Workshop: Using Service Blueprinting to Evolve Services
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The document discusses service blueprints, which expose the core structure of services. Service blueprints show the key touchpoints in a service through which customers interact with employees, spaces, devices, and other entities to co-create the service experience. They illustrate the lines of interaction, visibility, and internal processes involved in delivering the service. An example blueprint is provided for the process of dropping off and picking up a prescription at a pharmacy.
![Anatomy of a Service Blueprint
A Blueprint is a persona’s
experience through a single
service journey. Blueprints [Journey Name] — [Persona or Architype]
show use case or path over
time. Additional blueprints Quality
must be used for variations of Measures How is success measured?
the service journey.
Emotional Customer’s Emotional State
Service blueprints also have Journey
altitude. They come in high
and low altitude. A one page Time 00:00:00 00:00:30
blueprint provides an overview
and starting point. A low Physical Props
altitude detailed blueprint is Evidence Place
an invaluable management
tool when all IT systems Customer Experiences, Experiences,
and support processes are Action Thinking, Thinking,
identified. Actions Actions
Line of Interaction
Service People
Value Exchange Employees Process
Frontstage
Arrow cross =
Value exchange
Digital & Process
Device
Control & Release Line of Visibility
Arrow direction Employees People
= control Process
dependency
Apps Process
Backstate
Double arrow = Data
agreement must
be reached to
move process Networks
forward Line of Internal Interaction
Support Partners
Creativity Required Processes People
Service staff Process
has mandate
for creative
production
IZAC ROSS
Service & Interaction Designer
www.izacross.com](https://image.slidesharecdn.com/blueprinting20130221-130226210913-phpapp02/85/Workshop-Using-Service-Blueprinting-to-Evolve-Services-108-320.jpg)
Workshop: Using Service Blueprinting to Evolve Services
- 1. Service Blueprints Izac Ross | February 21, 2013 Tuesday, February 26, 13
- 3. Tuesday, February 26, 13
- 4. Theory from the field | 10 min Detailed anatomy | 15 min Practice | 90 min When to use | 5 min Tuesday, February 26, 13
- 9. 80% Service companies that believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database) Tuesday, February 26, 13
- 10. 80% Service companies that 8% Companies whose customers agree believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database) Tuesday, February 26, 13
- 11. Service Anticipation 80% Service companies that Gap believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database) Tuesday, February 26, 13
- 12. Service Anticipation = opportunity Gap Tuesday, February 26, 13
- 13. If we can figure out how to get around this... Tuesday, February 26, 13
- 14. All other concepts Decoration A caricature of the popular conception of F design vs. all other concepts Source: Dubberly Design Dffice Tuesday, February 26, 13
- 15. Tuesday, February 26, 13
- 16. Blueprints are fundamental Tuesday, February 26, 13
- 17. They expose the core structure of services Tuesday, February 26, 13
- 18. Services are outcomes in which customers do not take ownership of physical elements involved. Tuesday, February 26, 13
- 19. Services are co-created by service users and service employees. Tuesday, February 26, 13
- 20. Your outcome and experience is likely to be very different than mine. Tuesday, February 26, 13
- 21. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences Tuesday, February 26, 13
- 22. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences Tuesday, February 26, 13
- 23. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences Tuesday, February 26, 13
- 24. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences Tuesday, February 26, 13
- 25. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences Tuesday, February 26, 13
- 26. Exchanges occur through mediums... Tuesday, February 26, 13
- 27. called Touchpoints Tuesday, February 26, 13
- 28. Palette of 5 types touchpoints People Place Prop Partner Process Employees and The physical space or The objects and Other businesses or Workflows and rituals other customers the virtual environment collateral used to entities that help to that are used to encountered while the through which the produce the produce or enhance produce the service service is produced. service is delivered. service encounter. the service encounter. encounter. Relates the Forms, products, people, place, props, signage, etc. and partners. Tuesday, February 26, 13
- 30. Lynn Shostack, at Citibank, pioneered the concept of service blueprinting back in the 1980’s. Tuesday, February 26, 13
- 31. Recently rediscovered by designers Tuesday, February 26, 13
- 32. STEAL FRAMEWORKS from these people Tuesday, February 26, 13
- 33. Blueprint example: Pharmacy drop-off and pickup Tuesday, February 26, 13
- 34. Measures Time Physical Evidence Customer Action Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 35. Measures Time Physical Evidence Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 36. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 37. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 38. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Backstage action Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 39. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system queue Line of Internal Interaction Support Processes Tuesday, February 26, 13
