Presented at the Service Design Network Conference 09 in Madeira. The presentation is about a work-in-progress examining how we can best expand the service design blueprint diagramming to include other critical information such as time and emotional states of the participants in the service.

1. Blueprint+ : Developing a Tool for
Service Design
A Work In Progress
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt +41 41 249 92 25
andrew.polaine [at] hslu.ch
Twitter: apolaine
SDN Conference - October 27th, 2009
(Project authors: Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler)

2. Build
Standardise
Communicate
Plan
Share
The role of traditional blueprints

3. Build a house – standards of technical drawing
Image:http://alttext.com/

4. Communication the details of a Mercedes
Image:http://www.majhost.com/gallery/
legomech/CarBlueprints/MBZ-Blueprints/

5. Share the plans for a Batmobile
Image:http://www.chickslovethecar.com

6. Communicate how to paint a 727
Image: telstar on Flickr

7. Blueprinting actions and processes
Source: Shostack, G. L. (1984). Designing services that deliver.
Harvard business review, 62(1), 133-139.

8. and multiple options.“
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Blueprinting actions and processes
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=>()6!5)>(+*'!?6+?+')*!@+6!>()!:69?(&A!6)?6)'),>9>&+,!+@!"44!96)!")>6&!1)>'-!#')*!>+!
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Source: Morelli, N. (2002). Designing
A methodological exploration. Design Issues 18(3): 3 - 17.

9. t
processes e ciently.“ Journal of Business Research 57: 392 - 404.
Fliess, S. and M. Kleinaltenkamp (2004). „Blueprinting the service company. Managing service
Blueprints in Service Design
Fliess, S. and M. Kleinaltenkamp (2004). „Blueprinting the service company.
Managing service processes efficiently.“ Journal of Business Research 57: 392 - 404.

10. Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds
Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals &
Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
Understanding the Big Picture
Blueprints in Service Design
We mapped the entire clinic experience for patients What we found
and all of the supporting roles staff and Dr. Kassam play The backstage processes are quite chaotic.
throughout.
The system depends solely on Dr. Kassam. Source: Kipum Lee http://kipworks.com
Mapping the service blueprint allowed us to see the No one actively engages with patients while they wait.
breakdowns in the clinic experience.

11. But actions have motivations & emotions
Source: Polaine, A, (1996), Time Smear

12. Dialing IBM-HELP to get assistance with Lotus Notes
Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
Blueprinting ideas v.4
service evidence
problem with Lotus Lotus Notes Ticket number
Notes Mail and Mail and
Calendar syncing Calendar syncing
works
customer steps
DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP?
SOLVED
hazard line
Dislike calling call centers how long am i being
onstage
put on hold for?
i’m pressing ‘3’ and
nothing is happening...
6D1511 is before
6A1511 in the menu
choices... did I hear is he even listening to
6D1511 correctly? me? he seems to be what is a ticket number?
he’s assuming i know all the typing a lot. and not
customer’s journey
IBM language even though I’ve paying attention.
repeatedly told him I was new
finally, the agent is back he’s talking really fast
he’s apologizing for soft-
ware malfunction - is this
the same problem i was
just having? or should i be
worrying about something
else?
he solved the
problem!
line of of visibility
area visibility
representative
service
Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number.
number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. customer’s problem Email this ticket number to the customer.
script
malfunction. syncing on database. is solved.
Redirect call after customer inputs a Thank customer for calling IBM HELP.
choice. Ask if they are on or Ask if the customer
off site. has any other
problems.
provider’s steps
backstage
WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER
application
backstage
processes
P P P P P P P P P P P P P P
support
implementation account executives product executives (BTO) operational executives (SO)
Bringing emotions into blueprints
Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer
Satisfaction Numbers are not enough. International DMI Education Conference.

13. is he even listening to
me? he seems to be what is a ticket number?
he’s assuming i know all the typing a lot. and not
BM language even though I’ve paying attention.
repeatedly told him I was new
he’s talking really fast
he solved the
problem!
roceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number.
customer’s problem Email this ticket number to the customer.
is solved.
Thank customer for calling IBM HELP.
Ask if the customer
has any other
problems.
WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER
Bringing emotions into blueprints
Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer
P P P P Satisfaction Numbers are not enough. International DMI Education Conference.
P P

14. Expectations versus...

15. ...reality

16. Time perception is about situations and emotions
Source: thetruthabout on Flickr

17. If you go here
Source: thomas-merton on Flickr

18. You expect this
Source: kevinomara on Flickr

19. You expect to eat fast – waiting is a service failure
Source: amanky on Flickr

20. If you expect this
Source: http://www.gigipadovani.it

21. Then too fast is a service failure
Source: stlbites on Flickr

22. To: Andrew Polaine <apolaine@gmail.com>
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23. Slow mail
Source: Andy Polaine

24. Time information allows for options & decisions
Source: Andy Polaine

25. Time information helps change perception
Source: jmpznz on Flickr

26. As does the situation
Source: lfcastro on Flickr

27. Rushing for a train – do I really want an hourglass?
Source: Andy Polaine

28. Or too many instructions?
Source: suburbanslice on Flickr

29. Or non-standard gobbledegook?
Source: suburbanslice on Flickr

30. Time versus energy consumption?
Source: te on on Flickr

31. Blueprint+ v4.3
Media-
Media-
Media-
Media-
Cook
Costs
Manager
Fail Line
Waitress
Emotions
Customer
Variable 1
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
+
+
+
+
–
–
–
–
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
01:17:00
Blueprint + project – a work in progress
Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

32. Blueprint+ v4.3
Media-
Media-
Media-
Media-
Cook
Manager
Waitress
Customer
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
+
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
No more front, back, line of visibility?
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
01:17:00
Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

33. Blueprint+ v4.3
Media-
Media-
Media-
Media-
Cook
Manager
Waitress
Customer
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
+
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
Connected media/touchpoint line for every role
01:17:00
Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

34. 00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
aitress greets guest and Enter restaurant, short wait
eads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
aitress takes the food Aperetiv comes with extras
rder Guest is surprised/deligted
08:00
ood order sent through to
itchen
09:00
15:00
35:00
Sqash and stretch flexible time scale
Food is served
35:30
Wrong side dish.
Guest complains

35. 0
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
0
Order Aperetiv
Given menu
0
0
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
0
Food order sent through to
kitchen
0
d
1
on
hen
3
Food is served
3
Wrong side dish.
Guest complains
3
Message and dish sent back
and other to kitchen
3
late in order
-dish.
4
dish prepared
5
Color coded emotional states linked to fail tracking
Correct dish served
5

36. Media-
Media-
Cook
Costs
Manager
Fail Line
Emotions
Variable 1
Touchpoint
Touchpoint
+
+
+
+
–
–
–
–
Role 4 Role 3
Meal Prepared
Communication
failure in kitchen
Chef agitated and other
meals pushed late in ord
to re-do side-dish.
Correct side-dish prepar
Analysis/tracking variable lines

37. Media-
Media-
Media-
Media-
Cook
Manager
Fail Line
Waitress
Emotions
Customer
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
+
+
–
–
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
01:17:00

38. - Are blueprints still a valid tool? Do we need to further them?
- How much information should go into them? (Analysis vs. design
development)
- What is missing in our approach?
- Should it be wrapped into a software tool or better a toolkit?
- Please share your blueprints, methods and case studies! It’s good for the
industry to open up its processes and its essential for service design
education.
Some questions and a request

39. Thank You
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt +41 41 249 92 25
andrew.polaine@hslu.ch
Twitter: apolaine