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ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals

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Slides of my keynote at Interaction Latin America 2018 in Rio de Janeiro. Also check Jakob's and Markus' presentation at SDGC18. :)

Published in: Design

ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals

  1. 1. #ILA18 DOINGIS HOW TO BRING SERVICE DESIGN THEHARDPART INTO STARTUPS AND MULTINATIONALS Marc Stickdorn @MrStickdorn
  2. 2. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  3. 3. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 01 What is Service Design? 02 Standard process vs. Process standard 03 Consulting vs. doing 04 The 12 commandments 05 Avoiding the bullshit THISSTANDSBETWEENYOUANDYOURLUNCH…
  4. 4. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 01 WHAT IS 
 SERVICE DESIGN?
  5. 5. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 4COREACTIVITIES Research Ideation Prototyping Implementation The process of service design
  6. 6. DOINGISTHEHARDPART #ILA18 Marc Stickdorn RESEARCH
  7. 7. DOINGISTHEHARDPART #ILA18 Marc Stickdorn RESEARCH QUANTITATIVE QUALITATIVE
  8. 8. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Monitor KPIs over time Get actionable insights QUANTITATIVE QUALITATIVE RESEARCH
  9. 9. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUANTITATIVE QUALITATIVE RESEARCH Surveys Tracking Big Data A/B testing Heatmaps Conversion analysis Customer segmentation … and many more Contextual interviews Participant observation Mobile ethnography Workalong Self-documentation Non-participant observation … and many more
  10. 10. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PHEW.THAT’SALOT.I don’t have budget for your research Feng Shui.
  11. 11. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budget … Methods Data types Researchers
  12. 12. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUANTITATIVE SURVEYS Credit: Shutterstock
  13. 13. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUANTITATIVE CUSTOMER/USERDATA Credit: Shutterstock
  14. 14. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE CONTEXTUALINTERVIEWS Credit: Shutterstock
  15. 15. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE NON-PARTICIPANTOBSERVATION Credit: Shutterstock
  16. 16. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE PARTICIPANTOBSERVATION Credit: Shutterstock
  17. 17. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE WORKALONG Credit: Shutterstock
  18. 18. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE SELF-DOCUMENTATION AUTO-ETHNOGRAPHY Credit: Shutterstock
  19. 19. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Primary data
  20. 20. DOINGISTHEHARDPART #ILA18 Marc Stickdorn KEY INSIGHTS Alan persona, character, role wants to eat less chocolate action, situation because it makes him fat aim, need, outcome but it makes him feel safe. restricion, obstacle, friction USER STORIES As a regular customer of SaaS products persona, role, type of user I want invoices to be sent directly to my accounting action so that I don’t have to care about this every month. outcome DATASYNTHESIS&ANALYSIS Primary data Interpreted data JOB-TO-BE-DONE When I have to travel for business situation I want to lose as little time as possible motivation, forces so that I can maximize my work time. expected outcome
  21. 21. DOINGISTHEHARDPART #ILA18 Marc Stickdorn DATAVISUALIZATION Primary data Interpreted data Visualization PERSONAS SYSTEM MAPS JOURNEY MAPS
  22. 22. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IDEATION
  23. 23. DOINGISTHEHARDPART #ILA18 Marc Stickdorn EXPLORATIVE IDEATIONMETHODS
  24. 24. DOINGISTHEHARDPART #ILA18 Marc Stickdorn EXPLORATIVE IDEABOARD
  25. 25. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IDEATIONISOVERRATED.
  26. 26. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IDEASARECHEAP. IDEATIONISOVERRATED.
