Service Design and Startups: This Lean Agile Design Thingything

1. 2016 Service Design and Startups This Lean Agile Design Thingything @MrStickdorn San Francisco 04 Nov 2016

2. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

3. AGENDA ◊1. OUR STORY ◊2. OUR APPROACH ◊3. OUR LESSONS LEARNED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

4. 01. OUR STORY Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

5. ACTUALLY, WE JUST WANTED TO MAKE THE BOOK WE NEEDED. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

6. THIS SOMEHOW ESCALATED QUICKLY … "Yeah, I love your ... thinking, are you doing any consulting on that?" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

7. THIS SOMEHOW ESCALATED QUICKLY … Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

8. BREAKING DOWN SILOS Our main job in organizations: Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

9. BREAKING DOWN SILOS Our main job in organizations: SO PLEASE DON’T BUILD NEW ONES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

10. OUR TAKE ON THIS IS RATHER SIMPLE. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

11. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLSSINCE 2008 Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

12. IN PRACTICE, WE SAW DEMAND FOR TOOLS THAT JUST DID NOT EXIST. "Wow, this works. We need more research. More research, pweez. More research!" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

13. Mobile Ethnography USER-STRUCTURED DESIGN RESARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

14. Free smartphone app for participants Backend visualization as journey map

15. Backend visualization as journey map Free smartphone app for participants

16. HOW IT’S USED HANDS-ON RESEARCH WITH EXPERIENCEFELLOW get actionable insights and connect silos Photo Credit: Usecon Facebook Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

17. WHY WASTE TIME WITH HAND-CRAFTING THROW- AWAY DELIVERABLES? "Sheesh, these customer journey maps. Awesome. You know, we should base every project on these …" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

18. VISUALIZE CUSTOMER EXPERIENCE

19. VISUALIZE CUSTOMER EXPERIENCE

20. HOW IT’S USED CHANGE MANAGEMENT WITH SMAPLY inspire culture shift from org-centric to customer-centric Photo Credit: Deutsche Telekom Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

21. 02. OUR APPROACH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

22. SERVICE DESIGN SPRINTS A.K.A. design thinking sprints experience design sprints cx sprints ux sprints innovation loops iterations

23. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

24. IMPLEMENTATION / DEPLOYMENT IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

25. RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions SERVICE DESIGN SPRINTS IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT EXAMPLE Realizing that a concept doesn’t work during prototyping Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

26. IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions EXAMPLE Realizing that a concept doesn’t work during prototyping SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT EXAMPLE Writing user stories for minor improvements directly from your research Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

27. FOR EARLY ADOPTERS smaply is in closed alpha phase right now. Take the chance to add your thoughts and wishes to the software. CONDITIONS ALPHA AND BETA ACCOUNTS CHANGING AND CANCELLING PLANS Projects change, requirements change. NO MINIMUM CONTRACT DURATION. YOU CAN QUIT EVERY MONTH. You pay per month and you can change or quit plans within a month. smaply grows with you and your tasks, but you can downgrade or even quit with a click as well. Adjust smaply every month – just as you need it. Read more in our FAQ SUPPORT US TEAM LEGAL TERMS FEATURES PRICING FAQ PRINT-OUT TEMPLATES QUALIFIED AGENCIES SMAPLY ON TWITTER MARC ON TWITTER KLAUS ON TWITTER JAKOB ON TWITTER LAURA ON TWITTER That’s all folks. smaply gmbh Grabenweg 68 6020 Innsbruck, Austria +43 699 11059128 mail@smaply.com UID: ATU67460829 GF: Klaus Schwarzenberger Firmenbuchnummer: FN 384762 b Gerichtsstand: Innsbruck CROWD FUNDING SMAPLY SOFTWARE BEING SOCIAL FREE SERVICES RESPONSIBLE/IMPRINT 10 EURO/MONTH excl. VAT 12 EURO/MONTH incl. VAT Get started with our one-man-show package. ▶ Export: branded ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY 100 EURO/MONTH excl. VAT 120 EURO/MONTH incl. VAT Use smaply in a team. Benefit from realtime collaboration. ▶ Export: co-branded ▶ Support: 48h email 3 USERS 15 STAKEHOLDER MAPS 15 CUSTOMER JOURNEYS 250 EURO/MONTH excl. VAT 300 EURO/MONTH incl. VAT Invite your client. Work with large teams. Get serious. ▶ Export: white-label ▶ Support: 48h email 10 USERS 50 STAKEHOLDER MAPS 50 CUSTOMER JOURNEYS CUSTOM PROPOSAL FOR CORPORATE CLIENTS Get in touch with us if you are looking for larger solutions. We are happy to make you a tailor-made offer. FREE FOR ONE YEAR FOR EDUCATIONAL PURPOSE For education purposes we grant a year free S account. ▶ Export: branded ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY FREE FOR 14 DAYS NO SUBSCRIPTION Give smaply a try. It’s free. No risk, no subscription. ▶ No export ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY 30 EURO/MONTH excl. VAT 36 EURO/MONTH incl. VAT Work with larger projects. Get organized. ▶ Export: branded ▶ Support: community 1 USER 5 STAKEHOLDER MAPS 5 CUSTOMER JOURNEYS TRIAL S L XL M Register now … Register now … Register now … Register now … Contact smaply … Register now … Register now … ENTERPRISE EDU ALPHA ACCOUNT Be among the first to know. You get full access to smaply and can try out everything. Be aware that some strange things can happen. Please take the chance and help us improve smaply according to your needs. Your credit card will only be charged when alpha phase starts! All alpha testers will keep their accounts during beta phase – while only paying once. BETA ACCOUNT After successful alpha phase we will start a final beta phase to make smaply perfect. Help us improve smaply for the real world and get to know about this new tool. Your credit card will only be charged when beta phase starts! 30 EURO one-time excl. VAT 36 EURO one-time incl. VAT Get very early access to smaply. JUNE—AUGUST 2013– ALPHA BUY ALPHA ACCOUNT pay with credit card 50 EURO one-time excl. VAT 60 EURO one-time incl. VAT Become a beta tester for smaply. SEPTEMBER—OCTOBER 2013– BETA BUY BETA ACCOUNT pay with credit card PRE-BUY OPTIONS AVAILABLE FROM OCTOBER 2013 AVAILABLE FROM AUGUST 2013 VALID FROM OCTOBER 2013 OVERVIEW FEATURES PRICING AGENCIES TEMPLATES FAQ TEAM/CONTACT MORE PRICING PLANS!so our users can choose! This is also service design: Prototyping business model and pricing Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

