0
2013

Service Design Thinking
Marc Stickdorn
Hi!
My name is Marc Stickdorn.

Service Design Thinking
Marc Stickdorn  2013
TASK

Hi!

now?
What? Right

1.	Say “Hi!” to your neighbour.
2.	 ummarize your last holiday
S
in one minute.

Service Desi...
TASK

Yes, please.

Service Design Thinking
Marc Stickdorn  2013
TASK Recap
What is the “product” in tourism?

Service Design Thinking
Marc Stickdorn  2013
A Customer journey
from the perSona Perspective

Service Design Thinking
Marc Stickdorn  2013
A Customer journey
from the perSona Perspective

call it:
… or as some might
es.”
your customer’s sho
“slipping in

Servic...
Persona

Jakob

28

Male
German
“Don’t believe the hype!”

Service Design Thinking
Marc Stickdorn  2013
Persona
User/customer stereotypes
based on research

Jakob

28

Male
German
“Don’t believe the hype!”

Service Design Thin...
1

Reading a
travel magazine

1
JAKE

Service Design Thinking
Marc Stickdorn  2013
2

Going to a
travel agency

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2
3

Reading
online reviews

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2

3
4

Booking online

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2

3

4
5

Dreaming of holidays
while at work

1

2
JAKE

Service Design Thinking
Marc Stickdorn  2013

3

4

5
6

Packing bags

2

3
JAKE

Service Design Thinking
Marc Stickdorn  2013

4

5

6
7

Check-in process
with long line

P R E - S E R VICE PE R IO D

3

4
JAKE

Service Design Thinking
Marc Stickdorn  2013
...
8

Checking in,
baggage drop-off

P R E - S E R VICE PE R IO D

4

5
JAKE

Service Design Thinking
Marc Stickdorn  2013

S...
9

Passing
security check

P R E - S E R VICE PE R IO D

5

6
JAKE

Service Design Thinking
Marc Stickdorn  2013

S E R VI...
10

Boarding

P R E - S E R VICE PE R IO D

6

7
JAKE

Service Design Thinking
Marc Stickdorn  2013

S E R VICE

8

9

10
11

In-flight
experience

S E R VICE

7

8
JAKE

Service Design Thinking
Marc Stickdorn  2013

9

10

11
12

Arrival at
destination

S E R VICE

8

9
JAKE

Service Design Thinking
Marc Stickdorn  2013

10

11

12
13

Transfer to
accomodation

S E R VICE

9

10
JAKE

Service Design Thinking
Marc Stickdorn  2013

11

12

13
14

Staying at the hotel

S E R VICE

10

11
JAKE

Service Design Thinking
Marc Stickdorn  2013

12

13

14
15

Attending a
diving school

S E R VICE

11

12
JAKE

Service Design Thinking
Marc Stickdorn  2013

13

14

15
16

Dinging at
local restaurant

S E R VICE

12

13
JAKE

Service Design Thinking
Marc Stickdorn  2013

14

15

16
17

Flying back home

S E R VICE

13

14
JAKE

Service Design Thinking
Marc Stickdorn  2013

15

16

17
18

Posting
online reviews

S E R VICE

14

PO S T - S E R VICE

15
JAKE

Service Design Thinking
Marc Stickdorn  2013

16...
1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

Service Design Thinking
Marc Stickdorn  2013
The Customer JoURNEY OF
P R E - S E R VICE PE R IO D

Service Design Thinking
Marc Stickdorn  2013

S E R VICE PE R IO D

...
Cool!

