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2013

Service Design Thinking
Marc Stickdorn
Hi!
My name is Marc Stickdorn.

Service Design Thinking
Marc Stickdorn  2013
TASK

Hi!

now?
What? Right

1.	Say “Hi!” to your neighbour.
2.	 ummarize your last holiday
S
in one minute.

Service Design Thinking
Marc Stickdorn  2013
TASK

Yes, please.

Service Design Thinking
Marc Stickdorn  2013
TASK Recap
What is the “product” in tourism?

Service Design Thinking
Marc Stickdorn  2013
A Customer journey
from the perSona Perspective

Service Design Thinking
Marc Stickdorn  2013
A Customer journey
from the perSona Perspective

call it:
… or as some might
es.”
your customer’s sho
“slipping in

Service Design Thinking
Marc Stickdorn  2013
Persona

Jakob

28

Male
German
“Don’t believe the hype!”

Service Design Thinking
Marc Stickdorn  2013
Persona
User/customer stereotypes
based on research

Jakob

28

Male
German
“Don’t believe the hype!”

Service Design Thinking
Marc Stickdorn  2013
1

Reading a
travel magazine

1
JAKE

Service Design Thinking
Marc Stickdorn  2013
2

Going to a
travel agency

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2
3

Reading
online reviews

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2

3
4

Booking online

1
JAKE

Service Design Thinking
Marc Stickdorn  2013

2

3

4
5

Dreaming of holidays
while at work

1

2
JAKE

Service Design Thinking
Marc Stickdorn  2013

3

4

5
6

Packing bags

2

3
JAKE

Service Design Thinking
Marc Stickdorn  2013

4

5

6
7

Check-in process
with long line

P R E - S E R VICE PE R IO D

3

4
JAKE

Service Design Thinking
Marc Stickdorn  2013

5

6

7
8

Checking in,
baggage drop-off

P R E - S E R VICE PE R IO D

4

5
JAKE

Service Design Thinking
Marc Stickdorn  2013

S E R VICE

6

7

8
9

Passing
security check

P R E - S E R VICE PE R IO D

5

6
JAKE

Service Design Thinking
Marc Stickdorn  2013

S E R VICE

7

8

9
10

Boarding

P R E - S E R VICE PE R IO D

6

7
JAKE

Service Design Thinking
Marc Stickdorn  2013

S E R VICE

8

9

10
11

In-flight
experience

S E R VICE

7

8
JAKE

Service Design Thinking
Marc Stickdorn  2013

9

10

11
12

Arrival at
destination

S E R VICE

8

9
JAKE

Service Design Thinking
Marc Stickdorn  2013

10

11

12
13

Transfer to
accomodation

S E R VICE

9

10
JAKE

Service Design Thinking
Marc Stickdorn  2013

11

12

13
14

Staying at the hotel

S E R VICE

10

11
JAKE

Service Design Thinking
Marc Stickdorn  2013

12

13

14
15

Attending a
diving school

S E R VICE

11

12
JAKE

Service Design Thinking
Marc Stickdorn  2013

13

14

15
16

Dinging at
local restaurant

S E R VICE

12

13
JAKE

Service Design Thinking
Marc Stickdorn  2013

14

15

16
17

Flying back home

S E R VICE

13

14
JAKE

Service Design Thinking
Marc Stickdorn  2013

15

16

17
18

Posting
online reviews

S E R VICE

14

PO S T - S E R VICE

15
JAKE

Service Design Thinking
Marc Stickdorn  2013

16

17

18
1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

Service Design Thinking
Marc Stickdorn  2013
The Customer JoURNEY OF
P R E - S E R VICE PE R IO D

Service Design Thinking
Marc Stickdorn  2013

S E R VICE PE R IO D

post-service

period
Cool!

InTRODUCING

Service Design Thinking
Marc Stickdorn  2013

KLAUS
S E R VICE PE R IO D

16

PO S T - S E R VICE

17

18

JAKE

P R E - S E R VICE PE R IO D

1
KLAUS

Service Design Thinking
Marc Stickdorn  2013

2

3
S E R VICE PE R IO D

16

PO S T - S E R VICE

17

18

JAKE

P R E - S E R VICE PE R IO D

1
KLAUS

Service Design Thinking
Marc Stickdorn  2013

social media

2

3
POSITIVE social media

Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn  2013
POSITIVE social media

Service Design Thinking
Marc Stickdorn  2013

Images: www.huffingtonpost.com
NEGATIVE social media

Service Design Thinking
Marc Stickdorn  2013
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn  2013

13.000.000+
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn  2013

13.000.000+
Customer Satisfaction
Expectations Vs. Experiences

Service Design Thinking
Marc Stickdorn  2013
Customer Satisfaction
P R E - S E R VICE

1

S E R VICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

PO S T - S E R VICE

5

6

Experiences

7

8

9

10

Satisfaction
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
Customer Satisfaction
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn  2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn  2013

JAKE
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn  2013

KLAUS

JAKE
EMOTIONAL JOURNEY
P R E - S E R VICE

1

S E R VICE

2

3

4

PO S T - S E R VICE

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn  2013

LAURA

KLAUS

JAKE
Marketing shifts from
Advertisements to experiences

Service Design Thinking
Marc Stickdorn  2013
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Product or service?

