A Living Blueprint

I started my career working for digital and advertising agencies. We always prepared valuable UX deliverables like user journeys or service blueprints that were primarily used as a prop for client presentations but were forgotten right after. 

When I transitioned to work in-house, I realized that overdesigned PDFs were not the right format for documenting new learnings or future plans. I started to view these documents as a live dataset instead of a design deliverable. After a few trials and errors, we found out that airtable is a flexible tool to host this information for its organization capabilities like row grouping and inter-table links. Now we use our customer journey airtable as the primary resource for evaluating new initiatives and documenting back-stage processes and learnings. 

While the content and the structure of this document is highly dependant on the business that it's leveraged for, our current template could be used as a good starting point if you want to build one for your product.

A few tips

  • Keeping a table for your audience, user personas, and even internal teams and stakeholders would allow you to reference them in other tables through linked record fields.

  • While the traditional user journey tracks the journey phases horizontally (as columns), documenting them as rows would allow you to use them as linked records for other tables

  • Grouping your tables by your primary field (user journey stage in our case) makes these tables easier to review
  • The touchpoints table acts as your service blueprint. You can add new fields to define front vs. backstage actions or any parameters that make sense for your business

The link

I took out all our proprietary information from the document (leaving a few records as examples) and created a read-only view of the document. You can duplicate the base and build your own.