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Behavioral Mapping and Blueprinting Cheat Sheet

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91 views8 pages

Behavioral Mapping and Blueprinting Cheat Sheet

Uploaded by

talk2chihung
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Behavioral Mapping and

Blueprinting Cheat Sheet


A quick reference guide to creating behavioral
maps and behavioral blueprints
Created by Allison White and Matt R. Trower

CENTER FOR
ADVANCED HINDSIGHT
CENTER FOR
ADVANCED HINDSIGHT

BEHAVIORAL MAPPING CHEAT SHEET


Define an action-based,
1. specific, and measureable 2. Define a starting point. 3. Choose a target customer
segment.
target behavior.

Map the end-to-end steps that an individual in your


4. customer segment would need to perform to reach this
target behavior.

Layer on any existing data that’s relevant to any of DATA


5. the steps - could be about how the process works, or
engagement/funnel metrics.
Data or metrics that help contextualize this
step - such as time spent on this step, completion
rate, or associated costs.
6. Layer on barriers - the real or potential friction points that could be keeping a customer from performing the target
behavior. Include the following:

STRUCTURAL BARRIERS PSYCHOLOGICAL BARRIERS


Barriers that arise from how the decision-making Barriers that are rooted in cognitive biases (e.g.
environment is structured (e.g. discoverability, opportunity cost neglect, decision paralysis).
friction).

OPPORTUNITIES
7. Identify and document opportunities to increase
customers’ motivation to perform the target behavior.
Possible ways to increase motivation to perform
this step, and ultimately reach the target behavior.

Conduct additional research and/or use prioritization Design an intervention based on your chosen barrier
8. exercises to determine the most important barrier to 9. or opportunity, along with a controlled experiment to
remove, or opportunity to pursue. test its effectiveness.
CENTER FOR
ADVANCED HINDSIGHT

BEHAVIORAL BLUEPRINTING CHEAT SHEET


Define an action-based,
1. specific, and measureable 2. Define a starting point. 3. Choose a target customer
segment.
target behavior.

4. Map the end-to-end steps that need to happen for an individual in your customer segment reach this target behavior -
both those visible to the customer, and those happening behind the scenes.

VISIBLE STEPS INVISIBLE STEPS


Actions that are visible to the customer: performed Actions that are not visible to the customer:
by the customer, a supporting actor, or a system. performed by a supporting actor or a system.
Use the top-level steps as a checklist to add surface-to-core detail to each step. Add a line to distinguish which
5. pieces of the experience the customer can and can’t see. The following are helpful to include, but you can also add
your own categories:

TOUCHPOINT OBSERVATION/FACT
Who is interacting with what, and what are A bit of a catch all - anything else you learn about
they doing? this step that helps contextualize it, but doesn’t fit
neatly into another category.

ACTOR METRIC/DATA
The humans involved in this step - could be the Data or metrics that help contextualize this step -
customer and/or supporting actor(s) who are such as time spent on this step, completion rate,
visible or invisible. or associated costs.

SYSTEM POLICY/RULE
Technology, hardware, or processes that support Any policies or regulations that dictate how this
this step. step is, or must be, completed.
6. Layer on the barriers and opportunities, along with any outstanding questions (it can be helpful to track them within
each step, as a reminder to the team to answer them and refine the map accordingly).

STRUCTURAL BARRIERS PSYCHOLOGICAL BARRIERS


Barriers that arise from how the decision-making Barriers that are rooted in cognitive biases (e.g.
environment is structured (e.g. discoverability, opportunity cost neglect, decision paralysis).
friction).

OPPORTUNITY FOLLOW-UP QUESTIONS


Possible ways to increase motivation to perform Questions about a step that you’d like to
this step, and ultimately reach the target behavior. investigate moving forward.
8. Conduct additional research and/or use prioritization
exercises to determine the most important barrier to 9. Design an intervention based on your chosen barrier
or opportunity, along with a controlled experiment to
remove, or opportunity to pursue. test its effectiveness.

ADDITIONAL RESOURCES
Here are some additional resources about behavior mapping and service blueprinting that could be helpful if you want to dive a
little bit deeper!

1. Behavioral Design Guide


Produced by Irrational Labs, this guide walks you
2. Practical Service Blueprinting Guide
In this comprehensive guide, Erik Flowers and
through how to use behavioral design in your Megan Erin Miller walk you through the why,
product design and development process. It when, and how of service blueprinting.
contextualizes how behavior mapping can fit into a Download Here
broader behavioral economics project methodology.
Download Here
ADDITIONAL RESOURCES
Here are some additional resources about behavior mapping and service blueprinting that could be helpful if you want to dive a
little bit deeper!

3. Blueprinting Facilitator Guide


Also from Erik Flowers and Megan Erin Miller, this
4. The Difference between a Journey Map
and a Service Blueprint
guide gives you a detailed set of steps you can use In this article, Erik Flowers and Megan Erin Miller
to facilitate blueprinting sessions. While it’s focused explain how the surface-to-core detail makes
on service blueprinting, some of the content can also service blueprints unique from other maps that
apply to running a behavioral blueprinting workshop. capture only the customer’s point of view.
Download Here Read Here

5. The Difference between Current and


Future State Blueprinting 6. Designing Services that Deliver
This article by G. Lynn Shostock appeared in the
Because it’s normally used during a behavioral Harvard Business Review print magazine in 1984,
diagnosis, behavior mapping is often used to and is the first time the term service blueprinting
assess current state processes. This article can was mentioned.
point you in the right direction if you want to create
Read Here
a future state behavioral blueprint.
Read Here

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