University of Technology Sydney

89039 Service Design Communication - Beyond Journey Maps

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Design, Architecture and Building: Design
Credit points: 3 cp
Result type: Grade and marks


Services are considered difficult to market because they have been described, famously, as things you cannot drop on your foot. This subject explores ways in which the quality of a service can be made tangible, to designers and their participants, to employees who must perform them, and to customers in order that they learn how to engage with the services appropriately. Services, as interactions between people over time, are designed in industry at the moment primarily through ‘Service Design Blueprints,’ a variation of ‘Customer Journey Maps.’ These are useful for baseline sketches of linear sequences of activities so that organisations can plan how to resource customer experiences. To comprehensively design and implement a service requires a more diverse set of richer communication design strategies. Students in this subject learn new ways of depicting service interactions that allow all involved to anticipate more complex and adaptive services.