This document discusses the use of visualization and service design. It provides an overview of how visualization can be used to: - Document customer research and journeys - Engage people in testing and refining concepts - Help capture new concepts and make them tangible It also describes key elements of the service design process, including insights research, service blueprints, concept development, prototyping and testing. Service blueprints in particular are discussed as a way to map customer journeys, touchpoints, and backstage processes over time. The document emphasizes that visualization helps make ideas more concrete and open to different interpretations compared to text alone.

1. t b-a-ArwS
Mol o  SyeM
Avoiding Design tools Fetishes
Institute Without Boundaries

2. Ee wAT  An
IsUIzAOn KeS DeA TaNBlE Nd NcRE

3. WHeN O U I
IsUIzAOn  tH MoTR O AlL EsI tOS
• 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

4. WHy ThENg  L?
IsUIzAOn -rIS PJeC DeVOpMT
Text is more open to interpretation than pictures and stories. Visuals
help building commitment to the solutions created by the team.

5. aPOaCNg E DIgN F SVEs
IsUIzAOn  iMRtA tHUgHT T pREsS F DIG
• Insights research & Workshops
• Service blueprinting
• Service proposition development
• Concept sketches and presentations
• Experience prototyping
• Testing & Delivery

6. EsCBiN ThE ErVE LDsCE
tH CoNXt  wHH A ErVE ORaT iS SuAY CPE
A system map is a diagram of all the actors affected by a service and the
relationships between them, displayed in a systematic manner.

7. OwA sEIE EsI dESNs
cAUrE He G PTuR AnD NtEOnNTiO oF He RCe
• 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.

8. kE ElENtS O SViC BlURTs
RaCNg L REs RoS ChAElS LoN TM
• Time
• Line of visibility

9. 9

10. IsUS A WInDwS N IsCER
cOInI dA aN DiSAy OpEY F rERkAE UtCEs
The greatest value of a picture is when
it forces us to notice what we never
expected to see.
-John Tukey

11. sEIcE ArE FtE SoL As OdUS
UsISs ItS SuAY ME LTlE EnS To E CTEr
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.

12. HE Ox-D-RrOw OE
Ou NnO SePAtE OmPEnT WiTUt EaKG BDs
• 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.

13. RaVSiN ThE RI
RoS-ExANiN RoW AnD OlUS T ReDIgN Nd PVe
• 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.

14. OuRY UmMY
ApPG T cUOmE ExPIeN tHUgHT T cHNL

15. OuRY UmMY
ApPG T cUOmE ExPIeN tHUgHT T cHNL

16. OuRY UmMY
ApPG T cUOmE ExPIeN tHUgHT T cHNL

17. HE UmMY
ApPG T bUNeS PrOSsE ThRGhO tH ChAEL

18.  wE kE dEGn CE
IfE S CNgE wHE RoW iS UsT N OIO
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.

19. HaN YOfor your patience and understanding
Andrea Di Marco
Institute Without Boundaries