When service design artefacts come to life: a storytelling approach

In service design, artefacts, like service blueprint, ecosystem map and stakeholder are more than just passive tools; they are the narrators of our user experiences, silently shaping the outcomes of every project. Each of them has a specific role and definition attributed to them. In this article, I explore an approach where these artefacts and how might their ‘voices’ transform the way we approach service design?

Imagine a scenario where our most relied-upon artefacts come to life as characters, each with their own personality, wisdom, and perspective. This creative exploration aims to deepen our understanding of their intrinsic roles in designing effective services.

You’ll be introduced to our main character, Alexa who is being guided by her service design artefacts to make sense of a service that she’s been working on. By lending voices to these artefacts, you’ll uncover the nuanced narrative that weaves together the theoretical with the practical, the imagined with the real.

There are 3 key takeaways:

1. Interactivity of artefacts: they are more than just static items on a page or a digital board — they can be interactive and dynamic
2. Value of each tool: can be maximised through correct use and application
3. Innovative uses: such as role-playing or bringing them to life as characters in a story

Note: through out this article, I’ll be using ‘artefacts’ and ‘tools’ interchangeably.

1. Scene setting and the characters

Scene: a modern office space, filled with diagrams and sketches, where Alexa, the new service designer, stands pondering over a large office desk.

Meet Alexa, who has a presentation approaching where she has to represent her senior colleague and make the stakeholders see the value in a newly proposed service. She is new to the job and this her first ever after her recent graduation! She is terrified of getting the task wrong as that will mean losing the funding needed and letting her team down.

She struggles to concentrate and starts to really feel stressed and as a result starts doubting the artefacts that she’s been putting together. She feels that she’s forgotten what those artefacts mean, what they stand for and how can they be of any help in the given time frame? As she feels the whole world dawning on her, she finds an unexpected counsel in the personified forms of her most trusted tools: the service blueprint, the ecosystem map, the stakeholder map. These tools suddenly become enlivened and are there to assist as mentors, each ready to impart wisdom crucial for navigating the complex service design landscape.

One by one the characters start introducing themselves and speaking to Alexa, each of them asking her to pay attention to a specific aspect that can be improved.

As Alexa listens, the tools, once silent, now engage Alexa with questions, suggestions, and warnings, driving her to think deeper and design with empathy and precision.

1.1 Service blueprint — the Architect

Introducing herself to Alexa:

Hello, I am the architect of your service’s success. I am the visual representation of the visible customer interactions and the underlying processes that support them. Think of me as a blueprint used in architecture, but instead of buildings, I map out services.

My personality is methodical and precise; I miss no detail, no matter how small, because every element matters in creating a seamless service experience. My role is to lay out the entire end-to-end service journey, showing what happens, how and why things happen in your service

I noticed that you’ve been thinking about how to best present the ins and outs of the proposed new service. Let me share some steps with you that’ll be helpful when mapping out your service using me:

1. Map the user journey: start by understanding and outlining every step the user takes, from initial contact through to the final outcome. Include what the user sees, and what happens behind the scenes.
2. Identify touchpoints: pinpoint where and how the user interacts with the service. These are critical moments that can make or break their experience.
3. Detail internal processes: beyond what the user sees, document the internal actions taken by the team or systems. This includes back-end processes that support user interactions.
4. Integrate with context: consider how external and internal factors like regulations, technology, and market trends may affect your service. Adjust the design to align with these realities.
5. Feedback and iteration: use feedback from all stakeholders, including end users, to refine and improve the blueprint. Always be open to iterating your design based on this input.
6. Cross-functional alignment: ensure that all those who are involved in service’s design, implementation, use and evaluation understand and align with their roles as depicted in the blueprint. Effective service delivery depends on everyone playing their part flawlessly.

Remember, as a service blueprint, I am here to ensure clarity and foresight. Be mindful of the:

• Complexity of interactions: every interaction is an opportunity to satisfy or frustrate a user. Plan these carefully.
• Fluidity of contexts: as contexts change, so should the service. Stay adaptive.
• Importance of details: small details can have big impacts on user satisfaction. Never overlook them.

“Now, let’s construct the core of your service,” suggests the service blueprint, lines deepening to show the flow of user interactions. “Consider the user journey from this entry point. Where are the pain points? How does each process backstage support the frontstage experience?

The architect guides Alexa through each step of the user journey, identifying moments that are critical for user satisfaction. This guidance focuses on highlighting touchpoints where user interactions occur and evaluating their effectiveness.

The architect also emphasises the importance of the underlying systems and processes that support the user experience, suggesting improvements and innovations to enhance service delivery.

1.2 Ecosystem map — the Navigator

Introducing himself to Alexa:

Hello, I am your ecosystem map, the navigator of your service’s landscape. I visualise the full scope of your service’s environment, highlighting the entities involved (like regulators, customer segments etc.), their interactions, and the flows of information and resources between them. Think of me as your compass and map rolled into one, helping you to identify and understand the dynamics between various stakeholders and external factors that influence your service.

My personality is comprehensive and interconnected. I guide you through the complex web of relationships that your service interacts with bringing clarity to the chaotic interdependencies that define your service’s ecosystem. In that sense, help you foresee and plan for interactions that could define or derail your service goals.

