Service Blueprint: Mapping the Current Experience DSG405
- Subject Code :
DSG405
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ASSESSMENT2BRIEF |
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SubjectCodeandTitle |
DSG405Service Design |
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AssessmentTask |
ServiceBlueprint:Mappingthe CurrentExperience |
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Individual/Group |
Individual |
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Length |
DevelopmentJournalReflection:500words(+/-10%) Service Blueprint: 8- to 10-page PDF (or equivalent) |
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LearningOutcomes |
TheSubjectLearningOutcomesdemonstratedbythesuccessful completion of the task below include: b)Investigate complex design service problems or issues to understandrelationships,connectivity,symptomsandcausation. c)Criticallyanalyseresearchfindingstoinformservicedesign outcomes. d)Exemplifyexpertiseinservicedesignprocessesandstrategiesto direct or persuade stakeholders to implement effective solutions. |
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Submission |
Dueby11:55pmAEST/AEDTSundayendofModule7(Week7) |
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Weighting |
35% |
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TotalMarks |
100marks |
AssessmentTask
For Assessment 2, you are required to make a service blueprint that maps the current experience for the scenario you chose in Assessment 1.Pleaserefer to theInstructionssection for detailsonhow to completeAssessment2.
Context
BackgroundInformation:
A service blueprint is a visual representation of what is involved in delivering a service experience, highlighting the interactions between customers (frontstage) and the service provider (backstage). A service blueprint should scaffold the research analysis, insights and evidence to create a comprehensive view of what is required to deliver the service experience for customers. Serviceblueprintsareaneffectivetoolforcommunicatingthemachinationsofcomplexsystemsand informing decision-making across organisational, departments, teams and stakeholders.
WhatisthePurposeofThisAssessment?
Creating service blueprints is an essential part of the service design process. In particular, a current state (also known as as is) service blueprint provides all parties involved in the service design process clarity on the service ecosystem, the customer experience and implications for designing or improving the service. Well-structured service blueprints act as a deep gap analysis, drawing on research evidence to mitigate risks when making design decisions.
WhatYouWillNeedtoDo:
Using service design methods and tools provided throughout this subject, you will develop a service blueprint for your chosen service scenario. Drawing on the research objectives, methodologies, data collected and implications from Assessment 1, your research report will serve as the foundation for preparing your service blueprint.
WhatYouWillGetOutofIt:
By completing this task, you will gain hands-on experience in developing a service blueprint, which is a critical method and tool for anyone who conducts or is involved in service design projects. This assessment will improve your knowledge of service design methods and how to synthesise complex research results into a visualised format that you can add to your design toolkit. Preparing this current state service blueprint will support your understanding of mapping the current experience for the service ecosystem and how to use design tools to support your design recommendations.
Instructions
FollowthesestepstopreparetheCurrentStateServiceBlueprint:
Step1:ProjectScenario
Refer to the scenario choices provided in the Scenario PDF. You will work on your chosen project scenario this trimester, using the design process and methods that you will learn about during the subject, including the different types of research methods, to explore the scenario in a service design context. Familiarise yourself with the scenario, including conducting your own secondary discovery (see Step 2).
Step2:Review Existing ResearchData
- Using your research report (including any feedback), review any existing data related to the service, such as user reviews, customer service reports, operational data and market research, which you will use to develop a service blueprint in the next steps.
- Service blueprints can become complex set a clear scope based on the research
Step3:Draft
- Document the customer's actions in sequence, from start to finish. Talk aloud to describe, step-by-step, how the customer uses the service, documenting eachUsing a journey maptemplateisanidealplacetostartthiscanbedoneusingpencilandpaperorusing digital tools.
- Building on the "frontstage" journey for the customer, add to the journey map by documenting any employee actions from start to finish, aligned to customer
- Layer in evidence of any processes observed by employees to support the customer and the service. Processes are actions or guidelines followed by all employees (including workers who do not commonly interact directly with customers) to deliver the service.
- Review these steps several times, iterating and adding data as you go, considering the 5 Ps (people, places, products, processes and performance).
