WHeN O U I
IsUIzAOn tH MoTR O AlL EsI tOS
• To document research about customers and their journeys
• To let people help during testing and refinement
• To help capture new concepts
• To make concepts tangible
WHy ThENg L?
IsUIzAOn -rIS PJeC DeVOpMT
Text is more open to interpretation than pictures and stories. Visuals
help building commitment to the solutions created by the team.
aPOaCNg E DIgN F SVEs
IsUIzAOn iMRtA tHUgHT T pREsS F DIG
• Insights research & Workshops
• Service blueprinting
• Service proposition development
• Concept sketches and presentations
• Experience prototyping
• Testing & Delivery
EsCBiN ThE ErVE LDsCE
tH CoNXt wHH A ErVE ORaT iS SuAY CPE
A system map is a diagram of all the actors affected by a service and the
relationships between them, displayed in a systematic manner.
OwA sEIE EsI dESNs
cAUrE He G PTuR AnD NtEOnNTiO oF He RCe
• Service blueprint
Helps you structure, design, and align touchpoint interactions as they
unfold over time, including specific detail about the elements, experiences,
and delivery within the service itself. It maps out:
• User journeys - all phases and steps performed.
• Touchpoints - all channels and touchpoints associated.
• Backstage processes - all stakeholders and actions involved.
kE ElENtS O SViC BlURTs
RaCNg L REs RoS ChAElS LoN TM
• Line of visibility
IsUS A WInDwS N IsCER
cOInI dA aN DiSAy OpEY F rERkAE UtCEs
The greatest value of a picture is when
it forces us to notice what we never
expected to see.
sEIcE ArE FtE SoL As OdUS
UsISs ItS SuAY ME LTlE EnS To E CTEr
The successful public services of the future will enforce stronger
relationships with their customers, and will emphasize their role of
co-producers of the service.
HE Ox-D-RrOw OE
Ou NnO SePAtE OmPEnT WiTUt EaKG BDs
• Diagrams describe just the anatomy of a system
Entities within an organization are held together by a common purpose.
• Purpose is king
If efficiency of expression becomes the key value, ideas that are crucial
in other respects get easily marginalized.
RaVSiN ThE RI
RoS-ExANiN RoW AnD OlUS T ReDIgN Nd PVe
• Journey summaries
Create storyboards for each phase of the journey, and track key user
journeys through the blueprint.
• Phase summaries
Describes user experiences across all channels at that stage. Document the
connections between different backstage elements of the service and how
they need to interact. Flag mission-critical elements or activities.
wE kE dEGn CE
IfE S CNgE wHE RoW iS UsT N OIO
Never look for things like the best user experience, the ultimate
interface to something, whatever. Every design project is a redesign
process. Life is always change, and change always happens at margins.
HaN YOfor your patience and understanding
Andrea Di Marco
Institute Without Boundaries