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Service Blueprints
Izac Ross | April, 3 2014
@zaic
@Cooper
Agenda
What are Services?
Anatomy of service blueprints
When to use them?
Practice
Q&A
What are services?
…intangible economic goods
…outcomes in which customers do not
take ownership of physical elements
involved.
Services are
co-created by
service users
and service
employees.
Your outcome and experience is likely to
be very different than mine.
More than just the “user”
- Service customers
Service users
Frontstage employees
Backstage employees
Partner employees
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
Exchanges occur through mediums...
called Touchpoints
Palette of 5 types touchpoints
People
Employees and
other customers
encountered while the
service is produced.
Place
The physical space or
the virtual environment
through which the
service is delivered.
Prop
The objects and
collateral used to
produce the
service encounter.
Forms, products,
signage, etc.
Partner
Other businesses or
entities that help to
produce or enhance
the service encounter.
Process
Workflows and rituals
that are used to
produce the service
encounter. Relates the
people, place, props,
and partners.
Frontstage
!
Backstage
!
Partners
Service Cycle
Entise
Enter
Experience
Exit
Extend
Use
Retain
Orient
Attr
act
Entice
Developed with Liz Burow
What has 30 years done to services?
What has 30 years done to services?
Checks
Phone
Mail
Branch
4 channels
Checks
Phone
Mail
Branch
Debit card
ATM
Online banking
Mobile web
Txt
iPhone
Android

Mobile check deposit
Retail partners
Twitter
14 channels
!
Printing press
!
!
!
!
Graphic Design
!
Printing press
!
!
!
!
Graphic Design
!
Industrial 

age
!
!
!
Industrial Design
!
Printing press
!
!
!
!
Graphic Design
!
Industrial 

age
!
!
!
Industrial Design
!
Computer age
Mobile age
!
!
!
Interaction design
!
Printing press
!
!
!
!
Graphic Design
!
Industrial 

age
!
!
!
Industrial Design
!
Computer age
Mobile age
!
!
!
Interaction design
!
Coordinating all
these resulting
channels
!
!
Service design
!
Printing press
!
!
!
!
Graphic Design
!
Industrial 

age
!
!
!
Industrial Design
!
Computer age
Mobile age
!
!
!
Interaction design
!
Coordinating all
these resulting
channels
!
!
Service design
Your B2B “product” is one of your
customer’s touchpoints
Service Blueprints
A customer journey that exposes
the structure of the a service
Service blueprints
- map the value exchanges and touchpoints
- clarify the interactions between
customers, digital interface, & employees
- reveal how these are supported
by backstage activities
Anatomy of a blueprint
Blueprint example:
Pharmacy drop-off and pickup
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
5-45 min
X day
0-15 min 5-10 min25-90 days
# of people in queue
Time to front of queue
Drug in stock
Price of drug
Length of wait time
for pick up
# of people in queue
Time to front of queue
Prescription is filled
on-time
Clear method of
refill
30 sec 0-15 min 0-15 min1-10 min
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
5-45 min
X day
0-15 min 5-10 min25-90 days
# of people in queue
Time to front of queue
Drug in stock
Price of drug
Length of wait time
for pick up
# of people in queue
Time to front of queue
Prescription is filled
on-time
Clear method of
refill
30 sec 0-15 min 0-15 min1-10 min
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later
Props
Place
Experiences,
Thinking, Actions
People
Process
Process
Process
People
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Partners
Process
People
is one person’s experience
through a single path
blueprints
have altitude
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
5-45 min
X day
0-15 min 5-10 min25-90 days
# of people in queue
Time to front of queue
Drug in stock
Price of drug
Length of wait time
for pick up
# of people in queue
Time to front of queue
Prescription is filled
on-time
Clear method of
refill
30 sec 0-15 min 0-15 min1-10 min
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later
A few lessons from a long blueprint...
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
vertical line crossing =
value exchange
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Arrow direction =
control 

dependency
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Double arrow indicates 

