This is Marc Stickdorn’s key talk from Service Experience Camp 2016 on lean, agile, design thinking and service design, held on Day 2 on the big stage.

1. 2016 Design for Impact
This Lean Agile
Design Thingything
@MrStickdorn SXC16 Berlin 19 Nov 2016

2. FROM “THINKING” TO “DOING”...
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

3. BREAKING
DOWN SILOS
Our main job in organizations:
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

4. BREAKING
DOWN SILOS
Our main job in organizations:
SO PLEASE DON’T BUILD NEW ONES
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

5. OUR TAKE
ON THIS
IS RATHER
SIMPLE.
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

6. SERVICE DESIGN SPRINTS
A.K.A.
design thinking sprints
experience design sprints
cx sprints
ux sprints
innovation loops
iterations

7. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

8. IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
SERVICE DESIGN SPRINTS
RESEARCH
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

9. QUALITATIVE
 
QUANTITATIVE
 
RESEARCH
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

10. QUALITATIVE
 
QUANTITATIVE
 
monitor KPIs over time get actionable insights
RESEARCH
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

11. CUSTOMER EXPERIENCE SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

12. 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 EP 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
IDENTIFICATION
OF CRITICAL
EXPERIENCES
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

13. 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 EP 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
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

14. 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 EP 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
actionable insights based
on qual and quant ...Design for Impact
This Lean Agile Design Thingything @MrStickdorn

15. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Design for Impact
This Lean Agile Design Thingything @MrStickdorn

16. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

17. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
A LOT
NONE
IDEATION &
IDEA SELECTION
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

18. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
START HERE!A LOT
NONE
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

19. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
OR HERE!
A LOT
NONE
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

20. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

21. MANAGE COMPLEXITY IN SERVICE DESIGN.
INCREASEOFCOMPLEXITY
EFFORT FOR PLANNING/PROTOTYPING/ITERATING
HAZARD ZONE
GETTING LOST
WASTING TIME
BURNING MONEY

TRACER BULLET DEVELOPMENT
EARLY FEEDBACK
IMPLEMENT FAST
WORKING RESULTS
FEATURE / EPIC / JTBD
“THE BIGGER PICTURE”
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

22. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

23. SERVICE DESIGN IS MORE
THAN CREATING F***ING
JOURNEY MAPS...

24. DOES IT MATTER
HOW YOU CALL IT?
IMPLEMENTATION
/ DEPLOYMENT
IS THIS A PROTOTYPE?
A PILOT?
A MVP?
AN EXPERIMENT?
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

25. IMPLEMENTATION
/ DEPLOYMENT

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

27. IMPLEMENTATION
/ DEPLOYMENT
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

28. RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
SERVICE DESIGN SPRINTS
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
Realizing that a concept doesn’t
work during prototyping
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

29. IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
EXAMPLE
Realizing that a concept doesn’t
work during prototyping
SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
EXAMPLE
Writing user stories for
minor improvements directly
from your research
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

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

31. LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
AND ALL THESE OTHER IMPRESSIVE MODELS …Design for Impact
This Lean Agile Design Thingything @MrStickdorn

32. EVERYONE
LOVES
MODELS.
OH YEAH.
Photo Credit: AXA Digital Agency
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

33. WHAT IF
YOU NEED
TO GO
BACK?
BUT WAIT!
Photo Credit: AXA Digital Agency
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

34. LET’S BE HONEST.
THIS IS NOT REAL.
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

35. THE LEAN
AGILE DESIGN
THINGYTHING™
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

36. THE LEAN
AGILE DESIGN
THINGYTHING™IS COMMON SENSE BUT NOT COMMON PRACTICE.
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

37. ISN’T THIS
COMMON
PRACTICE?
WHY …
◊1
Some believe projects can be
planned end-to-end. They can’t.
◊2
Design processes get squeezed
into models and silos again. They are
not open and iterative anymore.
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

38. ALWAYS UNFINISHED
MANY EXPERIMENTS
ASK REAL HUMANS
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
SO ESSENTIALLY – NO MATTER WHAT YOU
CALL IT – THESE ARE OUR ALL PRINCIPLES:
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

39. ITERATIONS
PROTOTYPES
RESEARCH
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
SO ESSENTIALLY – NO MATTER WHAT YOU
CALL IT – THESE ARE OUR ALL PRINCIPLES
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

40. ITERATIONS
PROTOTYPES
RESEARCH
Photo Credit: Shutterstock / CTR Photos
Design for Impact
This Lean Agile Design Thingything @MrStickdorn

41. THANK YOU!Marc Stickdorn: @MrStickdorn
Slides designed by Jakob Schneider: @jakoblies
Our service design software:
www.smaply.com / www.experiencefellow.com
Free download of all paper templates:
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Design for Impact
This Lean Agile Design Thingything @MrStickdorn