This is the presentation deck from UX Workshop held by Ben Bowes as a part of UXSEA Summit 2018 in Singapore. UXSEA Summit 2018 was held from 18th to 20th November, 2018. For more information about UXSEA Society, visit https://uxsea.org/ The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.

2. Hello, my name is Ben Bowes
and I’m a Product Design Manager
at Pivotal Labs Singapore.
@bowesdesign
http://bowes.design
https://www.linkedin.com/in/bowesdesign/
https://pivotal.io/

3. Take a holistic view
of your product with
Service Blueprints.

4. What is Service Design? (15 min)
How to Service Blueprint? (15 min)
Activity: Make A Blueprint (45 min)
Blueprint Wrap-up (15 min)

5. My Product Physical Mobile
Print AdsNotificationsStaffBusiness Silos
Wearables Marketing
APIs Retail Locations Channels Other Products

6. A system that’s delivered over time
with multiple interactions, products,
and touch-points.

7. What is Service Design?

8. The activity of planning and organizing
the orchestration of people,
infrastructure, operations,
communications, and interactions of a
service in order to improve its quality.

9. Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

10. Source: 7 UX Principles by a Service Designer, https://uxplanet.org/7-ux-principles-by-a-service-design-company-5a32da62f7e8
DesignThinking
HumanCenteredDesign

11. User Experience:
Experience between a
person and a single
touchpoint, usually the
interface of a digital
product.

12. Service Design:
The orchestrated experience
of all parts of the service from
people to objects to places
to interfaces.
Source: https://www.nytimes.com/2018/01/21/technology/inside-amazon-go-a-store-of-the-future.html

15. Business IT

23. “The last best experience that anyone
has anywhere becomes the minimum
expectation for the experience they
want everywhere.”
Source: https://boagworld.com/digital-strategy/service-design/
Bridget van Kralingen, Senior Vice President of IBM Global Business Services

24. When products, services and
technology are designed,
orchestrated and executed
cohesively, we can create magic.

30. How do we get to the point
where our products and
services feel like magic?

31. “Blueprints are the gateway
drug to service design.”
Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf
Patrick Quattlebaum, Founder & CEO of Harmonic Design

32. What is a Service Blueprint?

33. Service Blueprints
are an operational
tool that visualizes
the elements of a
service in enough
detail to analyze,
implement, and
maintain it.
Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

34. They show the orchestration of
people, touchpoints, processes, and
technology both frontstage (what the
customers see) and backstage (what is
behind the scenes).
Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

35. Why use a Service Blueprint?

36. To gain alignment and a shared
understanding of an end-to-end
service experience.

37. To visualize all the interactions,
dependencies, connections, and
breakdowns of a service concept.

38. To quickly prototype a service
experience at a low fidelity in order to
explore business & operational viability.

39. How to Service Blueprint?

40. BackstageFrontstage
LineOfVisibility

41. Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf
Customer Actions
Touchpoints
Frontstage Staff Actions
Backstage Staff Actions
Support Processes
FrontstageBackstage

42. Customer Actions:
The physical or mental
actions a customer
performs during a
service experience.
Customer asks
question and places
their order.

43. Touchpoints:
The medium of
exchange between the
customer and the
service.
Conversation
between customer
and server

44. Frontstage
Staff Actions:
The physical or mental
actions the staff performs
during a service
experience that the
customer sees.
Server answers any
questions regarding
the menu and takes
the customer’s
order

45. Backstage
Staff Actions:
The physical or mental
actions the staff performs
during a service behind
the scenes.
Server enters order
into system

46. Support Processes:
The tools and systems
necessary to
support the staff at that
moment during the
service experience.
Ordering system

47. Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf
Experience Stages
Line Of Visibility

48. Customer Actions
Touchpoints
Frontstage Staff Actions
Backstage Staff Actions
Support Processes
FrontstageBackstage
Line Of Visibility
Stage 1 Stage 2

49. Create a service blueprint of the
current state of the McDonald’s
self-service kiosk.

50. Start with the first and last steps of the Customer Actions
swim lane
Then fill in the steps in between. Think about the Experience
Stages to help you fill in the Customer Actions swim lane first
Work down from Customer Actions to create Service
Moments then across to complete the blueprint
Optional: add flow lines between Service Elements to show
how they connect within the Service Moment

51. Create a service blueprint of the
current state of the McDonald’s
self-service kiosk.

52. Customer Actions
Touchpoints
Frontstage Staff Actions
Backstage Staff Actions
Support Processes
FrontstageBackstage
Line Of Visibility
Stage 1 Stage 2

53. How did it go?

54. Who wants
to share?

55. Service Blueprints can be used to show
the current state or an ideal future state
of an existing service or they can be
used to define and implement a
completely new service experience.

56. When to use a
Service Blueprint?

57. Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

58. Who should participate?

59. Product Owner
UX Designer
Operations Manager
Business Partner
IT Associate
SME

60. Things To Consider When
Service Blueprinting

61. Consider the level of zoom.
Zoom out to cover a large
amount of the experience at a
low level of detail or zoom in
to cover a smaller part of the
experience in more detail.

62. Consider adding additional
data to your blueprint.
Highlight things like key
moments and service
breakdowns or add
swimlanes to capture pain
points or thoughts and
emotions.

63. Consider the level of fidelity.
Blueprints can be produced
using a variety of mediums
from Post-Its to Excel to
Illustrator to Realtime Board.

67. Great, I just used half a
forest’s worth of post-its on a
blueprint, now what?

68. Use it to identify
knowledge gaps,
assumptions &
questions.
?
?
?
?
?
?
?

69. Use it to identify
the changes,
missing parts and
projects needed to
bring the service
to fruition.
Current State
Future State

70. Use it as a starting
point for a product
roadmap.

71. Use it to help
prototype your
service with
Service Storming.
Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

72. Use it to identify
service patterns
in order to create
consistency
across services.
Source: A Guide To Service Blueprinting, Adaptive Path, https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

73. Use it to create magic.

74. “The last best experience that anyone
has anywhere becomes the minimum
expectation for the experience they
want everywhere.”
Source: https://boagworld.com/digital-strategy/service-design/
Bridget van Kralingen, Senior Vice President of IBM Global Business Services

75. Questions?

76. For more information on
Service Design and
Service Blueprints,
checkout Adaptive Path.
Source: https://boagworld.com/digital-strategy/service-design/
https://medium.com/capitalonedesign/d
ownload-our-guide-to-service-blueprinti
ng-d70bb2717ddf

77. Hello, my name is Ben Bowes
and I’m a Product Design Manager
at Pivotal Labs Singapore.
@bowesdesign
http://bowes.design
https://www.linkedin.com/in/bowesdesign/
https://pivotal.io/