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#SDGC17 — Spreading service design through software — Marc Stickdorn

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#SDGC17 — Spreading service design through software — Marc Stickdorn

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In this talk Marc brings together his service design experience and learnings from founding a software company for service designers. Marc published "This is Service Design Thinking" with Jakob Schneider in 2010, and also founded the software startup More than Metrics. The company offers research and visualization tools for service designers, such as Smaply and ExperienceFellow. Slides by Jakob. Find both on Twitter: @MrStickdorn @jakoblies // Have a look at the tools: www.smaply.com // www.experiencefellow.com

In this talk Marc brings together his service design experience and learnings from founding a software company for service designers. Marc published "This is Service Design Thinking" with Jakob Schneider in 2010, and also founded the software startup More than Metrics. The company offers research and visualization tools for service designers, such as Smaply and ExperienceFellow. Slides by Jakob. Find both on Twitter: @MrStickdorn @jakoblies // Have a look at the tools: www.smaply.com // www.experiencefellow.com

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#SDGC17 — Spreading service design through software — Marc Stickdorn

  1. 1. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork Spreading service design through software Marc Stickdorn | More than Metrics
  2. 2. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ◊1 OUR STORY ◊2 HOW WE WORK ◊3 WHY SOFTWARE? ◊4 … AGENDA
  3. 3. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 01.OURSTORY
  4. 4. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn
  5. 5. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ACTUALLY,WEJUSTWANTED
 TOMAKETHEBOOKWENEEDED. 2009
  6. 6. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn THISSOMEHOW
 ESCALATEDQUICKLY. "Yeah, I love your ... thinking.
 Are you doing any consulting on that?"
  7. 7. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn THISSOMEHOW
 ESCALATEDQUICKLY
  8. 8. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BREAKING
 DOWNSILOS Our main job in organizations …
  9. 9. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BREAKING
 DOWNSILOS Our main job in organizations … SO PLEASE DON’T BUILD NEW ONES
  10. 10. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn OURTAKE
 ONTHIS
 ISRATHER
 SIMPLE
  11. 11. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Every discipline and silo has its own language (and KPIs).
  12. 12. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Service design is a common language.
  13. 13. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 02.HOWWEWORK
  14. 14. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn WEUSESERVICEDESIGN
 TOBUILD
 SERVICEDESIGNTOOLSSINCE 2008
  15. 15. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICEDESIGNSPRINTSA.K.A. DESIGN THINKING SPRINTS
 EXPERIENCE DESIGN SPRINTS
 CX SPRINTS UX SPRINTS
 INNOVATION LOOPS
 ITERATIONS
 JOURNEY PROJECTS … YOU NAME IT
  16. 16. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  17. 17. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  18. 18. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH QUANTITATIVE QUALITATIVE
  19. 19. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS QUANTITATIVE QUALITATIVE RESEARCH
  20. 20. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongMobile ethnography Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE.… AND MANY MORE. RESEARCH QUANTITATIVE QUALITATIVE
  21. 21. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongMobile ethnography Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE.… AND MANY MORE. RESEARCH QUANTITATIVE QUALITATIVE 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budgets … METHODS, DATA TYPES, RESEARCHERS
  22. 22. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ASSUMPTIONVS.RESEARCH Assumption-based tools Research-based tools Often assumption-based tools develop into research-based tools over time.
 Assumptions should be challenged. Research gaps should be filled.
  23. 23. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ASSUMPTIONVS.RESEARCH When someone’s journey map is based 
 on mere assumptions … CHALLENGE IT!
  24. 24. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn HOWTOEVALUATE
 AJOURNEYMAP?SIX ASPECTS TO CONSIDER…
  25. 25. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn HIGH-LEVEL PERSPECTIVE
 DETAILED SCOPE JOURNEY MAPS ASPECTS TOCONSIDER CURRENT-STATE
 FUTURE-STATE ASSUMPTION-BASED RESEARCH-BASED
  26. 26. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn JOURNEY MAPS ASPECTS TOCONSIDER MAIN ACTOR: CUSTOMER, USER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
  27. 27. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  28. 28. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 IDENTIFICATION OFCRITICAL TOUCHPOINTS/ STEPS
  29. 29. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 IDENTIFICATION OFCRITICAL TOUCHPOINTS/ STEPS
  30. 30. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 ACTIONABLE INSIGHTSBASED ONQUALAND QUANT…
  31. 31. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  32. 32. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  33. 33. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  34. 34. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  35. 35. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY MAIN PERSONA DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  36. 36. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DESIGNFORTHEAVERAGE TESTWITHEXTREMES CRITERIONI CRITERION II MAIN PERSONA EDGE CASES
 EXTREME PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
  37. 37. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DESIGNFORTHEAVERAGE TESTWITHEXTREMES CRITERIONI CRITERION II MAIN PERSONA EDGE CASES
 EXTREME PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
  38. 38. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  39. 39. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA
 PORTFOLIO
  40. 40. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA
 PORTFOLIOIdeation & Idea Selection
  41. 41. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA
 PORTFOLIOIdeation & Idea Selection START HERE
  42. 42. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA
 PORTFOLIOIdeation & Idea Selection AND SOMETIMES EVEN HERE.
  43. 43. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  44. 44. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DOES IT MATTER 
 HOW YOU CALL IT? IS THIS A PROTOTYPE? 
 A PILOT?
 A MVP? 
 AN EXPERIMENT?
  45. 45. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  46. 46. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  47. 47. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions.
  48. 48. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that a concept doesn’t work during prototyping.
  49. 49. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Writing user stories for 
 minor improvements directly from your research.
  50. 50. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS WOW. A CLOSED LOOP.
  51. 51. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SO FINALLY: ONEMODEL
 TORULE
 THEMALL Source Photo Credit: AXA Digital Agency. It's not that we hate this one in particular, but it’s just the first we found online. There are many, many others.
  52. 52. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WAIT … WHATIF
 YOUNEED
 TOGOBACK? Source Photo Credit: AXA Digital Agency. It's not that we hate this one in particular, but it’s just the first we found online. There are many, many others.
  53. 53. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WAIT … WHATIF
 YOUNEED
 TOGOBACK? LET’SBEHONEST.
 THISISNOTREAL.
  54. 54. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WHY … ISN’TTHIS
 COMMON
 PRACTICE? 01Some believe projects can be 
 planned end-to-end. They can’t. 02Design processes get squeezed 
 into models and silos again. 
 They are not open and iterative anymore.
  55. 55. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT BUT THEY SAID 
 THEY HAVE ANSWERS!
  56. 56. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT
  57. 57. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL 
 OUR PRINCIPLES ALWAYSUNFINISHED MANYEXPERIMENTS ASKREALHUMANS
  58. 58. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL 
 OUR PRINCIPLES ITERATIONS PROTOTYPES RESEARCH
  59. 59. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 03.WHYSOFTWARE?
  60. 60. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn AJOURNEYMAP
 ISNOTAF***ING
 DELIVERABLE!
  61. 61. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn AJOURNEYMAP
 MUSTBEALIVING
 BOUNDARYOBJECT.
  62. 62. CUSTOMER
 EXPERIENCE
 ISMORE
 THANF***ING
 METRICS.
  63. 63. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork Marc Stickdorn Co-Founder and CEO More than Metrics TALKING/KNOWING Marc Stickdorn @MrStickdorn SLIDES/SIDEKICK Jakob Schneider @jakoblies Books: tisdt.com / tisdd.com Software: smaply.com / experiencefellow.com Company: morethanmetrics.com

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