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Service blueprint

Journey mapping with Smaply 3.0

Here’s a step-by-step tutorial on how to create journey maps in Smaply.

Stages, steps, and lanes

The structure of a journey map

In general, journey maps are illustrated in the form of a matrix: the columns visualize the experiences over time, and the rows show details of each experience.


You can flexibly add cards to this matrix. Cards can be expanded horizontally or vertically.

All stages and steps can be re-arragend as you like by clicking on the three dots above/next to them.

→ Tip: Use color coding in step titles to indicate to what degree the information in this step is data backed already. For example red for “no data at all”, yellow for “partly data backed”, and green for “fully research-based”. Use the journey map info section to describe each color’s meaning. 

Branching and looping

Branching helps you to show non-linear flows of journeys. You can use the line tool to visualize these.

Lanes: adding rich details 

To better understand a specific experience, you can add details to each of them. For example: 

  • Detailed descriptions of the situation; you can also use description fields to note down pain points, ideas, comments, and anything else that can be communicated through text.
  • Emotions to visualize the satisfaction of the customer in each moment
  • Channels of communication to see how customers get information 
  • Dramatic arc to understand the importance of an experience
  • Images to make situations easier to grasp
  • KPIs, backstage processes, research data – feel free to add/link any information that you find relevant. 

→ Tip: Don’t flood your maps with all the data you have but only pick relevant insights. If you feed/add all of what you go without first reviewing whether the data is relevant to a specific step, this data overload might overwhelm people. 

Creating a journey map hierarchy

The target should be for a maximum of 20 experiences per journey map. If you’re about to exceed that number, rather consider creating sub-journeys and connecting them in a journey map hierarchy.

Learn more about journey map hierarchies.

Creating service blueprints

A service blueprint helps you understand all the organizational processes needed to provide a specific experience.

You can create service blueprints using the line tool. 

Collaborate, online and offline

Invite your colleagues or clients to collaborate on the map.

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