Notes on Patrick Quattlebaum’s Why You Need a Service Experience Architecture

From the video of his MX 2013 presentation, link here.

Services are process and experience based

Optimize processes to reduce waste and focus on activities that directly deliver customer value

Industrial theory has assumed there are three layers to making a product:

  • Business strategy            /          Take the principles
  • Business architecture      /          Design the process
  • Tactical execution            /          Deliver the service

But there is a big difference between industrial production and service delivery:

  • Tangible vs intangible
  • Tech-focused vs human-centered
  • Efficiency vs experience
  • Linear vs non-linear
  • Standards vs principles

The two also differ in value definitions:

  • Industrial production’s definition includes:
    • Customer satisfaction
    • Revenue growth
    • Profitability
    • Wallet share
    • Cross-sell ratio
    • NPS
    • Relationship duration
  • Service delivery’s definition includes:
    • How is it useful to me?
    • Does it provide me with personal satisfaction?
    • What benefits does it provide me?
    • Does it provide the quality I expect or desire?
    • Does it align with my beliefs and worldview?

Design needs to be obsessed with humanizing the business processes, not optimizing them

  • Co-create value for the business and the folks with whom they interact

Service blueprinting

Helps designers engage operations to go from vision to reality

Blueprint building blocks, starting at the top and moving down:

  • Customer actions
  • Touchpoints–physical/digital/interpersonal
  • Staff actions
  • Line of visability
  • Back stage staff
  • Support processes
  • With an arrow of time at the bottom


  • Prototypes the future experience for ideation
  • Visualizes vision of the service experience
  • Helps see where and how existing and future ideas will fit together
  • Combines customer experience with an operational tool so design and engineers can speak the same language
  • Helps plan the service evolution over time

Service Experience Architecture

Screen Shot 2015-06-06 at 6.12.52 PM

We can use it to:

  • Formally evaluate current service delivery
  • Facilitate service blueprinting
  • Prototyping and piloting operational changes
  • Creating service roadmaps
  • Produce sustainable value for all stakeholders in complex ecosystems of people, products, services and technologies

Patrick Quattlebaum is the Managing Director at adaptive path.


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