InTRODUCING

Service Design Thinking
Marc Stickdorn  2013

KLAUS
S E R VICE PE R IO D

16

PO S T - S E R VICE

17

18

JAKE

P R E - S E R VICE PE R IO D

1
KLAUS

Service Design Thinkin...
S E R VICE PE R IO D

16

PO S T - S E R VICE

17

18

JAKE

P R E - S E R VICE PE R IO D

1
KLAUS

Service Design Thinkin...
POSITIVE social media

Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Service Design Thinking
Marc Stickdorn  2013

Images: www.huffingtonpost.com
NEGATIVE social media

Service Design Thinking
Marc Stickdorn  2013
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn  2013

13.000.000+
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn  2013

13.000.000+
Customer Satisfaction
Expectations Vs. Experiences

Service Design Thinking
Marc Stickdorn  2013
Customer Satisfaction
P R E - S E R VICE

1

S E R VICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3
...
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S ...
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S ...
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S ...
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S ...
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S ...
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Think...
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Think...
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Think...
Marketing shifts from
Advertisements to experiences

Service Design Thinking
Marc Stickdorn  2013
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Product or service?

Service Design Thinking
Marc Stickdorn  2013
Service Dominant Logic

THE SERVICE BEHIND
THE PRODUCT
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thin...
GOODS-Dominant Logic

Value-in-Exchange

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Value-in-Exchange

Service Design Thinking
Marc Stickdorn  2013

Value-in-Use
Service-Dominant Logic

Value co-creation

Service Design Thinking
Marc Stickdorn  2013
THINK IN SERVICES
“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos
Founder an...
THINK IN SERVICE EcoSYSTEMS
“The battle of devices has now become a war of ecosystems, where
ecosystems include not only t...
THE
TOURISM
ECOSYSTEm
A

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm
KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

...
THE
TOURISM
ECOSYSTEm

AGENC

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn  2013
THE
TOURISM
ECOSYSTEm

AGENC

Employees

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn  2013
THE
TOURISM
ECOSYSTEm

AGENC

Employees

Maintenance

HOTEL
Room service
Kitchen

Service Design Thinking
Marc Stickdorn  ...
THE
TOURISM
ECOSYSTEm

Shareholders
Authorities

Suppliers

AGENC

Employees

Maintenance

HOTEL
Room service
Kitchen

Ser...
THE
TOURISM
ECOSYSTEm

Marketing
Shareholders

Suppliers

AGENC

Employees

Authorities
Community
Maintenance

HOTEL
Room ...
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

...
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

...
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

...
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

...
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
Service Design is not new.

Service Design Thinking
Marc Stickdorn  2013
Service Design is not new.

Marketing

IT

Design

SALES

Corporate
communications

Infrastructure

Usability

Point-of-Sa...
Marketing
IT
SALES
Design

Service Design Thinking
Marc Stickdorn  2013
Service design is inter-disciplinary.
Marketing
IT
SALES
Design

Service Design Thinking
Marc Stickdorn  2013

Manager
Mar...
Service design is inter-disciplinary.

Service Design Thinking
Marc Stickdorn  2013
Every discipline has its language.

Service Design Thinking
Marc Stickdorn  2013
Service design thinking is a common language.

Service Design Thinking
Marc Stickdorn  2013
Service design thinking is an iterative process.

EXPLORATION
Exploration
EXPLORATION

Service Design Thinking
Marc Stickd...
Service design thinking is an iterative process.

Service Design Thinking
Marc Stickdorn  2013

The Squiggle
by Damien New...
SERVICE
DESIGN
THINKING

DOING

Service Design Thinking
Marc Stickdorn  2013
JUST SOME
OF ALL THESE

TOOLS

Service Design Thinking
Marc Stickdorn  2013
JUST SOME
OF ALL THESE

TOOLS

Service Design Thinking
Marc Stickdorn  2013

Exploration

EXPLORATION
EXPLORATION

EXPLORA...
SELF-EXPLORATION

Image: Shutterstock / Kzenon
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflect...
Observation

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
ContextuaL
Interviews
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
MOBILE
ETHNOGRAPHY
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
PERSONAS

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Customer
Journey Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
STAKEHOLDER
Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Value Network
Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
SERVICE
PROTOTYPES

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
SERVICE
Advertisements

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Business Model
Innovation
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Theatrical
Tools
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
5 basic Principles

