Experience blueprint

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The power of experience is real

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It’s a proven fact that companies that focus on experience as a core tenet of their corporate strategy are more successful. In today’s customer-centric world, it’s imperative that organizations pay special attention to every customer or potential customer touchpoint in their journey and lean into the power of experience in both digital and physical interactions with their customers. Experience-driven organizations retain better, acquire more, engage deeper, and grow faster than their competitors. Are you fully leveraging the power of experience for your business?

Retain Better

Acquire More

Engage Deeper

Grow Faster

Proof in the numbers


Year-over-year increase in customers transacting via digital experience


Transacted annually via preeminent mobile experiences


Time savings per quarter per consultant by interacting with the experience


Reviews rated the app 4 stars and above, making it the highest rated staffing app


Increase in usage of in-stay features including keyless entry


Increase in business by retailers with the use of a new digital experience

Experience Blueprint

An experience blueprint is a critical element of Customer Experience (CX) design. It serves as a visual representation of the customer journey, plotting every interaction point a customer has with a company. From the first touchpoint to the last, these blueprints provide a comprehensive understanding of the customer’s overall experience. Their ultimate purpose is to identify pain points or opportunities for improvement and use that information to improve the customer journey. 

Rather than simply mapping out interactions, experience blueprints aim to provide a thorough understanding of the customer’s feelings, motivations, and the broader context in which interactions occur. This focus on emotional and contextual elements is a key distinction of the experience blueprint.

Understanding an experience blueprint vs process flow is critical when working with either methodology.  While both are useful tools in service design, they serve different purposes. An experience blueprint is a more comprehensive tool that maps out the visible customer experience, as well as the behind-the-scenes operations that support it. A process flow is a more focused diagram that outlines specific steps in a process. 

The experience blueprint incorporates more subjective, human elements into the equation: the customer’s thoughts, feelings, and personal context. This service design method creates a holistic understanding of the customer’s experience, offering deeper insights for businesses. This is key to standing out in today’s increasingly competitive market. 

Experience blueprint deliverables are the concrete outcomes and actionable insights derived from blueprints. Deliverables may include customer pain points, opportunities for improvement, and new touchpoints or service elements. The deliverables provide a basis for making informed, customer-centric decisions to enhance the overall customer experience.

Let’s dive deeper into experience blueprints and how they function as a service design methodology. By learning how to incorporate these blueprints into their customer experience strategies, businesses can more efficiently meet the needs of their customers. 

What is an Experience Blueprint

So what is an experience blueprint? An experience blueprint, sometimes referred to as a service design blueprint, is an instrumental and dynamic tool in the field of service design. It documents, visualizes, and examines the service delivery process from the customer’s point of view. At its core, the experience blueprint is designed to provide a holistic understanding of all customer and employee touchpoints. 

The main components of an experience blueprint include: 

  • Customer Actions: These include all the steps that customers take while interacting with a service.
  • Front Stage Actions: Front stage actions are the visible interactions between customers and employees.
  • Backstage Actions: In contrast to front stage actions, these refer to the activities employees undertake behind the scenes to provide service. 
  • Support Processes: These include any internal interactions or processes that enable the delivery of service. 
  • Physical Evidence: Physical evidence refers to the tangible components a customer interacts with throughout the duration of service. 

The benefits of an experience blueprint are extensive. First and foremost, it gives businesses a more nuanced understanding of what’s working well—and what isn’t—in terms of the customer journey. This information allows them to identify bottlenecks or inefficiencies and optimize processes. 

Other key advantages of an experience blueprint include the ability to facilitate cross-functional collaboration and proactive problem-solving. By visualizing the customer journey, businesses can anticipate potential issues before they arise, specifically designing their services to avoid these pitfalls.

Perhaps more than anything, an experience diagram lays everything out on the table and gives organizations a clear picture of their service delivery process. It can be difficult to visualize this process and the various elements that make it what it is, but blueprints and diagrams make it easier for businesses to conceptualize various moving parts.

Who is an Experience Blueprint For?

Who creates an experience blueprint? The design process typically involves service designers, project managers, customer experience professionals, front-line staff, and even representatives from the company’s leadership team. External stakeholders may also play a role in this process.

