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.



A Service Design Blueprint helps you clarify the interactions between service users, digital touchpoints, and service employees, including the frontstage activities that impact the customer directly, and the backstage activities that the customer does not see.


You can map all or part of the service delivery from the first trigger (Entice) through to enabling the journey to continue (Extend).


The 5E's Diagram

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.

Best long-form explanations
Quick how to
  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.
Outcomes to look for
  • Gaps in knowledge
    (which you’ll need to conduct further research on)
  • Pain points / areas for improvement
    (Which will be the starting point for high level Jobs-to-be-done / User stories)
  • Opportunities to measure the quality of the service
  • Opportunities for cost savings or increased profits
  • Moments that are loved by the customer and should not be lost