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

Service Design Thinking

  1. 2013 Service Design Thinking Marc Stickdorn
  2. Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn  2013
  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. TASK Yes, please. Service Design Thinking Marc Stickdorn  2013
  5. TASK Recap What is the “product” in tourism? Service Design Thinking Marc Stickdorn  2013
  6. A Customer journey from the perSona Perspective Service Design Thinking Marc Stickdorn  2013
  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. Persona Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn  2013
  9. Persona User/customer stereotypes based on research Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn  2013
  10. 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn  2013
  11. 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn  2013 2
  12. 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn  2013 2 3
  13. 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn  2013 2 3 4
  14. 5 Dreaming of holidays while at work 1 2 JAKE Service Design Thinking Marc Stickdorn  2013 3 4 5
  15. 6 Packing bags 2 3 JAKE Service Design Thinking Marc Stickdorn  2013 4 5 6
  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. 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. 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. 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. 11 In-flight experience S E R VICE 7 8 JAKE Service Design Thinking Marc Stickdorn  2013 9 10 11
  21. 12 Arrival at destination S E R VICE 8 9 JAKE Service Design Thinking Marc Stickdorn  2013 10 11 12
  22. 13 Transfer to accomodation S E R VICE 9 10 JAKE Service Design Thinking Marc Stickdorn  2013 11 12 13
  23. 14 Staying at the hotel S E R VICE 10 11 JAKE Service Design Thinking Marc Stickdorn  2013 12 13 14
  24. 15 Attending a diving school S E R VICE 11 12 JAKE Service Design Thinking Marc Stickdorn  2013 13 14 15
  25. 16 Dinging at local restaurant S E R VICE 12 13 JAKE Service Design Thinking Marc Stickdorn  2013 14 15 16
  26. 17 Flying back home S E R VICE 13 14 JAKE Service Design Thinking Marc Stickdorn  2013 15 16 17
  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. 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. 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. Cool! InTRODUCING Service Design Thinking Marc Stickdorn  2013 KLAUS
  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. 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. POSITIVE social media Service Design Thinking Marc Stickdorn  2013
  34. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn  2013
  35. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn  2013
  36. POSITIVE social media Service Design Thinking Marc Stickdorn  2013 Images: www.huffingtonpost.com
  37. NEGATIVE social media Service Design Thinking Marc Stickdorn  2013
  38. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn  2013 13.000.000+
  39. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn  2013 13.000.000+
  40. Customer Satisfaction Expectations Vs. Experiences Service Design Thinking Marc Stickdorn  2013
  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. 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. 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. 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. 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. 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. 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. 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. 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. Marketing shifts from Advertisements to experiences Service Design Thinking Marc Stickdorn  2013
  51. #servicedesign Service Design Thinking Marc Stickdorn  2013
  52. #servicedesign Service Design Thinking Marc Stickdorn  2013
  53. Service-Dominant Logic Service Design Thinking Marc Stickdorn  2013
  54. Service-Dominant Logic Product or service? Service Design Thinking Marc Stickdorn  2013
  55. Service Dominant Logic THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn  2013
  56. GOODS-Dominant Logic Value-in-Exchange Service Design Thinking Marc Stickdorn  2013
  57. Service-Dominant Logic Value-in-Exchange Service Design Thinking Marc Stickdorn  2013 Value-in-Use
  58. Service-Dominant Logic Value co-creation Service Design Thinking Marc Stickdorn  2013
  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. 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. THE TOURISM ECOSYSTEm A Service Design Thinking Marc Stickdorn  2013 B C
  62. THE TOURISM ECOSYSTEm KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  63. THE TOURISM ECOSYSTEm AGENC KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  64. THE TOURISM ECOSYSTEm AGENC TRANS AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  65. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn  2013 B C
  66. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  67. THE TOURISM ECOSYSTEm AGENC HOTEL KLAUS Service Design Thinking Marc Stickdorn  2013
  68. THE TOURISM ECOSYSTEm AGENC Employees HOTEL KLAUS Service Design Thinking Marc Stickdorn  2013
  69. THE TOURISM ECOSYSTEm AGENC Employees Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn  2013 Laundry KLAUS
  70. THE TOURISM ECOSYSTEm Shareholders Authorities Suppliers AGENC Employees Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn  2013 Laundry KLAUS
  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. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  73. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  74. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  75. THE TOURISM ECOSYSTEm AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn  2013 DIVING B C
  76. #servicedesign Service Design Thinking Marc Stickdorn  2013
  77. Service Design is not new. Service Design Thinking Marc Stickdorn  2013
  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. Marketing IT SALES Design Service Design Thinking Marc Stickdorn  2013
  80. Service design is inter-disciplinary. Marketing IT SALES Design Service Design Thinking Marc Stickdorn  2013 Manager Marketer Designer Developer Psychologist
  81. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn  2013
  82. Every discipline has its language. Service Design Thinking Marc Stickdorn  2013
  83. Service design thinking is a common language. Service Design Thinking Marc Stickdorn  2013
  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. Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn  2013 The Squiggle by Damien Newman from Central Inc.
  86. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn  2013
  87. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn  2013
  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. SELF-EXPLORATION Image: Shutterstock / Kzenon Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  90. Observation Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  91. ContextuaL Interviews Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  92. MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  93. PERSONAS Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  94. Customer Journey Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  95. STAKEHOLDER Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  96. Value Network Maps Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  97. SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  98. SERVICE Advertisements Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  99. Business Model Innovation Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  100. Theatrical Tools Service Design Thinking Marc Stickdorn  2013 Exploration Creation/Reflection Implementation
  101. #servicedesign Service Design Thinking Marc Stickdorn  2013
  102. 5 basic Principles Service Design Thinking Marc Stickdorn  2013
  103. 1 User-centred Service Design Thinking Marc Stickdorn  2013
  104. 2 Co-Creative Service Design Thinking Marc Stickdorn  2013
  105. 3 SEQUEncing Service Design Thinking Marc Stickdorn  2013
  106. 4 EVIDENCING Service Design Thinking Marc Stickdorn  2013
  107. 5 HOLISTIC Service Design Thinking Marc Stickdorn  2013
  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. 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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