SDS*15: Marc Stickdorn on Service Design

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Marc Stickdorn on Service Design at SUMMER DESIGN SUMMIT * 2015

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SDS*15: Marc Stickdorn on Service Design

  1. 1. 2015 Marc Stickdorn This is service design thinking. 30 June 2015Summer Design Summit * 2015
  2. 2. DISCOVER DEFINE DEVELOP DELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  3. 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  4. 4. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  5. 5. PERSONA Jake 30 Male German “Don’t believe the hype!” Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  6. 6. PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  7. 7. The story of Jake and his old TV set … A TV set is a product, right? Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  8. 8. JAKE 1 That old TV set breaks down 1 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  9. 9. JAKE 2 Reading advertisements in print media 1 2 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  10. 10. JAKE 3 Looking for offers online 2 31 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  11. 11. JAKE 4 Reading online reviews 42 31 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  12. 12. 42 3 JAKE 5 Collecting information in store 5 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  13. 13. 43 5 JAKE 6 Comparing prices on mobile device 6 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  14. 14. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  15. 15. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  16. 16. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  17. 17. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  18. 18. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  19. 19. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  20. 20. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  21. 21. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  22. 22. 42 3 5 11 12 13 14 6 7 8 9 10 1 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  23. 23. THE CUSTOMER JOURNEY OF Old thinking: Moment of sale = service P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D service period Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  24. 24. THE CUSTOMER JOURNEY OF New thinking: End-to-end experience P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  25. 25. And this is just a high-level perspective … Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  26. 26. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  27. 27. A SWIMLANE DIAGRAM FOR Understanding channels Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  28. 28. A SWIMLANE DIAGRAM FOR Understanding channels Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  29. 29. INTRODUCING KLAUS Cool! Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  30. 30. A SWIMLANE DIAGRAM FOR & Understanding channels Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  31. 31. 16 17 18 JAKE 21 KLAUS 3 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  32. 32. 16 17 18 JAKE 21 KLAUS 3 social media Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  33. 33. POSITIVE social media Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  34. 34. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  35. 35. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  36. 36. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  37. 37. NEGATIVE social media Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  38. 38. Dave Carroll – United breaks guitars 14.000.000+ Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  39. 39. Dave Carroll – United breaks guitars 14.000.000+ Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  40. 40. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  41. 41. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  42. 42. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  43. 43. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  44. 44. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  45. 45. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  46. 46. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  47. 47. 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 JAKEMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  48. 48. 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 JAKEKLAUSMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  49. 49. 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 JAKEKLAUSLAURAMarc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  50. 50. 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? Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  51. 51. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  52. 52. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  53. 53. #servicedesign Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  54. 54. MANY COMPANIES DESIGN AND BUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO LEARNS SERVICE DESIGN? Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  55. 55. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  56. 56. #servicedesign Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  57. 57. PRODUCT OR SERVICE? Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  58. 58. THE SERVICE BEHIND THE PRODUCT Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  59. 59. Value-in-Exchange GOODS-DOMINANT LOGIC Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  60. 60. A D V E R T I S E M E N T S ADVERTISEMENTS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  61. 61. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  62. 62. 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) Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  63. 63. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  64. 64. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  65. 65. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  66. 66. Value co-creation SERVICE-DOMINANT LOGIC Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  67. 67. “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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  68. 68. “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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  69. 69. CA B A SERVICE ECOSYSTEM Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  70. 70. CA B A SERVICE ECOSYSTEM JAKE KLAUS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  71. 71. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  72. 72. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  73. 73. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  74. 74. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  75. 75. #servicedesign Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  76. 76. Service Design is not new. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  77. 77. 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. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  78. 78. IT SALES DESIGN MARKETING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  79. 79. IT SALES DESIGN MARKETING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  80. 80. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  81. 81. Service design is inter-disciplinary. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  82. 82. Every discipline has its language. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  83. 83. Service design thinking is a common language. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  84. 84. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  85. 85. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  86. 86. SERVICE DESIGN THINKING DOING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  87. 87. Exploration Creation/Reflection Implementation SELF-EXPLORATION Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  88. 88. OBSERVATION Exploration Creation/Reflection Implementation Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  89. 89. CONTEXTUAL INTERVIEWS Exploration Creation/Reflection Implementation Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  90. 90. MOBILE ETHNOGRAPHY Exploration Creation/Reflection Implementation Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  91. 91. Exploration Creation/Reflection Implementation PERSONAS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  92. 92. Exploration Creation/Reflection Implementation STAKEHOLDER MAPS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  93. 93. Exploration Creation/Reflection Implementation VALUE NETWORK MAPS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  94. 94. Exploration Creation/Reflection Implementation CUSTOMER JOURNEY MAPS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  95. 95. Exploration Creation/Reflection Implementation SERVICE ADVERTISEMENTS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  96. 96. Exploration Creation/Reflection Implementation BUSINESS MODEL INNOVATION Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  97. 97. Exploration Creation/Reflection Implementation SERVICE PROTOTYPES Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  98. 98. Exploration Creation/Reflection Implementation THEATRICAL TOOLS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  99. 99. 5 BASIC PRINCIPLES Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  100. 100. 1 USER-CENTRED Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  101. 101. 2 CO-CREATIVE Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  102. 102. 3 SEQUENCING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  103. 103. 4 EVIDENCING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  104. 104. 5 HOLISTIC Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  105. 105. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  106. 106. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  107. 107. IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING SERVICE DESIGN MANAGEMENT CX ANALYSIS Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  108. 108. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  109. 109. IMPLEMENTATION IDEATIONPROTOTYPING CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  110. 110. 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 START HERE! Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  111. 111. CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT IDEATIONPROTOTYPING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  112. 112. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  113. 113. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  114. 114. THE CONCEPTS PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  115. 115. A picture says more than thousand words. A prototype says more than thousand concepts. PROTOTYPING IDEATIONPROTOTYPING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  116. 116. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  117. 117. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATIONPROTOTYPING Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  118. 118. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  119. 119. Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  120. 120. 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 Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015
  121. 121. Marc Stickdorn @MrStickdorn marc@experiencefellow.com www.tisdt.com www.smaply.com www.mrthnkr.com www.experiencefellow.com www.thisisservicedesigndoing.com Slides designed by Jakob Schneider @jakoblies jakob@smaply.com THANK YOU. … and have a great day! Marc StickdornSummer Design Summit * 2015 This is Service Design Thinking. 30 June 2015

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