Session type:
Case Study

Session duration:
45 minutes

Presented by:

Tero Väänänen

NHS Digital

About this Case Study

Service blueprints are often considered to be the staple output for service designers. It's also often the first thing new service designers think of doing, and look for a template to help them out.

In this case study I will share how I have used service blueprints to drive collaborative ways of working at NHS Digital as a principal service designer and a lead service designer in Citizen Identity and NHS Online services.

I will share what I've learned about how to adapt service blueprinting to the stage your project is at and its intended audience, and the need to create various types of service blueprint for different purposes and audiences.

Service design is a practice of designing the end-to-end service from the user centric point of view, from the very beginning of awareness, to the very end of leaving the service. But what makes service design different is also the need to design the service from front to back - from the service touchpoint, to the supporting processes.

Service design is often described using the analogy of a theatre's front stage, backstage and supporting processes. The front stage is where the actors are and where the audience can see them, the backstage is the lighting, sound, costumes and make-up, the supporting processes are the ticket sales, running the theatre as a business, insurance policies, health and safety and so on.

A service blueprint aims to describe this as one map. But it's not that simple. From my experience there is not just one single type of service blueprint, but a few different types depending on the purpose they are required for. They can be roughly divided into 3 different stages:
  1. To gather initial ideas from the stakeholders at the very beginning of the project
  2. To facilitate discussion and gather more detailed requirements from stakeholders
  3. To describe the way the service was built and what is required to maintain it for its lifecycle

Throughout the case study, I will give pointers on how to get started with different types of service blueprinting and what to take into account to get the most out of the process and drive outcomes.

I will also cover what service blueprints are not, and how they are different to user journey maps and business process maps.

To put this all in context, I will provide a brief introduction into service design, its focus and how it complements interaction design, user research, business analysis and technical architecture.

About the Speaker

Tero Väänänen is a principal service designer at NHS Digital, where he is implementing service design capability and leading the service design for the Citizen Identity programme.

He has 20 years of experience in solving complex user experience problems in the health and care, telecoms, finance, entertainment and public sectors. He's worked as a designer, user researcher, head of UX and service designer.

Tero is a technology geek and often ponders about the future of robotics and artificial intelligence and how they will change health and care services. He has a bachelor of engineering degree in computer engineering and a master of arts in interactive multimedia.


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