ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals

#ILA18
DOINGIS
HOW TO BRING SERVICE DESIGN
THEHARDPART
INTO STARTUPS AND MULTINATIONALS
Marc Stickdorn
@MrStickdorn

DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

DOINGISTHEHARDPART
01 What is Service Design?
02 Standard process vs. Process standard
03 Consulting vs. doing
04 The 12 commandments
05 Avoiding the bullshit
THISSTANDSBETWEENYOUANDYOURLUNCH…

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01
WHAT IS  
SERVICE DESIGN?

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4COREACTIVITIES
Research Ideation Prototyping Implementation
The process of service design

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RESEARCH

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RESEARCH
QUANTITATIVE QUALITATIVE

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Monitor KPIs over time Get actionable insights
RESEARCH

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RESEARCH
Surveys Tracking
Big Data
A/B testing Heatmaps
Conversion analysis
Customer segmentation
… and many more
Contextual interviews
Participant observation
Mobile ethnography Workalong
Self-documentation
Non-participant observation
… and many more

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PHEW.THAT’SALOT.I don’t have budget for your research Feng Shui.

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1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budget …
Methods
Data types
Researchers

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QUANTITATIVE
SURVEYS
Credit: Shutterstock

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QUANTITATIVE
CUSTOMER/USERDATA

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QUALITATIVE
CONTEXTUALINTERVIEWS

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QUALITATIVE
NON-PARTICIPANTOBSERVATION

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QUALITATIVE
PARTICIPANTOBSERVATION

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QUALITATIVE
WORKALONG

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QUALITATIVE
SELF-DOCUMENTATION
AUTO-ETHNOGRAPHY

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Primary data

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KEY INSIGHTS
Alan
persona, character, role
wants to eat less chocolate
action, situation
because it makes him fat
aim, need, outcome
but it makes him feel safe.
restricion, obstacle, friction
USER STORIES
As a regular customer of SaaS products
persona, role, type of user
I want invoices to be sent directly to my accounting
action
so that I don’t have to care about this every month.
outcome
DATASYNTHESIS&ANALYSIS
Primary data Interpreted data
JOB-TO-BE-DONE
When I have to travel for business
situation
I want to lose as little time as possible
motivation, forces
so that I can maximize my work time.
expected outcome

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DATAVISUALIZATION
Primary data Interpreted data Visualization
PERSONAS
SYSTEM MAPS
JOURNEY MAPS

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IDEATION

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EXPLORATIVE
IDEATIONMETHODS

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EXPLORATIVE
IDEABOARD

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IDEATIONISOVERRATED.

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IDEASARECHEAP.

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IDEATIONISOVERRATED.Co-creation
People
Research
Prototypes
Safe space
Hierarchy
Culture
Stakeholder involvement
Users
Customers
Employees
Stage-gate process
Idea selectionDecision making
Governance

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PROTOTYPING
ISUNDERRATED!

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PROTOTYPING

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PROTOTYPE
JOURNEYMAP(FUTURE-STATE)

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PROTOTYPE
WIREFRAME/DUMMY

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PROTOTYPE
PHYSICALPROTOTYPESPaper/CardBoard/Lego

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PROTOTYPE
SIMULATIONS
Credit: Lufthansa

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PROTOTYPE
DESKTOPWALKTHROUGH
Credit: TiSDD

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PROTOTYPE
BUSINESSMODEL

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ALWAYSSTARTWITHA…

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IMPLEMENTATION

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?

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USETHISPROCESS,THEYSAID.
ITWILLGUIDEYOU,THEYSAID.

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as we communicated it
THE REALITY™
as it actually happened
THE REALITY™

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02
STANDARD PROCESS 
VS. PROCESS STANDARD

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The Squiggle
The Mayhem

The Curtain
The Plate
The Bow Tie
The Squiggle
The Hyperloop
The Maze
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The Mayhem
The Fountain
The March
The Autobahn
The Black Hole
The Pinball

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TRUSTTHEPROCESS!
Meanwhile, in workshop land …

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Preparation
Introduction
Welcome
Developing
keyinsights
Developing
keyinsights
Presenations
Documentation
10plus10
Ideaportfolio
Investigative
rehearsal
Desktop
walkthrough
Paperprototyping
Cardboard
prototyping
Journeymapping
and/or
systemmapping
4–8
HOURS introduction workshop

Data
collection
Datacollection
Builda
ResearchWall
Analysedata
Creatingpersonas
Mappingjourneys
Mappingsystems
Developkeyinsights
Developfirstinsights
(Developing
keyinsights)
Adaptresearchplanning
Preparatoryresearch
Researchplanning
DAY 1 DAY 2
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5-day service design sprint

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5-day service design iteration
3-day service design session
introduction workshop
service design sprint
pilot project
experience pitchincubator session
innovation challenge
1-year service design implementation
2-year cultural change
teaser stunt

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DESIGNTHE 
PROCESSITSELF!— This is Service Design Thinking, 2010

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Constant Constraints Process

IMPLEMENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
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Activities

