Doing is the hard part — 12 commandments of service design

www.service-design-network.org/sdgc/2018# SDGC18 @SDGC2018 @SDNetwork
Doing is the hard part —
12 commandments of service design
Markus Hormeß | WorkPlayExperience 
Jakob Schneider | More than Metrics

#SDGC18
DOINGIS
12 COMMANDMENTS OF
THEHARDPART
SERVICE DESIGN
Markus Hormeß
Jakob Schneider

DOINGISTHEHARDPART
SDGC18 Markus Hormeß Jakob Schneider

DOINGISTHEHARDPART
Markus Hormeß
Co-Author
Jakob Schneider
Visual Designer
Marc Stickdorn
Co-Author
Adam Lawrence
Co-Author

DOINGISTHEHARDPART
Markus Hormeß 
Co-Author and Editor #TiSDD
— Founder of WorkPlayExperience 
— Instigator of Global Service Jam
— Service innovator and organisational consultant 
— 22 years in the business 
— Background in theoretical physics

DOINGISTHEHARDPART
Jakob Schneider 
Visual Designer #TiSDD and #TiSDT
— Creative director and partner at KD1 design agency 
— Co-founder and CCO at More than Metrics
— Strategic design consultant and visual designer 
— 12 years in the business 
— Background in communication design

DOINGISTHEHARDPART
01 Co-Creation with 300 individuals
02 Standard process vs. Process standard
03 Consulting vs. doing
04 The 12 commandments
05 Avoiding the bullshit
OKAY,FINALROUND…

DOINGISTHEHARDPART
01
CO-CREATION WITH  
300 INDIVIDUALS

DOINGISTHEHARDPART
2010Capturing a status
2018Getting practical

DOINGISTHEHARDPART
33Cases
54Methods online
96Co-authors
105Expert tips/comments
205Contributors
547Footnotes

DOINGISTHEHARDPART
“I believe SD is the present and future of a holistic  
design approach to most if not all problems we face.
TISDT started me down the path of implementing  
SD as a practice. I’d love to help shape this new book.”
WHYCo-Editing?
— TiSDD Contributor

DOINGISTHEHARDPART
AMSTERDAM NOV 2018
NEW YORK JUL 2018
AMSTERDAM JUL 2018
AMSTERDAM MARCH 2018
AMSTERDAM NOV 2017
AMSTERDAM MAY 2017
SANTIAGO DE CHILE APR 2017
AMSTERDAM OCT 2016
AMSTERDAM APR 2016
RIO DE JANEIRO SEPT 2015
AMSTERDAM APR 2015
BARCELONA JUL 2014
SHANGHAI SEP 2014
ATLANTA OCTOBER 2014
AMSTERDAM JAN 2014
BERLIN JUL 2013

DOINGISTHEHARDPART
The school’s script

DOINGISTHEHARDPART
The co-created school’s script
Google Doc

DOINGISTHEHARDPART
The completely revisedrewritten
co-created school’s script
on Google Docs
shared with 200 people

DOINGISTHEHARDPART
static layout
Arranged in
edited along PDFs

DOINGISTHEHARDPART
USETHISMODEL,THEYSAID.
ITWILLGUIDEYOU,THEYSAID.

DOINGISTHEHARDPART
02
STANDARD PROCESS 
VS. PROCESS STANDARD

DOINGISTHEHARDPART
The Squiggle
The Mayhem

DOINGISTHEHARDPART
The Squiggle
The Mayhem
The Fountain
The March
The Autobahn
The Black Hole
The Pinball
The Maze
The Hyperloop
The Bow Tie
The Plate
The Curtain

DOINGISTHEHARDPART
TRUSTTHEPROCESS!
Meanwhile, in workshop land …

DOINGISTHEHARDPART
Preparation
Introduction
Welcome
Developing
keyinsights
Developing
keyinsights
Presenations
Documentation
10plus10
Ideaportfolio
Investigative
rehearsal
Desktop
walkthrough
Paperprototyping
Cardboard
prototyping
Journeymapping
and/or
systemmapping
4–8
HOURS introduction workshop

