2.4 Define the To-Be Service and Blueprint the Experience

Draft the “to-be” service journey

Describe and explore a future end-to-end service journey, bringing together:

• user needs and outcomes

• future service behaviour

• organisational roles and responsibilities

• enabling systems and building blocks

The goal is to make assumptions visible and test whether proposed ideas can work as a service.

How to do it

Move through this activity in layers, starting simple and adding detail where it adds value.

1. Start with the user journey

Begin by drafting a high-level to-be user journey.

Use our Journey Mapping Template (opens in Figma, go to file > save local copy) to create a To-Be journey.

Focus on:

• what the user is trying to achieve

• the main steps or phases of the service

• key moments that matter to the user

At this stage, avoid internal process detail. The aim is to describe the experience from the user’s point of view.

2. Use service patterns to shape the journey

Once the high-level journey is visible, use service patterns to help structure and challenge it.

Start by identifying relevant action patterns, like:

• find a service

• check eligibility

• apply or request

• receive updates

• receive a decision

After this, identify relevant functional patterns for each action (for example identity, messaging, payments). Each functional pattern is made up of potential steps that make up the journey.

3. Expand into a service blueprint

Once the journey feels coherent, teams can add further layers to create a to-be service blueprint.

Use our Service Blueprinting Template (opens in Figma) to create a Service Blueprint.

Depending on context, this may include:

• frontline or back-office roles

• systems or building blocks involved

• hand-offs between organisations

• policies, rules, or data dependencies

Not every service needs a full blueprint. Add detail only where it helps uncover risk, complexity, or decision points.

Watch a video tutorial for using the Service Blueprinting Template (opens in YouTube)

4. Sense-check and refine

Use the journey or blueprint to test assumptions:

• does this respond to known user needs?

• where are we assuming things will “just work”?

• which steps feel risky, unclear, or expensive?

• what would need to be tested before delivery?

Capture open questions, risks, and dependencies directly on the journey or blueprint.

Outputs

One or more draft to-be user journeysA partial or full service blueprintNotes on assumptions, risks, and open questionsReferences to relevant service patterns

These outputs are used to decide what is ready to test and learn in the next stage.

Tools and templates

Teams may use:

• [Link: user journey template]

• [Link: service blueprint template]

• [Link: service pattern cards or library]