
  • 93. …a change is a project
  • 94. Don’t stop with the blueprint
  • 96.
  • 97.
  • 98.
  • 99. Remember we are designers...
  • 100. We have hands... go build...
  • 101.
  • 102.