Data
collection
Datacollection
Builda
ResearchWall
Analysedata
Creatingpersonas
Mappingjourneys
Mappingsystems
Developkeyinsights
Developfirstinsights
(Developing
keyinsights)
Adaptresearchplanning
Preparatoryresearch
Researchplanning
DAY 1 DAY 2
DOINGISTHEHARDPART
5-day service design sprint

DOINGISTHEHARDPART
5-day service design iteration
3-day service design session
introduction workshop
service design sprint
pilot project
experience pitchincubator session
innovation challenge
1-year service design implementation
2-year cultural change
teaser stunt

DOINGISTHEHARDPART
DESIGNTHE 
PROCESSITSELF!— This is Service Design Thinking, 2010

DOINGISTHEHARDPART
Constant Constraints Process

IMPLEMENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART
Activities

“How might we …?” – trigger questions from insights
Generating jobs-to-be-done insights
Building a research wall
Creating personas
Mapping journeys
Mapping systems
Developing key insights
Writing user stories
Compiling research reports
Knowing how people change
Beliefs and emotions
Key tactics of change
Understanding what will change
APHIC APPROACHES
ography
ation
ea board
h Ideation and mini-sprint
Software prototyping
Build
Release
Imagine
Define
Realize Support/Use
Retire/Dispose
Support/Use
Mindset change
Creation
Testing
Building
Monitoring
Needs assessment
Slicing the elephant – splitting the challenge
Ideas from journey mapping
Ideas from future-state system
Brainstorming and brainwriting
10 plus 10
Bodystorming
Ideation based on
Benny Hill sorting (Thir
Idea portfolio
Octopus clustering
Quick voting methods
P
Cardboard prototyping
Paper prototyping
Wireframing
Wizard-of-Oz approaches
Service advertisement
Sketching
Media boards Business Model Canvas
Desktop system mapping (Business Origami)
DESK RESEARCH
Preparatory research Secondary research
depth interview
Non-participant observation
PARTICIPANT APPROACHES
Mobile ethnography Cultural probes
Desktop walkthrough
Partial service rehea
Subte
THEATRICAL MET
Rehearsing digita
DATA VISUALIZATION
AND ANALYSIS
DATA
COLLECTION
CHANGE
MANAGEMENT
SOFTWARE
DEVELOPMENT
SERVICE DESIGN/
ARCHITECTURE
SERVICE DESIGN/
PRODUCT MANAGEMENT
PRE-IDEATION
METHODS
GENERATING
MANY IDEAS
ADDING DEPTH/
DIVERSIFYING IDEAS
UNDERSTANDING/
CLUSTERING/RANKING
REDUCING
OPTIONS
SERVICE PROCESSES
AND EXPERIENCES
OBJECTS AND
ENVIRONMENTS
PROTOTYPING
FOR THE DIGITAL
FURTHER
METHODS
ECOSYSTEMS AND
BUSINESS VALUE
IMPLEM
ENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART

DOINGISTHEHARDPART
FREEDOM?

DOINGISTHEHARDPART
ANARCHY?

DOINGISTHEHARDPART
YOUNEEDMORE
STRUCTURE 
THANYOUTHINK
When people are
are involved …

DOINGISTHEHARDPART
THEMORE 
FREEDOM 
YOUWANT
THEMORE 
STRUCTURE 
YOUNEED

DOINGISTHEHARDPART
03
CONSULTING  
VS. DOING

DOINGISTHEHARDPART
4CLEARSTEPS
Just work with these …

DOINGISTHEHARDPART
7DEFINITESTAGES
It’s easy and clear with these …

DOINGISTHEHARDPART
DIVERGE/ 
CONVERGE
It’s just this simple …

DOINGISTHEHARDPART
5PHASES
Just follow these …

DOINGISTHEHARDPART
CIRCULAR 
SINE 
CIRCLES
You’re safe if you’re living …

DOINGISTHEHARDPART
SDGC18 Markus Hormeß Jakob Schneider Meme based on Futurama by Matt Groening

