Services are usually intangible, but to facilitate the analysis of services for better management and improvement, there is an urgent need for an analysis tool that can visualize intangible services, and service blueprints came into being. This article combines the service blueprint introduced by the Boardmix online whiteboard, which helps service companies understand the service process, evaluate service quality, and reasonably manage customer experience.

What is a Service Blueprint?


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A service blueprint is a picture or map that depicts a service system in detail. It is an analysis tool that uses a visual method to depict the entire service process. The main structure of the service blueprint is divided into two large blocks: consumer-oriented and service-brand-oriented, respectively sorting out consumer behavior and service behavior, as well as their correlation.

Among them, service behavior consists of three dividing lines: interactive dividing line, visual boundary line, and internal support line; they respectively describe the front-end service facing consumers, the back-end service supporting the front-end, and the company system supporting the front-end and back-end service logic. It includes not only the horizontal consumer service process but also the vertical internal collaboration. It is a panoramic view depicting the front, middle and back of the entire service.

Components of a Service Blueprint

The service blueprint is mainly composed of 1 main axis, 3 lines, and 4 dimensions of consumer insights. The specific structural elements are as follows:

(1) 1 Spindle

Behind-the-scenes support processes: The actions behind the scenes that support processes, such as strategic planning, recruiting, and coordination.

(2) 3 Lines 

Interaction line: This is where the user interacts with the service;

Visibility line: beyond this range, the part invisible to the user;

The boundaries of internal interaction: This is where the business itself stops and partners can step in.

(3) Consumer insights from 4 Dimensions

Physical evidence: actual communication channels that connect with users during the service, such as web pages, blog posts, events, and social media.

Understanding user behavior: refers to the actions a user must complete while using the service, for example, reading a blog post, registering for an event, or booking tickets.

Front-end interaction: Tangible interaction between the enterprise and the user, for example, email interaction, membership registration, or posting on social media.

Backend interaction: the user's behavior track, the operation process performed in the backend, for example, after the user posts a Weibo, the entire approval process goes through the backend.

Real Cases of Service Blueprint

Service blueprints use a visual form to identify pain points in the service system, optimize complex interactions, save costs for enterprises, and improve consumer experience. Multiple service blueprint template cases have been summarized in the Boardmix template community to help everyone better understand how enterprises should use service blueprints correctly as a whole.


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(1) Taxi-hailing companies-experience service blueprint

This Uber service blueprint case analyzes the service process that users experience from registering to taking a ride to leaving. It completely displays the physical evidence and user behavior above the interaction line, the front-end interaction between the interaction line and the visible line, the back-end interaction behind the visible line, and the support process behind the internal interaction line.


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(2) Airlines-experience service blueprint

This airline service blueprint case divides user service into three stages: pre-, middle, and late. It combines its own advantageous resources to find the core service links to design a differentiated experience for consumers and build a service blueprint with ups and downs and priorities to enhance consumers’ memory points during the service experience and leave a good impression and reputation.


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(3) Starbucks offline experience service blueprint

This Starbucks service blueprint template case is a complete user experience process design. The user's experience changes dynamically throughout the entire process, including online and offline touch points. Starbucks is constantly expanding user usage scenarios and usage methods, and adding technological elements to service links to optimize the overall service and satisfy more users.


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(4) Takeaway platform service blueprint template case


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In this takeout platform service blueprint template case, the user behavior is to order takeout through a takeout platform, deliver it, receive the takeout, and complete the entire order process after eating. The backend interaction of the service includes order processing, promotions, time and location, etc.


To sum up, the service blueprint can improve the coordination in the enterprise service process and identify failure points and weak links to better meet consumer needs and improve service levels.To complete the drawing of the service blueprint more efficiently, it is recommended that you use the Boardmix whiteboard


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Boardmix has a powerful online drawing function. It is not only fully functional but also has a rich library of service blueprint templates. It is suitable for diverse business scenarios and drawing visual charts, and supports multi-person collaboration and sharing discussions. Currently, a free personal version is available to meet basic drawing needs!  click Boardmix to use it online!

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