- 40. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes script Tuesday, February 26, 13
- 41. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 min Time X day Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes script Tuesday, February 26, 13
- 42. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 min Time X day Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes script Tuesday, February 26, 13
- 43. Measures Time Physical Props Evidence Place Customer Experiences, Action Thinking, Actions Line of Interaction Service Employees People (HHI) Process Digital & Devices Process (HCI) Line of Visibility Backstage Process action People Line of Internal Interaction Partners Support Process Processes People Tuesday, February 26, 13
- 44. is one person’s experience through a single path Tuesday, February 26, 13
- 45. blueprints have altitude Tuesday, February 26, 13
- 46. A few lessons from a long blueprint... Tuesday, February 26, 13
- 47. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 48. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & vertical line crossing = Devices value exchange (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 49. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 50. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Arrow direction = control Line of Visibility dependency Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 51. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 52. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action it on time/on cost assistant Double arrow indicates Line of Interaction agreement must be reached to move Service Collects script, Insurance, process forward information and Provides a time Asks identifying Retrieves filled Places prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 53. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes cost Tuesday, February 26, 13
- 54. Shostack, G. Lynne. "Designing Services that Deliver", Harvard Business Review, vol. 62, no. 1 January - February 1984, pp. 133–139. Tuesday, February 26, 13
- 55. Map & redesigning a dry cleaners Tuesday, February 26, 13
- 56. Activity 1: Collect 15 min Tuesday, February 26, 13
- 57. 4 perspectives of service design research - Service users Frontstage employees/touchpoints Backstage employees/touchpoints & partners Business stakeholders Tuesday, February 26, 13
- 58. In your groups... Tuesday, February 26, 13
- 59. In your groups... Pick one person to interview as a user of the service Tuesday, February 26, 13
- 60. In your groups... Pick one person to Pick one person to interview as a user of represent the frontstage the service and backstage Tuesday, February 26, 13
- 61. In your groups... Pick an interviewer Tuesday, February 26, 13
- 62. In your groups... Take copious notes Pick an interviewer Take copious notes Tuesday, February 26, 13
- 63. go... Tuesday, February 26, 13
- 64. Stop Tuesday, February 26, 13
- 65. How did that go? Tuesday, February 26, 13
- 66. Activity 2: Blueprint the current 20 min Tuesday, February 26, 13
- 67. Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier company processor provider pays for Partners remainder script cost Tuesday, February 26, 13
- 68. Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and 1 Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier company processor provider pays for Partners remainder script cost Tuesday, February 26, 13
- 69. Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and 1 Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer 2 Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier company processor provider pays for Partners remainder script cost Tuesday, February 26, 13
- 70. Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and 1 Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer 2 Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction - 3 Insurance Payment Benefits drug supplier goods supplier company processor provider pays for Partners remainder script cost Tuesday, February 26, 13
- 71. Measures # of people in que, In stock Length of v Rate of pharmacist # of people in que, promised time is Consultations are Clear method of 4 time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and 1 Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer 2 Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction - 3 Insurance Payment Benefits drug supplier goods supplier company processor provider pays for Partners remainder script cost Tuesday, February 26, 13
- 72. go... Tuesday, February 26, 13
- 73. Stop Tuesday, February 26, 13
- 74. Spend 5 minutes marking the flowing Painpoints Financial Feedback Service Must fix, areas of complaint, opportunities loops strengths drop off points, potential Save money, charge more, Places to measure Aspects that should be failures additional services, etc. service quality maintained Tuesday, February 26, 13
- 75. go... Tuesday, February 26, 13
- 76. Stop Tuesday, February 26, 13
- 77. Activity 3: Re-design! 20 min Tuesday, February 26, 13
- 78. Your dry cleaner has hired you because he has a few service issues and he knows you are an awesome service designer... Tuesday, February 26, 13