agreement must be
reached to move
process forward
Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
When to use this technique...
you are designing services with a mix of
digital and non-digital touchpoints.
A good tool when...
your clients have lost track of how the
service gets produced.
A good tool when...
many IT systems, people, props, and
partners are involved in creating an
outcome.
A good tool when...
seeking to formalize high-touch services
into lower touch forms.
A good tool when...
BP
BP BP
BP BP BP
Map & redesigning a dry cleaners
Map & redesigning a dry cleaners
Activity: Collect
Activity 1: Collect
Duration - 10 mins
!
1. Find the person in your group who last
used a dry cleaners or wash & fold
2. Assign one person in the group to be the
interviewer, other group members
should talk notes
3. Use the worksheet as a interview
instrument to find out about their
experience using the service
Feel like experts on dry cleaning?
Activity:
Blueprint the current
Activity: the current
Duration - 20 mins
!
1. Start with the ‘physical evidence' and
‘customer action’ used your interview as
a guide
2. Fill in the ‘service employees' 

‘digital & device,’ and ‘backstage action’
simultaneously
3. Identify the ‘support processes’
4. Add connections and arrows
Activity: the current
Duration - 20 mins
!
1. Start with the ‘physical evidence' and
‘customer action’ used your interview as
a guide
2. Fill in the ‘service employees' 

‘digital & device,’ and ‘backstage action’
simultaneously
3. Identify the ‘support processes’
4. Add connections and arrows
Activity: the current
Duration - 20 mins
!
1. Start with the ‘physical evidence' and
‘customer action’ used your interview as
a guide
2. Fill in the ‘service employees' 

‘digital & device,’ and ‘backstage action’
simultaneously
3. Identify the ‘support processes’
4. Add connections and arrows
Activity: the current
Duration - 20 mins
!
1. Start with the ‘physical evidence' and
‘customer action’ used your interview as
a guide
2. Fill in the ‘service employees' 

‘digital & device,’ and ‘backstage action’
simultaneously
3. Identify the ‘support processes’
4. Add connections and arrows
Spend 5 min marking the following
Painpoints
Must fix, areas of complaint,
drop off points, potential
failures
Financial

opportunities
Save money, charge more,
additional services, etc.
Feedback 

loops
Places to measure
service quality
Service 

strengths
Aspects that should be
maintained
Activity:
Generate
Your dry cleaner has hired you because
he has a few service issues and he knows
you are an awesome service designer...
Locations Services Hours Equipment capacity used
“The location you go to”
Laundry mat
Drop off dry cleaning
Wash and fold
8 am - 10 pm 35% use
Mission (24th)
Dry Cleaning
Alteration
8 am - 6 pm 30% use
Mission (16th st)
Dry Cleaning
Alteration
8 am - 6 pm 40% use
The Tender Nob
Laundry mat
Drop off dry cleaning
Wash and fold
8 am - 10 pm 20% use
4 other stores in San Fransisco
He wants to get more business per store but:
- stores are out of space
- customers don’t pick up on time
- He has trouble acquiring customers
outside of a 3 block radius of each store
- 80% customers return rate
Activity: Generate
Duration - 10 mins
!
1. Use the index cards to generate ideas
based on your pain points and
opportunity areas
2. Place them along the journey
!
Bonus points time and quality measures
A few things to consider when using service
blueprints for ideation:
- large time gaps between customer
actions are always opportunities
- movings activities up or down a lane can
provide huge innovation opportunities
- removing extraneous steps or props can
simplify for customers
Activity:
Redesign
Activity: Redesign
Duration - 20 mins
!
1. Use voting dots do decide team favorite
!
2. Based on your team’s selected ideas,
see how the ideas would alter the
service the blueprint
Take Aways?
Socialize them...
your blueprint
Implementation
…a change is a project
Don’t stop with the blueprint
Enact...
Remember we are designers...
We have hands... go build...
@zaic | @cooper
Cooper Parlor: Service Blueprinting
Cooper Parlor: Service Blueprinting

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Cooper Parlor: Service Blueprinting

