Service Blueprint Template

We created this free Service Blueprint Template to help you get started with building your own blueprint. This Template is a perfect starting point for visualizing and start improving a service delivery.

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The Service Blueprint is divided in three main sections: Customer, Onstage and Backstage. Customer represents the Customer Journey, Onstage is where the customer interactions take place. And in the Backstage you visualize the internal processes and operations the customer doesn’t see. Backstage is often referred to as under the Line of Visibility. Finally, at the bottom of the map you’ll find development lanes for improvements.

The template is designed to provide a clear and balanced overview. It is not too overwhelming (which means it works well when presenting at a decision group), but can still contain all the deeper insights and details in the sub-lanes.

Map lanes and how to use them to create value


  • Customer Phases: Represents the overall phases in the Customer Journey, most often stated as Before, During and After using a service or a product.
  • Customer Journey: In this lane, describe all the activities or situations that the customer goes through. To learn more about how to think about levels of details read about how to create a journey map part 3 ( Sub-lanes are customer Activities, Goals and Needs.
  • Customer Emotional State: Describe the customer’s emotional state. If the customer is happy the curve goes up, and vice versa. To explain the emotional state - use the sub-lane for Customer Experience Explanations. Sub-lanes are Customer Quote, Experience, Thinking, Feeling and Insight Evidence. The purpose with the Insight Evidence is to help your team to make notes about what kind of customer insights you rely on. Are they true, research based or assumptions and wishful thinking? It’s totally okay to mix, as long as you are aware of it.

Onstage - the interaction

  • Service Evidence: Describe the tangible evidence, (physical or digital) of the service from the customer’s perspective. Regardless of channel, what makes the service visible for the customer?
  • Touchpoints: Digital, Phone, Physical and Print. All organisations have their unique mix of interaction channels. Add and remove to suit your needs.
  • Competitors and Substitutes: What is the alternatives for the customer in each journey step? What interactions does the customer have with other solutions?
  • Metric and data: Use data to illuminate the importance of the steps.

Backstage - behind the Line of Visibility

  • Organisations Activities: What operational activities do we perform here?
  • Organisations Processes: What processes are the activities parts of? Tip: use links to connect in both directions with process mapping tools. Place links in Custellence pointing to process maps and grab Custellence cards URL links and place them in the process tools.
  • Organisations Support Systems: What IT systems do we have to support the processes?
  • Policies and Rules: Describe if there is any rules or policies that dictate why something is a certain way.


  • Main Challenges: What are the main Challenges to solve? Articulate this to make sure you are solving the challenge and not something else. It’s a common mistake to slide of the target as the project is moving forward.
  • Development Priority: What challenges are more and less important to solve? Look for places where the emotional curve is low. If solving this customer need while also benefiting the business or solve business needs, you have a perfect opportunity to create customer centric change and profitability. Bingo!
  • Objective and Vision: Before generating ideas its super powerful to form a vision. “What if” it was like this?
  • Solutions and Ideas: Its ideation time! In these lanes, place all the ideas and solutions you can you come up with to solve the prioritized challenges to reach the vision. Duplicate this lane as you come up with several amazing improvements.

Tip! Service Blueprinting is a time-consuming work. Try spending most the time on the areas that is crucial to your service’s success.

Here’s some other Service Blueprint Examples:


Service Blueprint for Organizing a Conference

Service Blueprint for Organizing a Conference
source: Service Blueprint on Wikipedia

Service Blueprint for Uber

Service Blueprint for Uber
Source: Studio Watr - Optimize your business with Service Design

Field to Table Catering (with video explainer)

Source: Mike Press - Service blueprinting (Youtube)

How to Build a Service Blueprint for a Student Enrollment in a College Program

In this video George Zakher has put together a great step-by-step guide on how to build a service blueprint from the ground up. In the video all the parts of the blueprint is covered. Also you get to see in what order the parts of blueprint is put together.

Last updated: May 10, 2022

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