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Service Design Thinking - How to successfully innovate beyond buzzwords
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Service Design Thinking - How to successfully innovate beyond buzzwords

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These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil. ...

These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil.

Find the videos I showed on our websites:
www.myservicefellow.com (available from summer 2014)
www.smaply.com (launching in December 2013)

The book website of TiSDT:
www.thisisservicedesignthinking.com

Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider (Designer of TiSDT). Like his style? Check his agency: http://kd1.com ;)

Published in Design , Business
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Transcript

  • 1. 2013 Service Design Thinking Marc Stickdorn
  • 2. Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn 2013
  • 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn 2013
  • 4. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE call it: … or as some might es.” your customer’s sho “slipping in Service Design Thinking Marc Stickdorn 2013
  • 5. PERSONA Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn 2013
  • 6. 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn 2013
  • 7. 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn 2013 2
  • 8. 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3
  • 9. 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3 4
  • 10. 5 Dreaming of holidays while at work 2 JAKE Service Design Thinking Marc Stickdorn 2013 3 4 5
  • 11. 6 Packing bags 3 JAKE Service Design Thinking Marc Stickdorn 2013 4 5 6
  • 12. 7 Check-in process with long line PRE-SERVICE PERIOD 4 JAKE Service Design Thinking Marc Stickdorn 2013 5 6 7
  • 13. 8 Checking in, baggage drop-off PRE-SERVICE PERIOD 5 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 6 7 8
  • 14. 9 Passing security check PRE-SERVICE PERIOD 6 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 7 8 9
  • 15. 10 Boarding PRE-SERVICE PERIOD 7 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 8 9 10
  • 16. 11 In-flight experience SERVICE 8 JAKE Service Design Thinking Marc Stickdorn 2013 9 10 11
  • 17. 12 Arrival at destination SERVICE 9 JAKE Service Design Thinking Marc Stickdorn 2013 10 11 12
  • 18. 13 Transfer to accomodation SERVICE 10 JAKE Service Design Thinking Marc Stickdorn 2013 11 12 13
  • 19. 14 Staying at the hotel SERVICE 11 JAKE Service Design Thinking Marc Stickdorn 2013 12 13 14
  • 20. 15 Attending a diving school SERVICE 12 JAKE Service Design Thinking Marc Stickdorn 2013 13 14 15
  • 21. 16 Dinging at local restaurant SERVICE 13 JAKE Service Design Thinking Marc Stickdorn 2013 14 15 16
  • 22. 17 Flying back home SERVICE 14 JAKE Service Design Thinking Marc Stickdorn 2013 15 16 17
  • 23. 18 Posting online reviews SERVICE P O S T- S E R V I C E 15 JAKE Service Design Thinking Marc Stickdorn 2013 16 17 18
  • 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn 2013
  • 25. THE CUSTOMER JOURNEY OF PRE-SERVICE PERIOD Service Design Thinking Marc Stickdorn 2013 SERVICE PERIOD post-service period
  • 26. Cool! INTRODUCING Service Design Thinking Marc Stickdorn 2013 KLAUS
  • 27. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 2 3
  • 28. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 social media 2 3
  • 29. POSITIVE social media Service Design Thinking Marc Stickdorn 2013
  • 30. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • 31. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • 32. POSITIVE social media Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • 33. NEGATIVE social media Service Design Thinking Marc Stickdorn 2013
  • 34. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  • 35. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  • 36. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  • 37. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 38. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 39. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 40. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 41. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 42. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • 43. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 JAKE
  • 44. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 KLAUS JAKE
  • 45. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 LAURA KLAUS JAKE
  • 46. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  • 47. #servicedesign Service Design Thinking Marc Stickdorn 2013
  • 48. #servicedesign Service Design Thinking Marc Stickdorn 2013
  • 49. SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn 2013
  • 50. SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Marc Stickdorn 2013
  • 51. SERVICE DOMINANT LOGIC THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn 2013
  • 52. GOODS-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013
  • 53. ADVERTISEMENTS ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013
  • 54. MOMENT OF SALE moment of s ale ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES
  • 55. AFTER SALES after sales ( service) ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES AFTER SALES
  • 56. SERVICE-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013 Value-in-Use
  • 57. SERVICE-DOMINANT LOGIC Value co-creation Service Design Thinking Marc Stickdorn 2013
  • 58. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE Service Design Thinking Marc Stickdorn 2013 AFTER P O S T- S E R V I C E
  • 59. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE AFTER le moment of sa Service Design Thinking Marc Stickdorn 2013 P O S T- S E R V I C E after sales
