What's a good structure for a Service Blueprint?

What's a good structure for a Service Blueprint?

The base structure of a Service Blueprint shows the customer journey (frontstage) with under it what needs to happen below to create that experience (backstage).
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It can be hard to start building out a Service Blueprint, especially for a new service idea you're trying to prototype. In such moments pre-made structures can be pretty useful. Here are a few that you can use to get started:

The classical one

Aware, Join, Use, Develop, Leave. That's the one you learn about in the book "Service Design From Insight to Implementation" by Andy Polaine, Ben Reason & Lavrans Løvlie

The classical one with a twist

I personally like to add a "Re-join" phase at the end of my blueprints to think about the fact that possibility of people coming back to the service and how that might happen. This gives us the following structure: Aware, Join, Use, Develop, Leave, Re-join

One of the first service blueprints I created back in the day.

Marketing funnel + classical one

If you want more details for the aware phase, you can easily zoom in by using the structure of the marketing funnel. Here you can use whatever flavour of funnel that you prefer, for example, the Purchase Funnel, Google Moments. This could give you this structure: Awareness, Desire, Interest, Join, Use, Develop, Leave.

Q&A: Service Blueprints and Journey Maps

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The basics of a Service Blueprint

  • What's the definition of a Service Blueprint?
  • What are the steps for creating a service blueprint?
  • Why should I create a service blueprint?
  • What are the different types of Service Blueprints?
  • What are examples of Service Blueprints?
  • ▶️ What am I missing out, if I don't have a service blueprint?
  • ▶️ How to use feedback to improve a service blueprint?
  • ▶️ What are some common mistakes to avoid when you create a Service Blueprint?
  • Why are some people renaming the Service Blueprint
  • Why you should see a Service Blueprint as a mirror?

Structure and format of a Service Blueprint

  • How can I bring together a marketing approach and service design approach in my service blueprint ?
  • What's a good structure for a Service Blueprint?
  • How can I improve the end of a Service?
  • What elements can I include in a Service Blueprint?

Making Service Blueprints less overwhelming

  • ▶️ How can I make a Service Blueprint less overwhelming?
  • ▶️ How do I manage the amount of detail on a blueprint?
  • ▶️ How can I create a story around my service blueprint?

Future State Service Blueprints

  • How can I use a service blueprint as a prototyping tool?

As Is Service Blueprints

  • How can I use a service blueprint as a diagnostic tool?
  • ▶️ Research to do before doing a Service Blueprint?
  • How do stakeholders use Service Blueprints?

Tools to create a Service Bluepprint

  • ▶️ What tool can I use for people to fill out their own journey map?
  • How can I use a digital whiteboard to make a smarter service blueprint?
  • What are good tools to create a service blueprint?

Service Blueprints and other methods

  • What’s the difference between a service blueprint and a customer journey map?
  • Can a service blueprint be used in conjunction with other design tools and techniques?
  • ▶️ Can you always combine a journey map and a blueprint?