As you embark on work on your service, keep these considerations in mind while consulting me:

1. Identify key players: start by identifying who is involved in your ecosystem. This includes direct and indirect stakeholders, influencers, competitors, and partners.
2. Understand relationships: map out how these entities interact with each other and with your service. Understand the nature of these relationships, whether they are competitive, collaborative, or neutral.
3. Analyse influence and impact: determine the level of influence and impact each player has within the ecosystem. This helps prioritize which relationships to focus on and manage closely.
4. Monitor changes: keep an eye on changes within the ecosystem, such as new entrants, shifts in power dynamics, or evolving trends. The ecosystem is dynamic and requires continuous monitoring.
5. Strategic positioning: use the ecosystem map to find strategic opportunities for your service. Identify gaps, potential collaborations, and areas where you can gain a competitive advantage.

Remember, while I provide a bird’s-eye view of the landscape, it’s essential to:

• Dive deep when necessary: sometimes, understanding the surface-level connections isn’t enough. Dive deeper into specific relationships to truly understand their nature and implications.
• Stay Agile: the ecosystem is dynamic. Regularly revisit and revise me to reflect changes in the market, technology, or regulatory conditions.
• Balance the big picture with details: while I help you see the overall landscape, don’t get lost in the complexity. Focus on elements most critical to your service’s success.

Alexa, let’s start by understanding the landscape,” the ecosystem map says, its nodes pulsating gently. “Look here at the connections between regulatory bodies and technology providers. How might changes in regulation or tech advancements impact your service?

The navigator helps Alexa identify key dependencies that could either support or hinder the service. It advises on potential partnerships and competitive threats.

Also it encourages her to consider various scenarios, such as a change in government policy or a shift in consumer behaviour, and plan accordingly.

1.3 Stakeholder map — the Diplomat

Introducing herself to Alexa:

Hello, I am diplomat, who helps you navigate the complex web of relationships that impact your service. I visually organise everyone involved in or affected by your service into a clear, understandable format — classifying their level of influence and interest regarding your service. I ensure you understand these dynamics thoroughly to manage and engage with stakeholders effectively.

Think of me as your diplomatic advisor, expertly guiding you through the myriad interactions and influences each stakeholder has on your project.

My personality is analytical and organised. I provide the strategic insight needed to engage each stakeholder appropriately, ensuring that your service meets the expectations set by its diverse audience.

As you delve into the development or enhancement of your service, consider these steps while consulting me, your Stakeholder Map:

1. Identify all stakeholders: list out every individual, group, or entity that has a stake in your service. This includes both supporters and detractors, as understanding both will be crucial for your strategy.
2. Analyse influence and interest: for each stakeholder, determine their level of influence over your project and their interest in your service’s success. This helps prioritise whom to engage with and how.
3. Map relationships: visualise the relationships between stakeholders. Are there potential conflicts or alliances that could influence your service’s trajectory? Understanding these relationships will help you manage them more effectively.
4. Plan engagement strategies: based on the interest and influence of each stakeholder, develop tailored engagement strategies. Some stakeholders may need regular updates, while others might require more in-depth involvement.
5. Monitor and update: the landscape of stakeholders can change as your service evolves. Regular updates to me are necessary to keep your strategies relevant and effective.
6. Ethical considerations: always approach stakeholder engagement with transparency and integrity. Trust is a critical component of successful stakeholder relationships.”

Keep in mind:

• The power of perception: how stakeholders perceive your service can be just as important as the actual qualities of the service itself. Be mindful of managing perceptions and communications effectively.
• The dynamics of change: stakeholder dynamics can shift due to various factors, including changes within their own organisations or shifts in the market. Stay adaptive and responsive.
• Balance between detail and brevity: while it’s important to be detailed in your analysis, your communications with stakeholders should be concise and to the point to respect their time and maintain their interest.

As you plot your course, remember who holds the power,” the Stakeholder Map interjects, highlighting different stakeholders. “These are your primary users, and over here are your key investors. How will you engage each group to ensure their needs and expectations are met?”

The diplomat helps Alexa prioritise stakeholders based on their influence and interest, suggesting customised engagement strategies for each group.

It also provides strategies for managing potential conflicts between stakeholder groups, ensuring harmonious interactions that facilitate the service’s success.

With a clearer path laid out thanks to her conversational artefacts, Alexa is ready to move forward with confidence. The once daunting task now seems more manageable and even exciting, as each piece of advice adds another layer of depth and functionality to her service design.

Conclusion

As our journey with Alexa concludes, it becomes clear that the tools we often see as mere aids in our design processes can be much more — they can be mentors, guides, and partners in dialogue. By personifying the ecosystem map, stakeholder map, and service blueprint, we’ve unlocked a new way of looking at those artefacts.

The conversations between Alexa and her artefacts underscore a shift in how we can perceive and use these in our work. They are active participants that can offer valuable insights, provoke critical thinking, and push our creative boundaries. This personification approach helps break down the abstraction of service design into tangible, relatable interactions.

Looking ahead, the potential for these personified tools extends beyond educational purposes; they can become integral parts of innovation workshops, strategy sessions, and even customer engagement platforms. By adopting this narrative approach, service designers can offer a more creative, engaging and dynamic way for people to interact and express their thoughts, feelings and experiences on service’s design and it’s use.

I invite you to reflect on how you can bring your tools to life in your own work. How might you apply a similar narrative technique to deepen understanding and engagement in your projects? What new insights or improvements could emerge from such conversations?