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 …

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

More in: Design , Business , Technology
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  • 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