Service Design Thinking
Marc Stickdorn  2013
1 User-centred

Service Design Thinking
Marc Stickdorn  2013
2 Co-Creative

Service Design Thinking
Marc Stickdorn  2013
3 SEQUEncing

Service Design Thinking
Marc Stickdorn  2013
4 EVIDENCING

Service Design Thinking
Marc Stickdorn  2013
5 HOLISTIC

Service Design Thinking
Marc Stickdorn  2013
FURTHER INTEREST?
BOOKS

Online ressources

Process  Principles:
This is Service Design Thinking
by Marc Stickdorn  Jakob ...
THANK You.

Marc Stickdorn
@MrStickdorn
marc@smaply.com

www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisse...
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Service Design Thinking

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A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:

The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com

Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com

Published in: Design, Business, Technology
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Transcript of "Service Design Thinking"

  1. 1. 2013 Service Design Thinking Marc Stickdorn
  2. 2. Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn  2013
  3. 3. TASK Hi! now? What? Right 1. Say “Hi!” to your neighbour. 2. ummarize your last holiday S in one minute. Service Design Thinking Marc Stickdorn  2013
  4. 4. TASK Yes, please. Service Design Thinking Marc Stickdorn  2013
  5. 5. TASK Recap What is the “product” in tourism? Service Design Thinking Marc Stickdorn  2013
  6. 6. A Customer journey from the perSona Perspective Service Design Thinking Marc Stickdorn  2013
  7. 7. A Customer journey from the perSona Perspective call it: … or as some might es.” your customer’s sho “slipping in Service Design Thinking Marc Stickdorn  2013
  8. 8. Persona Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn  2013
  9. 9. Persona User/customer stereotypes based on research Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn  2013
  10. 10. 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn  2013
  11. 11. 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn  2013 2
  12. 12. 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn  2013 2 3
  13. 13. 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn  2013 2 3 4
  14. 14. 5 Dreaming of holidays while at work 1 2 JAKE Service Design Thinking Marc Stickdorn  2013 3 4 5
  15. 15. 6 Packing bags 2 3 JAKE Service Design Thinking Marc Stickdorn  2013 4 5 6
  16. 16. 7 Check-in process with long line P R E - S E R VICE PE R IO D 3 4 JAKE Service Design Thinking Marc Stickdorn  2013 5 6 7
  17. 17. 8 Checking in, baggage drop-off P R E - S E R VICE PE R IO D 4 5 JAKE Service Design Thinking Marc Stickdorn  2013 S E R VICE 6 7 8
  18. 18. 9 Passing security check P R E - S E R VICE PE R IO D 5 6 JAKE Service Design Thinking Marc Stickdorn  2013 S E R VICE 7 8 9
  19. 19. 10 Boarding P R E - S E R VICE PE R IO D 6 7 JAKE Service Design Thinking Marc Stickdorn  2013 S E R VICE 8 9 10
  20. 20. 11 In-flight experience S E R VICE 7 8 JAKE Service Design Thinking Marc Stickdorn  2013 9 10 11
  21. 21. 12 Arrival at destination S E R VICE 8 9 JAKE Service Design Thinking Marc Stickdorn  2013 10 11 12
  22. 22. 13 Transfer to accomodation S E R VICE 9 10 JAKE Service Design Thinking Marc Stickdorn  2013 11 12 13
  23. 23. 14 Staying at the hotel S E R VICE 10 11 JAKE Service Design Thinking Marc Stickdorn  2013 12 13 14
  24. 24. 15 Attending a diving school S E R VICE 11 12 JAKE Service Design Thinking Marc Stickdorn  2013 13 14 15
  25. 25. 16 Dinging at local restaurant S E R VICE 12 13 JAKE Service Design Thinking Marc Stickdorn  2013 14 15 16
  26. 26. 17 Flying back home S E R VICE 13 14 JAKE Service Design Thinking Marc Stickdorn  2013 15 16 17
  27. 27. 18 Posting online reviews S E R VICE 14 PO S T - S E R VICE 15 JAKE Service Design Thinking Marc Stickdorn  2013 16 17 18
  28. 28. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn  2013
  29. 29. The Customer JoURNEY OF P R E - S E R VICE PE R IO D Service Design Thinking Marc Stickdorn  2013 S E R VICE PE R IO D post-service period
  30. 30. Cool! InTRODUCING Service Design Thinking Marc Stickdorn  2013 KLAUS
