Edit Introduction: In the process of service design, service blueprint is an effective tool. However, the service blueprint tool is not static. In actual business and scenario practice, business personnel can flexibly apply service blueprint. In this article, the author summarized the service blueprint tool and took a look together.
Google "Service Blueprint", you are likely to see this example picture of NN/g:
from NNGroup.com.
In this article, I will not try to teach service design or how to create service blueprints. Instead, I will tell you how I can extend this universal document in to make it more meaningful, more operational, and more helpful.
Although the current regular service blueprint template is already very good! But wouldn't it be better if it could tell more stories in and then allow us to solve more problems? Is everything going well on the
blueprint? Probably not. However, when you see it being drawn like this, it's easy to assume that people are "completed" and going well . What's wrong with
? what to do?
What if the team members who view and receive this document have a more complete understanding of the end-to-end journey?
What if the extra details can help us understand that this journey requires a thorough remodel instead of a progressive improvement?
1. This is my new service blueprint template v1.0, and how it gets
I know this picture looks a bit big... We will talk about it specifically later...
made with UXPressia You can do this with any tool you like!
2. First of all, I added the swim lane
metric indicators for common things you see on other maps: surround this step of the process, what indicators do we see ? Can these meet users or business goals ? For future states, service blueprint, This may be the way we plan to measure improvements in the corresponding phase of the journey . KPI and OKR, user-centric and business-centric .
Risks, policies and precautions : I think this can be used as the default [1] service blueprint swim lane . The reason is at this stage of experience, what risks are faced by customers, our products or companies? Is there a policy or legitimacy that we must consider at this point of contact?
([1] lane diagram : lane diagram is also called cross-functional structure diagram, which consists of multiple "lane" frameworks and corresponding process content. It can intuitively reflect the process links occur in a certain functional group, thereby distinguishing the subject of the event and reflecting the relationship between each functional group.)
Opportunities and suggestions: These are our insights, opportunities and advanced ideas (not solutions). These are usually on customer journey maps.
I added these to the support process under at the bottom of the service blueprint.
UXPressia There is a lane for "process" , showing whether this step tends to linear, slightly tortuous, or periodic , etc. I think I'll experiment with this, too, but I'm not sure I'll keep it.
I also added "channel" to show where this step or touch point occurs. Shop? Telephone? computer? Or elsewhere. This is an omnichannel world, so I wonder if this will help.
3. Then, I asked myself what I could get from task analysis and optimization task flow
Since learning task analysis and optimization task flow , I prefer customer journey maps or work to be completed (JTBD). Performing task analysis correctly after observational research allows us to see all aspects of end-to-end user experience.
This includes:
Problems, troubles and obstacles: What happened to at this step may have prevented our users or caused obstacles? What might be a problem with the customer here? In which process is there an experience problem and how it happens?
Tools, knowledge, workarounds: This is one of the task analysis methods I learned from Larry Marine. During observational research, observe where people introduce external tools, create their own workspaces in an attempt to make their tasks better, or lack the knowledge required for our products or services.
For example: People need a calculator (tool). They used cheat sheets (workaround). They had to look up the vendor number or their account number because our system needed it, but they didn't know (knowledge).
MI, EP, CD, KD: These represent manual intensive (large amount of manual work or steps), error-prone (maybe mistakes can be made), cognitive requirements (do not let me think), and knowledge depend on (system assumes that users know or remember things they may not know).
These are the problems and pain points that are sometimes overlooked, because " people people will figure out ". Even if they finally figure it out, users hate it. You will hate this, too. Identifying these issues and their details is the first step to reducing (if not addressing) problems.
Sometimes our team members, leaders or clients will see an journey map and assuming each step is easily completed or “good enough” we won’t bother trying to make this step or the whole process better. If we start bringing the details of pain points , obstacles and distractions into the service blueprint, we can tell the story in more detail. details are very important!
Task Analysis and Optimization Task Flow is great maps and documentation for CX/UX (Customer Experience/User Experience) team, but their drawbacks are also obvious, and they are sometimes overwhelming for others, i.e. they are not sure how or where to act. They guide CX/UX and are an important part of UCD.
