2015 Marc Stickdorn
This is service design thinking.
30 June 2015Summer Design Summit * 2015
DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond
as described by the
British Design Council
Service design thinking is a...
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking....
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
Marc St...
PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
Marc StickdornSummer Design Summit * 2015
This is Service Design Thi...
PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Marc StickdornSummer Des...
The story of Jake and his old TV set …
A TV set is a product, right?
Marc StickdornSummer Design Summit * 2015
This is Ser...
JAKE
1 That old TV set
breaks down
1
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 20...
JAKE
2 Reading advertisements
in print media
1 2
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking...
JAKE
3 Looking for offers
online
2 31
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2...
JAKE
4 Reading
online reviews
42 31
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
42 3
JAKE
5 Collecting information
in store
5
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
3...
43 5
JAKE
6 Comparing prices
on mobile device
6
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking....
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 Summ...
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 * 20...
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 Summi...
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 D...
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 T...
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 Desi...
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 Desi...
11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Marc StickdornSummer Design Summit * 2015
This is Service Design Th...
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
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...
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 ...
And this is just a high-level perspective …
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 ...
Each touchpoint can be separated into
smaller steps …
9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TI...
A SWIMLANE DIAGRAM FOR
Understanding channels
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
3...
A SWIMLANE DIAGRAM FOR
Understanding channels
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
3...
INTRODUCING
KLAUS
Cool!
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
A SWIMLANE DIAGRAM FOR &
Understanding channels
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking....
16 17 18
JAKE
21
KLAUS
3
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
16 17 18
JAKE
21
KLAUS
3
social media
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2...
POSITIVE social media
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.h...
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.h...
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlMarc StickdornSum...
NEGATIVE social media
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Dave Carroll – United breaks guitars
14.000.000+
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking...
Dave Carroll – United breaks guitars
14.000.000+
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking...
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinki...
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 Experi...
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 Experi...
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...
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...
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...
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...
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 StickdornSumme...
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 Stickdorn...
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 Stic...
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 ...
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 ...
MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES
Marc StickdornSummer Design Summit * 2015
This is Service Design Think...
#servicedesign
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
MANY COMPANIES
DESIGN AND BUSINESS SCHOOLS
MBA PROGRAMS
HIGH SCHOOLS
WHO LEARNS SERVICE DESIGN?
Marc StickdornSummer Desig...
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
#servicedesign
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
PRODUCT OR SERVICE?
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
THE SERVICE BEHIND
THE PRODUCT
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Value-in-Exchange
GOODS-DOMINANT LOGIC
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June ...
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 J...
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 Serv...
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 Sum...
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Marc StickdornSummer Design Summit * 2015
This is Service Design Thi...
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 ...
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 ...
Value co-creation
SERVICE-DOMINANT LOGIC
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 Jun...
“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos, September 2011
Founder and ...
“The battle of devices has now become a war of ecosystems, where
ecosystems include not only the hardware and software of ...
CA B
A SERVICE
ECOSYSTEM
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
CA B
A SERVICE
ECOSYSTEM
JAKE
KLAUS
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Marc StickdornSummer Design Summit * 2015
This is...
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Marc StickdornSummer Desig...
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES...
CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Marc StickdornSummer Design Summit * 2015
This is...
#servicedesign
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Service Design is not new.
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer ...
IT
SALES
DESIGN
MARKETING
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
IT
SALES
DESIGN
MARKETING
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Marc Stic...
Service design is inter-disciplinary.
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2...
Every discipline has its language.
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Service design thinking is a common language.
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
3...
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECT...
Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.Marc StickdornSummer Desig...
SERVICE
DESIGN
THINKING
DOING
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Exploration Creation/Reflection Implementation
SELF-EXPLORATION
Marc StickdornSummer Design Summit * 2015
This is Service ...
OBSERVATION
Exploration Creation/Reflection Implementation
Marc StickdornSummer Design Summit * 2015
This is Service Desig...
CONTEXTUAL
INTERVIEWS
Exploration Creation/Reflection Implementation
Marc StickdornSummer Design Summit * 2015
This is Ser...
MOBILE
ETHNOGRAPHY
Exploration Creation/Reflection Implementation
Marc StickdornSummer Design Summit * 2015
This is Servic...
Exploration Creation/Reflection Implementation
PERSONAS
Marc StickdornSummer Design Summit * 2015
This is Service Design T...
Exploration Creation/Reflection Implementation
STAKEHOLDER
MAPS
Marc StickdornSummer Design Summit * 2015
This is Service ...
Exploration Creation/Reflection Implementation
VALUE NETWORK
MAPS
Marc StickdornSummer Design Summit * 2015
This is Servic...
Exploration Creation/Reflection Implementation
CUSTOMER
JOURNEY MAPS
Marc StickdornSummer Design Summit * 2015
This is Ser...
Exploration Creation/Reflection Implementation
SERVICE
ADVERTISEMENTS
Marc StickdornSummer Design Summit * 2015
This is Se...
Exploration Creation/Reflection Implementation
BUSINESS MODEL
INNOVATION
Marc StickdornSummer Design Summit * 2015
This is...
Exploration Creation/Reflection Implementation
SERVICE
PROTOTYPES
Marc StickdornSummer Design Summit * 2015
This is Servic...
Exploration Creation/Reflection Implementation
THEATRICAL
TOOLS
Marc StickdornSummer Design Summit * 2015
This is Service ...
5 BASIC PRINCIPLES
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
1 USER-CENTRED
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
2 CO-CREATIVE
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
3 SEQUENCING
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
4 EVIDENCING
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
5 HOLISTIC
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
Marc S...
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
Marc Stick...
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
Marc Stick...
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
IMPLEMENTATION
IDEATIONPROTOTYPING
CX ANALYSIS
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
Marc Stick...
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 S...
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
IDEATIONPROTOTYPING
Marc Stick...
THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Marc StickdornSummer Design Summit * 2015
This is S...
THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Marc StickdornSummer Design Summit * 2015
This is S...
THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Marc StickdornSummer Design Summit * 20...
A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATIONPROTOTYPING
Mar...
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
Marc Stick...
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
Marc Stick...
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
Marc StickdornSummer Design Summit * 2015
This is Service Design Thinking.
30 June 2015
FURTHER INTEREST?
BOOKS
Process  Principles:
This is Service Design Thinking
by Marc Stickdorn  Jakob Schneider (2010)
Ser...
Marc Stickdorn
@MrStickdorn
marc@experiencefellow.com
www.tisdt.com
www.smaply.com
www.mrthnkr.com
www.experiencefellow.co...
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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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