  31. 31. S E R VICE PE R IO D 16 PO S T - S E R VICE 17 18 JAKE P R E - S E R VICE PE R IO D 1 KLAUS Service Design Thinking Marc Stickdorn  2013 2 3
  32. 32. S E R VICE PE R IO D 16 PO S T - S E R VICE 17 18 JAKE P R E - S E R VICE PE R IO D 1 KLAUS Service Design Thinking Marc Stickdorn  2013 social media 2 3
  33. 33. POSITIVE social media Service Design Thinking Marc Stickdorn  2013
  34. 34. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn  2013
  35. 35. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn  2013
  36. 36. POSITIVE social media Service Design Thinking Marc Stickdorn  2013 Images: www.huffingtonpost.com
  37. 37. NEGATIVE social media Service Design Thinking Marc Stickdorn  2013
  38. 38. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn  2013 13.000.000+
  39. 39. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn  2013 13.000.000+
  40. 40. Customer Satisfaction Expectations Vs. Experiences Service Design Thinking Marc Stickdorn  2013
  41. 41. Customer Satisfaction P R E - S E R VICE 1 S E R VICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 PO S T - S E R VICE 5 6 Experiences 7 8 9 10 Satisfaction
  42. 42. Customer Satisfaction PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  43. 43. Customer Satisfaction PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  44. 44. Customer Satisfaction PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  45. 45. Customer Satisfaction PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  46. 46. Customer Satisfaction PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn  2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  47. 47. EMOTIONAL JOURNEY P R E - S E R VICE 1 S E R VICE 2 3 4 PO S T - S E R VICE 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn  2013 JAKE
  48. 48. EMOTIONAL JOURNEY P R E - S E R VICE 1 S E R VICE 2 3 4 PO S T - S E R VICE 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn  2013 KLAUS JAKE
  49. 49. EMOTIONAL JOURNEY P R E - S E R VICE 1 S E R VICE 2 3 4 PO S T - S E R VICE 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn  2013 LAURA KLAUS JAKE
  50. 50. Marketing shifts from Advertisements to experiences Service Design Thinking Marc Stickdorn  2013
  51. 51. #servicedesign Service Design Thinking Marc Stickdorn  2013
  52. 52. #servicedesign Service Design Thinking Marc Stickdorn  2013
  53. 53. Service-Dominant Logic Service Design Thinking Marc Stickdorn  2013
  54. 54. Service-Dominant Logic Product or service? Service Design Thinking Marc Stickdorn  2013
  55. 55. Service Dominant Logic THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn  2013
  56. 56. GOODS-Dominant Logic Value-in-Exchange Service Design Thinking Marc Stickdorn  2013
  57. 57. Service-Dominant Logic Value-in-Exchange Service Design Thinking Marc Stickdorn  2013 Value-in-Use
  58. 58. Service-Dominant Logic Value co-creation Service Design Thinking Marc Stickdorn  2013
  59. 59. THINK IN SERVICES “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 Service Design Thinking Marc Stickdorn  2013
  60. 60. THINK IN SERVICE 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 Nokia Service Design Thinking Marc Stickdorn  2013
  61. 61. THE TOURISM ECOSYSTEm A Service Design Thinking Marc Stickdorn  2013 B C
  62. 62. THE TOURISM ECOSYSTEm KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  63. 63. THE TOURISM ECOSYSTEm AGENC KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  64. 64. THE TOURISM ECOSYSTEm AGENC TRANS AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  65. 65. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  66. 66. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  67. 67. THE TOURISM ECOSYSTEm AGENC HOTEL KLAUS Service Design Thinking Marc Stickdorn  2013
  68. 68. THE TOURISM ECOSYSTEm AGENC Employees HOTEL KLAUS Service Design Thinking Marc Stickdorn  2013
  69. 69. THE TOURISM ECOSYSTEm AGENC Employees Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn  2013 Laundry KLAUS
  70. 70. THE TOURISM ECOSYSTEm Shareholders Authorities Suppliers AGENC Employees Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn  2013 Laundry KLAUS
