Service Design Thinking
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Service Design Thinking - Paris 2014 - Marc Stickdorn
- 1. Service Design Thinking Marc Stickdorn 2014 Paris / July 2014
- 2. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn Paris / July 2014
- 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Service Design Thinking Marc Stickdorn Paris / July 2014
- 4. 4 51 2 3 9 106 7 8 14 1511 12 13 16 17 18 Service Design Thinking Marc Stickdorn Paris / July 2014
- 5. 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 post-service period THE CUSTOMER JOURNEY OF Service Design Thinking Marc Stickdorn Paris / July 2014
- 6. INTRODUCING KLAUS Cool! Service Design Thinking Marc Stickdorn Paris / July 2014
- 7. 16 17 18 JAKE 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 O S T - S E R V I C E 21 KLAUS 3 Service Design Thinking Marc Stickdorn Paris / July 2014
- 8. 16 17 18 JAKE 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 O S T - S E R V I C E 21 KLAUS 3 social mediaService Design Thinking Marc Stickdorn Paris / July 2014
- 9. POSITIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
- 10. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
- 11. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
- 12. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
- 13. NEGATIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
- 14. 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn Paris / July 2014
- 15. Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking Marc Stickdorn Paris / July 2014
- 16. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
- 17. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 18. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 19. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 20. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 21. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 22. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 23. 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 JAKE Service Design Thinking Marc Stickdorn Paris / July 2014
- 24. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 25. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
- 26. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
- 27. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
- 28. Product or service? Service Design Thinking Marc Stickdorn Paris / July 2014
- 29. SERVICE DOMINANT LOGIC Der Service hinter dem Produkt Anrufbeantworter THE SERVICE BEHIND THE PRODUCT Service Design Thinking Marc Stickdorn Paris / July 2014
- 30. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
- 31. A D V E R T I S E M E N T S ADVERTISEMENTS Service Design Thinking Marc Stickdorn Paris / July 2014
- 32. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
- 33. 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) Service Design Thinking Marc Stickdorn Paris / July 2014
- 34. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
- 35. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
- 36. 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 HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
- 37. 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 HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
- 38. Value co-creation SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
- 39. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos Founder and CEO of Amazon.com THINK IN SERVICES Service Design Thinking Marc Stickdorn Paris / July 2014
- 40. “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, Former CEO of Nokia THINK IN SERVICE ECOSYSTEMS Service Design Thinking Marc Stickdorn Paris / July 2014
- 41. CA B THE TOURISM ECO- SYSTEM JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVINGService Design Thinking Marc Stickdorn Paris / July 2014
- 42. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
- 43. Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
- 44. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN SALES Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
- 45. IT SALES DESIGN MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
- 46. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
- 47. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn Paris / July 2014
- 48. Every discipline has its language. Service Design Thinking Marc Stickdorn Paris / July 2014
- 49. Service design thinking is a common language. Service Design Thinking Marc Stickdorn Paris / July 2014
- 50. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Marc Stickdorn Paris / July 2014
- 51. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. Service Design Thinking Marc Stickdorn Paris / July 2014
- 52. DISCOVER DEFINE DEVELOP DELIVER The Double diamond as described by the British Design Council Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn Paris / July 2014
- 53. Managing the iterative process... Service Design Thinking Marc Stickdorn Paris / July 2014
- 54. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn Paris / July 2014
- 55. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
- 56. IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION SERVICE DESIGN MANAGEMENT CX ANALYSIS Service Design Thinking Marc Stickdorn Paris / July 2014
- 57. IMPLEMENTATION CREATIONREFLECTION CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Service Design Thinking Marc Stickdorn Paris / July 2014
- 58. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
- 59. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
- 60. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Service Design Thinking Marc Stickdorn Paris / July 2014
- 61. CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
- 62. Understanding the impact of new or modified touchpoints on customer experience, on employee experience, on the organisation, and on the service ecosystem … PROTOTYPING CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
- 63. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
- 64. DESIGN RESEARCH EARLY PROTOTYPING ITERATIVE PROCESS COMMON LANGUAGE ACROSS SILOS Service Design Thinking Marc Stickdorn Paris / July 2014
- 65. 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.globalservicejam.org www.thisisservicedesignthinking.com www.thisisservicedesigndoing.com www.smaply.com www.myservicefellow.com www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org Service Design Thinking Marc Stickdorn Paris / July 2014
- 66. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. Service Design Thinking Marc Stickdorn Paris / July 2014
- 67. Service Design Thinking Marc Stickdorn Paris / July 2014
- 68. Service Design Thinking Marc Stickdorn Paris / July 2014
- 69. Service Design Thinking Marc Stickdorn Paris / July 2014
- 70. Service Design Thinking Marc Stickdorn Paris / July 2014
- 71. Service Design Thinking Marc Stickdorn Paris / July 2014
- 72. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn Paris / July 2014
- 73. 1 USER-CENTRED Service Design Thinking Marc Stickdorn Paris / July 2014
- 74. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn Paris / July 2014
- 75. 3 SEQUENCING Service Design Thinking Marc Stickdorn Paris / July 2014
- 76. 4 EVIDENCING Service Design Thinking Marc Stickdorn Paris / July 2014
- 77. 5 HOLISTIC Service Design Thinking Marc Stickdorn Paris / July 2014
