Service blueprinting

Context

The client was undertaking a once-in-a-generation transformation to modernise its technology, redefine how services are delivered, and reset its organisational foundations. During this period, I contributed to multiple initiatives focused on designing both future and transitional states. This case study highlights the service blueprinting work conducted during the discovery phase of the programme—laying the groundwork for an aligned and experience-led approach to delivery.

Opportunity

As the transformation programme progressed toward delivery, a cross-functional strategic design team was formed to ensure alignment with the future service and target operating models. Service blueprinting was identified as a key method to bridge strategy and execution—helping the organisation understand what needs to be true across people, processes, and systems to deliver the intended client, staff, and partner experiences.

Outcome

The service blueprinting initiative provided a critical bridge between strategic intent and implementation, defining a clear and actionable transition state for the organisation. By synthesising current and future state insights, the blueprints offered a shared language across functions—supporting the development of high-level business requirements, informing detailed design, and guiding leadership decisions on trade-offs and priorities.

Approach

To support alignment with the future service and target operating models, we adopted a structured service blueprinting approach that combined organisational knowledge with participatory design.

Key steps

1. Preparation & Foundation Building
   We began by reviewing existing current and future state artefacts to identify gaps and opportunities for a clear transitional state. Championing organisation-wide service patterns, we pre-populated seven service blueprint templates to provide a consistent starting point for engagement.
   

2. Expert Input & Drafting
   Subject matter experts from across the business were engaged to draft the initial blueprint content. These early drafts mapped key touchpoints, channels, processes, business capabilities, technology, and pain points from both an experience and operational lens—ensuring alignment with strategic objectives and operational realities.
   

3. Validation Workshops
   We facilitated a series of interactive workshops with over 40 participants from more than 16 teams. These sessions validated and enriched the blueprints, surfacing over 1,500 comments and inputs. The workshops were designed to foster alignment, clarify interdependencies, and build shared ownership across functions.
   

4. Refinement & Synthesis
   Following the workshops, the blueprinting team analysed and integrated all feedback to produce a refined set of service blueprints. We then synthesised these into a design report that highlighted critical insights, dependencies, and considerations for detailed design—providing a strategic foundation for future decision-making and delivery.
   

As the Service Design Lead and Project Manager…

• Led a core blueprinting team of three within a strategic design team of 11, managing interactions across senior leaders, peers, and direct reports.

• Collaborated with stakeholders at all levels to gather input, align expectations, and drive engagement throughout the design process.

• Provided service design expertise and facilitated technical upskilling across immediate and broader teams to build internal capability.

• Created and maintained service design artefacts, including blueprints, journey maps, and supporting materials, to embed design thinking across the programme.

• Facilitated cross-functional collaboration through workshops, presentations, and working sessions—aligning teams, workstreams, and organisational goals.

• Managed key deliverables, coordinated team activity, and oversaw project operations, including briefings, timelines, and stakeholder engagement.

• Established effective ways of working, enabling the team to generate, analyse, and refine design solutions collaboratively and efficiently.

• Translated complex business processes, legislation, and data information into clear, actionable insights for both technical and non-technical audiences.

• Mentored and supported junior team members, fostering professional growth, confidence, and independent problem-solving.

• Cultivated a positive, inclusive team culture focused on collaboration, continuous learning, and high-quality outcomes.