28. This is also service design: Technical infrastructure Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

29. IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT SERVICE DESIGN SPRINTS RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

30. QUALITATIVEQUANTITATIVE RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

31. QUALITATIVEQUANTITATIVE monitor KPIs over time get actionable insights RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

32. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

34. CUSTOMER EXPERIENCE SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

35. 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 EP 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 IDENTIFICATION OF CRITICAL EXPERIENCES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

36. 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 EP 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 and Startups This Lean Agile Design Thingything @MrStickdorn

37. 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 EP 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 actionable insights based on qual and quant ...Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

38. Qualitative the really helpful feedback is. Relying on this power you must. Photo Credit: Shutterstock / CTR Photos Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

39. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

40. HOW TO JOURNEY MAP CURRENT-STATE (AS-IS) FUTURE-STATE (TO-BE) ASSUMPTION-BASED RESEARCHED-BASED HIGH-LEVEL PERSPECTIVE DETAILED SCOPE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

41. HOW TO JOURNEY MAP MAIN ACTOR: KIND OF VISUALIZATION: CUSTOMER, USER, EMPLOYEE STORYBOARD, GRAPHS, … PRODUCT-FOCUSED EXPERIENCED-FOCUSED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

43. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD A LOT NONE IDEATION & IDEA SELECTION Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

45. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD START HERE!A LOT NONE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

46. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD OR HERE! A LOT NONE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

48. MANAGE COMPLEXITY IN SERVICE DESIGN. INCREASEOFCOMPLEXITY EFFORT FOR PLANNING/PROTOTYPING/ITERATING HAZARD ZONE GETTING LOST WASTING TIME BURNING MONEY TRACER BULLET DEVELOPMENT EARLY FEEDBACK IMPLEMENT FAST WORKING RESULTS FEATURE / EPIC / JTBD “THE BIGGER PICTURE” Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

50. DOES IT MATTER HOW YOU CALL IT? IMPLEMENTATION / DEPLOYMENT IS THIS A PROTOTYPE? A PILOT? A MVP? AN EXPERIMENT? Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

51. IMPLEMENTATION / DEPLOYMENT

52. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Gosh. They closed the loop.Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

53. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Well, is there a loop? Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

54. 03. OUR LESSONS LEARNED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

55. LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT AND ALL THESE OTHER IMPRESSIVE MODELS …Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

56. EVERYONE LOVES MODELS. OH YEAH. Photo Credit: AXA Digital Agency Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

57. WHAT IF YOU NEED TO GO BACK? BUT WAIT! Photo Credit: AXA Digital Agency Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

58. LET’S BE HONEST. THIS IS NOT REAL. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

59. THE LEAN AGILE DESIGN THINGYTHING™ Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

60. THE LEAN AGILE DESIGN THINGYTHING™IS COMMON SENSE BUT NOT COMMON PRACTICE. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

61. ISN’T THIS COMMON PRACTICE? WHY … ◊1 Some believe projects can be planned end-to-end. They can’t. ◊2 Design processes get squeezed into models and silos again. They are not open and iterative anymore. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

62. ALWAYS UNFINISHED MANY EXPERIMENTS ASK REAL HUMANS LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT SO ESSENTIALLY – NO MATTER WHAT YOU CALL IT – THESE ARE OUR ALL PRINCIPLES: Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

63. ITERATIONS PROTOTYPES RESEARCH LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT SO ESSENTIALLY – NO MATTER WHAT YOU CALL IT – THESE ARE OUR ALL PRINCIPLES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

64. ITERATIONS PROTOTYPES RESEARCH Photo Credit: Shutterstock / CTR Photos Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

65. THANK YOU!Marc Stickdorn: @MrStickdorn Slides designed by Jakob Schneider: @jakoblies Our service design software: www.smaply.com / www.experiencefellow.com Free download of all paper templates: www.smaply.com NEW BOOK 40% DISCOUNT VOUCHER Order your copy here: oreil.ly/morethanmetrics You save 40% on books, 50% on ebooks/videos. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn