How can I bring together a marketing approach and service design approach in my service blueprint ?
How can I bring together a marketing approach and service design approach in my service blueprint ?
Q&A: Service Blueprints and Journey Maps
The basics of a Service Blueprint
The basics of a Service Blueprint
Making Service Blueprints less overwhelming
Making Service Blueprints less overwhelming
Future State Service Blueprints
Future State Service Blueprints
A marketing approach is really great to focus on how people will hear about your service and how they will join it. A service design approach takes into account these moments but then continues to explore how to help people get the most of the service and even help them leave it.
We can easily mix both approaches by adding the steps of a classical marketing or purchase funnel (Awareness, Interest, Desire, Action) to the classical structure of a Service Blueprint (Aware, Join, Use, Develop, Leave).
If we do that, we basically, zoom in on the "Aware" stage of the service blueprint by adding some more steps inspired by the purchase funnel. This can give us the following structure for our blueprint:
"Awareness, Interest, Desire, Action, Use, Develop, Leave"
