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A framework for service blueprinting
A universal template for every type of blueprint doesn’t exist. 
Every use case answers different design questions, thus asking the right ones can lead to better solutions.

This guide provides a set of inspiring queries for each stage of the visualisation process.
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WHAT IS A SERVICE BLUEPRINTHow it worksHow to use the guideWho is the guide forCOMPATIBILITY AND INTEGRATIONwhat you can expect
What is a service blueprint
The service blueprint is the most common visualisation tool to display the full functioning of a service, focusing on the user perspective and on the operativity system.
It is used by designer to map and analyse existing services, integrate new features, or prototype new ones. The form of the visualisation is modular and altough the basic structure is constant, every project comes with different needs, people involved and way to co-create that the blueprint has to support. The wide and various adoption of the service blueprint makes impossible to make a unique definition of it.
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How it works
The service blueprint is basically a matrix. The horizontal axis displays time and the linear sequence of actions and service phases. The vertical one features the list of actors involved in the service delivery, ordered by hierarchy. The main actor on the top is usually the user.
A line of interaction separates the users from the service operators or touchpoints on the front office. A line of visibility divides the operators with whom the user get in touch from the ones in the back-office, working on the technical functioning.At the intersections of the matrix you can find modules that describe the actions every actor perform in the related phase. These modules are connected with links to show dependencies and causal relationships between actions.Actors’ rows with their action module sequences are grouped in what are called “swimlanes”.
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How to use the guide
This framework is articulated as a list of guidelines to help designers and stakeholders to build and interact with the blueprint diagram.
SBS touches different aspects of service blueprinting and design approach in general: the first part shows use case scenarios and objectives of the visualisation. The second part provides insights on the visual features of the map. The final part adds examples of different ways to share and interact with the output.In addition to the explanation of the method, SBS includes a set of visual components to build visualisations on screen or paper. Start with a raw sketch of the macro aspects of the service, follow the steps and reflect on different possibilities in the project scenario. Please remember that this process is iterative.
Who is the guide for
SBS is designed for co-design and collaboration, so tools and methods are accessible and easy to apply and use for everyone involved in the project.
The team can include different types of stakeholders, suppliers and experts: developers, strategists, data analysts, final users, managers etc.The adaptive structure of the service blueprint allows to embed dedicated swimlanes for every role involved in the service delivery and support various categories of technical information.
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Which are the related workflows
This framework is designed to be easily integrated with multiple workflows and tools.
The guide is split in sections to comply with various scenario requirements. The set of compoents is designed for screens and paper and it’s available in open and editable formats.
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What you can expect
Example of blueprint generated with SBS design components.
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start building the blueprint