The service designers and customer experience professionals bring expertise in service design methodologies and customer-centered thinking to the table. They help guide the process and ensure that the blueprint effectively captures the customer journey from start to finish.

Front-line staff, who directly interact with customers, are a rich source of practical insights about customer needs and pain points. They provide crucial information about how the service is delivered on the ground and where potential issues or opportunities for improvement may lie. Leadership input is also critical for success. Their participation signals the strategic importance of the experience blueprint.

Who is an experience blueprint for? The experience blueprint is for all stakeholders within the organization. What is the support process in experience blueprint design? The support process refers to the internal interactions or processes that enable service delivery but do not directly involve the customer. Although they don’t work closely with customers, their work is critical to everything else involved in the blueprint design process. 

And what roles participate in the experience map process? Other than those already mentioned, additional roles could include marketing professionals, who provide insights into customer acquisition and retention strategies; operations staff, who understand the day-to-day mechanics of service delivery; and IT professionals, who can offer insights into the technologies that support the service.

Experience Blueprint Agency

An experience blueprint agency specializes in creating detailed visual maps of the customer journey. They provide invaluable insight into customer needs, pain points, and opportunities for optimization, ultimately guiding the development of more customer-centered services.

By working with an experience blueprint provider or experience blueprint company, businesses can gain access to expert guidance and consulting. As a service design company, the agency will also consider the operational side of service delivery. This means looking at the internal processes, tools, and technologies that support the service, as well as the roles and responsibilities of staff. 

With a wide range of options available today, choosing an experience blueprint expert can be difficult to say the least. There are numerous factors that businesses should consider when selecting, including cost, flexibility, and the level of expert involvement offered. It’s important to pick a provider that knows their way around the block—the success of your customer experience strategy depends on it. 

Bottle Rocket has a proven track record in helping businesses optimize their customer experience and service delivery. Our team of skilled service designers are well-versed in the principles of customer-centered design and have extensive experience with creating detailed, insightful experience blueprints.

Offering everything from ecosystem and journey mapping to scaled agile delivery, Bottle rocket serves as a trusted partner for all things experience. This level of guidance can mean the difference between a positive customer journey and one in which customers are left frustrated and unserved. 

Experience Blueprint vs. CX Journey

CX and service design employ a variety of tools to analyze and improve customers’ interactions with businesses. For example, a customer journey map is one such tool that traces a customer’s path from initial contact through to their final interaction. Learning how to create a customer journey map is the first step in this process.

An experience blueprint, by contrast, is a more advanced tool that provides a holistic overview of an organization’s service delivery. While it incorporates elements that are similar to a customer journey map, it also delves into the underlying processes that support service delivery. When it comes to experience blueprint vs. CX journey, then, the primary difference lies in their depth and focus.

The difference in customer journey and experience blueprint has to do with their perspective and scope. A customer journey map is focused on the customer’s interactions with the brand, typically looking at one specific journey or scenario. On the other hand, an experience blueprint takes a broader view, considering the entire service process from both the customer’s and the business’s perspective. Both are critical tools for understanding the customer journey.

Example of an Experience Blueprint

It’s important to become familiar with the basic experience blueprint components prior to designing a blueprint. As discussed previously, these elements include everything from customer actions to physical evidence involved in customer interactions with businesses. An experience blueprint PDF can be extremely helpful when trying to understand these components. 

Consider a banking service as a good example of an experience blueprint design:

  • Customer actions may involve searching for a local branch, visiting the branch, filling out the form for a new bank account, and depositing money.
  • On-stage actions might revolve around a bank representative greeting the customer, explaining the process, and assisting them in opening a new account.
  • Back stage actions could include verifying the customer’s identity and informing each customer about their new account details.
  • Support processes might involve maintaining the IT systems, ensuring seamless customer service, and regulatory compliance checks.
  • Physical evidence in banking might entail customer receipts and the bank’s website or mobile application.

Fail points in the service process, or the areas where the service could break down, can be identified using an experience blueprint. For instance, an experience blueprint fail points example in the banking scenario might be a system outage causing delays in account opening.

Bottle Rocket helps businesses design tailored blueprints to meet their specific needs. Whether you work in banking, tech, or anything in between, it’s important to base your blueprint around key components and best practices. This can help ensure the success of your broader customer experience strategy. 

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