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This is Service Design Thinking @ UXCamp CPH 4-2014
This is Service Design Thinking @ UXCamp CPH 4-2014
This is Service Design Thinking @ UXCamp CPH 4-2014
This is Service Design Thinking @ UXCamp CPH 4-2014
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This is Service Design Thinking @ UXCamp CPH 4-2014

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This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that …

This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that brilliantly organized event.

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  • Don't Believe the Hype :) Thx again Jakob !
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  • thanks dear small ,your entry at this age to technology is praiseworthy , you need only to focus to vital points of social problems worldwide and find solutions and show them in visualslides to just motivate people ,thanks
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  • 1. Service Design Thinking UX Camp København Jakob Schneider 2014
  • 2. UX Camp CPH Co-Editor / Co-Author Visual Designer Creative Director Partner Co-Founder Lead Designer Co-Founder Lead Designer Jakob Schneider Service Design Thinking Jakob Schneider  2014
  • 3. UX Camp CPH DESIGN THINKING SERVICE DESIGN CUSTOMER EXPERIENCE SERVICE MARKETING NEW MARKETING HUMAN-CENTERED DESIGN SERVICE DESIGN THINKING BUZZWORD BINGO Service Design Thinking Jakob Schneider  2014
  • 4. UX Camp CPH Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Jakob Schneider  2014
  • 5. UX Camp CPH DISCOVER DEFINE DEVELOP DELIVER The Double diamond as described by the British Design Council Service design thinking is an iterative process. Service Design Thinking Jakob Schneider  2014
  • 6. UX Camp CPH Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. Service Design Thinking Jakob Schneider  2014
  • 7. UX Camp CPH DESIGN RESEARCH EARLY PROTOTYPING ITERATIVE PROCESS BUZZWORD BINGO Service Design Thinking Jakob Schneider  2014
  • 8. UX Camp CPH A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Jakob Schneider  2014
  • 9. UX Camp CPH A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping in your customer’s shoes.” Service Design Thinking Jakob Schneider  2014
  • 10. UX Camp CPH PERSONA Jake 30 Male German “Don’t believe the hype!” Service Design Thinking Jakob Schneider  2014
  • 11. UX Camp CPH PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Service Design Thinking Jakob Schneider  2014
  • 12. UX Camp CPH JAKE 1 1 Reading a travel magazine Service Design Thinking Jakob Schneider  2014
  • 13. UX Camp CPH JAKE 2 Going to a travel agency 1 2 Service Design Thinking Jakob Schneider  2014
  • 14. UX Camp CPH JAKE 3 Reading online reviews 1 2 3 Service Design Thinking Jakob Schneider  2014
  • 15. UX Camp CPH JAKE 4 Booking online 1 2 3 4 Service Design Thinking Jakob Schneider  2014
  • 16. UX Camp CPH 2 3 4 JAKE 5 Dreaming of holidays while at work 5 Service Design Thinking Jakob Schneider  2014
  • 17. UX Camp CPH 3 4 JAKE 6 Packing bags 5 6 Service Design Thinking Jakob Schneider  2014
  • 18. UX Camp CPH 4 JAKE 7 5 6 7 Check-in process with long line P R E - S E R V I C E P E R I O D Service Design Thinking Jakob Schneider  2014
  • 19. UX Camp CPH JAKE 8 Checking in, baggage drop-off 5 6 7 8 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 20. UX Camp CPH JAKE 9 Passing security check 6 7 8 9 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 21. UX Camp CPH JAKE 10 Boarding 7 8 9 10 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 22. UX Camp CPH JAKE 11 In-flight experience 8 9 10 11 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 23. UX Camp CPH JAKE 12 Arrival at destination 9 10 11 12 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 24. UX Camp CPH JAKE 13 Transfer to accomodation 10 11 12 13 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 25. UX Camp CPH JAKE 14 Staying at the hotel 11 12 13 14 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 26. UX Camp CPH JAKE 15 Attending a diving school 12 13 14 15 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 27. UX Camp CPH JAKE 16 Dinging at local restaurant 13 14 15 16 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 28. UX Camp CPH JAKE 17 Flying back home 14 15 16 17 S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 29. UX Camp CPH JAKE 18 Posting online reviews 15 16 17 18 S E R V I C E P O S T - S E R V I C E Service Design Thinking Jakob Schneider  2014
  • 30. UX Camp CPH 4 51 2 3 9 106 7 8 14 1511 12 13 16 17 18 Service Design Thinking Jakob Schneider  2014