  • 60. THINK IN SERVICES “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos Founder and CEO of Amazon.com Service Design Thinking Marc Stickdorn 2013
  • 61. THINK IN SERVICE ECOSYSTEMS “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, CEO of Nokia Service Design Thinking Marc Stickdorn 2013
  • 62. THE TOURISM ECOSYSTEM A Service Design Thinking Marc Stickdorn 2013 B C
  • 63. THE TOURISM ECOSYSTEM KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  • 64. THE TOURISM ECOSYSTEM AGENC KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  • 65. THE TOURISM ECOSYSTEM AGENC TRANS AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  • 66. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  • 67. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  • 68. THE TOURISM ECOSYSTEM AGENC HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013
  • 69. THE TOURISM ECOSYSTEM AGENC EMPLOYEES HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013
  • 70. THE TOURISM ECOSYSTEM AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
  • 71. THE TOURISM ECOSYSTEM SHAREHOLDERS AUTHORITIES SUPPLIERS AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
  • 72. THE TOURISM ECOSYSTEM MARKETING SHAREHOLDERS SUPPLIERS AGENC EMPLOYEES AUTHORITIES COMMUNITY MAINTENANCE HOTEL ROOM SERVICE SALES KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY ETC … KLAUS
  • 73. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  • 74. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  • 75. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  • 76. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  • 77. #servicedesign Service Design Thinking Marc Stickdorn 2013
  • 78. Service Design is not new. Service Design Thinking Marc Stickdorn 2013
  • 79. Service Design is not new. MARKETING IT DESIGN SALES Corporate communications Infrastructure Usability Point-of-Sales Technical support Look and feel Customer support Customer relationship management Service Design Thinking Marc Stickdorn 2013
  • 80. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013
  • 81. Service design is inter-disciplinary. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013 MANAGER MARKETER DESIGNER DEVELOPER PSYCHOLOGIST
  • 82. TASK Yes, please. Service Design Thinking Marc Stickdorn 2013
  • 83. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn 2013
  • 84. Every discipline has its language. Service Design Thinking Marc Stickdorn 2013
  • 85. Service design thinking is a common language. Service Design Thinking Marc Stickdorn 2013
  • 86. Service design thinking is an iterative process. EXPLORATION EXPLORATION EXPLORATION Service Design Thinking Marc Stickdorn 2013 CREATION CREATION CREATION REFLECTION REFLECTION REFLECTION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION
  • 87. Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn 2013 The Squiggle by Damien Newman from Central Inc.
  • 88. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn 2013
  • 89. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  • 90. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  • 91. Service Design Thinking Marc Stickdorn 2013
  • 92. Service Design Thinking Marc Stickdorn 2013
  • 93. Service Design Thinking Marc Stickdorn 2013
  • 94. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  • 95. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  • 96. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  • 97. THE TOUCHPOINT PORTFOLIO START HERE! IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  • 98. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  • 99. PROTOTYPING REFLECTION CREATION Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience … Service Design Thinking Marc Stickdorn 2013
  • 100. Service Design Thinking Marc Stickdorn 2013
  • 101. Service Design Thinking Marc Stickdorn 2013
  • 102. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  • 103. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn 2013
  • 104. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn 2013
  • 105. SELF-EXPLORATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 106. OBSERVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 107. CONTEXTUAL INTERVIEWS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 108. MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 109. PERSONAS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 110. CUSTOMER JOURNEY MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 111. STAKEHOLDER MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 112. VALUE NETWORK MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 113. SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 114. SERVICE ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 115. BUSINESS MODEL INNOVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 116. THEATRICAL TOOLS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  • 117. #servicedesign Service Design Thinking Marc Stickdorn 2013
  • 118. FURTHER INTEREST? BOOKS ONLINE RESSOURCES Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010) twitter: #servicedesign 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) Service Design Thinking Marc Stickdorn 2013 www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com
  • 119. THANK YOU. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Service Design Thinking Marc Stickdorn 2013
  • 120. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn 2013
  • 121. 1 USER-CENTRED Service Design Thinking Marc Stickdorn 2013
  • 122. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn 2013
  • 123. 3 SEQUENCING Service Design Thinking Marc Stickdorn 2013
  • 124. 4 EVIDENCING Service Design Thinking Marc Stickdorn 2013
  • 125. 5 HOLISTIC Service Design Thinking Marc Stickdorn 2013