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Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




               Buzzword bingo



Service Design Thinki...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




Service D...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




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Buzzword Bingo   Service Design Thinking   Service Design Tools




                   Service Dominant Logic


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                     GOODS-Dominant Logic




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                  Service-Dominant Logic




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                  Service-Dominant Logic




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Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Think in services:

     ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy




Servic...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodi...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodi...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodi...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodi...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodi...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                   The war of ecosystems
      “The ba...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Dave Carroll – United breaks ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Dave Carroll – United breaks ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                        marketing shifts
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Buzzword Bingo   Service Design Thinking   Service Design Tools




                        marketing shifts
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Buzzword Bingo   Service Design Thinking   Service Design Tools




         #ServiceDesign


Service Design Thinking
Marc...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Service Design is not new...
Buzzword Bingo   Service Design Thinking     Service Design Tools




                             Service Design is not n...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                     Marketing

                      ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Service design is inter-d...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Service design is inter-d...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Every discipline has its ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           Service design thinking is a common languag...
Buzzword Bingo   Service Design Thinking   Service Design Tools




            Service design thinking is an iterative pr...
Buzzword Bingo   Service Design Thinking   Service Design Tools




            Service design thinking is an iterative pr...
Buzzword Bingo   Service Design Thinking   Service Design Tools




            Service design thinking is an iterative pr...
Buzzword Bingo   Service Design Thinking    Service Design Tools




            Service design thinking is an iterative p...
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             5 basic Principles




Se...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           1 User-centred




Service Design Thinking
...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           2 Co-Creative




Service Design Thinking
M...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           3 SEQUEncing




Service Design Thinking
Ma...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           4 EVIDENCING




Service Design Thinking
Ma...
Buzzword Bingo   Service Design Thinking   Service Design Tools




           5 HOLISTIC




Service Design Thinking
Marc...
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking    Service Design Tools




Service Design Thinking
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Buzzword Bingo   Service Design Thinking   Service Design Tools



                              FURTHER INTEREST?
BOOKS  ...
Buzzword Bingo   Service Design Thinking   Service Design Tools




Thanks a lot.

Marc Stickdorn — @MrStickdorn — www.tis...
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A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools.

If you're interested in our work, have a look at our websites:

The book "This is Service Design Thinking": http://www.tisdt.com
The customer journey software "smaply" http://www.smaply.com
The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com

