Being a Service Architect

Over the past few weeks, I have been working on blueprinting my service solution for my Masters. So far, I have developed five distinct concepts for visual representation:

  • Rooms of Knowledge
  • Service Stairway
  • Painting on the wall
  • Illustration of machinery
  • 2D.3D.4D dynamic dimensions

In summary, I am developing a service for design students and graduates that offers them an accessible pathway into the service design industry.

The models all have different levels of representation and detail, each illustrating how my understanding of what a 'service blueprint' has to be, and during the process the potential of what it could be (visually) has evolved.


Working with the metaphor that 'service design' is a building, I developed one 'service design floor' - and mapped user journeys through this environment. The 'Rooms of Knowledge' are static - the 'experience' becomes tactile. This visual method asks questions such as; How does each room support learning? What are the props needed to support learning?

Redjotter Lauren Currie Service Design

So, which service design floor are you on? Is your current understanding peripheral or deep? What floor do you want to go to? Do you want to fast track between floors, or systematically go into every room? Serendipity causes people to enter the 'Rooms of Knowledge' by chance, whilst the physical rooms have different experiences.


Redjotter Lauren Currie Service Design


Thinking big and playing with colourful paints enabled me to feel less cautious of the content and more focused on the route that users take through the service: Scribbling is an exploration. You start from nothing and learn as you go.”

Redjotter Lauren Currie Service Design


Looking at the movement of machines and the components that make up their function, I took visual inspiration from a postcard design from NESTA's Starter for 6 initiative. Drawing the service in this way has enabled me to think about how each 'stage' of the service impacts on the next stage in the process - every aspect a cog in a system.

Redjotter Lauren Currie Service Design


Conceptually considering 2D as learnings, 3D as the landscape and 4D as the dynamic network, I am thinking dimensionally and treating the experience like a 3 dimensional shape. This is helps me think about the channels and routes into, through and out of the service, and view the experience holistically.

Redjotter Lauren Currie Service Design

I am aiming to incorporate backstage / physical touchpoints and user experiences into my final service design blueprint. So now a week of ultimate play lies ahead, as I turn the 'editor' down low and become an 'architect'. I am putting my pen and paper away (!!) with an aim to be very spatial. My study adviser believes I am on my way to developing "an iconic new way of representing a service". Very high hopes... I best get on with it!

Journey from Osdorp

Workers of the Ports who live in Osdorp have to travel to Sloterdijk station to reach the Westpoort Bus. I went on this journey today to experience it for myself. The aim of this is to help me understand the emotions of the journey, as well as how easy/difficult it is. Paying particular attention to signage and the time of journeys. This map clearly shows the distance from the centre of Osdorp plein to the bus stop Ruimzicht ( about 2 minute walk) From this stop, Bus 19 goes to Sloterdijk roughly every 15 minutes. An easy journey!

This website shows a recent campaign involving the Ports. Although the site is all in Dutch, the people featured in the campaign are famous Dutch people who have been covered in tattoos, to represent the industrial, toughness of the Ports;"a romantic view of the ports"...aimed at people like me and you. I saw a billboard featuring one of the actresses, in Osdorp today.

The number 19 stopped at many bus stops around Osdorp and runs very regularly.

How familiar are the stakeholder groups with a Strippen Kaart?

A Tour of the Ports

This afternoon Harm and I drove round the Ports. It was interesting to see that there were no footpaths to the factories in a lot of areas and the bus stops are very isolated. The area is very dull and grey. There were no cyclists either.

The workers have to wait here on dark, rainy winter nights. Dangerous and not ideal.

This worker is walking on the side of the road as there is no footpath.

Beautiful sign on Valeriusstraat.

Journey Planner

An interactive website called Map24 is an excellent tool for mapping out journeys. You can then follow your chosen route through the map 3-Dimensionally and with satellite view. My first journey I mapped out was from

Osdorp Plein, 1068 Amsterdam, The Netherlands to

Nieuw- Zeelandweg, 1045 Amsterdam, The Neteherlands

This is the typical journey a worker of the Ports would travel everyday. Most of the journeys I researched were all under 20 minutes. This is travelling by car, most of our stakeholders would not travel to work by car so I must find a way of researching the journeys involving public transport.

This article talks about the service called the Westpoort Bus. I shall be experiencing this service myself, hopefully sometime this week. This will give me a key insight into the workers daily routine as well as a platform for comparison for when I carry out my journey to the factories.