The slides from my keynote at Nuremberg's first service design drinks, 21 January 2016. A rather general introduction of service design... :) Our software for service design: Smaply: www.smaply.com ExperienceFellow: www.experiencefellow.com Books, talks and workshops: Our book "This is Service Design Thinking": www.thisisservicedesignthinking.com Our workshops "This is Service Design Doing": www.thisisservicedesigndoing.com My talks: www.marcstickdorn.com

1. 2016 Service Design Drinks #1
21 January 2016Nuremberg
Marc Stickdorn

2. Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

3. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

4. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

5. Adam Lawrence and Markus Hormeß
WorkPlayExperience
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

6. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

7. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

8. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

9. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

10. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

11. WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

12. 89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

13. 78.4% ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

14. TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

15. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

16. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

17. PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

18. PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

19. The story of Jake and his old TV set …
A TV set is a product, right?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

20. JAKE
1 That old TV set
breaks down
1
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

21. JAKE
2 Reading advertisements
in print media
1 2
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

22. JAKE
3 Looking for offers
online
2 31
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

23. JAKE
4 Reading
online reviews
42 31
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

24. 42 3
JAKE
5 Collecting information
in store
5
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

25. 43 5
JAKE
6 Comparing prices
on mobile device
6
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

26. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

27. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

28. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

29. 7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

30. 8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

31. 9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

32. 10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

33. 11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

34. 42 3 5
11 12 13 14
6 7 8 9 10
1
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

35. And this is just a high-level perspective …
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

36. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

37. A SWIMLANE DIAGRAM FOR
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

38. A SWIMLANE DIAGRAM FOR
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

39. INTRODUCING
KLAUS
Cool!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

40. A SWIMLANE DIAGRAM FOR &
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

41. 16 17 18
JAKE
21
KLAUS
3
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

42. 16 17 18
JAKE
21
KLAUS
3
social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

43. POSITIVE social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

44. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

45. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

46. POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

47. NEGATIVE social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

48. Dave Carroll – United breaks guitars
14.000.000+
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

49. Dave Carroll – United breaks guitars
14.000.000+
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

50. CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

51. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

52. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

53. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

54. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

55. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

56. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

57. 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
JAKENuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

58. 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
JAKEKLAUSNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

59. 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
JAKEKLAUSLAURANuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

60. 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 do you measure
customer satisfaction?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

61. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

62. CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

63. QUALITATIVEQUANTITATIVE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

64. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVEQUANTITATIVE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

65. methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

66. Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

67. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

68. #servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

69. #servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

70. PRODUCT OR SERVICE?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

71. THE SERVICE BEHIND
THE PRODUCT
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

72. Value-in-Exchange
GOODS-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

73. A D V E R T I S E M E N T S
ADVERTISEMENTS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

74. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

75. 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)
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

76. Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

77. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

78. 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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

79. Value co-creation
SERVICE-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

80. “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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

81. “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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

82. CA B
A SERVICE
ECOSYSTEM
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

83. CA B
A SERVICE
ECOSYSTEM
JAKE
KLAUS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

84. CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

85. KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

86. KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES ETC …
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

87. CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

88. #servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

89. Service Design is not new.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

90. 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.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

91. IT
SALES
DESIGN
MARKETING
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

92. Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

93. Service design is inter-disciplinary.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

94. Every discipline has its language.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

95. Service design thinking is a common language.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

96. Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

97. DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond
as described by the
British Design Council
Service design thinking is an iterative process.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

98. Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

99. A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

100. MANY COMPANIES
DESIGN AND BUSINESS SCHOOLS
MBA PROGRAMS
HIGH SCHOOLS
WHO TEACHES SERVICE DESIGN?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

101. Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

102. THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn: @MrStickdorn
marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies
jakob@smaply.com
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

103. 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
www.mrthinkr.com
www.experiencefellow.com
www.marcstickdorn.com
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

104. SERVICE DESIGN
START-UPS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

105. VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn