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Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
Service Design Thinking - Paris 2014 - Marc Stickdorn
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Service Design Thinking - Paris 2014 - Marc Stickdorn

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Présentation de Marc Stickdorn lors de la première de l'Innovation by Design Club le 3 juillet 2014 au Lieu du Design.

Présentation de Marc Stickdorn lors de la première de l'Innovation by Design Club le 3 juillet 2014 au Lieu du Design.

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  • 1. Service Design Thinking Marc Stickdorn 2014 Paris / July 2014
  • 2. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn Paris / July 2014
  • 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Service Design Thinking Marc Stickdorn Paris / July 2014
  • 4. 4 51 2 3 9 106 7 8 14 1511 12 13 16 17 18 Service Design Thinking Marc Stickdorn Paris / July 2014
  • 5. P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D post-service period THE CUSTOMER JOURNEY OF Service Design Thinking Marc Stickdorn Paris / July 2014
  • 6. INTRODUCING KLAUS Cool! Service Design Thinking Marc Stickdorn Paris / July 2014
  • 7. 16 17 18 JAKE P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P O S T - S E R V I C E 21 KLAUS 3 Service Design Thinking Marc Stickdorn Paris / July 2014
  • 8. 16 17 18 JAKE P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P O S T - S E R V I C E 21 KLAUS 3 social mediaService Design Thinking Marc Stickdorn Paris / July 2014
  • 9. POSITIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
  • 10. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  • 11. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  • 12. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  • 13. NEGATIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
  • 14. 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn Paris / July 2014
  • 15. Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking Marc Stickdorn Paris / July 2014
  • 16. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
  • 17. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Service Design Thinking Marc Stickdorn Paris / July 2014
  • 18. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Service Design Thinking Marc Stickdorn Paris / July 2014
  • 19. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  • 20. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  • 21. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Service Design Thinking Marc Stickdorn Paris / July 2014
  • 22. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Service Design Thinking Marc Stickdorn Paris / July 2014
  • 23. 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 JAKE Service Design Thinking Marc Stickdorn Paris / July 2014
  • 24. 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 JAKEKLAUSLAURA Service Design Thinking Marc Stickdorn Paris / July 2014
  • 25. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
  • 26. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  • 27. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  • 28. Product or service? Service Design Thinking Marc Stickdorn Paris / July 2014
  • 29. SERVICE DOMINANT LOGIC Der Service hinter dem Produkt Anrufbeantworter THE SERVICE BEHIND THE PRODUCT Service Design Thinking Marc Stickdorn Paris / July 2014
  • 30. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  • 31. A D V E R T I S E M E N T S ADVERTISEMENTS Service Design Thinking Marc Stickdorn Paris / July 2014
  • 32. MOMENT OF SALE A D V E R T I S E M E N T S S A L E S moment of sale Service Design Thinking Marc Stickdorn Paris / July 2014
  • 33. AFTER SALES A D V E R T I S E M E N T S A F T E R S A L E SS A L E S after sales (service) Service Design Thinking Marc Stickdorn Paris / July 2014
  • 34. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  • 35. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  • 36. P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
  • 37. P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R moment of sale after sales HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
  • 38. Value co-creation SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  • 39. “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 THINK IN SERVICES Service Design Thinking Marc Stickdorn Paris / July 2014
  • 40. “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, Former CEO of Nokia THINK IN SERVICE ECOSYSTEMS Service Design Thinking Marc Stickdorn Paris / July 2014
  • 41. CA B THE TOURISM ECO- SYSTEM JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVINGService Design Thinking Marc Stickdorn Paris / July 2014
  • 42. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  • 43. Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 44. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN SALES Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 45. IT SALES DESIGN MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
  • 46. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
  • 47. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 48. Every discipline has its language. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 49. Service design thinking is a common language. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 50. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Marc Stickdorn Paris / July 2014
  • 51. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 52. DISCOVER DEFINE DEVELOP DELIVER The Double diamond as described by the British Design Council Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 53. Managing the iterative process... Service Design Thinking Marc Stickdorn Paris / July 2014
  • 54. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn Paris / July 2014
  • 55. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  • 56. IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION SERVICE DESIGN MANAGEMENT CX ANALYSIS Service Design Thinking Marc Stickdorn Paris / July 2014
  • 57. IMPLEMENTATION CREATIONREFLECTION CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Service Design Thinking Marc Stickdorn Paris / July 2014
  • 58. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
  • 59. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
  • 60. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Service Design Thinking Marc Stickdorn Paris / July 2014
  • 61. CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  • 62. Understanding the impact of new or modified touchpoints on customer experience, on employee experience, on the organisation, and on the service ecosystem … PROTOTYPING CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  • 63. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  • 64. DESIGN RESEARCH EARLY PROTOTYPING ITERATIVE PROCESS COMMON LANGUAGE ACROSS SILOS Service Design Thinking Marc Stickdorn Paris / July 2014
  • 65. FURTHER INTEREST? BOOKS Process Principles: This is Service Design Thinking by Marc Stickdorn Jakob Schneider (2010) 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) ONLINE RESSOURCES twitter: #servicedesign www.globalservicejam.org www.thisisservicedesignthinking.com www.thisisservicedesigndoing.com www.smaply.com www.myservicefellow.com www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org Service Design Thinking Marc Stickdorn Paris / July 2014
  • 66. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 67. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 68. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 69. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 70. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 71. Service Design Thinking Marc Stickdorn Paris / July 2014
  • 72. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn Paris / July 2014
  • 73. 1 USER-CENTRED Service Design Thinking Marc Stickdorn Paris / July 2014
  • 74. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn Paris / July 2014
  • 75. 3 SEQUENCING Service Design Thinking Marc Stickdorn Paris / July 2014
  • 76. 4 EVIDENCING Service Design Thinking Marc Stickdorn Paris / July 2014
  • 77. 5 HOLISTIC Service Design Thinking Marc Stickdorn Paris / July 2014

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