Service Blueprinting

Service Blueprinting

Master a core service design method


Course information

Service blueprinting is a foundational method and tool in service design. Whether identifying opportunities for innovation in an existing service, or articulating a new vision, a service blueprint helps projects stay focused and fosters stronger collaboration. In this online service blueprinting course, our expert facilitators will guide you through how all service components – such as the user journey, touchpoints, roles, and activities – come together, and give you practical experience building service blueprints for different situations and needs.

What you’ll learn

  • What service blueprints are and how they relate to service design.
  • How to build service blueprints, and the different approaches to take depending on the problem you’re trying to solve.
  • How to modify an existing service blueprint to meet specific project needs and better define project aims.
  • How to implement a service blueprint so that the new service is delivered effectively.
  • How to create service blueprints with remote teams online.

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From £600.00 excl. UK VAT
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Who’s it for?

This course is for people who want to develop the skillset to design a new service from scratch or rethink and improve an existing one. Our facilitators have extensive experience of designing services and teaching service design. They will support you to gain the practical knowledge to create service blueprints and implement them within your organisation. 

No prior education in service design or design thinking is necessary for this course, but any base knowledge attendees have will be built upon and expanded throughout the service blueprinting workshops. 

The course benefits from having attendees with a diverse range of experience and points of view, so we encourage anyone interested to register for a place and come ready to both share and learn. 

Day-by-day summary

Day 1:

Core elements
The purpose & basics of service blueprinting 

Find out when and why you might use service blueprinting and how to build a basic service blueprint. Day 1 is focused on giving you everything you need to get started with understanding and visualising an existing service. 

Topics covered 

  • Customer actions 
  • Physical evidence (touchpoints) 
  • Frontstage interactions 
  • Backstage interactions 
  • Support processes 

Day 2:

Planning for blueprinting 
Identifying challenges and opportunities in an existing service 

Learn how to tailor a service blueprint to your specific organisational needs and identify its critical elements. Day 2 of our service blueprint training moves into advanced techniques to help you better understand how people experience your service. Through that, you can identify the challenges and opportunities to improve it. 

Topics covered 

  • Detailing with common elements 
  • Detailing with custom elements 
  • Visualising with diagrams and insights 
  • Emotional journeys 
  • Pain points 
  • Critical experience moments 
  • Failure points 

Day 3:

Creating future state service blueprints 
Designing a better service and experience 

Discover how to build on opportunities for service improvement and design an improved future service. Day 3 completes the course with techniques and ideas for successful implementation of a service blueprint of a new or improved service. 

Topics covered 

  • Identifying opportunity areas 
  • Testing ideas and prototypes 
  • Implementing service blueprints 

Our live teaching approach

Expert coaching Reveal more
Learning from experienced design thinkers & interactive workshops.
Collaborative innovation Reveal more
Co-creating with others & exploring how to drive innovation within a team.
Networking opportunities Reveal more
Connecting with people from around the world & expanding personal networks.

The coaching team

Simon Gough

Associate Service Design Director


Can I get a refund on UK VAT?

Customers outside of the UK may be able to claim a refund for UK VAT charged on our online courses, if the customer is resident overseas and attends the course from an overseas location.

If you feel that you should be refunded UK VAT on your purchase and haven’t heard from us, please get in touch.  

Please note, VAT is not refundable on in-person courses held in the UK as per HMRC UK legislation.

What is service blueprinting?

Service blueprinting is a method for mapping out all elements of a service and how they work together to deliver the user experience. Creating a service blueprint can be a critical first step in a service design project, helping an organisation gain a comprehensive picture of the service it provides, what works and what doesn’t—ultimately providing a map of innovation and improvement opportunities. 

One of our expert senior facilitators, Simon Gough, appeared on our Design Thinkers Podcast to talk about service blueprinting and its uses. If you want to learn more about service blueprinting, you can find the episode here

Will I get service blueprinting certification after completing the course? 

Yes, upon completing our Service Blueprinting online course all attendees will be sent a Design Thinkers Academy London certificate, and will also be able add a badge to the skills section of their LinkedIn profiles. 

What equipment/software will I need?  


  • Desktop/laptop with an internet connection 
  • (Optional) Headphones 


  • Zoom 
  • Mural 
  • Kumu 

*All software is free and can be easily downloaded online. Contact us if you have any questions. 

English isn't my first language, does that matter?

All our service design courses, including Service Blueprinting, are taught in English. Therefore, to get the most out of the session, a basic grasp of English is necessary.

Can’t find what you’re looking for? Speak to one of our team now through our chatbot or get in touch.

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