- Determine and document pain points or points of
- Identify and document opportunities and areas for service
- Reflection provides valuable insight into your learning journey and the development of your service design skills. Document your experimentation with design methods by reflecting in your Development Journal. Focus on reflecting on your exploration of the service design process and methods. Show your understanding of service design methodologies and connections with the design process.
Step4:Iterate
- Service blueprints are living documents and the process is
- After taking a first pass using findings from your research report, empathy maps, journey maps and other design activities, continue to refine your blueprint throughout the
Step5:BlueprintDeliverable
- Choose the most appropriate blueprinting tool, depending on the project or clients Discuss the tool that best suits your project with your learning facilitator.
- Consider the audience for the service blueprint when deciding the format you will use and the content that needs to beRemember to include only the critical information to explain the current state service experience.
- Refine the service blueprint by adding any contextual
- Include in-text citations and a reference list for any sources you have used to support your work. The reference list is not included in the total length.
- Highlight the pain points and opportunities for serviceThese will be used duringAssessment 3to redesign and improve the service experience.
Step6:PreparetoSubmittheAssessment
- The blueprint should map the experience using an engaging visualThis could include visuals such as photographs or illustrations to convey the mapped experience.
- Highlight actionable opportunities based on the
- Ensure that the service blueprint is well-written, free of jargon and grammatical errors and accessible to all stakeholders.
- Prepare to submit your Development Journal reflection with your service blueprint to show your learning facilitator the process and thinking behind your service blueprint.
AssessmentCriteria
Your assessment will be marked against the rubric criteria. Ensure that your work addresses each of these criteria by referring to the rubric for the specific details.
Deliverables
- Development Journal Reflection: 500 words (+/- 10%)
- Service Blueprint: 8- to 10-page PDF (or equivalent)
ProjectConstraints
IMPORTANT:TocomplywiththeTorrensUniversityethicsguidelines,researchconductedaspartof assessments in this subject must not contain any information that could identify research participants. Research participants must be anonymous and any identifiable personal information must be removed.
Datathatcouldidentifyresearchparticipantsmayinclude(butisnotlimitedto)theirfirstname,last name, address, phone number, email address, student numbers, photographs, audio recordings, video recordings and any form of identification documents. Adhering to the ethics guidelines forms partofthe marking criteria.Pleasereadtheethical guidance documentattachedasan appendix for more information about Torrens University's ethical guidelines.
Referencing
It is essential that you use current APA style for citing and referencing the sources that you use. PleaseseemoreinformationoncitingandreferencingguidelinesontheAcademicSkillswebpage.
SubmissionInstructions
Saveyour documentsusing thefollowingfile namingconvention:
DSG405_LastName_FirstNameInitial_Assessment1
(e.g.,DSG405_Jones_S_Assessment2)
SubmitthistaskviaAssessments>Briefs&SubmissionsinthemainnavigationmenuinDSG405 Service Design.
Your Learning Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
AcademicIntegrity
Allstudentsareresponsibleforensuringthatallworksubmittedistheirown,isacademicallywritten and appropriately referenced following theAcademic Writing Guide. Students also need to have read and be aware of the Torrens University AustraliaAcademic Integrity Policy and Proceduresand subsequent penalties for academic misconduct. These areavailable online.
Students must also keep a copy of all submitted material and any assessment drafts.
AssessmentRubric
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AssessmentAttributes |
HighDistinction (Exceptional) 85-100% |
Distinction(Advanced) 75-84% |
Credit(Proficient) 65-74% |
Pass (Functional) 50-64% |
Fail (Yet to achieveminimumstandard) 0-49% |
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Clarityandsuitabilityof service designassets
Percentageforthiscriterion = 20% |
The service design assets are exceptionally clear, conciseandwell-structured, facilitating easy understanding.
The service design assets demonstrate exceptional suitability for the intended purpose, audience and context,effectivelymeeting all the requirements.
The quality of the service designassetssubmittedare outstanding, with meticulous attention to detail in formatting, layout and visual elements. |
Theservicedesignassets are clear and well- organised, effectively conveying the intended messageorinformation.