  • 31. UX Camp CPH 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 Jakob Schneider  2014
  • 32. UX Camp CPH INTRODUCING KLAUS Cool! Service Design Thinking Jakob Schneider  2014
  • 33. UX Camp CPH 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 Jakob Schneider  2014
  • 34. UX Camp CPH 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 Jakob Schneider  2014
  • 35. UX Camp CPH POSITIVE social media Service Design Thinking Jakob Schneider  2014
  • 36. UX Camp CPH POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  • 37. UX Camp CPH POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  • 38. UX Camp CPH POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  • 39. UX Camp CPH NEGATIVE social media Service Design Thinking Jakob Schneider  2014
  • 40. UX Camp CPH 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking Jakob Schneider  2014
  • 41. UX Camp CPH Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking Jakob Schneider  2014
  • 42. UX Camp CPH CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Jakob Schneider  2014
  • 43. UX Camp CPH 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 Jakob Schneider  2014
  • 44. UX Camp CPH 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 JAKEKLAUS Service Design Thinking Jakob Schneider  2014
  • 45. UX Camp CPH 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 Jakob Schneider  2014
  • 46. UX Camp CPH MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES This is where UX comes in, right? Service Design Thinking Jakob Schneider  2014
  • 47. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  • 48. UX Camp CPH SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  • 49. UX Camp CPH SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Jakob Schneider  2014
  • 50. UX Camp CPH SERVICE DOMINANT LOGIC Der Service hinter dem Produkt Anrufbeantworter THE SERVICE BEHIND THE PRODUCT Service Design Thinking Jakob Schneider  2014
  • 51. UX Camp CPH Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  • 52. UX Camp CPH Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  • 53. UX Camp CPH Value co-creation SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  • 54. UX Camp CPH A D V E R T I S E M E N T S ADVERTISEMENTS Service Design Thinking Jakob Schneider  2014
  • 55. UX Camp CPH 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 Jakob Schneider  2014
  • 56. UX Camp CPH MOMENT OF SALE USING A DIGITAL SERVICE 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 Jakob Schneider  2014
  • 57. UX Camp CPH 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 Jakob Schneider  2014
  • 58. UX Camp CPH 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) USING A DIGITAL SERVICE Service Design Thinking Jakob Schneider  2014
  • 59. UX Camp CPH HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY 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 Service Design Thinking Jakob Schneider  2014
  • 60. UX Camp CPH “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 Jakob Schneider  2014
  • 61. UX Camp CPH “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 THINK IN SERVICE ECOSYSTEMS Service Design Thinking Jakob Schneider  2014
  • 62. CA B UX Camp CPH JAKE KLAUS A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 63. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 64. UX Camp CPH HOTEL KLAUS AGENC A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 65. UX Camp CPH KLAUS AGENC HOTEL EMPLOYEES SHAREHOLDERS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE ROOM SERVICE LAUNDRY MARKETING SALES KITCHEN ETC … A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 66. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 67. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  • 68. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  • 69. UX Camp CPH Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. Service Design Thinking Jakob Schneider  2014
  • 70. UX Camp CPH IT SALES DESIGN MARKETING ... and maybe some of this UX thingy, Service Design Thinking Jakob Schneider  2014
  • 71. UX Camp CPH Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Service Design Thinking Jakob Schneider  2014
  • 72. UX Camp CPH Service design is inter-disciplinary. Service Design Thinking Jakob Schneider  2014
  • 73. UX Camp CPH Every discipline has its language. Service Design Thinking Jakob Schneider  2014
  • 74. UX Camp CPH Service design thinking is a common language. Service Design Thinking Jakob Schneider  2014
  • 75. UX Camp CPH Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Jakob Schneider  2014
