…ather our designs be complex, require an instruction manual, and offend the eyes, thankyouverymuch. Principles that feel too broad or obvious might as well be meaningless. They don’t help shed any light on downstream design decisions. They don’t help get people on the same page around what’s important.
…t lifecycle. This is the lifecycle of how a service is created, launched, supported, and sunsetted. These are the activities that make up the day-to-day work of staff in the service organization, and reflect what overall phase the service itself is in regarding maturity (is it a new service? a a mature service? a declining service?). These are the things you as a designer need to understand in order to make any headway doing servic…
…ce, and at the same time a detailed view into what is going on under the surface, moment-to-moment. Without this comprehensive surface-to-core view of who we are as an organization and our part in this journey we are creating, we can’t we make meaningful changes to how we serve our customers.
There are huge complexities that go unseen that are the support structures beneath every journey — the responsibilities of the internal actors, the systems that support those actors, all the processes and policies that dictate what can and cannot be done. Service blueprinting shows you a picture that not only includes the breadth of what happens along the journey, but all the depth that makes up the substance that the journey traverses across.