  • 4. Agenda What are Services? Anatomy of service blueprints When to use them? Practice Q&A
  • 7. …outcomes in which customers do not take ownership of physical elements involved.
  • 8. Services are co-created by service users and service employees.
  • 9. Your outcome and experience is likely to be very different than mine.
  • 10. More than just the “user” - Service customers Service users Frontstage employees Backstage employees Partner employees
  • 18. Palette of 5 types touchpoints People Employees and other customers encountered while the service is produced. Place The physical space or the virtual environment through which the service is delivered. Prop The objects and collateral used to produce the service encounter. Forms, products, signage, etc. Partner Other businesses or entities that help to produce or enhance the service encounter. Process Workflows and rituals that are used to produce the service encounter. Relates the people, place, props, and partners.
  • 21. What has 30 years done to services?
  • 22. What has 30 years done to services?
  • 24. Checks Phone Mail Branch Debit card ATM Online banking Mobile web Txt iPhone Android
 Mobile check deposit Retail partners Twitter 14 channels
  • 25.
  • 27. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design
  • 28. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design
  • 29. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
  • 30. ! Printing press ! ! ! ! Graphic Design ! Industrial 
 age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design
  • 31.
  • 32.
  • 33.
  • 34. Your B2B “product” is one of your customer’s touchpoints
  • 36. A customer journey that exposes the structure of the a service
  • 37. Service blueprints - map the value exchanges and touchpoints - clarify the interactions between customers, digital interface, & employees - reveal how these are supported by backstage activities
  • 38. Anatomy of a blueprint
  • 41. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
  • 42. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy
  • 43. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer
  • 44. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a)
  • 45. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system
  • 46. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 47. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 48. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 50. is one person’s experience through a single path
  • 52. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later
  • 53. A few lessons from a long blueprint...
  • 54. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 55. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer vertical line crossing = value exchange
  • 56. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 57. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Arrow direction = control 
 dependency
  • 58. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 59. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Double arrow indicates 
 agreement must be reached to move process forward
  • 60. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer
  • 61. When to use this technique...
  • 62. you are designing services with a mix of digital and non-digital touchpoints. A good tool when...
  • 63. your clients have lost track of how the service gets produced. A good tool when...
  • 64. many IT systems, people, props, and partners are involved in creating an outcome. A good tool when...
  • 65. seeking to formalize high-touch services into lower touch forms. A good tool when...
  • 66.
  • 67. BP
  • 68. BP BP
  • 70. Map & redesigning a dry cleaners
  • 71. Map & redesigning a dry cleaners
  • 73. Activity 1: Collect Duration - 10 mins ! 1. Find the person in your group who last used a dry cleaners or wash & fold 2. Assign one person in the group to be the interviewer, other group members should talk notes 3. Use the worksheet as a interview instrument to find out about their experience using the service
  • 74. Feel like experts on dry cleaning?
  • 76. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 77. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 78. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 79. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees' 
 ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows
  • 80. Spend 5 min marking the following Painpoints Must fix, areas of complaint, drop off points, potential failures Financial
 opportunities Save money, charge more, additional services, etc. Feedback 
 loops Places to measure service quality Service 
 strengths Aspects that should be maintained
  • 82. Your dry cleaner has hired you because he has a few service issues and he knows you are an awesome service designer...
  • 83. Locations Services Hours Equipment capacity used “The location you go to” Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 35% use Mission (24th) Dry Cleaning Alteration 8 am - 6 pm 30% use Mission (16th st) Dry Cleaning Alteration 8 am - 6 pm 40% use The Tender Nob Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 20% use 4 other stores in San Fransisco
  • 84. He wants to get more business per store but: - stores are out of space - customers don’t pick up on time - He has trouble acquiring customers outside of a 3 block radius of each store - 80% customers return rate
  • 85. Activity: Generate Duration - 10 mins ! 1. Use the index cards to generate ideas based on your pain points and opportunity areas 2. Place them along the journey ! Bonus points time and quality measures
  • 86. A few things to consider when using service blueprints for ideation: - large time gaps between customer actions are always opportunities - movings activities up or down a lane can provide huge innovation opportunities - removing extraneous steps or props can simplify for customers
  • 88. Activity: Redesign Duration - 20 mins ! 1. Use voting dots do decide team favorite ! 2. Based on your team’s selected ideas, see how the ideas would alter the service the blueprint
  • 93. …a change is a project
  • 94. Don’t stop with the blueprint
  • 96.
  • 97.
  • 98.
  • 99. Remember we are designers...
  • 100. We have hands... go build...
  • 101.
  • 102.