Service Design Thinking

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A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools.

If you're interested in our work, have a look at our websites:

The book "This is Service Design Thinking": http://www.tisdt.com
The customer journey software "smaply" http://www.smaply.com
The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com

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Service Design Thinking

  1. 1. Service Design ThinkingMarc Stickdorn — fall 2012
  2. 2. Buzzword Bingo Service Design Thinking Service Design Tools Buzzword bingoService Design ThinkingMarc Stickdorn — fall 2012
  3. 3. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant LogicService Design ThinkingMarc Stickdorn — fall 2012
  4. 4. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic The service beyond the productService Design ThinkingMarc Stickdorn — fall 2012
  5. 5. Buzzword Bingo Service Design Thinking Service Design Tools Service Dominant Logic Product OR SERVICE? Der Service hinter dem Produkt AnrufbeantworterService Design ThinkingMarc Stickdorn — fall 2012
  6. 6. Buzzword Bingo Service Design Thinking Service Design Tools GOODS-Dominant Logic Value-in-ExchangeService Design ThinkingMarc Stickdorn — fall 2012
  7. 7. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic Value-in-Exchange Value-in-UseService Design ThinkingMarc Stickdorn — fall 2012
  8. 8. Buzzword Bingo Service Design Thinking Service Design Tools Service-Dominant Logic Value co-creationService Design ThinkingMarc Stickdorn — fall 2012
  9. 9. Buzzword Bingo Service Design Thinking Service Design Tools Think in services: “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos founder, president, CEO and chairman of the board of Amazon.comService Design ThinkingMarc Stickdorn — fall 2012
  10. 10. Buzzword Bingo Service Design Thinking Service Design Tools Experience EconomyService Design ThinkingMarc Stickdorn — fall 2012
  11. 11. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy CommodityService Design ThinkingMarc Stickdorn — fall 2012
  12. 12. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity GoodsService Design ThinkingMarc Stickdorn — fall 2012
  13. 13. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICEService Design ThinkingMarc Stickdorn — fall 2012
  14. 14. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICE ExperienceService Design ThinkingMarc Stickdorn — fall 2012
  15. 15. Buzzword Bingo Service Design Thinking Service Design Tools Experience Economy Commodity Goods SERVICE Experience TransformationService Design ThinkingMarc Stickdorn — fall 2012
  16. 16. Buzzword Bingo Service Design Thinking Service Design Tools The war of ecosystems “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, CEO of NokiaService Design ThinkingMarc Stickdorn — fall 2012
  17. 17. Buzzword Bingo Service Design Thinking Service Design Tools Social MediaService Design ThinkingMarc Stickdorn — fall 2012
  18. 18. Buzzword Bingo Service Design Thinking Service Design Tools Social MediaService Design ThinkingMarc Stickdorn — fall 2012
  19. 19. Buzzword Bingo Service Design Thinking Service Design Tools Social MediaService Design ThinkingMarc Stickdorn — fall 2012
  20. 20. Buzzword Bingo Service Design Thinking Service Design Tools Dave Carroll – United breaks guitarsService Design Thinking 11.500.000+Marc Stickdorn — fall 2012
  21. 21. Buzzword Bingo Service Design Thinking Service Design Tools Dave Carroll – United breaks guitarsService Design Thinking 11.500.000+Marc Stickdorn — fall 2012
  22. 22. Buzzword Bingo Service Design Thinking Service Design Tools marketing shifts from communications to experiencesService Design ThinkingMarc Stickdorn — fall 2012
  23. 23. Buzzword Bingo Service Design Thinking Service Design Tools marketing shifts from communications to experiencesService Design ThinkingMarc Stickdorn — fall 2012
  24. 24. Buzzword Bingo Service Design Thinking Service Design Tools #ServiceDesignService Design ThinkingMarc Stickdorn — fall 2012
  25. 25. Buzzword Bingo Service Design Thinking Service Design Tools Service Design is not new.Service Design ThinkingMarc Stickdorn — fall 2012
  26. 26. Buzzword Bingo Service Design Thinking Service Design Tools Service Design is not new. Marketing IT Design SALESCorporate communications Infrastructure Usability Point-of-Sales Customer relationship Technical support Look and feel Customer support managementService Design ThinkingMarc Stickdorn — fall 2012
  27. 27. Buzzword Bingo Service Design Thinking Service Design Tools Marketing IT SALES DesignService Design ThinkingMarc Stickdorn — fall 2012
  28. 28. Buzzword Bingo Service Design Thinking Service Design Tools Service design is inter-disciplinary. Marketing Manager IT Marketer Designer SALES Developer Psychologist DesignService Design ThinkingMarc Stickdorn — fall 2012
