Developing a Service Blueprint

Key elements of a Service Blueprint

  • Customer actions. These are the actions that the user performs to achieve a certain goal while using the service, and they could be steps, choices, activities or interactions. These actions must be aligned with those that we have previously elaborated in the customer journey.
  • Frontstage actions. These are executed in front of the user. They can be human-to-human or human-device interactions.
  • Backstage actions. Those that are hidden or partially hidden from the user, meaning that are done but not noticeable to the user.
  • Processes. Internal interactions and actions that support employees in the performance of the service.

Secondary Elements that can be included in a Service Blueprint

  • Arrows. They are used to show the relationships between all the elements and dependencies between actions. If a single arrow is used it means that the process is linear, whereas if a double arrow is used it means that there is dependence between the actions.
  • Time. Timestamps to indicate the progress of actions.
  • Regulations or policy. Internal rules or regulations can be added to visualise whether processes are restricted and cannot be changed.
  • Emotions. Emotions can be added to the actions of both users and employees.
  • Metrics. Any metrict that can give context to the diagram is beneficial, especially if it is a buying process.




User Experience & User Research agency focused on services and digital products. Proud member of @UXalliance

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Torresburriel Estudio

Torresburriel Estudio

User Experience & User Research agency focused on services and digital products. Proud member of @UXalliance

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