Service blueprints in the same canvas.
Frontstage and backstage lanes, a line of visibility, systems underneath. A blueprint is a journey map with more honesty about what happens behind the counter.
Patient
Checks in at the kiosk
Waits, watches the board
Consultation
Frontstage
Reception confirms the referral
Nurse calls the name
Doctor explains the plan
Line of visibility
Backstage
Referral matched in the system
Room allocated
Notes dictated
Systems
Patient record
Scheduling
Dictation
Start from the blueprint template.
The service blueprint starter comes with customer actions, frontstage, backstage and systems lanes already in place, plus a divider for the line of visibility. Rename, reorder, add.
- Frontstage and backstage lane types. Purpose-built lanes, not text cards with a naming convention.
- Divider lanes. Draw the line of visibility, the line of interaction, or both.
Basic customer journey
Detailed customer journey
B2B buyer journey
E-commerce purchase journey
Employee onboarding
Patient journey
Service blueprint
Support & complaint journey
Day in the life
Blank canvas
Link the blueprint to the journey.
Put a linked-map lane on the customer journey and nest the blueprint under the stage it explains. Readers click through; editors keep one source of truth.
- Linked maps. Nest detail without duplicating it.
- Shared personas and metrics. The same libraries serve every map in the workspace.
Awareness
Compare
Sign up
Switch-over
First bill
Touchpoints
Price-comparison ad
Calculator
Six-step form
Confirmation text
First bill in the app
Emotion
Pain points
Pain
Advertised tariff hides the standing charge
Pain
Calculator demands the EAN code first
Opportunity
Pre-fill the form from the calculator
Pain
Silence during the regulatory wait
Pain
Pro-rated first month looks like a price hike
Find the failure points.
Backstage pain points get keys too. When a handoff between systems is what hurts the customer, add it to the portfolio from the blueprint. It sits next to the frontstage problems and gets scored the same way.
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Questions teams ask
What is the difference between a journey map and a service blueprint?
A journey map describes the experience from the customer's side. A blueprint adds what the organisation does to deliver it: frontstage staff, backstage processes and systems. In Journima they share one editor and one set of lane types.
Keep exploring
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