Service Design Thinking

  1. 1. Service Design Thinking Marc Stickdorn — fall 2012
  2. 2. Buzzword Bingo Service Design Thinking Service Design Tools Buzzword bingo Service Design Thinking Marc Stickdorn — fall 2012
  3. 3. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic Service Design Thinking Marc Stickdorn — fall 2012
  4. 4. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic The service beyond the product Service Design Thinking Marc Stickdorn — fall 2012
  5. 5. Buzzword Bingo Service Design Thinking Service Design Tools Service Dominant Logic Product OR SERVICE? Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn — fall 2012
  6. 6. Buzzword Bingo Service Design Thinking Service Design Tools GOODS-Dominant Logic Value-in-Exchange Service Design Thinking Marc Stickdorn — fall 2012
  7. 7. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic Value-in-Exchange Value-in-Use Service Design Thinking Marc Stickdorn — fall 2012
  8. 8. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic Value co-creation Service Design Thinking Marc Stickdorn — fall 2012
  9. 9. Buzzword Bingo Service Design Thinking Service Design Tools Think in services: “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos founder, president, CEO and chairman of the board of Amazon.com Service Design Thinking Marc Stickdorn — fall 2012
  10. 10. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Service Design Thinking Marc Stickdorn — fall 2012
  11. 11. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Service Design Thinking Marc Stickdorn — fall 2012
  12. 12. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods Service Design Thinking Marc Stickdorn — fall 2012
  13. 13. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICE Service Design Thinking Marc Stickdorn — fall 2012
  14. 14. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICE Experience Service Design Thinking Marc Stickdorn — fall 2012
  15. 15. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICE Experience Transformation Service Design Thinking Marc Stickdorn — fall 2012
  16. 16. Buzzword Bingo Service Design Thinking Service Design Tools The war of 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 — fall 2012
  17. 17. Buzzword Bingo Service Design Thinking Service Design Tools Social Media Service Design Thinking Marc Stickdorn — fall 2012
  18. 18. Buzzword Bingo Service Design Thinking Service Design Tools Social Media Service Design Thinking Marc Stickdorn — fall 2012
  19. 19. Buzzword Bingo Service Design Thinking Service Design Tools Social Media Service Design Thinking Marc Stickdorn — fall 2012
  20. 20. Buzzword Bingo Service Design Thinking Service Design Tools Dave Carroll – United breaks guitars Service Design Thinking 11.500.000+ Marc Stickdorn — fall 2012
  21. 21. Buzzword Bingo Service Design Thinking Service Design Tools Dave Carroll – United breaks guitars Service Design Thinking 11.500.000+ Marc Stickdorn — fall 2012
  22. 22. Buzzword Bingo Service Design Thinking Service Design Tools marketing shifts from communications to experiences Service Design Thinking Marc Stickdorn — fall 2012
  23. 23. Buzzword Bingo Service Design Thinking Service Design Tools marketing shifts from communications to experiences Service Design Thinking Marc Stickdorn — fall 2012
  24. 24. Buzzword Bingo Service Design Thinking Service Design Tools #ServiceDesign Service Design Thinking Marc Stickdorn — fall 2012
  25. 25. Buzzword Bingo Service Design Thinking Service Design Tools Service Design is not new. Service Design Thinking Marc Stickdorn — fall 2012
  26. 26. Buzzword Bingo Service Design Thinking Service Design Tools Service Design is not new. Marketing IT Design SALES Corporate communications Infrastructure Usability Point-of-Sales Customer relationship Technical support Look and feel Customer support management Service Design Thinking Marc Stickdorn — fall 2012
  27. 27. Buzzword Bingo Service Design Thinking Service Design Tools Marketing IT SALES Design Service Design Thinking Marc Stickdorn — fall 2012
  28. 28. Buzzword Bingo Service Design Thinking Service Design Tools Service design is inter-disciplinary. Marketing Manager IT Marketer Designer SALES Developer Psychologist Design Service Design Thinking Marc Stickdorn — fall 2012
  29. 29. Buzzword Bingo Service Design Thinking Service Design Tools Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn — fall 2012
  30. 30. Buzzword Bingo Service Design Thinking Service Design Tools Every discipline has its language. Service Design Thinking Marc Stickdorn — fall 2012
  31. 31. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is a common language. Service Design Thinking Marc Stickdorn — fall 2012
  32. 32. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. EXPLORATION CREATION REFLECTION IMPLEMENTATION Service Design Thinking Marc Stickdorn — fall 2012
  33. 33. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. Exploration EXPLORATION EXPLORATION Creation CREATION CREATION Reflection REFLECTION REFLECTION Implementation IMPLEMENTATION IMPLEMENTATION Service Design Thinking Marc Stickdorn — fall 2012
  34. 34. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. DISCOVER DEFINE DEVELOP DELIVER Service Design Thinking The Double diamond as described by the Marc Stickdorn — fall 2012 British Design Council
  35. 35. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. Service Design Thinking The Squiggle by Damien Newman Marc Stickdorn — fall 2012 from Central Inc.
  36. 36. Buzzword Bingo Service Design Thinking Service Design Tools 5 basic Principles Service Design Thinking Marc Stickdorn — fall 2012
  37. 37. Buzzword Bingo Service Design Thinking Service Design Tools 1 User-centred Service Design Thinking Marc Stickdorn — fall 2012
  38. 38. Buzzword Bingo Service Design Thinking Service Design Tools 2 Co-Creative Service Design Thinking Marc Stickdorn — fall 2012
  39. 39. Buzzword Bingo Service Design Thinking Service Design Tools 3 SEQUEncing Service Design Thinking Marc Stickdorn — fall 2012
  40. 40. Buzzword Bingo Service Design Thinking Service Design Tools 4 EVIDENCING Service Design Thinking Marc Stickdorn — fall 2012
  41. 41. Buzzword Bingo Service Design Thinking Service Design Tools 5 HOLISTIC Service Design Thinking Marc Stickdorn — fall 2012
  42. 42. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  43. 43. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  44. 44. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  45. 45. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  46. 46. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  47. 47. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Marc Stickdorn — fall 2012
  48. 48. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Contextual Interviews Marc Stickdorn — fall 2012
  49. 49. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Ethnography Marc Stickdorn — fall 2012
  50. 50. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Mobile Ethnography Marc Stickdorn — fall 2012
  51. 51. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Personas Marc Stickdorn — fall 2012
  52. 52. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Stakeholder Mapping Marc Stickdorn — fall 2012
  53. 53. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Value Network Mapping Marc Stickdorn — fall 2012
  54. 54. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Customer Journey Mapping Marc Stickdorn — fall 2012
  55. 55. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Digital Service Mapping — smaply Marc Stickdorn — fall 2012
  56. 56. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Service Advertisments Marc Stickdorn — fall 2012
  57. 57. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Business Model Canvas Marc Stickdorn — fall 2012
  58. 58. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Theatrical Tools Marc Stickdorn — fall 2012
  59. 59. Buzzword Bingo Service Design Thinking Service Design Tools FURTHER INTEREST? BOOKS AGENCIES Service-Dominant Logic: Work•Play•Experience: www.workplayexperience.com “The Service-Dominant Logic of Marketing” by Robert Lusch Stephen Vargo (2006) DesignThinkers: www.designthinkers.nl Experience Economy: Snook: www.wearesnook.com “The Experience Economy” mindsmakers: www.mindsandmakers.com by Joseph Pine II James Gilmore (1999) Process Principles: This is Service Design Thinking Online ressources by Marc Stickdorn Jakob Schneider (2010) twitter: #servicedesign www.designthinkingnetwork.com Double Diamond: British Design Council www.servicedesignbooks.org www.service-design-network.org Squiggle: Damien Newman www.servicedesigntools.org www.tisdt.com www.globalservicejam.org Service Design Thinking Marc Stickdorn — fall 2012 #TiSDT
  60. 60. Buzzword Bingo Service Design Thinking Service Design Tools Thanks a lot. Marc Stickdorn — @MrStickdorn — www.tisdt.com Service Design Thinking Marc Stickdorn — fall 2012
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A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools. If you're interested in our work, have a look at our websites: The book "This is Service Design Thinking": http://www.tisdt.com The customer journey software "smaply" http://www.smaply.com The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com

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