A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015. Smaply: www.smaply.com ExperienceFellow: www.experiencefellow.com This is Service Design Thinking: www.thisisservicedesignthinking.com This is Service Design Doing: www.thisisservicedesigndoing.com Content: 1. The typology of journey maps 2. Customer experience research 3. Prototyping services 4. Service design and start-ups