Dominika Babulicová

A Service Blueprint is a visual tool that captures all aspects of a service – from customer interactions to behind-the-scenes processes carried out by employees, as well as the tools and systems they use. This canvas is invaluable for planning, optimizing and implementing services, as it provides a clear overview of how the service operates, where bottlenecks occur, and how to improve both customer and employee experiences. We highly recommend printing it out as a A1 poster or pasting it into your favorite digital board as Miro, FigJam, Mural etc.


What is this tool used for?

The Service Blueprint template helps you answer key questions:

 * Where do customers interact with the service?
 * What internal processes are needed to deliver it?
 * Where do problems, errors, or inefficiencies arise?
 * What technologies and tools support the service?


Why is a Service Blueprint useful?

Most companies today focus on improving customer experience (CX), but many overlook the fact that backstage processes have a significant impact on the final outcome. To deliver high-quality services, you need to understand how all parts of the service – from employees to technology to processes – work together.

A Service Blueprint enables you to:

 * Gain a clear overview of the entire service: Map out each phase of service delivery and every interaction to identify potential issues.
 * Optimize processes: Identify inefficiencies and weak points that could cause delays, reduce quality, increase costs, and more.
 * Improve the employee experience: To deliver excellent customer experiences, employees must be equipped with the right tools and processes. Understanding the full service process helps them prepare for different scenarios.
 * Enhance customer experience: By optimizing services and processes, you can ensure a smooth and seamless customer journey.
 * Streamline cross-team communication: A Service Blueprint makes it easier for different departments to collaborate, as all processes are mapped in one place.


How to use a Service Blueprint

Creating a service diagram involves several steps that help you thoroughly examine and map the service. Here’s a recommended process to follow:

 1. Map the customer journey
    Start by mapping how the customer moves through the service from beginning to end. Record every touchpoint – from visiting the website to in-person interactions with staff.
 2. Add internal processes
    Based on the customer journey, add the internal processes required to deliver the service. These may include employee actions, technologies, systems, or tools that support the service behind the scenes.
 3. Analyze and optimize
    Once all processes and interactions are mapped, analyze the blueprint to identify bottlenecks, inefficiencies, or potential issues. Adjust and improve the processes where necessary to make the service more efficient and seamless.









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Service blueprint EN







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Service Blueprint

Kamil Zahorjan

What is the purpose of this tool?

Customer experience (CX) metrics are key performance indicators used to assess and understand the quality of interactions between a company and its customers. These metrics help businesses evaluate customer satisfaction, loyalty and overall engagement across various touchpoints. Common CX metrics include Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Customer Effort Score (CES).

Using these metrics, companies can gain valuable insights into their customers' needs and preferences, identify areas for improvement, and enhance their strategies to deliver a better overall experience.

Even though there are numerous articles about them, they often lack explanations on when to choose a particular form or metric, and sometimes the information in them might differ or sometimes even be contradictory. That’s why we put together all the important information you might need, when starting work with these metrics.


In this cheatsheet you'll find:

 * Overview of most commonly used CX metrics
 * Guide to select the right metric
 * Mathematical formulas to evaluate metrics
 * Specific examples of each metric









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Validation handbook


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CX metrics cheatsheet







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CX Metrics Cheatsheet

The way consumers experience the world has changed significantly over the past five years, impacting how they interact with brands. New competitors have entered the traditional purchasing journey: global marketplaces are pushing on price, AI is further accelerating giants, and social commerce is turning even consumers themselves into competitors.

To understand the change in purchasing decisions, we analyzed dozens of renowned studies on today’s customers and compared them with indicators of success of leading brands. In respondents' statements, we identified how they now develop brand affinity and created the concept of Experience identities.


Brands need to redefine their role in people’s lives

Experience identities help brand leaders (whether they are company directors or managers at the product – marketing intersection) understand how the new reality has transformed consumer purchasing behavior. They represent a model of thinking that allows us to view current expectations of future customers and spot opportunities to address them amid the mix of new competitors.

We’ve gathered dozens of examples of successful brands that define their role in people’s lives through a well-designed portfolio of services and a consistent customer experience identity. Our report offers recommendations on how to conduct a managerial reflection on your consumer brand and choose steps to take.


In this report, you will learn:

 * what the new customer journey looks like after turbulent years (COVID, war, inflation, online marketplaces, AI...);
 * how brand experience and brand perception influence purchasing decisions of today’s consumers;
 * which identities the most successful brands adopt to redefine their market position;
 * the role customer experience and service portfolios play in this mix;
 * what makes four Experience identities stand out: the Problem Solver, the Empathetic Expert, the Responsibility Enabler, and the Magic Maker.