  29. 29. Buzzword Bingo Service Design Thinking Service Design Tools Service design is inter-disciplinary.Service Design ThinkingMarc Stickdorn — fall 2012
  30. 30. Buzzword Bingo Service Design Thinking Service Design Tools Every discipline has its language.Service Design ThinkingMarc Stickdorn — fall 2012
  31. 31. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is a common language.Service Design ThinkingMarc Stickdorn — fall 2012
  32. 32. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. EXPLORATION CREATION REFLECTION IMPLEMENTATIONService Design ThinkingMarc Stickdorn — fall 2012
  33. 33. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. Exploration EXPLORATION EXPLORATION Creation CREATION CREATION Reflection REFLECTION REFLECTION Implementation IMPLEMENTATION IMPLEMENTATIONService Design ThinkingMarc Stickdorn — fall 2012
  34. 34. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. DISCOVER DEFINE DEVELOP DELIVERService Design Thinking The Double diamond as described by theMarc Stickdorn — fall 2012 British Design Council
  35. 35. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process.Service Design Thinking The Squiggle by Damien NewmanMarc Stickdorn — fall 2012 from Central Inc.
  36. 36. Buzzword Bingo Service Design Thinking Service Design Tools 5 basic PrinciplesService Design ThinkingMarc Stickdorn — fall 2012
  37. 37. Buzzword Bingo Service Design Thinking Service Design Tools 1 User-centredService Design ThinkingMarc Stickdorn — fall 2012
  38. 38. Buzzword Bingo Service Design Thinking Service Design Tools 2 Co-CreativeService Design ThinkingMarc Stickdorn — fall 2012
  39. 39. Buzzword Bingo Service Design Thinking Service Design Tools 3 SEQUEncingService Design ThinkingMarc Stickdorn — fall 2012
  40. 40. Buzzword Bingo Service Design Thinking Service Design Tools 4 EVIDENCINGService Design ThinkingMarc Stickdorn — fall 2012
  41. 41. Buzzword Bingo Service Design Thinking Service Design Tools 5 HOLISTICService Design ThinkingMarc Stickdorn — fall 2012
  42. 42. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  43. 43. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  44. 44. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  45. 45. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  46. 46. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  47. 47. Buzzword Bingo Service Design Thinking Service Design ToolsService Design ThinkingMarc Stickdorn — fall 2012
  48. 48. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Contextual InterviewsMarc Stickdorn — fall 2012
  49. 49. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking EthnographyMarc Stickdorn — fall 2012
  50. 50. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Mobile EthnographyMarc Stickdorn — fall 2012
  51. 51. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking PersonasMarc Stickdorn — fall 2012
  52. 52. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Stakeholder MappingMarc Stickdorn — fall 2012
  53. 53. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Value Network MappingMarc Stickdorn — fall 2012
  54. 54. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Customer Journey MappingMarc Stickdorn — fall 2012
  55. 55. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Digital Service Mapping — smaplyMarc Stickdorn — fall 2012
  56. 56. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Service AdvertismentsMarc Stickdorn — fall 2012
  57. 57. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Business Model CanvasMarc Stickdorn — fall 2012
  58. 58. Buzzword Bingo Service Design Thinking Service Design ToolsService Design Thinking Theatrical ToolsMarc Stickdorn — fall 2012
  59. 59. Buzzword Bingo Service Design Thinking Service Design Tools FURTHER INTEREST?BOOKS AGENCIESService-Dominant Logic: Work•Play•Experience: www.workplayexperience.com“The Service-Dominant Logic of Marketing”by Robert Lusch Stephen Vargo (2006) DesignThinkers: www.designthinkers.nlExperience Economy: Snook: www.wearesnook.com“The Experience Economy” mindsmakers: www.mindsandmakers.comby Joseph Pine II James Gilmore (1999)Process Principles:This is Service Design Thinking Online ressourcesby Marc Stickdorn Jakob Schneider (2010) twitter: #servicedesign www.designthinkingnetwork.comDouble Diamond: British Design Council www.servicedesignbooks.org www.service-design-network.orgSquiggle: Damien Newman www.servicedesigntools.org www.tisdt.com www.globalservicejam.orgService Design Thinking Marc Stickdorn — fall 2012 #TiSDT
  60. 60. Buzzword Bingo Service Design Thinking Service Design ToolsThanks a lot.Marc Stickdorn — @MrStickdorn — www.tisdt.comService Design ThinkingMarc Stickdorn — fall 2012

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