Service Blueprint
Visual representation of all steps in a service process.
PURPOSE
Service processes are often complex and encompass both visible customer interactions and invisible background processes that are hard to optimize. The Service Blueprint makes the interplay of all process layers visible and identifies weaknesses and improvement opportunities. It helps teams develop a shared understanding of the entire service process.
HOW TO USE
The team maps the service process in multiple horizontal layers: customer actions, visible employee actions, invisible background processes, and supporting systems. The layers are separated by Lines of Visibility and Interaction. Weaknesses, wait times, and error sources are identified and improvement measures derived.
WHAT IT IS
The Service Blueprint is a visual process analysis tool developed by G. Lynn Shostack. It represents a service process across five horizontal levels: Physical Evidence, Customer Actions, Frontstage Actions, Backstage Actions, and Support Processes. The format is described in detail in the Nielsen Norman Group methodology and is a standard tool in Service Design.
EXAMPLE
Example: Your insurance company receives poor ratings for the claims process, even though individual departments do their work well. Using the Service Blueprint, you visualize the entire process from claim reporting to payout — including all frontstage and backstage activities. You discover that the media break between phone and online portal causes a three-day delay.