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๐Ÿค” What's a good structure for a Service Blueprint?
Daniele Catalanotto avatar
Written by Daniele Catalanotto
Updated over a year ago

My two cents

The base structure of a Service Blueprint shows the customer journey (frontstage) with under it what needs to happen below to create that experience (backstage).
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It can be hard to start building out a Service Blueprint, especially for a new service idea you're trying to prototype. In such moments pre-made structures can be pretty useful. Here are a few that you can use to get started:

The classical one

Aware, Join, Use, Develop, Leave. That's the one you learn about in the book "Service Design From Insight to Implementation" by Andy Polaine, Ben Reason & Lavrans Lรธvlie

The classical one with a twist

I personally like to add a "Re-join" phase at the end of my blueprints to think about the fact that possibility of people coming back to the service and how that might happen. This gives us the following structure: Aware, Join, Use, Develop, Leave, Re-join

Marketing funnel + classical one

If you want more details for the aware phase, you can easily zoom in by using the structure of the marketing funnel. Here you can use whatever flavour of funnel that you prefer, for example, the Purchase Funnel, Google Moments. This could give you this structure: Awareness, Desire, Interest, Join, Use, Develop, Leave.

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