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Service Design Thinking
- 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