  71. 71. THE TOURISM ECOSYSTEm Marketing Shareholders Suppliers AGENC Employees Authorities Community Maintenance HOTEL Room service Sales Kitchen Service Design Thinking Marc Stickdorn  2013 Laundry ETC … KLAUS
  72. 72. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  73. 73. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  74. 74. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  75. 75. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  76. 76. #servicedesign Service Design Thinking Marc Stickdorn  2013
  77. 77. Service Design is not new. Service Design Thinking Marc Stickdorn  2013
  78. 78. Service Design is not new. Marketing IT Design SALES Corporate communications Infrastructure Usability Point-of-Sales Technical support Look and feel Customer support Customer relationship management Service Design Thinking Marc Stickdorn  2013
  79. 79. Marketing IT SALES Design Service Design Thinking Marc Stickdorn  2013
  80. 80. Service design is inter-disciplinary. Marketing IT SALES Design Service Design Thinking Marc Stickdorn  2013 Manager Marketer Designer Developer Psychologist
  81. 81. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn  2013
  82. 82. Every discipline has its language. Service Design Thinking Marc Stickdorn  2013
  83. 83. Service design thinking is a common language. Service Design Thinking Marc Stickdorn  2013
  84. 84. Service design thinking is an iterative process. EXPLORATION Exploration EXPLORATION Service Design Thinking Marc Stickdorn  2013 CREATION Creation CREATION REFLECTION Reflection REFLECTION IMPLEMENTATION Implementation IMPLEMENTATION
  85. 85. Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn  2013 The Squiggle by Damien Newman from Central Inc.
  86. 86. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn  2013
  87. 87. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn  2013
  88. 88. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn  2013 Exploration EXPLORATION EXPLORATION EXPLORATION EXPLORATION Creation/Reflection CREATION CREATION CREATION CREATION REFLECTION REFLECTION Implementation REFLECTION REFLECTION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION
  89. 89. SELF-EXPLORATION Image: Shutterstock / Kzenon Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  90. 90. Observation Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  91. 91. ContextuaL Interviews Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  92. 92. MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  93. 93. PERSONAS Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  94. 94. Customer Journey Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  95. 95. STAKEHOLDER Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  96. 96. Value Network Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  97. 97. SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  98. 98. SERVICE Advertisements Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  99. 99. Business Model Innovation Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  100. 100. Theatrical Tools Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  101. 101. #servicedesign Service Design Thinking Marc Stickdorn  2013
  102. 102. 5 basic Principles Service Design Thinking Marc Stickdorn  2013
  103. 103. 1 User-centred Service Design Thinking Marc Stickdorn  2013
  104. 104. 2 Co-Creative Service Design Thinking Marc Stickdorn  2013
  105. 105. 3 SEQUEncing Service Design Thinking Marc Stickdorn  2013
  106. 106. 4 EVIDENCING Service Design Thinking Marc Stickdorn  2013
  107. 107. 5 HOLISTIC Service Design Thinking Marc Stickdorn  2013
  108. 108. FURTHER INTEREST? BOOKS Online ressources Process Principles: This is Service Design Thinking by Marc Stickdorn Jakob Schneider (2010) twitter: #servicedesign 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) Service Design Thinking Marc Stickdorn  2013 www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com
  109. 109. THANK You. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Service Design Thinking Marc Stickdorn  2013
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