This is Marc Stickdorn’s presentation from Service Experience Camp 2016 on Service Design and Start-ups, held on Day 2 in Raum 4.

1. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

2. IN PRACTICE, WE SAW
DEMAND FOR TOOLS THAT
JUST DID NOT EXIST.
"Wow, this works. We need more research.
More research, pweez. More research!"
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

3. Mobile Ethnography
USER-STRUCTURED
DESIGN RESARCH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

4. Free smartphone app for participants
Backend visualization as journey map

5. Backend visualization as journey map
Free smartphone app for participants

6. WHY WASTE TIME WITH
HAND-CRAFTING THROW-
AWAY DELIVERABLES?
"Sheesh, these customer journey maps. Awesome.
You know, we should base every project on these …"
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

7. VISUALIZE
CUSTOMER EXPERIENCE

8. VISUALIZE
CUSTOMER EXPERIENCE

9. faster visualizations and quicker iterations
avoiding static journey maps
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

10. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Gosh. They closed the loop.Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

11. Qualitative the really helpful feedback is.
Relying on this power you must.
Photo Credit: Shutterstock / CTR Photos
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

12. Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

13. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

14. HOW TO
JOURNEY
MAP
CURRENT-STATE (AS-IS)
FUTURE-STATE (TO-BE)
ASSUMPTION-BASED
RESEARCHED-BASED
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPE
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

15. HOW TO
JOURNEY
MAP
MAIN ACTOR:
KIND OF VISUALIZATION:
CUSTOMER, USER, EMPLOYEE
STORYBOARD, GRAPHS, …
PRODUCT-FOCUSED
EXPERIENCED-FOCUSED
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

16. Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

17. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Well, is there a loop?
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

18. FOR EARLY ADOPTERS
smaply is in closed alpha phase right now.
Take the chance to add your thoughts and wishes to the software.
CONDITIONS
ALPHA AND BETA ACCOUNTS
CHANGING AND CANCELLING PLANS
Projects change, requirements change.
NO MINIMUM CONTRACT DURATION. YOU CAN QUIT EVERY MONTH.
You pay per month and you can change or quit plans within a month. smaply grows with
you and your tasks, but you can downgrade or even quit with a click as well. Adjust smaply every
month – just as you need it.
Read more in our FAQ
SUPPORT US
TEAM
LEGAL TERMS
FEATURES
PRICING
FAQ
PRINT-OUT TEMPLATES
QUALIFIED AGENCIES
SMAPLY ON TWITTER MARC ON TWITTER KLAUS ON TWITTER JAKOB ON TWITTER LAURA ON TWITTER
That’s all folks.
smaply gmbh
Grabenweg 68
6020 Innsbruck, Austria
+43 699 11059128
mail@smaply.com
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GF: Klaus Schwarzenberger
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BEING SOCIAL
FREE SERVICES RESPONSIBLE/IMPRINT
10 EURO/MONTH excl. VAT
12 EURO/MONTH incl. VAT
Get started with our
one-man-show package.
▶ Export: branded
▶ Support: community
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
100 EURO/MONTH excl. VAT
120 EURO/MONTH incl. VAT
Use smaply in a team. Benefit
from realtime collaboration.
▶ Export: co-branded
▶ Support: 48h email
3 USERS
15 STAKEHOLDER MAPS
15 CUSTOMER JOURNEYS
250 EURO/MONTH excl. VAT
300 EURO/MONTH incl. VAT
Invite your client. Work with
large teams. Get serious.
▶ Export: white-label
▶ Support: 48h email
10 USERS
50 STAKEHOLDER MAPS
50 CUSTOMER JOURNEYS
CUSTOM PROPOSAL
FOR CORPORATE CLIENTS
Get in touch with us if you are
looking for larger solutions.
We are happy to make you a
tailor-made offer.
FREE FOR ONE YEAR
FOR EDUCATIONAL PURPOSE
For education purposes we
grant a year free S account.
▶ Export: branded
▶ Support: community
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
FREE FOR 14 DAYS
NO SUBSCRIPTION
Give smaply a try. It’s free.
No risk, no subscription.
▶ No export
▶ Support: community
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
30 EURO/MONTH excl. VAT
36 EURO/MONTH incl. VAT
Work with larger projects.
Get organized.
▶ Export: branded
▶ Support: community
1 USER
5 STAKEHOLDER MAPS
5 CUSTOMER JOURNEYS
TRIAL S
L XL
M
Register now … Register now …
Register now … Register now … Contact smaply … Register now …
Register now …
ENTERPRISE EDU
ALPHA ACCOUNT
Be among the first to know. You get full access to smaply and can try out everything.
Be aware that some strange things can happen. Please take the chance and help us
improve smaply according to your needs.
Your credit card will only be charged when alpha phase starts!
All alpha testers will keep their accounts during beta phase – while only paying once.
BETA ACCOUNT
After successful alpha phase we will start a final beta phase to make smaply perfect.
Help us improve smaply for the real world and get to know about this new tool.
Your credit card will only be charged when beta phase starts!
30 EURO one-time excl. VAT
36 EURO one-time incl. VAT
Get very early access to smaply.
JUNE—AUGUST 2013–
ALPHA
BUY ALPHA ACCOUNT
pay with credit card
50 EURO one-time excl. VAT
60 EURO one-time incl. VAT
Become a beta tester for smaply.
SEPTEMBER—OCTOBER 2013–
BETA
BUY BETA ACCOUNT
pay with credit card
PRE-BUY OPTIONS
AVAILABLE FROM OCTOBER 2013
AVAILABLE FROM AUGUST 2013
VALID FROM OCTOBER 2013
OVERVIEW FEATURES PRICING AGENCIES TEMPLATES FAQ TEAM/CONTACT
MORE PRICING PLANS!so our users can choose!
This is also service design:
Prototyping business model
and pricing
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

19. This is also service design:
Technical infrastructure
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn