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Service blueprints as an indispensable step towards successful digital services

  • Susanne van Mulken
  • Sep 26, 2012
  • Dutch

Organizations and companies that wish to give their customers self-service experience have to deal with multiple types of customer interactions (e.g., orientating, informing, buying, using) that should be facilitated via multiple touch points on different channels (e.g. web, mobile, social, email, print, call center, desk, product, etc.). Many touchpoints are also dependent on information and transactions with an often extended system landscape that involves multiple stakeholders. Service blueprints detail the interaction between actions of customers, touch points, processes and systems required.

This presentation will discuss how service blueprints can provide a common framework for designers, developers, product managers, content creators, and other actors responsible for the realisation of a (new) digital service.


Susanne van Mulken

Senior user experience consultant at Informaat

Susanne van Mulken is a senior user experience consultant and service designer with over 15 years experience in the field of human-computer interaction and online customer experience. She has extensive experience in leading teams of design professionals in various organisations and industries such as government institutions, insurance, telecom and climate control. Her specialization are service design (the design of online and cross channel services) and strategic consultancy, in particular, the professionalisation and embedding of user experience design for customers. In addition to these roles, Susanne is also managing consultant at Informaat.

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