This workshop was presented at IxDA NYC local event on Wednesday, June 19, 2013 at AppNexus, http://ixda-nyc-june19-es2.eventbrite.com/ Using Service Blueprints to Create Holistic Multi-Channel Experiences When working on multi-channel experiences that blend both digital and human-to-human interfaces, service blueprints allow interaction designers to look beyond the pixels and peer into the structures and systems of touchpoints that create the service experience. The process of discovering, designing, and weaving these touchpoints together is the core work and deliverable of service designers. Service blueprints embody the foundational concepts of service design and are a fundamental tool for clarifying the interactions between customers, digital touchpoints, employees, and 'backstage' activities (everything the customer does not see). During this 2.5 hour workshop, you will learn about the anatomy of services and how to use service blueprints in your design practice. You will create a service blueprint documenting an existing service encounter and identify new opportunities. Utilizing this blueprint, you will explore ways of manipulating aspects of service delivery to eliminate pain-points, improve the experience, and create new process efficiencies.

1. Using Service Blueprints to Create
Holistic Multi-Channel Experiences
Izac Ross | June 19, 2013 | IxDA NYC

2. @zaic

4. Theory from the field | 10 min
Detailed anatomy | 15 min
Blueprints in Practice | 90 min
When to use | 5 min

5. Services...

6. love...

7. love...

8. hate...

9. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Service companies that
believe they provide a
superior service proposition
80%

10. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Service companies that
believe they provide a
superior service proposition
80% Companies whose
customers agree8%

11. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
Service
Anticipation
Gap
Service companies that
believe they provide a
superior service proposition
80%

12. Service
Anticipation
Gap
= opportunity

13. interaction design vs service design

14. interaction design + service design

15. Chances are, you work for a service

16. It’s not all digital

17. Your B2B “product” is one of your
customer’s touchpoints

18. Usability is dead, it’s about perform-ablity

19. Business Design
Service Design
Industrial Design
Interior Design/
Architecture
Graphic Design Interaction Design
Viability
Perform-ablity
Findablity/
Usability

20. Blueprints are fundamental

21. They expose the core
structure of services

22. Services are outcomes in which
customers do not take ownership of
physical elements involved.

23. Services are co-created by service users
and service employees.

24. Your outcome and experience is likely to
be very different than mine.

25. GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences

26. GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences

27. GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences

28. GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences

29. Exchanges occur through mediums...

30. called Touchpoints

31. Palette of 5 types touchpoints
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. Relates the
people, place, props,
and partners.

32. Frontstage
Backstage
Partners

33. Service Cycle
Entise
Enter
Experience
Exit
Extend
Use
Retain
Orient
Attr
act
Entice
Developed with Liz Burow

35. Lynn Shostack, at Citibank, pioneered the
concept of service blueprinting back in
the 1980’s.

36. Recently rediscovered by designers

37. STEAL FRAMEWORKS from these people

38. Blueprint example:
Pharmacy drop-off and pickup

39. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action

40. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy

41. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy

42. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer

43. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)

44. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system

45. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later

46. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
5-45 min
X day
0-15 min 5-10 min25-90 days
# of people in queue
Time to front of queue
Drug in stock
Price of drug
Length of wait time
for pick up
# of people in queue
Time to front of queue
Prescription is filled
on-time
Clear method of
refill
30 sec 0-15 min 0-15 min1-10 min
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later

47. Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
5-45 min
X day
0-15 min 5-10 min25-90 days
# of people in queue
Time to front of queue
Drug in stock
Price of drug
Length of wait time
for pick up
# of people in queue
Time to front of queue
Prescription is filled
on-time
Clear method of
refill
30 sec 0-15 min 0-15 min1-10 min
Retail location
Signage
In-store wayfinding
Length of queue
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription bottle
Drug info sheet
Bag, Receipt
Prescription bottle
Prescription/Script
Insurance Card
State ID
Queues to pick upEnters pharmacy
Queues and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can
fill script on time,
with expected cost
Agrees on time to
pick up
Verifies identity
Pays for
prescription and
other items
Refill Request
With prescription
in hand, exits the
pharmacy
Retrieves filled
prescription and
scans the barcode
Collects script,
insurance,
and identifying
information
Provides a time
frame
Asks for
identifying
information
Places
prescription and
receipt in bag.
Gives bag to the
customer
Credit card
Terminal asks for
payment (see sub
process 1.4a)
POS
POS: payment
Approved
Pharmacist fills
prescription
Places in
appropriate bin
Fulfillment Queue
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
queue
Internal inventory
management
system
Accounting system
Drug supplier Goods supplier
Payment
processor
Insurance
provider pays
benefits portion of
script
Insurance
company
15-45 days later

48. Props
Place
Experiences,
Thinking, Actions
People
Process
Process
Process
People
Physical
Evidence
Customer
Action
Support
Processes
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Partners
Process
People

49. is one person’s experience
through a single path

50. blueprints
have altitude

51. A few lessons from a long blueprint...

52. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer

53. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
vertical line crossing =
value exchange

54. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer

55. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Arrow direction =
control
dependency

56. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer

57. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
Double arrow indicates
agreement must be
reached to move
process forward

58. Physical
Evidence
Customer
Action
Support
Processes
Time
Quality Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
Action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer

59. Shostack, G. Lynne. "Designing Services that Deliver", Harvard Business Review, vol. 62, no. 1 January - February 1984, pp. 133–139.

