Service Blueprinting

Design and visualize end-to-end service experiences, including customer interactions, employee actions, and supporting systems.

When to Use This Skill

Use this skill when:

• Service Blueprinting tasks - Working on create service blueprints - frontstage/backstage visualization, touchpoints, support processes, evidence, and service design methodology
• Planning or design - Need guidance on Service Blueprinting approaches
• Best practices - Want to follow established patterns and standards

MANDATORY: Skill Loading First

Before answering ANY service design question:

2. Use established service design methodology (Shostack, Nielsen Norman)
3. Base all guidance on validated service blueprinting practices

Service Blueprint Anatomy

The Five Lanes

┌─────────────────────────────────────────────────────────────────┐
│                    PHYSICAL EVIDENCE                             │
│  (What customer sees, receives, interacts with)                  │
├─────────────────────────────────────────────────────────────────┤
│                    CUSTOMER ACTIONS                              │
│  (Steps the customer takes)                                      │
├─────────────────────────── LINE OF INTERACTION ─────────────────┤
│                    FRONTSTAGE ACTIONS                            │
│  (Employee actions visible to customer)                          │
├─────────────────────────── LINE OF VISIBILITY ──────────────────┤
│                    BACKSTAGE ACTIONS                             │
│  (Employee actions hidden from customer)                         │
├─────────────────────────── LINE OF INTERNAL INTERACTION ────────┤
│                    SUPPORT PROCESSES                             │
│  (Systems, partners, policies that enable service)               │
└─────────────────────────────────────────────────────────────────┘

Additional Lanes (Extended Blueprint)

Lane	Description
Time	Duration of each step
Emotional Journey	Customer feelings throughout
Metrics	KPIs for each touchpoint
Fail Points	Where things can go wrong
Wait Points	Where delays occur
Ownership	Who's responsible

Blueprint Components

Physical Evidence

What tangible or visible elements does the customer encounter?

public class PhysicalEvidence
{
    public required string Name { get; init; }
    public required EvidenceType Type { get; init; }
    public required string Description { get; init; }
    public string? DesignConsiderations { get; init; }
}

public enum EvidenceType
{
    Digital,        // Website, app, email
    Physical,       // Store, packaging, receipt
    Environmental,  // Signage, ambiance
    Documentation,  // Forms, contracts
    Communication   // Notifications, confirmations
}

Customer Actions

What steps does the customer take?

public class CustomerAction
{
    public int Step { get; init; }
    public required string Action { get; init; }
    public required string Intent { get; init; } // What they're trying to achieve
    public required CustomerChannel Channel { get; init; }
    public TimeSpan? ExpectedDuration { get; init; }
    public string? PainPoint { get; init; }
    public string? Opportunity { get; init; }
}

public enum CustomerChannel
{
    Web,
    Mobile,
    Phone,
    InPerson,
    Email,
    Chat,
    Social
}

Frontstage Actions

Employee actions the customer sees:

public class FrontstageAction
{
    public int Step { get; init; }
    public required string Action { get; init; }
    public required string Actor { get; init; } // Role/system
    public required InteractionType Type { get; init; }
    public bool IsAutomated { get; init; }
    public List<string> Dependencies { get; init; } = [];
}

public enum InteractionType
{
    Synchronous,    // Real-time interaction
    Asynchronous,   // Email, notification
    SelfService,    // Customer-driven with system
    Assisted        // Employee helps customer
}

Backstage Actions

Hidden operations that enable the service:

public class BackstageAction
{
    public int Step { get; init; }
    public required string Action { get; init; }
    public required string Owner { get; init; }
    public required string TriggeredBy { get; init; }
    public TimeSpan? SLA { get; init; }
    public List<string> Systems { get; init; } = [];
    public string? FailureMode { get; init; }
}

Support Processes

Systems and capabilities that enable everything:

public class SupportProcess
{
    public required string Name { get; init; }
    public required SupportType Type { get; init; }
    public required string Description { get; init; }
    public List<string> DependentActions { get; init; } = [];
}

public enum SupportType
{
    Technology,     // CRM, database, APIs
    Policy,         // Business rules, compliance
    Partner,        // Third-party services
    Training,       // Employee knowledge
    Infrastructure  // Physical or cloud resources
}

Blueprint Template

# Service Blueprint: [Service Name]

## Service Overview
- **Service:** [Name]
- **Scope:** [Start point] to [End point]
- **Primary Persona:** [Target user]
- **Service Promise:** [Value proposition]

---

## Blueprint

### Stage 1: [Stage Name]

| Element | Details |
|---------|---------|
| **Physical Evidence** | [What customer sees] |
| **Customer Action** | [What customer does] |
| **Frontstage** | [Visible employee/system action] |
| **Backstage** | [Hidden operations] |
| **Support** | [Enabling systems/processes] |
| **Duration** | [Time] |
| **Emotion** | [Customer feeling] |
| **Fail Point** | [What could go wrong] |