And I hope to introduce some of this into the service blueprint, which will make it easier for our teammates and leaders to access and get these details in a more understandable format. We can still do task analysis and optimize task flows, but may keep them as "internal" documents.
4. Hey, where are people’s feelings or emotional levels?
I don't have these feelings or emotional content because to imagine we really know people's feelings are very conceited. If the user doesn't say, "Now, I feel _____", I don't want to make any assumptions about their feelings.
If something makes a step have questions, problems, obstacles, cognitive strength, possible errors, etc., and in this state, it is not possible to help participants understand what people may "feel" in this step, you can certainly add smiling faces, neutral faces and sad faces to the customer action lane.
I added "Thoughts/Quotes" swim lane . If we have exact research citations, use it! It's always better than fabricated quotes or assumptions about people's feelings. If you hear the same emotions over and over, you can summarize them as example statements, which I call the idea. Again, I really don't know what people are thinking unless they tell me loudly what they are thinking.
lets us make sure we didn't make up this (or anything on the service blueprint). All this must be from observational study .
5. This template looks really big
Service blueprint is usually used to draw and solve bigger challenges based on customer experience and our internal processes, people, etc. The goal here should not be the smallest or highest level map we can make. You can do this, but ask yourself what you might be missing out on and how this will affect the project, goals, and risks.
so... it's really too big.If you have some viewers who don't need to view everything, UXPressia lets me create views that hide certain swim lanes . I'm still experimenting with this, but I'll probably give people complete documentation instead of a streamlined version.
VI. Can I discuss this with stakeholders and team members?
NN/g Two options for were proposed for the seminar :
discuss this in advance and let people guess it. Then you can do the proper research and show them later which results are correct and which results are incorrect.
do the proper research, do the research yourself (or in your CX/UX team), and then hold a seminar. shows everyone what you've learned in your research, show them what you describe here, see what people might want to add, but don't let them add anything guessing or assumptions. All of this must come from research.
My point is that only the second of is really meaningful. I can't think of a good reason to waste people's time guessing something is just to prove it wrong later on. This can hurt some people’s ego or feelings and make you look like you are proving someone wrong.
NN/g Understand that some people will not be able to get research support if they do not do 1 first, and then say that the research will verify/invalidate/fille the missing parts. So if you have to do this, you can also use the first way, but option 2 above is the best way. Save time, money, conceit, and future "Hey, what's wrong with what I've added to the seminar?!"
7. Finally, work in the future state
I won't attend the seminar yet, but as many of you know, I'm not interested in the seminar. :) I will let my team work on the future state of the Service Blueprint, optimize the user’s journey and simplify internal and backend processes, people, support and technology.
I will document the North Star of CX (Customer Experience) strategy, as well as our priorities in the coming quarters or releases.
Then I will discuss the future state so that everyone can be consistent with it. Once we have everyone present and they have their own point of view, we can reconsider priority... like product point of view, engineering research what is feasible, etc.
We have to make sure we don't sacrifice our customers or user experience. Marketers may want more mailing list registrations, but do website visitors want it? Sales people may want to call people 12 times, but do potential customers want it? As we move toward customer-centricity, we will have to start making more decisions based on who the prospects and current customers are, their tasks and needs.
This means that team members must believe that we will achieve our business and financial goals as we create better products and services and improve customer satisfaction. We don't need tricks, dark modes and popups to make people loyal and happy. We will meet or exceed their expectations, making them naturally loyal and happy.
8. This is 1.0
This is the 1st version of my experiment. I hope there will be other articles in the future on how I can improve it! How will you change this? If the goal is to bring more details to make it more actionable, would you add or remove anything?
The translation of this article has been officially authorized by the author (the authorization screenshot is as follows)
Original author: Debbie Levitt
Original address: https://rbefored.com/experimenting-with-expanded-service-blueprints-3d22c724ca25
Translator: Sun Chenyu; Editor: Li Lihao; WeChat public account: TCC Translation Intelligence Bureau (ID: TCC-design); Connect knowledge to understand the global selected design dry goods
This article is translated and published by @TCC Translation Intelligence Bureau. Everyone is a product manager. Reproduction without permission is prohibited. The title picture is from Unsplash, based on the CC0 protocol
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-