In this talk, Marc describes how he and his team stumbled into building a software startup based on service design. He also touches on how his team tries practice what they preach in daily business. Marc shares how organizations use journey mapping and mobile ethnography software to better work within projects and use knowledge across several projects.&nbsp;The increasing use of such software helps to bring new organizations into the field of service design. Organizations hear about, for example, journey mapping and many first search online and start with one of the most approachable ways: instantly trying out a simple journey mapping software themselves. However, after some initial quick wins, they usually start to struggle when they realize that a software is just as good as the data you put into it. Then, many start looking for someone to help them during their first projects &ndash; a new potential client for service design agencies!</p> <p>In the end, Marc shares some lessons he learned from his experience of embedding service design within large organizations over the last ten years.

1. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Spreading service design
through software
Marc Stickdorn | More than Metrics

2. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
◊1 OUR STORY
◊2 HOW WE WORK
◊3 WHY SOFTWARE?
◊4 …
AGENDA

3. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
01.OURSTORY

4. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn

5. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
ACTUALLY,WEJUSTWANTED
TOMAKETHEBOOKWENEEDED.
2009

6. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
THISSOMEHOW
ESCALATEDQUICKLY.
"Yeah, I love your ... thinking.
Are you doing any consulting on that?"

7. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
THISSOMEHOW
ESCALATEDQUICKLY

8. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
BREAKING
DOWNSILOS
Our main job in organizations …

9. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
BREAKING
DOWNSILOS
Our main job in organizations …
SO PLEASE DON’T BUILD NEW ONES

10. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
OURTAKE
ONTHIS
ISRATHER
SIMPLE

11. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
Every discipline and silo has its own language (and KPIs).

12. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
Service design is a common language.

13. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
02.HOWWEWORK

14. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
WEUSESERVICEDESIGN
TOBUILD
SERVICEDESIGNTOOLSSINCE 2008

15. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICEDESIGNSPRINTSA.K.A.
DESIGN THINKING SPRINTS
EXPERIENCE DESIGN SPRINTS
CX SPRINTS UX SPRINTS
INNOVATION LOOPS
ITERATIONS
JOURNEY PROJECTS
… YOU NAME IT

16. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

17. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

18. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
RESEARCH
QUANTITATIVE QUALITATIVE

19. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS
QUANTITATIVE QUALITATIVE
RESEARCH

20. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongMobile ethnography
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE.… AND MANY MORE.
RESEARCH
QUANTITATIVE QUALITATIVE

21. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongMobile ethnography
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE.… AND MANY MORE.
RESEARCH
QUANTITATIVE QUALITATIVE
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budgets …
METHODS, DATA TYPES, RESEARCHERS

22. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
ASSUMPTIONVS.RESEARCH
Assumption-based tools Research-based tools
Often assumption-based tools develop into research-based tools over time.
Assumptions should be challenged. Research gaps should be filled.

23. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
ASSUMPTIONVS.RESEARCH
When someone’s journey map is based
on mere assumptions …
CHALLENGE IT!

24. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
HOWTOEVALUATE
AJOURNEYMAP?SIX ASPECTS TO CONSIDER…

25. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPE
JOURNEY MAPS
ASPECTS
TOCONSIDER
CURRENT-STATE
FUTURE-STATE
ASSUMPTION-BASED
RESEARCH-BASED

26. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
JOURNEY MAPS
ASPECTS
TOCONSIDER
MAIN ACTOR:
CUSTOMER, USER, EMPLOYEE
PROPOSITION-CENTRED
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

27. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

28. Scaling service design with software
Madrid 11 Nov 2017 Marc 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
IDENTIFICATION
OFCRITICAL
TOUCHPOINTS/
STEPS

29. Scaling service design with software
Madrid 11 Nov 2017 Marc 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
IDENTIFICATION
OFCRITICAL
TOUCHPOINTS/
STEPS