Service Design Thinking
Marc Stickdorn  2013
Service Dominant Logic

THE SERVICE BEHIND
THE PRODUCT
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thinking
Marc Stickdorn  2013
GOODS-Dominant Logic

Value-in-Exchange

Service Design Thinking
Marc Stickdorn  2013
Service-Dominant Logic

Value-in-Exchange

Service Design Thinking
Marc Stickdorn  2013

Value-in-Use
Service-Dominant Logic

Value co-creation

Service Design Thinking
Marc Stickdorn  2013
THINK IN SERVICES
“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

Service Design Thinking
Marc Stickdorn  2013
THINK IN SERVICE EcoSYSTEMS
“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

Service Design Thinking
Marc Stickdorn  2013
THE
TOURISM
ECOSYSTEm
A

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm
KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn  2013

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

DIVING

B

C
THE
TOURISM
ECOSYSTEm

AGENC

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn  2013
THE
TOURISM
ECOSYSTEm

AGENC

Employees

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn  2013
THE
TOURISM
ECOSYSTEm

AGENC

Employees

Maintenance

HOTEL
Room service
Kitchen

Service Design Thinking
Marc Stickdorn  2013

Laundry

KLAUS
THE
TOURISM
ECOSYSTEm

Shareholders
Authorities

Suppliers

AGENC

Employees

Maintenance

HOTEL
Room service
Kitchen

Service Design Thinking
Marc Stickdorn  2013

Laundry

KLAUS
THE
TOURISM
ECOSYSTEm

Marketing
Shareholders

Suppliers

AGENC

Employees

Authorities
Community
Maintenance

HOTEL
Room service
Sales
Kitchen

Service Design Thinking
Marc Stickdorn  2013

Laundry

ETC …

KLAUS
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

DIVING

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

DIVING

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

DIVING

B

C
THE
TOURISM
ECOSYSTEm

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn  2013

DIVING

B

C
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
Service Design is not new.

Service Design Thinking
Marc Stickdorn  2013
Service Design is not new.

Marketing

IT

Design

SALES

Corporate
communications

Infrastructure

Usability

Point-of-Sales

Technical support

Look and feel

Customer support

Customer relationship
management

Service Design Thinking
Marc Stickdorn  2013
Marketing
IT
SALES
Design

Service Design Thinking
Marc Stickdorn  2013
Service design is inter-disciplinary.
Marketing
IT
SALES
Design

Service Design Thinking
Marc Stickdorn  2013

Manager
Marketer
Designer
Developer
Psychologist
Service design is inter-disciplinary.

Service Design Thinking
Marc Stickdorn  2013
Every discipline has its language.

Service Design Thinking
Marc Stickdorn  2013
Service design thinking is a common language.

Service Design Thinking
Marc Stickdorn  2013
Service design thinking is an iterative process.

EXPLORATION
Exploration
EXPLORATION

Service Design Thinking
Marc Stickdorn  2013

CREATION
Creation
CREATION

REFLECTION
Reflection
REFLECTION

IMPLEMENTATION
Implementation
IMPLEMENTATION
Service design thinking is an iterative process.

Service Design Thinking
Marc Stickdorn  2013

The Squiggle
by Damien Newman
from Central Inc.
SERVICE
DESIGN
THINKING

DOING

Service Design Thinking
Marc Stickdorn  2013
JUST SOME
OF ALL THESE

TOOLS

Service Design Thinking
Marc Stickdorn  2013
JUST SOME
OF ALL THESE

TOOLS

Service Design Thinking
Marc Stickdorn  2013

Exploration

EXPLORATION
EXPLORATION

EXPLORATION
EXPLORATION

Creation/Reflection

CREATION
CREATION

CREATION
CREATION

REFLECTION
REFLECTION

Implementation

REFLECTION
REFLECTION

IMPLEMENTATION
IMPLEMENTATION

IMPLEMENTATION
IMPLEMENTATION
SELF-EXPLORATION

Image: Shutterstock / Kzenon
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Observation

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
ContextuaL
Interviews
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
MOBILE
ETHNOGRAPHY
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
PERSONAS

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Customer
Journey Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
STAKEHOLDER
Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Value Network
Maps

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
SERVICE
PROTOTYPES

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
SERVICE
Advertisements

Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Business Model
Innovation
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
Theatrical
Tools
Service Design Thinking
Marc Stickdorn  2013

Exploration

Creation/Reflection

Implementation
#servicedesign

Service Design Thinking
Marc Stickdorn  2013
5 basic Principles

Service Design Thinking
Marc Stickdorn  2013
1 User-centred

Service Design Thinking
Marc Stickdorn  2013
2 Co-Creative

Service Design Thinking
Marc Stickdorn  2013
3 SEQUEncing

Service Design Thinking
Marc Stickdorn  2013
4 EVIDENCING

Service Design Thinking
Marc Stickdorn  2013
5 HOLISTIC

Service Design Thinking
Marc Stickdorn  2013
FURTHER INTEREST?
BOOKS

Online ressources

Process  Principles:
This is Service Design Thinking
by Marc Stickdorn  Jakob Schneider (2010)

twitter: #servicedesign

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)

Service Design Thinking
Marc Stickdorn  2013

www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
www.smaply.com
THANK You.

Marc Stickdorn
@MrStickdorn
marc@smaply.com

www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisservicedesigndoing.com

Service Design Thinking
Marc Stickdorn  2013

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