Use “Service Blueprints” as ideation tools
Blueprint : deep vs global view
The blueprint maps is basically the journey of a customer or user through a service. Maps are models of the reality and don’t show all the reality.
When you make a blueprint you are easily focusing on one particular touchpoint that makes all the difference for the service. It feels good to work on it and see the result of that. But here is the thing, you’re not doing the blueprint anymore. What you are making is prototyping this particular touchpoint, save that for later and first focus on making the global view of this blueprint. In fact focusing on a particular touchpoint is like stopping in the middle of pedestrian crossing 1 looking at one of the first yellow lines. You did not arrive to the other side of the road and you put yourself in a risky situation (like being hit by a car, or in blueprinting losing a lot of time). If we continue with this allegory, you should first pass completely the road and then you can look at the particular strips on the road, but at that point you certainly will not do it because there is some pretty girl to discover on the other side of the road. In the case of the blueprint this pretty girl is a new insight or point of failure where you can change the global experience of the service without having known that point before.
Blueprint: not a mapping tool an ideation tool
As we saw it in the last section having a global view when designing a blueprint helps find new insights or touchpoints failure. I think this is the main goal of this method.
If you created a blueprint and you have a nice overview of what’s happening, you can explain how the service work it’s great, but did you find something new ? If your answer is no, it’s that you are missing something about this method. In fact, methods are tools that help you go further. If making a blueprint just helps you explain something to some other people you certainly could use some other tool that is much faster, like a photographic journey.
The point here is that when you start seeing methods not as an end but more as a process to gather new ideas your not just translating what you already know in an other form, but you are creating new knowledge.