### Stage 2: [Stage Name]
[Continue pattern...]

---

## Visual Blueprint

```text

Time →     [5 min]        [2 min]         [24 hrs]       [5 min]
           ┌─────────┐    ┌─────────┐    ┌─────────┐    ┌─────────┐
Evidence   │ Website │    │ Form    │    │ Email   │    │ Product │
           └─────────┘    └─────────┘    └─────────┘    └─────────┘

           ┌─────────┐    ┌─────────┐    ┌─────────┐    ┌─────────┐
Customer   │ Browse  │───►│ Submit  │───►│ Receive │───►│ Unbox   │
           │ catalog │    │ order   │    │ confirm │    │ product │
           └─────────┘    └─────────┘    └─────────┘    └─────────┘
           ═══════════════════════════════════════════════════════════
           Line of Interaction
           ═══════════════════════════════════════════════════════════
           ┌─────────┐    ┌─────────┐    ┌─────────┐    ┌─────────┐
Frontstage │ Display │    │ Confirm │    │ Send    │    │ Deliver │
           │ products│    │ payment │    │ updates │    │ package │
           └─────────┘    └─────────┘    └─────────┘    └─────────┘
           ═══════════════════════════════════════════════════════════
           Line of Visibility
           ═══════════════════════════════════════════════════════════
           ┌─────────┐    ┌─────────┐    ┌─────────┐    ┌─────────┐
Backstage  │ Catalog │    │ Process │    │ Pick &  │    │ Shipping│
           │ mgmt    │    │ payment │    │ pack    │    │ handoff │
           └─────────┘    └─────────┘    └─────────┘    └─────────┘
           ═══════════════════════════════════════════════════════════
           Line of Internal Interaction
           ═══════════════════════════════════════════════════════════
           ┌─────────┐    ┌─────────┐    ┌─────────┐    ┌─────────┐
Support    │ Product │    │ Payment │    │ WMS     │    │ Carrier │
           │ database│    │ gateway │    │         │    │ API     │
           └─────────┘    └─────────┘    └─────────┘    └─────────┘

Emotion    😊 Curious    😟 Anxious     😌 Relieved   🎉 Excited
           ─────────────────────────────────────────────────────────
                        ▼ Fail Point: Payment decline

```

---

## Pain Points & Opportunities

### Identified Pain Points

| Stage | Pain Point | Impact | Root Cause |
|-------|------------|--------|------------|
| [Stage] | [Issue] | [H/M/L] | [Why it happens] |

### Improvement Opportunities

| Stage | Opportunity | Expected Impact | Effort |
|-------|-------------|-----------------|--------|
| [Stage] | [Idea] | [Benefit] | [H/M/L] |

---

## Metrics

| Touchpoint | Metric | Current | Target |
|------------|--------|---------|--------|
| [Stage] | [Measure] | [Value] | [Goal] |

---

## Dependencies & Risks

### System Dependencies

| System | Used By | Risk Level | Mitigation |
|--------|---------|------------|------------|
| [System] | [Stages] | [H/M/L] | [Plan] |

### Fail Points

| Stage | Failure Mode | Probability | Impact | Recovery |
|-------|--------------|-------------|--------|----------|
| [Stage] | [What fails] | [H/M/L] | [Effect] | [How to recover] |

Service Moments

Moment Types

Moment Type	Definition	Example
Moment of Truth	Critical interaction that shapes perception	First contact, payment, delivery
Moment of Waiting	Customer experiences delay	Processing, shipping
Moment of Failure	Something goes wrong	Error, stockout
Moment of Delight	Exceeds expectations	Surprise upgrade

Moment Analysis

public class ServiceMoment
{
    public int Stage { get; init; }
    public required string Name { get; init; }
    public required MomentType Type { get; init; }
    public required int ImportanceScore { get; init; } // 1-10
    public required int CurrentPerformance { get; init; } // 1-10
    public decimal GapScore => ImportanceScore - CurrentPerformance;
    public string? Opportunity { get; init; }
}

public enum MomentType
{
    Truth,
    Waiting,
    Failure,
    Delight,
    Routine
}

// Prioritization: Focus on high importance + low performance
public static IEnumerable<ServiceMoment> PrioritizeImprovements(
    IEnumerable<ServiceMoment> moments) =>
    moments
        .Where(m => m.ImportanceScore >= 7)
        .OrderByDescending(m => m.GapScore)
        .ThenByDescending(m => m.ImportanceScore);

Cross-Channel Blueprint

For omnichannel services, map the journey across channels:

