This document discusses service design. It introduces service blueprinting as a tool to map customer and staff interactions throughout the service process. It then presents a case study of a travel company called Happy Tours that wants to improve customer experience. The document explains how to create a service blueprint and maps out the customer journey and all touchpoints for Happy Tours. It also lists various tools that can be used for service design like stakeholder maps, journey maps, prototypes and more.

1. SERVICE DESIGN
B i z K n i g h t – 6 t h E d i t i o n
Joshuaand
Khaarthigha

2. AGENDA
 Introduction – Service Design concept
 Tools - Service blueprinting
 Hands-on workshop – Case study
2

3. PRODUCTS ARE BECOMING SERVICES
3

4. WHY IS THIS PHENOMENA?
4
EMOTIONS ARE BECOMING A
DECISIVE FACTOR
GOOD PRODUCT DESIGN IS NOT
THE ONLY INGREDIENT TO SUCCESS

5. EXPERIENCE
5

6. WHAT IS SERVICE DESIGN?
 Human-centered design approach
 Emphasize the E-E model of services:
 The customer experience &
 The business process of operations
 Create quality customer experiences,
and seamless service delivery
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7. CORE PRINCIPLES OF SERVICE DESIGN
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8. WHY SERVICE DESIGN
 To identify the unarticulated needs
 Find solution to larger problem thinking holistically ( not limiting
the solution to only technology, app interface)
 Thought process driven from the customer needs through-
out the service delivery and
 At the service provider level, to design business processes
for it ( rather vice-versa of retrofitting)
8

9. WHEN TO USE SERVICE DESIGN?
New offering Improvisation of an existing
offering
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10. HOW TO USE SERVICE DESIGN
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11. WHAT IS SERVICE BLUEPRINT?
The blueprint is an
operational tool that
describes the nature and
the characteristics of the
service interaction in
enough detail to verify,
implement and maintain it
12
Surface-to-Core
Physical
Evidences
Support
Process
Staff actions are captured in both
frontstage and backstage staff
swim lanes
TouchpointsCustomer
Actions
FrontStage
Staff
BackStage
Staff
Customer
asks
question &
places order
Conversation
b/w customer
& server
Server
answers any
questions &
takes order
Server enters
order into
system
Order
System
Customer actions are the
physical or mental actions
performed by customer during a
service
Touchpoints are the medium of
exchange between customer and
service
Support processes are the tools
and systems necessary to
support the staff and the service
moment
FrontstageBackstage
Elements of a service blueprint
Support
Processes

12. EXAMPLE
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13. EXAMPLE
14
•Frontstage:
•All of the activities, people, and
physical evidence that the
customer can see while going
through the service journey.
•Backstage:
•This is all of the things required
to produce the service that the
customer does not see.
•Support processes:
•Documented below the line of
interaction, these are the actions
that support the service.

14. HOW TO CREATE ONE
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15. TOOLS
 Stakeholder maps
 Service safaris
 Shadowing
 Customer journey maps
 Contextual interviews
 5 whys
 Cultural probes
 Mobile ethnography
 A day in the life
 Expectation maps
 Personas
 Idea generation (brainstorming) 18
 Design scenarios
 Storyboards
 Desktop walkthrough
 Service prototypes
 Service staging
 Agile development
 Co-creation
 Storytelling
 Service role play
 Customer lifecycle maps
 Business Model Canvas
 Service blueprints

16. CASE STUDY
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“Happy Tours” has been in the travel & tourism industry for last 7 years meeting varied
demographic needs right from Education trip, Honeymoon, family vacation, adventurous trips,
Nature interest groups, etc.
They also see their customer base is not very strong .The industry is with many major
players and Happy Tours want to create an edge in the industry. Hence, they want to provide
best experience for the customer in all the stages of their tours.
Scenario-1:
Rahul is a solo traveler and he has been not on vacation for last 1.5 years. Now he is
dreaming of his vacation at-least for a week , he is planning to visit historic cities as guided
tour. He wants to explore various service providers.
Scenario-2:
Sonal is part of Nature club community and they(around team of 10) wanting to go for
Madagascar. Sonal is very busy and she is looking for someone to help arrange all the travel
needs as they are looking for an adventurous trip.
Design end-end service blueprint for this customer if you are part of Happy Tours.

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18. THANK YOU

19. WHAT IS SERVICE BLUEPRINT?
The blueprint is an
operational tool that
describes the nature and
the characteristics of the
service interaction in
enough detail to verify,
implement and maintain it
23
End-to-End
Surface-to-Core

20. HOW TO CREATE ONE
24

21. CASE STUDY
25

22. REFERENCES
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■ Enter begins the next bullet
● Demote again for sub-bullets 26

23. TOOLS
 Stakeholder maps
 Service safaris
 Shadowing
 Customer journey maps
 Contextual interviews
 5 whys
 Cultural probes
 Mobile ethnography
 A day in the life
 Expectation maps
 Personas
 Idea generation (brainstorming) 27
 Design scenarios
 Storyboards
 Desktop walkthrough
 Service prototypes
 Service staging
 Agile development
 Co-creation
 Storytelling
 Service role play
 Customer lifecycle maps
 Business Model Canvas
 Service blueprints

24. THANK YOU
For questions or suggestions
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