30. Scaling service design with software
Madrid 11 Nov 2017 Marc 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
ACTIONABLE
INSIGHTSBASED
ONQUALAND
QUANT…

31. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

32. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

33. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
CRITERIONI
CRITERION II
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

34. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
CRITERIONI
CRITERION II
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

35. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
CRITERIONI
CRITERION II
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY
MAIN PERSONA
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

36. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
CRITERIONI
CRITERION II
MAIN PERSONA
EDGE CASES
EXTREME PERSONAS
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY

37. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
CRITERIONI
CRITERION II
MAIN PERSONA
EDGE CASES
EXTREME PERSONAS
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY

38. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

39. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
FEASIBILITYEASYHARD
IMPACT ON EXPERIENCE A LOTNONE
THEIDEA
PORTFOLIO

40. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
FEASIBILITYEASYHARD
IMPACT ON EXPERIENCE A LOTNONE
THEIDEA
PORTFOLIOIdeation & Idea Selection

41. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
FEASIBILITYEASYHARD
IMPACT ON EXPERIENCE A LOTNONE
THEIDEA
PORTFOLIOIdeation & Idea Selection
START HERE

42. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
FEASIBILITYEASYHARD
IMPACT ON EXPERIENCE A LOTNONE
THEIDEA
PORTFOLIOIdeation & Idea Selection
AND SOMETIMES
EVEN HERE.

43. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

44. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
DOES IT MATTER
HOW YOU CALL IT?
IS THIS A PROTOTYPE?
A PILOT?
A MVP?
AN EXPERIMENT?

45. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

47. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

48. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
SERVICE DESIGN SPRINTS
EXAMPLE
Realizing that you don’t have
enough data on a problem after
you started to explore solutions.

49. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
SERVICE DESIGN SPRINTS
EXAMPLE
Realizing that a concept doesn’t
work during prototyping.

50. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
SERVICE DESIGN SPRINTS
EXAMPLE
Writing user stories for
minor improvements directly
from your research.

51. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
SERVICE DESIGN SPRINTS
WOW.
A CLOSED
LOOP.

52. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
SO FINALLY:
ONEMODEL
TORULE
THEMALL
Source
Photo Credit: AXA Digital Agency.
It's not that we hate this one in particular, but it’s just
the first we found online. There are many, many others.

53. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
BUT WAIT …
WHATIF
YOUNEED
TOGOBACK?
Source
Photo Credit: AXA Digital Agency.
It's not that we hate this one in particular, but it’s just
the first we found online. There are many, many others.

54. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
BUT WAIT …
WHATIF
YOUNEED
TOGOBACK?
LET’SBEHONEST.
THISISNOTREAL.

55. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
BUT WHY …
ISN’TTHIS
COMMON
PRACTICE?
01Some believe projects can be
planned end-to-end. They can’t.
02Design processes get squeezed
into models and silos again.
They are not open and iterative anymore.

56. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
BUT THEY SAID
THEY HAVE ANSWERS!

57. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT

58. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL
OUR PRINCIPLES
ALWAYSUNFINISHED
MANYEXPERIMENTS
ASKREALHUMANS

59. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL
OUR PRINCIPLES
ITERATIONS
PROTOTYPES
RESEARCH

60. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
03.WHYSOFTWARE?

61. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
AJOURNEYMAP
ISNOTAF***ING
DELIVERABLE!

62. Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
AJOURNEYMAP
MUSTBEALIVING
BOUNDARYOBJECT.

63. CUSTOMER
EXPERIENCE
ISMORE
THANF***ING
METRICS.

64. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Marc Stickdorn
Co-Founder and CEO
More than Metrics
TALKING/KNOWING
Marc Stickdorn
@MrStickdorn
SLIDES/SIDEKICK
Jakob Schneider
@jakoblies
Books: tisdt.com / tisdd.com
Software: smaply.com / experiencefellow.com
Company: morethanmetrics.com