  27. 27. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IDEATIONISOVERRATED.Co-creation People Research Prototypes Safe space Hierarchy Culture Stakeholder involvement Users Customers Employees Stage-gate process Idea selectionDecision making Governance
  28. 28. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPING IDEATIONISOVERRATED. ISUNDERRATED!
  29. 29. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPING
  30. 30. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE JOURNEYMAP(FUTURE-STATE)
  31. 31. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE WIREFRAME/DUMMY
  32. 32. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE PHYSICALPROTOTYPESPaper/CardBoard/Lego
  33. 33. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE SIMULATIONS Credit: Lufthansa
  34. 34. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE DESKTOPWALKTHROUGH Credit: TiSDD
  35. 35. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE BUSINESSMODEL
  36. 36. DOINGISTHEHARDPART #ILA18 Marc Stickdorn ALWAYSSTARTWITHA…
  37. 37. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IMPLEMENTATION
  38. 38. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Research Ideation Prototyping Implementation
  39. 39. DOINGISTHEHARDPART #ILA18 Marc Stickdorn ? Research Ideation Prototyping Implementation
  40. 40. DOINGISTHEHARDPART #ILA18 Marc Stickdorn USETHISPROCESS,THEYSAID. ITWILLGUIDEYOU,THEYSAID.
  41. 41. DOINGISTHEHARDPART #ILA18 Marc Stickdorn as we communicated it THE REALITY™ as it actually happened THE REALITY™
  42. 42. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 02 STANDARD PROCESS
 VS. PROCESS STANDARD
  43. 43. DOINGISTHEHARDPART #ILA18 Marc Stickdorn The Squiggle The Mayhem
  44. 44. The Curtain The Plate The Bow Tie The Squiggle The Hyperloop The Maze DOINGISTHEHARDPART #ILA18 Marc Stickdorn The Mayhem The Fountain The March The Autobahn The Black Hole The Pinball
  45. 45. DOINGISTHEHARDPART #ILA18 Marc Stickdorn TRUSTTHEPROCESS! Meanwhile, in workshop land …
  46. 46. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 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
  47. 47. Data collection Datacollection Builda ResearchWall Analysedata Creatingpersonas Mappingjourneys Mappingsystems Developkeyinsights Developfirstinsights (Developing keyinsights) Adaptresearchplanning Preparatoryresearch Researchplanning DAY 1 DAY 2 DOINGISTHEHARDPART #ILA18 Marc Stickdorn 5-day service design sprint
  48. 48. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  49. 49. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 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
  50. 50. DOINGISTHEHARDPART #ILA18 Marc Stickdorn DESIGNTHE
 PROCESSITSELF!— This is Service Design Thinking, 2010
  51. 51. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Constant Constraints Process
  52. 52. IMPLEMENTATION PROTOT YPING RES EARCH IDEA TION DOINGISTHEHARDPART #ILA18 Marc Stickdorn Activities
  53. 53. “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 #ILA18 Marc Stickdorn
  54. 54. DOINGISTHEHARDPART #ILA18 Marc Stickdorn FREEDOM?
  55. 55. DOINGISTHEHARDPART #ILA18 Marc Stickdorn ANARCHY?
  56. 56. DOINGISTHEHARDPART #ILA18 Marc Stickdorn YOUNEEDMORE STRUCTURE
 THANYOUTHINK When people are are involved …
  57. 57. DOINGISTHEHARDPART #ILA18 Marc Stickdorn THEMORE
 FREEDOM
 YOUWANT THEMORE
 STRUCTURE
 YOUNEED
  58. 58. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 03 CONSULTING 
 VS. DOING
  59. 59. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 4CLEARSTEPS Just work with these …
  60. 60. DOINGISTHEHARDPART #ILA18 Marc Stickdorn DIVERGE/
 CONVERGE It’s just this simple …
  61. 61. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 5PHASES Just follow these …
  62. 62. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 7DEFINITESTAGES It’s easy and clear with these …
  63. 63. DOINGISTHEHARDPART #ILA18 Marc Stickdorn CIRCULAR
 SINE
 CIRCLES You’re safe if you’re living …
  64. 64. DOINGISTHEHARDPART #ILA18 Marc Stickdorn NOTSURE
 IFREALADVICE ORCONSULTANT
 BULLSHIT Meme based on Futurama by Matt Groening
