Service Design Blueprint

Breaking down both customer experience (frontstage end-to-end) and service delivery (backstage surface-to-core), showing the exchange of value, step-by-step across key scenarios. Generates actionable insights and alignment, and captures: actors, systems, policies, data, facts, critical moments, questions, and ideas at each step.


What is current-state blueprinting?

Current-state service blueprinting looks at an existing service experience to answer the following questions:

  • What is the current client experience of this service for particular scenarios?
  • How is the organization delivering that service experience through processes, systems, people, policies, and more?
  • How might we improve our service delivery to support a better experience for the client?

In this way, current-state service blueprinting is an “audit” of the current experience and the current organizational practices that result in that experience.

Future-state blueprinting process

The process itself is similar to current-state blueprinting, in that you need to assemble a cross-functional team to define the service delivery model. One thing to consider is that future-state blueprinting typically takes significantly more time than current-state blueprinting, because there is a lot of discussion and negotiation that needs to happen as part of the process of defining service delivery and implementation strategy. So not only make sure to have several sessions blocked for the process, but also make sure to have the right stakeholders in the room who can be decision-makers for their particular area (marketing, engineering, etc.).



Who else is involved in a service?

A service experience often involves more than just the service user and employee. There are several types of people working together to create a service.

Service Customers are actually purchasing the service, which is sometimes a different user than who is actually using the service.
Service Users directly use the service to achieve the outcome.
Frontstage service employees deliver the service directly to the user.
Backstage service employees make everything happen in the background; the user doesn’t see or interact directly with these people.
Partner service employees are other partners involved in delivering the service. For example, UPS is a partner service employee to Amazon. You may order from Amazon, but UPS plays a role in completing your service experience.


  1. Have a defined scope of what you want to capture from the trigger point until the completion of the scenario.
  2. Start with the ‘Front Stage’ and the ‘User’ and plot the points at which the interactions occur and any tasks that are completed.
  3. Make sure you also document the emotions and ‘aha moments’ associated with all parties involved.
  4. Fill in any other people and systems involved in creating the service as well as a high level of what inputs and outputs are involved.
  5. Create a journey from start to the finish by adding in arrows to the box where the actor is taking action.



See also