Service Blueprinting

Type of record:
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


As the name suggests, Service Blueprinting is particularly suitable for service prototypes. These are described uniformly and in a structured way using this method. This results in a blueprint, which consists of the following different components:

Physical evidence
Patient admission in a hospital, for example, is a physical reference point for the patient. These often provide insights into service activities.

customer activities
This is about the concrete actions that a customer goes through as part of a process. The example of patient admission: filling out the admission forms.

frontstage activities
These are activities that are often directly related to customer activity and are therefore performed by the service provider. Example: First examination during hospital admission.

backstage activities
These are actions which are directly related to the respective customer, but which the service provider performs in the background and thus invisibly for the customer, for example the billing of a treatment or the stay in a hospital.

Supporting activities and systems
This refers to all steps and systems that are not directly connected to the individual customer, but are necessary for the overall service. For example, the sterilisation of surgical instruments or the computer system for treatment data in hospitals.
  • Effective for disruptive innovations
  • Effective for highly complex challenges
  • Effective for incremental innovations and improvements
  • Effective for medium complex challenges
  • Effective for process innovations
  • Effective for radical innovations
  • Effective for service innovations
  • P1 Understanding (identify innovation fields - problem solving)
  • P2 Analysis (problems - challenges - environment - people - products)
  • P3 Observe (people - environment - product use)
  • P4 Synthesize (create leading questions - take a stand)
  • P8 Early Prototyping (testing the idea directly on the user)
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