How do you make an entire service visible? And align frontstage customer experience with backstage business processes? Aprils 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.
D.COLLECTIVE / APRIL 10, 2013ServiceDesignDrinksServiceBlueprinting
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? EXAMPLE BY ANDY POLAINE ET AL.
What? EXAMPLE BY SRISHTI RAO
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 Talk to the friendly Beer is out services and location people at the bar and design Newsletter Receive the newsletter & get interaction information about the drinks They help to Facebook View the event announcement in the newsfeed or be invited by a Register via facebook View photos of the event & see a link to the presentation on frontstage Slideshare friend slideshare View slides of the experience business pr...