A journey map with key operational processes mapped underneath, used to capture and assess how a service organisation completes various tasks across a user journey.
- A tool to evaluate how efficiently an organisation completes steps in the user journey.
- A tool for visualising and prototyping changes to organisational processes, systems and tools.
- You want to look for opportunities to improve operational efficiency.
- You want to solve user pain points that you identified during user research.
Service blueprints are not
Journey maps – Journey maps are visual representations of a service experience from a user’s point of view. Service blueprints map out operational processes underneath journey maps.
Service blueprints are important service design tools. Often you can’t improve a service experience unless you change something operational about the service organisation.
Front of house: All user-facing touchpoints and interactions should be visualised directly beneath the user journey.
Back of house: Systems, processes, tools and staff that are hidden from the user, but critical to the completion of each step in the journey; usually presented underneath the front-of-house interactions.
Line of visibility: A dotted line placed on the journey map to indicate which elements of the operation a user can witness and which are hidden from view.
Pain point: An issue, problem or moment in the experience that is likely to cause negative emotions or perceptions for users (e.g. form is hard to find).
Reviewed 15 April 2020