Developing a Service Proposition Through Service Blueprinting

  • This full-day, hands-on workshop will introduce participants to service design blueprinting as the core method of service design thinking and practice. Grouped into small teams of 3-5 people, participants will take an initial service concept or touchpoint and map this across the service blueprint to develop the service ecology and proposition. They will work from detail to big picture and back again. At the end of the day, the groups will pitch their propositions using a sketched storyboard of a typical user’s journey through the service.

    Benefits

    By the end of the day participants will have learned:

    • How they can expand their existing skills (in UX, IxD, CX, IA and more) with service blueprinting
    • How to use insights as a driver for innovation for multi-channel experiences
    • How implementation detail affects the strategic whole and vice versa
    • How to align the back-stage business with the front-stage experience through service blueprinting
    • How to take user/persona journeys through the blueprint to generate storyboards, scenarios and design specifications
    • How service blueprints can be used to define measurement metrics of a service rather than having them imposed upon you

    Why a hands-on workshop?

    Service blueprinting is a natural expansion of user-experience and customer journey maps, but while most people nod and intellectually understand it when they are listening to a talk, it often falls to pieces when they try it themselves. Over the years I have learned that a learning-by-doing workshop approach is the best way for people to understand this powerful method.

    What You’ll Learn

    The day starts with a general introduction to service design with a particular focus on the differences (and similarities) to UX and other disciplines. After an introduction to the idea of a service blueprint, participants will be divided into teams of 3-5 people, depending on numbers.

    Participants are either given a brief or we can use a real brief from the client. They will then generate service concepts, using the blueprint to map out their ideas. This task will be expanded as they map the concept across multiple channels and phases of the service experience and also consider what backstage business elements will need to be in place to support the experience.

    I coach each team as they progress and/or get stuck, pushing them to zoom back and forth between detail and the overall service proposition. When the service proposition and blueprint are decently developed, participants will develop a scenario storyboard by taking a chosen user/persona journey through the blueprint. This storyboard will be sketched and then presented by the group at the end of the day as a three-minute pitch. There will also be some time at the end of the workshop for feedback and Q&A.

    This is a scaffold for a workshop – it can be expanded and changed as befits the needs of the client and participants.

    Who Should Attend

    The target audience can be a mix of UX/IxD/CX professionals as well as clients/management – those involved in brand strategy, customer experience, innovation, for example. Participants do not need to be the best graphic designers in the world, but the ability to sketch stickman storyboards is an advantage (that was good enough for Martin Scorsese when he made Taxi Driver, after all). An ideal workshop would be a good mix of both types of people in order to get buy-in from management and not preach to the choir. However, it is also an opportunity for UX professionals to expand their skill set.