The service design assets demonstrate advanced suitabilityforthepurpose, audience and context, meeting most of the requirements effectively.
The service design assets are of high quality, with effectiveuseofformatting, layoutandvisualelements to enhance clarity.
Thecoherenceofthe |
Theservicedesignassets areclearandadequately structured,thoughsome areas may lack organisation.
The service design assets demonstrate proficient suitabilityforthepurpose, audience and context, meeting most of the requirements.
The service design assets aresatisfactory,withsome attention to formatting, layoutandvisualelements. The coherence of the servicedesignassetsis |
The service design assets are adequate but lack clarityandorganisationin some areas, requiring effort from the audience tounderstandtheassets.
The service design assets demonstrate adequate suitabilityforthepurpose, audience and context, meeting the basic requirements.
The service design assets are rudimentary, with limited attention to formatting,layoutorvisual elements. |
Theservicedesignassets lack clarity and organisation,makingthe assets difficult to understand or follow.
The service design assets fail to meet the basic requirements for the suitabilityofthepurpose, audience and context.
The quality of the service design assets is poor, with little attention to formatting,layoutorvisual elements.
The coherence of the servicedesignassetsis |
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The coherence of the service design assets is exceptional,withseamless transitions and logical organisationofinformation. |
service design assets is strong, with clear connectionsbetweenthe information presented. |
satisfactory, with a generallyclearorganisation and flow of information. |
The coherence of the service design assets is basic,withsomegapsin theflowofinformation. |
lacking, with significant inconsistencies in the organisationandflowof information. |
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Useofresearchdata
Percentageforthiscriterion = 20% |
Demonstrates an exceptionalapplicationof research, incorporating a widerangeofhigh-quality sources. Analysis is insightful, demonstrating a sophisticatedunderstanding of the research data and its implications. Researchdataisseamlessly integrated into the work, enhancing coherence and persuasiveness. The research data is highly relevant, contributing significantly to the overall qualityandoriginalityofthe work. |
Demonstratesan advanced application of research, utilising a variety ofrelevantsourceseffectively. Analysis is thorough and perceptive,demonstrating a strong understanding of the research data. Research data is well- integrated,supportingkey points and enhancing the overallqualityofthework. Mostoftheresearchdatais highly relevant and contributes to the overall effectiveness of the work. |
Demonstrates a proficient applicationofresearch,with appropriatesourcesusedto support key points. Analysisiscompetent, showing a good understanding of the research data. Researchdataisadequately integrated into the work, thoughsomeareasmaylack coherence or clarity. Mostoftheresearchdatais relevant to the topic and contributes to the overall understandingofthework. |
Demonstrates an adequate applicationofresearch,with somerelevantsourcesused to support key points. Analysis is basic, demonstrating a rudimentaryunderstanding of the research data. Research data is included butmaylacksintegrationor relevance in some areas. Someoftheresearchdatais relevanttothetopic,butits contribution to the overall quality of the work is limited. |
Fails to demonstrate a sufficient application of research,withlimitedor irrelevantsourcesused. Analysisisinadequate, showing little understanding of the research data. Research data is poorly integrated or absent, detractingfromtheoverall quality and coherence of the work. Theresearchdataprovided is irrelevant or fails to support key points effectively. |
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Appropriate applicationofdesign |
Sophisticatedapplicationof the service design process |
Advancedapplicationofthe service design process and |
Proficientapplicationofthe servicedesignprocessand methodsthatmostlysuits |
Limitedapplicationofthe service designprocess and methodsthatpartiallysuits |
Littletonoapplicationof theservicedesignprocess and methods to suit the |
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process,methodsand ethics
Percentageforthiscriterion = 40% |
and methods to suit the needsoftheprojectcontext. The service design methods havebeenhighlyconsidered and skilfully selected, demonstrating a superior knowledgeofservicedesign. Ethicalguidelineshavebeen carefully considered and included throughout the servicedesignprocessandin the selected service design methods. |
methodstosuittheneedsof the project context. Theservicedesignmethods are well-considered and selected, demonstrating a good understanding of service design. Ethicalguidelineshavebeen considered throughout the service design process and in the selected service design methods. |