- 79. 4 other stores in Brooklyn and Manhattan Locations Services Hours Equipment capacity used Laundry mat Willamsburg Drop off dry cleaning 8 am - 10 pm 35% use Wash and fold Dry Cleaning Downtown Brooklyn 8 am - 6 pm 30% use Alteration Dry Cleaning Union Square 8 am - 6 pm 40% use Alteration Laundry mat Murry Hill Drop off dry cleaning 8 am - 10 pm 20% use Wash and fold Tuesday, February 26, 13
- 80. 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 - 85% customers return rate Tuesday, February 26, 13
- 81. 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 Tuesday, February 26, 13
- 82. go... Tuesday, February 26, 13
- 83. Stop Tuesday, February 26, 13
- 84. Activity 4: Pitch 5 min each Tuesday, February 26, 13
- 85. When to use this technique... Tuesday, February 26, 13
- 86. http://www.dubberly.com/articles/designing_for_service.html Tuesday, February 26, 13
- 87. BP http://www.dubberly.com/articles/designing_for_service.html Tuesday, February 26, 13
- 88. BP BP http://www.dubberly.com/articles/designing_for_service.html Tuesday, February 26, 13
- 89. BP BP BP http://www.dubberly.com/articles/designing_for_service.html Tuesday, February 26, 13
- 90. A good tool when... you are designing services with a mix of digital and non-digital touchpoints. Tuesday, February 26, 13
- 91. A good tool when... your clients have lost track of how the service gets produced. Tuesday, February 26, 13
- 92. A good tool when... many IT systems, people, props, and partners are involved in creating an outcome. Tuesday, February 26, 13
- 93. A good tool when... seeking to formalize high-touch services into lower touch forms. Tuesday, February 26, 13
- 94. Socialize them... Tuesday, February 26, 13
- 95. your blueprint Tuesday, February 26, 13
- 96. Don’t stop with the blueprint Tuesday, February 26, 13
- 97. One of many tools... Tuesday, February 26, 13
- 98. Service Blueprint Customer Map User Journey System Ecoystem Touchpoint Matrix Source: Chris Risdon Tuesday, February 26, 13
- 100. Tuesday, February 26, 13
- 101. Tuesday, February 26, 13
- 102. Tuesday, February 26, 13
- 103. Remember we are designers... Tuesday, February 26, 13
- 104. We have hands... go build... Tuesday, February 26, 13
- 105. Tuesday, February 26, 13
- 106. Tuesday, February 26, 13
- 107. @zaic | @momentdesign Tuesday, February 26, 13
- 108. Anatomy of a Service Blueprint A Blueprint is a persona’s experience through a single service journey. Blueprints [Journey Name] — [Persona or Architype] show use case or path over time. Additional blueprints Quality must be used for variations of Measures How is success measured? the service journey. Emotional Customer’s Emotional State Service blueprints also have Journey altitude. They come in high and low altitude. A one page Time 00:00:00 00:00:30 blueprint provides an overview and starting point. A low Physical Props altitude detailed blueprint is Evidence Place an invaluable management tool when all IT systems Customer Experiences, Experiences, and support processes are Action Thinking, Thinking, identified. Actions Actions Line of Interaction Service People Value Exchange Employees Process Frontstage Arrow cross = Value exchange Digital & Process Device Control & Release Line of Visibility Arrow direction Employees People = control Process dependency Apps Process Backstate Double arrow = Data agreement must be reached to move process Networks forward Line of Internal Interaction Support Partners Creativity Required Processes People Service staff Process has mandate for creative production IZAC ROSS Service & Interaction Designer www.izacross.com
- 109. Touchpoint Palette: The Five P’s Source: Dianna Miller, http://bit.ly/bcis4C 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. The glue that connects people, place, props, and partners. Footnotes Digital version of presentation can be found at izacross.com/blueprintworkshop • Book recommendation: Service Management, James A. Fitzsimmons, http://amzn.to/XnSCe4 • Book recommendation: Services Marketing, Christopher H Lovelock, Jochen Wirtz, http://amzn.to/XLEOt6 • Book recommendation: Service Management and Marketing, Christian Gronroos, http://amzn.to/Y4RPSe • Closing the delivery gap, http://bit.ly/XnSyuH • Designing for Service: Creating an Experience Advantage, http://bit.ly/94Kwny • Designing Services that Deliver, G. Lynn Shostack, http://bit.ly/hDADns • Service Blueprint adapted from a diagram from Dianna Miller
- 110. Activity 1: Collect Inquire or observe what key activities are involved in creating the service outcome. • Make sure to inquire about and note the pain points and strengths of the service. • Observe and note touchpoints (people, props, partners, place, and process) as they occur. Attract What makes the customer look for a service like this? How do customers find the service? How do customer compare alternative options? Frontstage Backstage Orient How does the customer familiarize themselves with the service? What is the initial experience when they walk in? How do they understand the offering? Frontstage Backstage IZAC ROSS Service & Interaction Designer www.izacross.com
- 111. Interact/Use How does the customer sign up/start a transaction? How do they purchase the service? What are the interactions between the customer ad touchpoints? Frontstage Backstage Retain How does the service retain its customers? What keeps a customer coming back? What is in place to compensate customers for an unsatisfactory service experience? Frontstage Backstage IZAC ROSS Service & Interaction Designer www.izacross.com