![]() ![]() Therefore, your blueprinting initiative should include a knowledge holder for each cell of the resulting 3x4 matrix. This example blueprint scope covers the Discover, Try, and Buy phases and 4 different swimlanes. Think of your blueprint as a checklist enlist a knowledge holder from each phase and from each swimlane, to ensure you have a well-rounded participants and you don’t leave out key parties. For example, the broader the scope of your blueprint, the more crossdepartmental involvement will be required. The composition of your blueprinting team should directly map onto the context, scenario, and goal of your blueprinting initiative. Who Should Be Involved in Service Blueprinting? All parties reference the same visualization and thus can make informed, coordinated decisions that align to the ideal state of the service.ģ. The blueprint becomes a single source of truth across departments and disciplines. Blueprinting communicates vision and strategy for a complex service. This visualization often surfaces duplication of work and highlights where internal processes can be streamlined (by having two actors collaborate or by consolidating actors and actions). Blueprints identify opportunities for optimization by providing a map of each actor and action that are part of the service. In many cases, the greatest insight offered by blueprinting is what the business is not doing and where it does not support its customers. A blueprint acts as a treasure map that helps businesses visualize exactly who is doing what, when. This comprehensive understanding can be used to: The most common goal of service blueprint is to give an organization a comprehensive understanding of its service and the underlying resources and processes - seen and unseen to the user - needed to make the customer experience possible. What Is the Primary Goal of Blueprinting? meeting and greeting the customer, uploading new cars to the website, and offering expertise and guidance.įor more on the similarities and differences between customer-journey maps and service blueprints (and other mapping methods), check out our article, UX Mapping Methods Compared: A Cheat Sheet. The service blueprint would highlight what the car dealership does during this phase in the customer-journey - for example. The customer-journey map would tell us what users do (search online and visit car dealerships), how they feel (overwhelmed and excited), and what they thinks (“What do I want?” or “How much am I willing to spend?”). Phase 1 in the customer-journey map would be research and discovery. In the parallel service blueprint, the same phase 1 is seen from the viewpoint of the company and illustrates what the organization is doing time to produce corresponding customer experience.įor example, imagine the above customer-journey map was about buying a car. In customer-journey map, phase 1 (blue area) is viewed through the lens of the customers’ actions, thoughts, and emotions. ![]() Though the phases often align in customer-journey maps and service blueprints, the two visualizations reflect different perspectives on each phase. The primary focus of a customer-journey map is to learn more about the end user, while the focus of a service blueprint is to document how the organization creates that experience. In contrast, service blueprints reflect the organization's perspective and thus include frontstage actions, backstage actions, and support processes. ![]() This journey includes their thoughts and emotions. The goal of customer-journey maps is to better understand the end users’ journey. However, the other swimlanes will be different. For example, if the two maps are based on the same persona and they have the same scope, the customer-actions swimlane will be the same in the customer-journey map and service blueprint. This “swimlane” (or row of actions) acts as a foundation in both maps.Ĭustomer-journey maps and service blueprints can have common components. In terms of the artifacts themselves, the biggest similarity between the two is the presence of customer actions. Blueprinting is an ideal approach to experiences that are omnichannel, involve multiple touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments that all contribute to a user’s end-to-end experience). Like customer-journey maps, blueprints render complex scenarios spanning many service-related offerings. Think of service blueprints as a sequel to customer-journey maps. How Does a Service Blueprint Differ from a Customer-Journey Map? In this article, we answer the most frequently asked questions we receive about service blueprinting in our full-day course, Service Blueprinting. Service blueprints map out the relationship between various service components (people, processes, and props) and customer touchpoints. ![]()
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