1. USER-ORIENTED NEWS
Corinna Sherman
Information Design & Rhetoric, Spring 2010

2. The nature of services
• Unlike physical products, services are
dynamic.
• Each critical interaction between the
customer and the tangible things that
shape the service experience is a
touchpoint.
• A service journey is a series of
touchpoints that take place over time

3. Service blueprinting
• A method introduced in 1984 by
CitiBank executive G. Lynn Shostack
• Created to help managers design and
analyze service processes

5. Exploring audience
customer
support
news provider
local vendor

6. Exploring audience
customer
support
news provider
local vendor

7. Exploring audience
customer
support
news provider
local vendor

8. Exploring audience
customer
support
news provider
local vendor

9. Exploring audience
customer
support
news provider
local vendor

10. A customer focus
“...the focus shifts from looking at
episodes, to thinking about journeys:
how all the touchpoints and channels
come together over a period of time
and interact with people’s lives, needs,
interests and attitudes.”
-- Parker & Heapy, The Journey to the Interface

11. Blueprint concept

12. Blueprint iteration

13. Wait.

14. Wait.
What do consumers really care about?

15. Wait.
What do consumers really care about?
Not details of service design!

16. Remember the
audience

19. User-centered interfaces
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20. Digital iteration

21. Refinement

38. References
• Parker, S., Heapy, J. The Journey to the
Interface: How public service design
can connect users to reform. Demos,
London, 2006.
• Bitner, M.J., Ostrom, A.L., Morgan, F.N.
Service Blueprinting: A Practical Tool
for Service Innovation. Center for
Services Leadership, Arizona State