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8/21 Keynote Speech 1
- 1. When service design thinking meets technology Human-centered service and business model Marc Stickdorn 2014
- 2. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping in your customer’s shoes.” When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 4. PERSONA Jake 30 Male German “Don’t believe the hype!” When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 5. PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 6. The story of Jake and his old TV set … A TV set is a product, right? When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 7. JAKE 1 That old TV set busts out 1 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 8. JAKE 2 Reading advertisements in print media 1 2 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 9. JAKE 3 Searching offers online 2 31 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 10. JAKE 4 Reading online reviews 42 31 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 11. 42 3 JAKE 5 Collecting information in store 5 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 12. 43 5 JAKE 6 Comparing prices on mobile device 6 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 13. 4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 14. 5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 15. 6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 16. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 17. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 18. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 19. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 20. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 21. 42 3 5 11 12 13 14 6 7 8 9 10 1 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 22. THE CUSTOMER JOURNEY OF Old thinking: Moment of sale = service P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D service period When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 23. THE CUSTOMER JOURNEY OF New thinking: End-to-end experience P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 24. And this is just a high-level perspective … When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 25. Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 26. A SWIMLANE DIAGRAM FOR Understanding channels When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 27. A SWIMLANE DIAGRAM FOR Understanding channels When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 28. INTRODUCING KLAUS Cool! When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 29. A SWIMLANE DIAGRAM FOR & Understanding channels When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 30. 16 17 18 JAKE 21 KLAUS 3 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 31. 16 17 18 JAKE 21 KLAUS 3 social media When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 32. POSITIVE social media When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 33. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 34. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 35. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 36. NEGATIVE social media When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 37. Dave Carroll – United breaks guitars 14.000.000+ When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 38. Dave Carroll – United breaks guitars 14.000.000+ When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 39. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 40. CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 41. CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 42. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 43. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 44. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 45. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 46. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 47. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 48. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 49. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA Where do you measure customer satisfaction? When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 50. 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA EMOTIONAL JOURNEY 89,7 % of our customers rate our service:“very good”. 9 When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 51. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 52. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 53. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 54. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 55. #servicedesign When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 56. #servicedesign When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 57. PRODUCT OR SERVICE? When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 58. THE SERVICE BEHIND THE PRODUCT When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 59. Value-in-Exchange GOODS-DOMINANT LOGIC When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 60. A D V E R T I S E M E N T S ADVERTISEMENTS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 61. MOMENT OF SALE A D V E R T I S E M E N T S S A L E S moment of sale When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 62. AFTER SALES A D V E R T I S E M E N T S A F T E R S A L E SS A L E S after sales (service) When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 63. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 64. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 65. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R moment of sale after sales When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 66. Value co-creation SERVICE-DOMINANT LOGIC When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 67. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 68. “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.” — Stephen Elop, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 69. CA B A SERVICE ECOSYSTEM When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 70. CA B A SERVICE ECOSYSTEM JAKE KLAUS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 71. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 72. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 73. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 74. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 75. #servicedesign When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 76. Service Design is not new. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 77. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 78. IT SALES DESIGN MARKETING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 79. IT SALES DESIGN MARKETING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 80. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 81. Service design is inter-disciplinary. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 82. Every discipline has its language. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 83. Service design thinking is a common language. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 84. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 85. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 86. SERVICE DESIGN THINKING DOING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 87. TOOLS Exploration Creation/Reflection Implementation REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION JUST SOME OF ALL THESE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 88. Exploration Creation/Reflection Implementation SELF-EXPLORATION When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 89. OBSERVATION Exploration Creation/Reflection Implementation When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 90. CONTEXTUAL INTERVIEWS Exploration Creation/Reflection Implementation When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 91. MOBILE ETHNOGRAPHY Exploration Creation/Reflection Implementation When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 92. Exploration Creation/Reflection Implementation PERSONAS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 93. Exploration Creation/Reflection Implementation CUSTOMER JOURNEY MAPS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 94. Exploration Creation/Reflection Implementation STAKEHOLDER MAPS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 95. Exploration Creation/Reflection Implementation VALUE NETWORK MAPS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 96. Exploration Creation/Reflection Implementation SERVICE PROTOTYPES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 97. Exploration Creation/Reflection Implementation SERVICE ADVERTISEMENTS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 98. Exploration Creation/Reflection Implementation BUSINESS MODEL INNOVATION When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 99. Exploration Creation/Reflection Implementation THEATRICAL TOOLS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 100. FURTHER INTEREST? BOOKS Process Principles: This is Service Design Thinking by Marc Stickdorn Jakob Schneider (2010) Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch Stephen Vargo (2006) Experience Economy: “The Experience Economy” by Joseph Pine II James Gilmore (1999) Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie Ben Reason (2013) ONLINE RESSOURCES twitter: #servicedesign www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 101. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Slides designed by Jakob Schneider @jakoblies jakob@smaply.com THANK YOU. … and have a great day! When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 102. #servicedesign When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 103. 5 BASIC PRINCIPLES When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 104. 1 USER-CENTRED When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 105. 2 CO-CREATIVE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 106. 3 SEQUENCING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 107. 4 EVIDENCING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 108. 5 HOLISTIC When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 109. #servicedesign When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 110. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 111. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 112. IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING SERVICE DESIGN MANAGEMENT CX ANALYSIS When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 113. IMPLEMENTATION IDEATIONPROTOTYPING CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 114. 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E START HERE! When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 115. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 116. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 117. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 118. CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT IDEATIONPROTOTYPING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 119. A picture says more than thousand words. A prototype says more than thousand concepts. PROTOTYPING IDEATIONPROTOTYPING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 120. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 121. When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 122. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model
- 123. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. … and have a great day! Slides designed by Jakob Schneider @jakoblies jakob@smaply.com When service design thinking meets technology Marc Stickdorn 2014 Human-centered service and business model