theneedsoftheproject context. Theservicedesignmethods selected demonstrate a basic knowledge of service design. Good consideration of the ethicalguidelinesisevident throughout the service design process and in the selected service design methods; however, additional evidence is needed. |
theneedsoftheproject context. Theservicedesignmethods selected demonstrate the need for further understanding of service design. Minimal inclusion of the ethical guidelines throughout the service design process and in the selected service design methods,butmoredetailis required. |
needsoftheproject context. Theservicedesignmethods selected demonstrate a minimal knowledge of service design. Littletonoconsiderationof the ethical guidelines is evident throughout the service design process and in the selected service design methods. |
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Exploration of the design process and methods in thedevelopmentjournal
Percentageforthiscriterion = 10% |
Innovative exploration of theservicedesignprocess and methods in the development journal. Demonstrates an outstandingunderstanding of service design methodologies, demonstrating deep engagement with the service design process. Journal displays rich experimentationwith |
Advanced exploration of theservicedesignprocess and methods in the development journal. Demonstrates a comprehensive understandingofservice design methodologies, engaging deeply in the service design process. Journalcontainsadiverse array of service design methods,includinga |
Proficient exploration of theservicedesignprocess and methods in the development journal. Demonstrates a good understanding of service designmethodologiesand processinaservicedesign context. Journal includes experimentationwitha rangeofservicedesign methods,includinga |
Adequate exploration of theservicedesignprocess and methods in the development journal. Demonstrates a basic understanding of service designmethodologiesand process. Journalcontainsevidence oftheattemptstouseand documenttheapplication |
Explorationoftheservice design process and methods in the developmentjournalfails tomeetexpectationsoris absent. Demonstrates a limited understanding of service designmethodologiesand process. Engagementwiththe journaling process is insufficient.Thejournal |
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servicedesignmethodsand athoroughdocumentation of their application and evolution throughout the project. Documentation includes a rationalebehindtheservice designmethodchoicesand a refined and innovative service design process. |
thoroughdocumentationof application and evolution. Reflectson the reasons for the service design method choices,analysesoutcomes and adjustments, resulting in a well-rounded service design process. |
documentation of their applicationandevolution. Reflects on the design methodchoices,evaluates outcomes and makes relevant adjustments, contributing to a developing service design process. |
ofsomeservicedesign methods. Offers basic reflections on theservicedesignmethod choices, evaluating outcomesandmakessome adjustments, contributing to a developing service design process; however, more detail is required. |
lacks experimentation with servicedesignmethodsand the documentation of their applicationandevolutionis inadequate. Reflections on the service design method choices, evaluationofoutcomesand adjustments are lacking or ineffective, resulting in an incomplete or underdeveloped service design process. |
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Writtenclarityandreferencing of keyresources Percentageforthiscriterion = 10% |
Outstandingclarityand captivating writing. Impeccablestructureand use of language. Demonstratesuseofhigh- quality, credible and relevant resources to support and develop arguments and position statements. Uses the most recent editionofAPAreferencing guidelineswithnoerrors. |
Strongclarityandengaging narrative writing. Well-structuredcontent and use of effective language. Demonstratesuseofgood- quality, credible and relevant resources to support and develop argumentsandstatements. Uses the most recent editionofAPAreferencing |
Goodclarityandaudience engagement in writing Proficientorganisationand use of effective language. Demonstrates use of credible resources to supportanddevelopideas. Uses the most recent editionofAPAreferencing guidelineswithoccasional errors. |
Adequateclarityandbasic audience engagement in writing. Adequateorganisationand use of plain language. Demonstrates use of credible resources to supportanddevelopideas, but these are not always explicitorwell-developed. Uses the most recent editionofAPAreferencing |
Failstomeettheminimum expectationsforclarityand engagement in writing. Lacksstructureandclarity, resultinginpooraudience understanding and engagement. Demonstratesinconsistent use of good-quality, credible resources to supportanddevelopideas. Referencing does not resemblethemostrecent |
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guidelineswithveryfew errors. |
guidelineswithfrequent errors. |
editionofAPAreferencing guidelines. |
