Social Media Company
Strategizing the integration of service blueprinting into the company's existing culture, aligning best practices and design principles with organizational values.
Project Overview
To help the company scale service blueprinting and create a more seamless, enjoyable experience for their social media users, we collaborated closely with their teams to develop tools and workshops that made it easier to visualize, understand, and enhance the entire user journey on the app. By making service blueprinting accessible and adaptable, we aimed to align teams around a shared focus on the end-user experience, empowering them to stay connected to user needs as products evolved.
The Challenge
With billions of people connecting, sharing, and exploring on the social media app, creating a consistent, meaningful experience was no easy task. We needed to develop scalable tools and processes that enabled teams across the company to align on a cohesive user experience, empowering them to improve and adapt to user needs in a rapidly evolving platform.
The Solution
Empowering product managers by creating service blueprinting workshops that aligned with their semi-annual planning cycles, along with co-creation templates that enabled teams to develop service maps highlighting interdependencies and boosting overall efficiency.
My Role
Interaction Design, Wireframing, Prototyping, Research, Comparative Analysis
Team
2 interaction designers, 2 systems designers, 2 design researchers
Duration
9 weeks
Research
In the research phase, we set out to get a clear picture of the current service blueprinting in other areas of the industry and identify areas for improvement at this specific organization.
We combined in-depth desk research with conversations across the organization and insights from industry leaders to understand workflows, challenges, and opportunities. Each step—from internal sessions to testing a workshop prototype—was designed to ensure our solution would fit naturally into planning cycles and genuinely support the needs of the teams involved. Here’s a breakdown of how we approached this phase.
Desk Research: Conducted in-depth background analysis.
Internal Sessions: Engaged with teams to understand organizational structure, workflows, and team dynamics.
9 sessions / 18 voices
Expert Consultations: Connected with industry leaders from top companies to gather insights.
4 sessions / 4 voices
Co-Design Sessions: Worked closely with product teams to customize solutions.
2 sessions / 2 voices
Workshop Prototype: Tested an initial workshop prototype with a product team for direct feedback.
1 session / 9 voices
Weekly Collaboration: Regular weekly syncs with the service blueprinting team for alignment and ongoing insights.
Concepting
During the research phase, we discovered that the challenges the company faced were more organizational than simply about refining their current service blueprinting practices. This insight shifted our approach, prompting us to address systemic issues within their processes.
To explore potential solutions, the team brainstormed and developed 17 sacrificial concepts. These ideas served as starting points for conversation, intentionally designed to be provocative and challenge existing assumptions. The goal was to uncover deeper insights and identify the most impactful opportunities for transformation.
This creative approach allowed us to test the boundaries of what service mapping could achieve and align on strategic opportunities for the company to empower its product managers, simplify processes, and scale solutions effectively.
Workshopping
This phase was a cornerstone of the project, designed to test, refine, and co-create solutions with stakeholders. This stage focused on fostering collaboration, gathering feedback, and iterating on ideas to ensure alignment with the company’s organizational needs and user-centric goals.
We made sure to make the workshops interactive to encourage active participation from the stakeholders. From this session, we were able to:
Reimagine blueprinting tools and materials.
Design ready-to-use documentation and service mapping kits.
Create a scalable framework for future applications.
Impact
The project delivered a transformative impact by equipping the company’s service mapping team with scalable, sustainable tools and processes that permeated the organization.
These tools reduced complexity, highlighted interdependencies to foster shared ownership, and were customizable for individual team needs.
By tying service mapping outcomes to business priorities, the project secured leadership buy-in, ensuring it wasn’t just a "one-and-done" effort but an enduring practice. Simplified frameworks like the Rapid Service Map and Canonical Service Map empowered teams to adopt service mapping efficiently while aligning cross-functional stakeholders.
This foundation enabled the service mapping team to champion adoption across the organization, breaking down silos and fostering a culture of collaboration and accountability. Ultimately, the project ensured that service mapping became a flexible, evolving process capable of driving meaningful, long-term impact.