Get The new consumer expectations report, including our Experience identities framework


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Experience identities: How to react to the new consumer expectations

What is the purpose of this canvas?

The right questions don't usually pop up just like that. Especially during user research, every UX designer and researcher needs to have a process how to come up with smart questions.

Asking good questions is not just a skill for research purposes only. It is also important when we talk to stakeholders, clients and we enquire about their needs or work with them on workshops.

The ability to ask a question appears to be a uniquely human trait, one that:

 * saves us time and energy as we gather resources and information
 * allows us to develop empathy for others
 * creates bonds of trust, even among strangers.

Moreover, people who ask more questions are seen as more likable. And who wouldn't want that!


In this cheatsheet

You'll learn how to:

 * come up with good questions
 * execute the interview the right way
 * avoid mistakes and biasing the interview

Instructions for all steps can be found directly in the cheatsheet.









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User Interview Cheatsheet

What is the purpose of this canvas?

Continuous product and service development requires the ability to implement quick agile changes. In order to avoid jumping into designing ideas off the cuff or behind the doors of executive meetings, use this simple form to align all stakeholders.


Individual steps

 * 01—Problem (opportunity)
 * 02—Data
 * 03—Benefits
 * 04—Expected results
 * 05—Possible solution
 * 06—Hypotheses
 * 07—Personnel capacity

Instructions for all steps can be found directly on the canvas.









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Idea Validation

In this free webinar, we show you three different ways we took to address customer pain-points connected to difficult portfolios of our clients. You will learn about our customer research methods and CX design strategies. You'll come away with clear steps to assess the best approach for your organization – whether it is a small or medium business or a large-scale corporate.

On examples from telco, banking and insurance, which suffer by the most unrecognizable products, our UX Researcher Dominika Malejčíková and Art Director Pavol Pružinec will showcase three different levels of intervention based on organizations' maturity in approach to customer experience.









Watch the LB*Webinar on-demand


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Webinar: Product portfolio







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About the webinar

Many product owners are cursed with the mantra telling them: the more bells and whistles your product has, the better it is. They'd like to tackle all possible customers' wishes or competitors' benefits. However, we repeatedly see businesses going too far and overcomplicating their portfolio.

Tangled product offering is a painful experience for many customers, regardless of a phase of the customer journey they are currently in. And it does not even matter if the product belongs to a small, medium or large company or what segment it operates in.

Whether it is features or discounts, adding more frills to a bundle does not necessarily boost its value. On the contrary, it can eventually kill sales or customer's loyalty. Overly complex, feature-heavy products turn out to be counterproductive and confusing. But there is a way out – and it is based on knowing your customers as the back of your hand.


About the series

LB*Webinar is a series of 60-minute lectures followed by Q&A, where we share our expertise in helping companies design customer experience that drives their business. These events are most valuable for product managers, CX specialists and CEOs who want to make their product and services outstanding. Recordings will be available on-demand among our tools.

LB*Webinar: How to design desirable product portfolio

Albert Fourage

What is this canvas for?

The “Experiment Card” helps you frame your experiments and focus on what really matters. It’s crucial to define the success criteria so that you can decide whether or not to repeat, pivot, or implement.


Step-by-step process

 * Step 1: For the assumptions you previously selected with the team, individually complete the experiment cards that you printed before hand. Tip: Check out the Experiment toolbox (15 min)
 * Step 2: Present filled-in experiment cards and write down feedback on sticky notes (10 min).
 * Step 3: For each assumption, merge your individual work into one experiment. (15 min).
 * Step 4: Wrap-up by reviewing the next steps, roles and responsibilities. (10 min).









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Validation handbook


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Experiment Card

Walter Lima

What is this guide for?

Launching a new product is extremely risky, 90% of startup ideas fail. This guide is a summary of best practices combined with our 11 years experience in bringing successful new products to market. Following our 7-step process, you will maximize your chances for success.


In this handbook

 * Complex process simply explained: No need to be an expert in product management to read this guide. We write in plain english what you should know about creating a new product.
 * 7 steps process: From your first meeting to the launch, we explain in 7 steps how to build your product for your customers.
 * Recommended tools: For each step, you can find some of our favorite tools.


The process

 * Business goals
 * Problem exploration
 * Solution development
 * Business model definition
 * Solution validation
 * Build a minimum solution
 * Continuous build & measure & learn









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Product discovery guide







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Product Discovery Guide

What is this canvas for?