           Web          Mobile        Phone         Store
           ┌────────────────────────────────────────────────┐
Stage 1    │ Research   │ Research   │     -       │   -    │
           ├────────────────────────────────────────────────┤
Stage 2    │ Compare    │ Compare    │     -       │ Browse │
           ├────────────────────────────────────────────────┤
Stage 3    │ Order      │ Order      │     -       │ Order  │
           ├────────────────────────────────────────────────┤
Stage 4    │     -      │ Track      │ Support     │ Pickup │
           ├────────────────────────────────────────────────┤
Stage 5    │ Review     │ Review     │     -       │   -    │
           └────────────────────────────────────────────────┘

Channel Transitions:
- Web → Mobile: Save cart sync
- Mobile → Store: Store availability check
- Phone ↔ Any: Case continuity

.NET Service Blueprint Model

public class ServiceBlueprint
{
    public Guid Id { get; init; }
    public required string ServiceName { get; init; }
    public required string Scope { get; init; }
    public required Persona PrimaryPersona { get; init; }
    public required List<BlueprintStage> Stages { get; init; }

    public IEnumerable<FailPoint> GetFailPoints() =>
        Stages.SelectMany(s => s.FailPoints);

    public IEnumerable<BlueprintStage> GetCriticalMoments() =>
        Stages.Where(s => s.IsMomentOfTruth);

    public TimeSpan TotalDuration =>
        TimeSpan.FromTicks(Stages.Sum(s => s.Duration?.Ticks ?? 0));
}

public class BlueprintStage
{
    public int Order { get; init; }
    public required string Name { get; init; }

    // The five lanes
    public List<PhysicalEvidence> Evidence { get; init; } = [];
    public required CustomerAction CustomerAction { get; init; }
    public required FrontstageAction FrontstageAction { get; init; }
    public List<BackstageAction> BackstageActions { get; init; } = [];
    public List<SupportProcess> SupportProcesses { get; init; } = [];

    // Extended lanes
    public TimeSpan? Duration { get; init; }
    public EmotionalState? CustomerEmotion { get; init; }
    public List<FailPoint> FailPoints { get; init; } = [];
    public List<string> Metrics { get; init; } = [];
    public bool IsMomentOfTruth { get; init; }
    public string? Owner { get; init; }
}

public class FailPoint
{
    public required string Description { get; init; }
    public required FailureProbability Probability { get; init; }
    public required FailureImpact Impact { get; init; }
    public required string RecoveryProcedure { get; init; }
    public string? PreventionMeasure { get; init; }
}

public enum FailureProbability { Rare, Occasional, Frequent }
public enum FailureImpact { Low, Medium, High, Critical }

public enum EmotionalState
{
    Frustrated,
    Anxious,
    Neutral,
    Satisfied,
    Delighted
}

Blueprinting Workshop

Workshop Agenda

## Service Blueprinting Workshop

**Duration:** 3-4 hours
**Participants:** Cross-functional team (design, product, ops, support)

### Before Workshop
- [ ] Define service scope
- [ ] Identify key personas
- [ ] Gather existing journey maps
- [ ] Prepare materials (sticky notes, markers, template)

### Workshop Flow

**Part 1: Set Context (30 min)**
1. Review service scope and persona
2. Share existing research/data
3. Align on goals

**Part 2: Customer Journey (45 min)**
1. Map customer actions (sticky notes)
2. Sequence and refine
3. Identify channels at each step

**Part 3: Lines of Interaction (30 min)**
1. Add frontstage actions
2. Draw line of visibility
3. Add backstage actions

**Part 4: Support Systems (30 min)**
1. Identify technology dependencies
2. Map policies and partners
3. Note training needs

**Part 5: Analysis (45 min)**
1. Mark fail points
2. Identify pain points
3. Spot opportunities
4. Add emotional journey
5. Note metrics

**Part 6: Prioritize (30 min)**
1. Vote on priority improvements
2. Assign ownership
3. Define next steps

### Outputs
- [ ] Completed service blueprint
- [ ] Prioritized improvement backlog
- [ ] Action items with owners

Checklist: Service Blueprint

Preparation

• Service scope defined
• Primary persona identified
• Stakeholders aligned
• Existing data gathered

Blueprint Elements

• All customer actions mapped
• Physical evidence identified
• Frontstage actions documented
• Backstage actions documented
• Support processes identified
• Time estimates added
• Emotional journey mapped

Analysis

• Fail points identified
• Wait points noted
• Pain points documented
• Opportunities surfaced
• Metrics defined

Validation

• Cross-functional review
• Reality check with operations
• Customer validation (if possible)

Related Skills

• journey-mapping (business-analysis) - Customer journey focus
• user-research-planning - Research for blueprinting
• prototype-strategy - Prototyping service touchpoints
• process-modeling (business-analysis) - BPMN process flows