DOINGISTHEHARDPART
NOTSURE 
IFREALADVICE
ORCONSULTANT 
BULLSHIT
Meme based on Futurama by Matt Groening

DOINGISTHEHARDPART
ACTIVITIES
Don’t we just talk about …

DOINGISTHEHARDPART
THEPROCESS™Version 367.2.7

DOINGISTHEHARDPART
Suitable and
feasible activities

DOINGISTHEHARDPART
Adaption to
real-world constraints

DOINGISTHEHARDPART
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
ANDTHEREWEGO.Version 367.2.8

DOINGISTHEHARDPART
WHENISIT
The single most
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
important question
?

DOINGISTHEHARDPART
04
THE 12  
COMMANDMENTS

DOINGISTHEHARDPART
CALLIT
WHATYOULIKE
1

DOINGISTHEHARDPART
MAKE
FIRSTDRAFTS
2
SH!TTY

DOINGISTHEHARDPART
YOUARE
AFACILITATOR
3

DOINGISTHEHARDPART
DOING
NOTTALKING
4

DOINGISTHEHARDPART
YES,BUT…
& YES,AND…
5

DOINGISTHEHARDPART
FINDTHE
RIGHTPROBLEM
BEFORESOLVINGITRIGHT
6

DOINGISTHEHARDPART
PROTPTYPE
INTHE
REALWORLD
7

DOINGISTHEHARDPART
DON’TPUT
ALLYOUREGGS
INONEBASKET
8

DOINGISTHEHARDPART
IT’SNOTABOUTTOOLS…9
IT’SABOUT
CHANGINGREALITY

DOINGISTHEHARDPART
PLANFORITERATION…
THENADAPT
10

DOINGISTHEHARDPART
ZOOMIN
AND
ZOOMOUT
11

DOINGISTHEHARDPART
IT’SALL
SERVICES
12

DOINGISTHEHARDPART
05
AVOID THE  
BULLSHIT

DOINGISTHEHARDPART
LET’SNOTBETHE
CONSULTANCY 
WENEVER
WANTEDTOBE.
We went out
to do it differently …

DOINGISTHEHARDPART
PEOPLEDON’TWANT
SERVICEDESIGN, 
THEYWANTTHEIR
PROBLEMSSOLVED.
Yes, it sounds
a bit trivial.

Service design SEARCH STOCK
DOINGISTHEHARDPART

DOINGISTHEHARDPART
SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock

DOINGISTHEHARDPART
[MOBILITYEXPERIENCE]
Let’s look at …

DOINGISTHEHARDPART
[HOSPITALITYEXPERIENCE]
Let’s look at …

DOINGISTHEHARDPART
[AVIATIONEXPERIENCE]
Let’s look at …

DOINGISTHEHARDPART
WHATWILLHELPYOUACTUALLY 
DELIVERSERVICEDESIGN?
Final task: your key take-away

DOINGISTHEHARDPART
WELL,LET’S 
CALLTHIS…
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH

DOINGISTHEHARDPART
THANKYOU!
TALLER GUY
Markus Hormeß
NOT ON STAGE
Marc Stickdorn
SMALLER GUY
Jakob Schneider
NOT ON STAGE
Adam Lawrence

www.service-design-network.org/sdgc/2018# SDGC18 @SDGC2018 @SDNetwork
Markus Hormeß 
@markusedgar
Jakob Schneider 
@jakoblies
Book, school, methods: www.tisdd.com
Markus’ company: www.workplayexperience.com
Jakob’s companies: www.morethanmetrics.com www.kd1.com

Doing is the hard part — 12 commandments of service design

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