We created the assumption mapper canvas to help you frame your learning goal, brainstorm assumptions and prioritise the riskiest ones.


Step-by-step process


Define your learning goal

 * Step 1: Individually write down the most important questions or problems you need answers for. Example: Will people use this feature? How should we build it? (5 min).
 * Step 2: Share your questions and problems and build on top of them (15 min).
 * Step 3: Merge your questions into one or two learning goals. If you have many of them, prioritise the most important ones and keep the others for later (5 min).


Map out assumptions

 * Step 1: Individually write down 2-4 key assumptions linked to your learning goal previously defined (10 min).
 * Step 2: Share them on the assumption mapper and build on each other’s assumptions (15 min).
 * Step 3: Rank each assumption from the riskiest to less risky ones. (15 min)
 * Step 4: Focus on the riskiest assumptions, and agree with the team which one of them you will test first (10 min).









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Assumption Mapper Canvas

What is this guide for?

Validation is the best way to make sure you're building something successful, before actually building it. Save up weeks of work by discovering which ideas are worth implementing.


In this handbook

 * Simply explained concepts: No buzzwords, we explain why you should validate your ideas before implementing them in plain english.
 * Step-by-step process: In the handbook we are introducing the assumption mapper and the experiment cards canvas. We provide you with clear steps how to use them yourself.









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Validation Handbook

# Contact person:

Martin Dernar, Director of Omnichannel Experience

# Description:

The largest electronics retailer in Slovakia, Nay Elektrodom, approached us to redesign their omnichannel retail system. The main business goals were to increase sales of supplemental services and promote qualities that distinguish them from competitors: a wide network of offline stores and a highly professional sales team.

To understand NAY's operations, our research primarily focused on employees. We discovered that sales staff plays a crucial role in customer satisfaction - customers are keen to visit the store for professional advice. Another finding was that salespeople have a natural aversion to the omnichannel experience due to reduced bonuses. If the customer doesn't finish the purchase at the store, the salesman automatically loses the bonus.

We decided to design a new employee application, addressing their needs to quickly access product information and stock availability, and thus allowing them to focus on providing valuable advice. The app also enables employees to maintain their bonuses by generating a link for customers to complete the purchase at home.

Throughout the design process, we were collecting feedback from real users, iterating until we achieved a 100% satisfaction rate. The entire design and development process involved collaboration with an external backend studio, following a dual-track agile development approach. After launching the salesmen platform in late summer 2020, five specific stores served as pilot sites for a week, that ensured a smooth launch.

# Results:

- 2x growth of revenue through in-store app in Nay
- 6x growth of revenue through in-store app in Electroworld
- 101 % growth of cross sell of additional services
- 20 % YoY revenue growth in omnichannel

Source: [NAY vysledky predajnych kanalov 2019-2023](https://docs.google.com/document/d/1BFfOIn8ybw-l-ESWAnj4EkN0uFKDusgS/edit)

---

Lighting Beetle\* has been a long-term partner of NAY, a leading electronics retailer in Slovakia and the Czech Republic, in redesigning their internal tools and employee-facing communication channels. Our initial mandate focused on streamlining omnichannel processes and improving the employee experience, particularly in retail stores.

We began by conducting field research in stores across Slovakia, interviewing employees to understand pain points in daily operations and communication. These insights were mapped into a customer and employee journey to prioritize interventions. A key outcome was the creation of a new internal tool, designed to boost productivity, improve information access, and support sales performance at the store level.

Our team led the end-to-end evaluation process—from early concept testing to multiple rounds of usability testing with retail employees in Slovakia and the Czech Republic, conducted directly in-store. These sessions informed the redesign of complex internal flows and helped validate the tool’s usability across markets. We also introduced a dedicated design system, laying the foundation for future digital products within NAY’s internal ecosystem. The tool now serves as a central communication hub, allowing store employees to monitor performance metrics, company news, marketing campaigns, and product updates—essentially functioning as a modern intranet tailored to the retail environment.

After a successful pilot and final evaluation, the solution was rolled out company-wide. Building on this success, our role has evolved into strategic UX consultancy. We recently conducted a UX maturity assessment across the organization and are currently supporting internal transformation initiatives aimed at elevating UX capabilities.


Service Design

Problem solved.

This is how we do it

1

2

3

Still unsure?
Here is what you only get from us

Fairness

Punctuality

Encouragement

Case study

Increasing sales through improved employee experience for Nay

Are you coming up with
ideas off the cuff?
Try Idea Validation instead!