60. Map & redesigning a dry cleaners

61. Activity 1: Collect
15 min

62. 4 perspectives of service design research
- Service users
Frontstage employees/touchpoints
Backstage employees/touchpoints
& partners
Business stakeholders

63. In your groups...

64. In your groups...
Pick one person to
interview as a user of
the service

65. In your groups...
Pick one person to
interview as a user of
the service
Pick one person to
represent the frontstage
and backstage

66. In your groups...
Pick an interviewer

67. In your groups...
Pick an interviewerTake copious notes Take copious notes

69. go...

70. Stop

71. How did that go?

72. Activity 2:
Blueprint the current
20 min

73. Physical
Evidence
Customer
Action
Partners
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer

74. Physical
Evidence
Customer
Action
Partners
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
1

75. Physical
Evidence
Customer
Action
Partners
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
2
1

76. Physical
Evidence
Customer
Action
Partners
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
2
- 3
1

77. Physical
Evidence
Customer
Action
Partners
Time
Measures
Service
Employees
(HHI)
Digital &
Devices
(HCI)
Line of Interaction
Line of Visibility
Line of Internal Interaction
Backstage
action
Ques to pick up
Retail Location
Signage
0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days
# of people in que,
time of que
In stock
Price
Length of
wait time
Rate of pharmacist
# of people in que,
time of que
promised time is
full-filled
Consultations are
offered
Clear method of
refill
In store way finding
Length of que
State ID if controlled
substance
Prescription
Script bins
Credit card terminal
Loyalty card
Prescription
Store bag
Perscription bottle
Prescription/Script
Insurance Card
State ID
Enters pharmacy
Ques and
waits to talk to
pharmacist/
assistant
Verifies that
pharmacist can fill
it on time/on cost
Agrees on time to
fill/pick up
Verifies identity
Retrieves filled
prescription and
scans the barcode
POS
POS: payment
Approved
Pays for
prescription
Requests Refill
Exits the
Pharmacy
Pharmacist fills
prescription
drug supplier goods supplier
Payment
processor
Benefits
provider pays for
remainder script
cost
Places in
appropriate bin
Collects script,
Insurance,
and identifying
information.
Provides a time
frame
Fulfillment Que
Inventory
management
system
POS
POS prompts
pharmacist to fill
the next script in
que
Internal inventory
management
system
Accounting system
Insurance
company
Asks identifying
information and
insurance
Places
prescription and
receipt in bag.
Gives bag to the
customer
2
- 3
1
v
4

78. go...

79. Stop

80. Spend 5 minutes marking the flowing
Painpoints
Must fix, areas of complaint,
drop off points, potential
failures
Financial
opportunities
Save money, charge more,
additional services, etc.
Feedback
loops
Places to measure
service quality
Service
strengths
Aspects that should be
maintained

81. go...

82. Stop

83. Activity 3:
Re-design!
20 min

84. Your dry cleaner has hired you because
he has a few service issues and he knows
you are an awesome service designer...

85. Locations Services Hours Equipment capacity used
Willamsburg
Laundry mat
Drop off dry cleaning
Wash and fold
8 am - 10 pm 35% use
Downtown Brooklyn
Dry Cleaning
Alteration
8 am - 6 pm 30% use
Union Square
Dry Cleaning
Alteration
8 am - 6 pm 40% use
Murry Hill
Laundry mat
Drop off dry cleaning
Wash and fold
8 am - 10 pm 20% use
4 other stores in Brooklyn and Manhattan

86. 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

87. 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

90. go...

91. Stop

92. Activity 4: Pitch
5 min each

93. When to use this technique...

94. http://www.dubberly.com/articles/designing_for_service.html

95. http://www.dubberly.com/articles/designing_for_service.html
BP

96. http://www.dubberly.com/articles/designing_for_service.html
BP BP

97. http://www.dubberly.com/articles/designing_for_service.html
BP BP BP

98. you are designing services with a mix of
digital and non-digital touchpoints.
A good tool when...

99. your clients have lost track of how the
service gets produced.
A good tool when...

100. many IT systems, people, props, and
partners are involved in creating an
outcome.
A good tool when...

101. seeking to formalize high-touch services
into lower touch forms.
A good tool when...

102. Andy Polaine - Blueprint +
http://www.slideshare.net/apolaine/blueprint-developing-a-
tool-for-service-design

103. Socialize them...

104. your blueprint

105. Don’t stop with the blueprint

106. One of many tools...

107. Service
Customer
User
System
Touchpoint
Blueprint
Map
Journey
Ecoystem
Matrix
Source: Chris Risdon

108. Enact...

112. Remember we are designers...

113. We have hands... go build...

116. @zaic | @momentdesign

117. Download materials & handouts