A service blueprint visually describes and identifies the tasks, activities and means of achievement for a particular service. Key to the service blueprint is identifying the touch points (the front- and back-of-stage interactions the user experiences) and the supporting goods and other activities that make that service possible.
Below I show the service design of the ever popular Southern California local fast food burger joint: In-N-Out
. Known for their fresh, high-quality made-to-order hamburgers and efficient service, In-N-Out has maintained the same basic menu and simple, customer-friendly philosophy since 1948. Amazingly successful, In-N-Out is a private, family-run, non-franchised company that manages all 120 of its restaurants from its corporate headquarters in Irvine, California [1
In-N-Out's only advertisement is through radio ads, billboards, and previous customer word of mouth--the corporate headquarters in Irvine California handles all advertisement and building maintenance. The aroma near a In-N-Out restaurant is unmistakable. Nearly every restaurant has the exact same floorplan and interior design providing patrons a familiar, positive environment no matter where the visit. A line at an In-N-Out is always expected, but with their efficient service it always seems part of the experience. The menu is very simple (burgers, fries, and shakes). After the patron orders, they wait but the waiting area provides an excellent view of the busy kitchen where roughly 15 eager employees work to complete orders--this viewing experience, a form of entertainment, adds to the user experience. The familiar "Order number...your order is ready please!" rings through the restaurant and during eating it seems to add to the environment. Visitors can purchase merchandise or leave with the same hat the uniformed employees wear--souvineers and reminders of the excellent service and wonderful food.
The service experience is supported at its base by the corporate office and the In-N-Out "University"--a school that trains new managers for management of its restaurants. The In-N-Out commissaries act as a hub for regional restaurants and provide all food preparation and packaging, maintaining quality and freshness. Truck delivery brings the food and other items to the restaurants where management maintains inventory and oversees employee performance.
Credit: Brandon Schauer
for his original service blueprint work for Seeing Tomorrow's Services Panel