“How might we …?” – trigger questions from insights
Generating jobs-to-be-done insights
Building a research wall
Creating personas
Mapping journeys
Mapping systems
Developing key insights
Writing user stories
Compiling research reports
Knowing how people change
Beliefs and emotions
Key tactics of change
Understanding what will change
APHIC APPROACHES
ography
ation
ea board
h Ideation and mini-sprint
Software prototyping
Build
Release
Imagine
Define
Realize Support/Use
Retire/Dispose
Support/Use
Mindset change
Creation
Testing
Building
Monitoring
Needs assessment
Slicing the elephant – splitting the challenge
Ideas from journey mapping
Ideas from future-state system
Brainstorming and brainwriting
10 plus 10
Bodystorming
Ideation based on
Benny Hill sorting (Thir
Idea portfolio
Octopus clustering
Quick voting methods
P
Cardboard prototyping
Paper prototyping
Wireframing
Wizard-of-Oz approaches
Service advertisement
Sketching
Media boards Business Model Canvas
Desktop system mapping (Business Origami)
DESK RESEARCH
Preparatory research Secondary research
depth interview
Non-participant observation
PARTICIPANT APPROACHES
Mobile ethnography Cultural probes
Desktop walkthrough
Partial service rehea
Subte
THEATRICAL MET
Rehearsing digita
DATA VISUALIZATION
AND ANALYSIS
DATA
COLLECTION
CHANGE
MANAGEMENT
SOFTWARE
DEVELOPMENT
SERVICE DESIGN/
ARCHITECTURE
SERVICE DESIGN/
PRODUCT MANAGEMENT
PRE-IDEATION
METHODS
GENERATING
MANY IDEAS
ADDING DEPTH/
DIVERSIFYING IDEAS
UNDERSTANDING/
CLUSTERING/RANKING
REDUCING
OPTIONS
SERVICE PROCESSES
AND EXPERIENCES
OBJECTS AND
ENVIRONMENTS
PROTOTYPING
FOR THE DIGITAL
FURTHER
METHODS
ECOSYSTEMS AND
BUSINESS VALUE
IMPLEM
ENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART

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FREEDOM?

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ANARCHY?

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YOUNEEDMORE
STRUCTURE 
THANYOUTHINK
When people are
are involved …

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THEMORE 
FREEDOM 
YOUWANT
THEMORE 
STRUCTURE 
YOUNEED

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03
CONSULTING  
VS. DOING

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4CLEARSTEPS
Just work with these …

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DIVERGE/ 
CONVERGE
It’s just this simple …

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5PHASES
Just follow these …

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7DEFINITESTAGES
It’s easy and clear with these …

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CIRCULAR 
SINE 
CIRCLES
You’re safe if you’re living …

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NOTSURE 
IFREALADVICE
ORCONSULTANT 
BULLSHIT
Meme based on Futurama by Matt Groening

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ACTIVITIES
Don’t we just talk about …

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THEPROCESS™Version 367.2.7

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Suitable and
feasible activities

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Adaption to
real-world constraints

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OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
ANDTHEREWEGO.Version 367.2.8

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WHENISIT
The single most
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
important question
?

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04
THE 12  
COMMANDMENTS

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CALLIT
WHATYOULIKE
1

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MAKE
FIRSTDRAFTS
2
SH!TTY

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YOUARE
AFACILITATOR
3

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DOING
NOTTALKING
4

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YES,BUT…
& YES,AND…
5

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FINDTHE
RIGHTPROBLEM
BEFORESOLVINGITRIGHT
6

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PROTOTYPE
INTHE
REALWORLD
7

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DON’TPUT
ALLYOUREGGS
INONEBASKET
8

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IT’SNOTABOUTTOOLS…9
IT’SABOUT
CHANGINGREALITY

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PLANFORITERATION…
THENADAPT
10

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ZOOMIN
AND
ZOOMOUT
11

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IT’SALL
SERVICES
12

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05
AVOID THE  
BULLSHIT

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LET’SNOTBETHE
CONSULTANCY 
WENEVER
WANTEDTOBE.
We went out
to do it differently …

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PEOPLEDON’TWANT
SERVICEDESIGN, 
THEYWANTTHEIR
PROBLEMSSOLVED.
Yes, it sounds
a bit trivial.

Service design SEARCH STOCK
DOINGISTHEHARDPART

DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

DOINGISTHEHARDPART
LET’SCHANGETHE 
VISUALNARRATIVEOF 
SERVICEDESIGN !

DOINGISTHEHARDPART
[MOBILITYEXPERIENCE]
Let’s look at …

DOINGISTHEHARDPART
[HOSPITALITYEXPERIENCE]
Let’s look at …

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[AVIATIONEXPERIENCE]
Let’s look at …

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YOUDESIGNSERVICES 
ANDSYSTEMS.
No matter how you call it …

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WELL,LET’S 
CALLTHIS…
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH

DOINGISTHEHARDPART
THANK 
YOU 
VERY 
MUCH!
ON STAGE
Marc Stickdorn 
@MrStickdorn
SLIDES
Jakob Schneider 
@jakoblies
SOFTWARE
www.smaply.com 
www.experiencefellow.com
BOOKS
www.tisdt.com 
www.tisdd.com

ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals

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ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals