Service Blueprint

A visual diagram that provides a detailed description of a service or part of it, focusing on both the user experience perspective and the internal processes perspective.


A Service Blueprint is a visual diagram that illustrates the components, processes, and interactions of a service. By mapping front-stage and back-stage elements, it provides a comprehensive view of the service ecosystem. Service Blueprints are essential in service design, process improvement, and customer experience management, where understanding the interplay of touchpoints, workflows, and stakeholders guides innovation, efficiency, and alignment across the service delivery.

Suitable for

  • Identification of problematic areas in an existing service,
  • graphical representation of the service to all stakeholders,
  • designing a new service or its innovation.


Customer Journey Map

A visual representation of the user's end-to-end experience with a product or service, highlighting pain points, opportunities, and emotional states throughout the process.

Stakeholder Map

A visual representation of all stakeholders involved in the service delivery process, categorizing them based on their roles, responsibilities, and influence on the user experience.

Frontstage Actions

A list of all actions, touchpoints, or interactions between the users and the service that are directly visible or experienced by the users.

Backstage Actions

A list of all actions or processes that occur behind the scenes, which are not directly visible or experienced by the users, but support the overall service delivery.

Support Processes

Identification and detail of the underlying processes that enable both frontstage and backstage actions, such as IT systems, logistics, and employee training.

Opportunity Areas

Identification of key areas or stages in the service delivery process where improvements can be made to enhance the overall user experience or resolve user pain points.

Service Blueprint Documentation

A comprehensive document that captures all the components listed above, establishing a blueprint for the service, which can be used for communication, reference, and future improvements.

Implementation Plan

A plan that outlines the steps, resources, and timeline needed to implement the improvements identified in the service blueprint, along with a prioritization of tasks and initiatives based on impact and feasibility.

Metrics and Evaluation Plan

A set of quantifiable metrics and key performance indicators (KPIs) to track and evaluate the success of service improvements, along with a plan for regular data collection, analysis, and benchmarking.



Identify the Service

Determine the specific service you want to analyze and improve. This could be an entire service, a specific process, or a particular touchpoint within the service. Make sure to involve relevant stakeholders when narrowing it down.


Gather Information

Collect all the materials, processes, and data relevant to the service that you are examining, including customer interactions, marketing materials, and process documentation. Analyze user feedback, satisfaction level, and pain points to get insight into the service's current state.


Create Customer Journey Map

Outline the steps customers go through when engaging with the service. This is known as the customer journey map, which showcases the multiple touchpoints involved. Include information such as actions, emotions, and expectations that users have throughout their journey.


Outline Frontstage Processes

Map out the visible actions and interactions between the service provider and the customer. These are the frontstage processes that directly impact the customer's experience, like customer service interactions, purchasing process, or touchpoints on a digital platform.


Identify Backstage Processes

Document the internal operations and processes that the customer doesn't see but helps to deliver the service effectively. Examples include inventory management, supplier communication, or employee training, which ultimately impact the frontstage processes.


Define Supporting Processes

List out the systems, tools, and resources that support both frontstage and backstage processes. These may include software systems, physical equipment, or third-party services that the service provider uses to ensure smooth execution.


Analyze the Blueprint

Review the service blueprint as a whole, looking for any inefficiencies, pain points, or opportunities for improvement. Consider the users' perspective and all the internal processes, and identify areas of improvement in the service.


Develop Improvement Strategies

Create a plan to implement the changes identified during the blueprint analysis. Outline the necessary steps, resources, and potential challenges, while seeking guidance from stakeholders and getting buy-in from team members.


Implement Changes

Execute the improvement strategies according to your plan. Monitor your progress, gather feedback, and measure the impact of these changes on the overall customer experience and business success.


Review and Iterate

Regularly review the service blueprint and update it as required. Continuously iterate and improve the service to provide the best possible customer experience and adapt to any changes in user needs, market, or technology.

Support the project

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