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Nuremberg Service Design Drinks #1

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The slides from my keynote at Nuremberg's first service design drinks, 21 January 2016. A rather general introduction of service design... :)

Our software for service design:
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com

Books, talks and workshops:
Our book "This is Service Design Thinking": www.thisisservicedesignthinking.com
Our workshops "This is Service Design Doing": www.thisisservicedesigndoing.com
My talks: www.marcstickdorn.com

Published in: Design

Nuremberg Service Design Drinks #1

  1. 1. 2016 Service Design Drinks #1 21 January 2016Nuremberg Marc Stickdorn
  2. 2. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  3. 3. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  4. 4. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  5. 5. Adam Lawrence and Markus Hormeß WorkPlayExperience Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  6. 6. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  7. 7. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  8. 8. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  9. 9. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  10. 10. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  11. 11. WISELY THE FORCE YOU MUST USE. photo Credit shutterstock / CTR Photos Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  12. 12. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  13. 13. 78.4% ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  14. 14. TALK TO YOUR F***ING CUSTOMER. REALLY. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  15. 15. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  16. 16. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  17. 17. PERSONA Jake 30 Male German “Don’t believe the hype!” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  18. 18. PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  19. 19. The story of Jake and his old TV set … A TV set is a product, right? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  20. 20. JAKE 1 That old TV set breaks down 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  21. 21. JAKE 2 Reading advertisements in print media 1 2 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  22. 22. JAKE 3 Looking for offers online 2 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  23. 23. JAKE 4 Reading online reviews 42 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  24. 24. 42 3 JAKE 5 Collecting information in store 5 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  25. 25. 43 5 JAKE 6 Comparing prices on mobile device 6 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  26. 26. 4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  27. 27. 5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  28. 28. 6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  29. 29. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  30. 30. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  31. 31. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  32. 32. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  33. 33. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  34. 34. 42 3 5 11 12 13 14 6 7 8 9 10 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  35. 35. And this is just a high-level perspective … Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  36. 36. Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  37. 37. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  38. 38. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  39. 39. INTRODUCING KLAUS Cool! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  40. 40. A SWIMLANE DIAGRAM FOR & Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  41. 41. 16 17 18 JAKE 21 KLAUS 3 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  42. 42. 16 17 18 JAKE 21 KLAUS 3 social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  43. 43. POSITIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  44. 44. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  45. 45. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  46. 46. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  47. 47. NEGATIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  48. 48. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  49. 49. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  50. 50. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  51. 51. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  52. 52. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  53. 53. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  54. 54. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  55. 55. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  56. 56. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  57. 57. 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 JAKENuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  58. 58. 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 JAKEKLAUSNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  59. 59. 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 JAKEKLAUSLAURANuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  60. 60. 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 When do you measure customer satisfaction? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  61. 61. 1 2 3 4 5 6 7 8 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 EMOTIONAL JOURNEY 89,7% of our customers rate our service:“very good”. 9 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  62. 62. CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  63. 63. QUALITATIVEQUANTITATIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  64. 64. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  65. 65. methods, data types, researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  66. 66. Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  67. 67. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  68. 68. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  69. 69. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  70. 70. PRODUCT OR SERVICE? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  71. 71. THE SERVICE BEHIND THE PRODUCT Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  72. 72. Value-in-Exchange GOODS-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  73. 73. A D V E R T I S E M E N T S ADVERTISEMENTS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  74. 74. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  75. 75. 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) Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  76. 76. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  77. 77. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  78. 78. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  79. 79. Value co-creation SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  80. 80. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  81. 81. “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, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  82. 82. CA B A SERVICE ECOSYSTEM Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  83. 83. CA B A SERVICE ECOSYSTEM JAKE KLAUS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  84. 84. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  85. 85. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  86. 86. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  87. 87. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  88. 88. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  89. 89. Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  90. 90. 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. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  91. 91. IT SALES DESIGN MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  92. 92. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  93. 93. Service design is inter-disciplinary. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  94. 94. Every discipline has its language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  95. 95. Service design thinking is a common language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  96. 96. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  97. 97. DISCOVER DEFINE DEVELOP DELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  98. 98. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  99. 99. A JOURNEY MAP IS NOT A F***ING DELIVARABLE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  100. 100. MANY COMPANIES DESIGN AND BUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO TEACHES SERVICE DESIGN? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  101. 101. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  102. 102. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  103. 103. 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 www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  104. 104. SERVICE DESIGN START-UPS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  105. 105. VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

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