  65. 65. DOINGISTHEHARDPART #ILA18 Marc Stickdorn ACTIVITIES Don’t we just talk about …
  66. 66. DOINGISTHEHARDPART #ILA18 Marc Stickdorn THEPROCESS™Version 367.2.7
  67. 67. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Suitable and feasible activities
  68. 68. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Adaption to real-world constraints
  69. 69. DOINGISTHEHARDPART #ILA18 Marc Stickdorn OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH ANDTHEREWEGO.Version 367.2.8
  70. 70. DOINGISTHEHARDPART #ILA18 Marc Stickdorn WHENISIT The single most OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH important question ?
  71. 71. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 04 THE 12 
 COMMANDMENTS
  72. 72. DOINGISTHEHARDPART #ILA18 Marc Stickdorn CALLIT WHATYOULIKE 1
  73. 73. DOINGISTHEHARDPART #ILA18 Marc Stickdorn MAKE FIRSTDRAFTS 2 SH!TTY
  74. 74. DOINGISTHEHARDPART #ILA18 Marc Stickdorn YOUARE AFACILITATOR 3
  75. 75. DOINGISTHEHARDPART #ILA18 Marc Stickdorn DOING NOTTALKING 4
  76. 76. DOINGISTHEHARDPART #ILA18 Marc Stickdorn YES,BUT… & YES,AND… 5
  77. 77. DOINGISTHEHARDPART #ILA18 Marc Stickdorn FINDTHE RIGHTPROBLEM BEFORESOLVINGITRIGHT 6
  78. 78. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE INTHE REALWORLD 7
  79. 79. DOINGISTHEHARDPART #ILA18 Marc Stickdorn DON’TPUT ALLYOUREGGS INONEBASKET 8
  80. 80. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IT’SNOTABOUTTOOLS…9 IT’SABOUT CHANGINGREALITY
  81. 81. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PLANFORITERATION… THENADAPT 10
  82. 82. DOINGISTHEHARDPART #ILA18 Marc Stickdorn ZOOMIN AND ZOOMOUT 11
  83. 83. DOINGISTHEHARDPART #ILA18 Marc Stickdorn IT’SALL SERVICES 12
  84. 84. DOINGISTHEHARDPART #ILA18 Marc Stickdorn 05 AVOID THE 
 BULLSHIT
  85. 85. DOINGISTHEHARDPART #ILA18 Marc Stickdorn LET’SNOTBETHE CONSULTANCY
 WENEVER WANTEDTOBE. We went out to do it differently …
  86. 86. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PEOPLEDON’TWANT SERVICEDESIGN,
 THEYWANTTHEIR PROBLEMSSOLVED. Yes, it sounds a bit trivial.
  87. 87. Service design SEARCH STOCK DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  88. 88. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  89. 89. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  90. 90. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  91. 91. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  92. 92. DOINGISTHEHARDPART #ILA18 Marc Stickdorn LET’SCHANGETHE
 VISUALNARRATIVEOF
 SERVICEDESIGN !
  93. 93. DOINGISTHEHARDPART #ILA18 Marc Stickdorn [MOBILITYEXPERIENCE] Let’s look at …
  94. 94. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  95. 95. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  96. 96. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  97. 97. DOINGISTHEHARDPART #ILA18 Marc Stickdorn [HOSPITALITYEXPERIENCE] Let’s look at …
  98. 98. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  99. 99. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  100. 100. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  101. 101. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  102. 102. DOINGISTHEHARDPART #ILA18 Marc Stickdorn [AVIATIONEXPERIENCE] Let’s look at …
  103. 103. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  104. 104. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  105. 105. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  106. 106. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  107. 107. DOINGISTHEHARDPART #ILA18 Marc Stickdorn YOUDESIGNSERVICES
 ANDSYSTEMS. No matter how you call it …
  108. 108. DOINGISTHEHARDPART #ILA18 Marc Stickdorn WELL,LET’S
 CALLTHIS… OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH
  109. 109. DOINGISTHEHARDPART #ILA18 Marc Stickdorn THANK
 YOU
 VERY
 MUCH! ON STAGE Marc Stickdorn
 @MrStickdorn SLIDES Jakob Schneider
 @jakoblies SOFTWARE www.smaply.com
 www.experiencefellow.com BOOKS www.tisdt.com
 www.tisdd.com

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