  • 76. UX Camp CPH SERVICE DESIGN THINKING DOING Service Design Thinking Jakob Schneider  2014
  • 77. UX Camp CPH TOOLS Exploration Creation/Reflection Implementation REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION JUST SOME OF ALL THESE Service Design Thinking Jakob Schneider  2014
  • 78. UX Camp CPH Exploration Creation/Reflection Implementation SELF-EXPLORATION Service Design Thinking Jakob Schneider  2014
  • 79. UX Camp CPH Exploration Creation/Reflection Implementation OBSERVATION Service Design Thinking Jakob Schneider  2014
  • 80. UX Camp CPH Exploration Creation/Reflection Implementation CONTEXTUAL INTERVIEWS Service Design Thinking Jakob Schneider  2014
  • 81. UX Camp CPH Exploration Creation/Reflection Implementation MOBILE ETHNOGRAPHY Service Design Thinking Jakob Schneider  2014
  • 82. UX Camp CPH Exploration Creation/Reflection Implementation PERSONAS Service Design Thinking Jakob Schneider  2014
  • 83. UX Camp CPH Exploration Creation/Reflection Implementation CUSTOMER JOURNEY MAPS Service Design Thinking Jakob Schneider  2014
  • 84. UX Camp CPH Exploration Creation/Reflection Implementation STAKEHOLDER MAPS Service Design Thinking Jakob Schneider  2014
  • 85. UX Camp CPH Exploration Creation/Reflection Implementation VALUE NETWORK MAPS Service Design Thinking Jakob Schneider  2014
  • 86. UX Camp CPH Exploration Creation/Reflection Implementation SERVICE PROTOTYPES Service Design Thinking Jakob Schneider  2014
  • 87. UX Camp CPH Exploration Creation/Reflection Implementation SERVICE ADVERTISEMENTS Service Design Thinking Jakob Schneider  2014
  • 88. UX Camp CPH Exploration Creation/Reflection Implementation BUSINESS MODEL INNOVATION Service Design Thinking Jakob Schneider  2014
  • 89. UX Camp CPH Exploration Creation/Reflection Implementation THEATRICAL TOOLS Service Design Thinking Jakob Schneider  2014
  • 90. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  • 91. UX Camp CPH 5 BASIC PRINCIPLES Service Design Thinking Jakob Schneider  2014
  • 92. UX Camp CPH 1 USER-CENTRED Service Design Thinking Jakob Schneider  2014
  • 93. UX Camp CPH 2 CO-CREATIVE Service Design Thinking Jakob Schneider  2014
  • 94. UX Camp CPH 3 SEQUENCING Service Design Thinking Jakob Schneider  2014
  • 95. UX Camp CPH 4 EVIDENCING Service Design Thinking Jakob Schneider  2014
  • 96. UX Camp CPH 5 HOLISTIC Service Design Thinking Jakob Schneider  2014
  • 97. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  • 98. UX Camp CPH #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Jakob Schneider  2014
  • 99. UX Camp CPH SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  • 100. UX Camp CPH IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION SERVICE DESIGN MANAGEMENT CX ANALYSIS Service Design Thinking Jakob Schneider  2014
  • 101. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  • 102. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  • 103. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  • 104. UX Camp CPH IMPLEMENTATION CREATIONREFLECTION CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Service Design Thinking Jakob Schneider  2014
  • 105. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Jakob Schneider  2014
  • 106. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Jakob Schneider  2014
  • 107. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Service Design Thinking Jakob Schneider  2014
  • 108. UX Camp CPH CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  • 109. UX Camp CPH Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience … PROTOTYPING CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  • 110. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  • 111. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  • 112. UX Camp CPH SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  • 113. UX Camp CPH TAKE-AWAYS Don’t mind buzzwords. Design the process. Each and every time. Document visually. Document professionally. Prototype early. Prototype cheaply. Make immaterial elements tangible. Establish a common language across silos. Be emphatic. Be a facilitator. Service Design Thinking Jakob Schneider  2014
  • 114. UX Camp CPH 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.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com Service Design Thinking Jakob Schneider  2014
  • 115. UX Camp CPH Jakob Schneider @jakoblies jakob@smaply.com www.kd1.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. … and have an awesome day! Service Design Thinking Jakob Schneider  2014

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