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Designing Service Layouts and Blueprints

Team Members: Devvrat Diwan, Saurabh Inani, Ayushi Agarwal

Service blueprinting is a technique originally used for service design and innovation, but has also found applications in diagnosing problems with operational efficiency. The activity conceptualized to teach service blueprinting to final year MBA students in their service marketing elective utilized Lego building blocks, die-cast toys, chart papers and coloring pens. The experiential activity was intended to teach the concepts of service blueprinting, service delivery process, failure and waiting points, checklists, and total quality management.

The class was divided into small teams and each team was assigned the task of designing a service layout and the corresponding blueprint for any of the four different service settings viz. airport, railway station, zoo and car servicing. The resources required to design each of these setups Were made out of Lego bricks and were put to display at the individual team workstations. Each Lego installations, and die cast toys represented a tangible elenient of the actual service setting. The teams brainstormed to build the entire service facility layout with the resource materials provided to them. The students were also asked to indicate the waiting and failure points within the service layout. Those teams. which innovatively designed the blueprint that minimized the failure and wafting points, were scored higher.