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UX Days 2019 by Flupa - Conférence : Marc Stickdorn

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UX Days 2019 - Journée des Conférences du vendredi 21 juin 2019 - Conférence de Marc Stickdorn : Doing is the hard part – How to embed service design in organizations.

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UX Days 2019 by Flupa - Conférence : Marc Stickdorn

  1. 1. #UXDays19 DOINGIS HOW TO EMBED SERVICE DESIGN THEHARDPART IN TEAMS AND ORGANIZATIONS. Marc Stickdorn @MrStickdorn
  2. 2. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  3. 3. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 France, we need to talk. Really. TWOTHINGSBEFOREWESTART…
  4. 4. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 France, we need to talk. Really. My name is Marc Stickdorn. TWOTHINGSBEFOREWESTART…
  5. 5. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  6. 6. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  7. 7. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  8. 8. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  9. 9. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  10. 10. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  11. 11. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 France, we need to talk. Really. My name is Marc Stickdorn. 02 I am not Steve. TWOTHINGSBEFOREWESTART…
  12. 12. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 France, we need to talk. Really. My name is Marc Stickdorn. 02 I am not Steve. My slides often have one visual and 1-2 words. TWOTHINGSBEFOREWESTART…
  13. 13. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 France, we need to talk. Really. My name is Marc Stickdorn. 02 I am not Steve. My slides often have one visual and 1-2 words. But I agree with a lot he said, like Focus Groups. TWOTHINGSBEFOREWESTART…
  14. 14. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 What is Service Design? 02 Standard process vs. Process standard 03 Consulting vs. doing 04 The 12 commandments 05 Avoiding the bullshit THISSTANDSBETWEENYOUANDYOURBEER…
  15. 15. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 01 WHAT IS 
 SERVICE DESIGN? Who knows what service design is? Who works in service design?
  16. 16. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 4COREACTIVITIES Research Ideation Prototyping Implementation The process of service design
  17. 17. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis RESEARCH
  18. 18. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis RESEARCH QUANTITATIVE QUALITATIVE
  19. 19. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Monitor KPIs over time Get actionable insights QUANTITATIVE QUALITATIVE RESEARCH
  20. 20. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 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
  21. 21. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PHEW.THAT’SALOT.I don’t have budget for your research Feng Shui.
  22. 22. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budget … Methods Data types Researchers
  23. 23. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUANTITATIVE SURVEYS Credit: Shutterstock
  24. 24. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUANTITATIVE CUSTOMER/USERDATA Credit: Shutterstock
  25. 25. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE CONTEXTUALINTERVIEWS Credit: Shutterstock
  26. 26. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE NON-PARTICIPANTOBSERVATION Credit: Shutterstock
  27. 27. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE PARTICIPANTOBSERVATION Credit: Shutterstock
  28. 28. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE WORKALONG Credit: Shutterstock
  29. 29. DOINGISTHEHARDPART #ILA18 Marc Stickdorn QUALITATIVE SELF-DOCUMENTATION AUTO-ETHNOGRAPHY Credit: Shutterstock
  30. 30. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Primary data
  31. 31. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 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
  32. 32. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis DATAVISUALIZATION Primary data Interpreted data Visualization PERSONAS SYSTEM MAPS JOURNEY MAPS
  33. 33. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IDEATION
  34. 34. DOINGISTHEHARDPART #ILA18 Marc Stickdorn EXPLORATIVE IDEATIONMETHODS
  35. 35. DOINGISTHEHARDPART #ILA18 Marc Stickdorn EXPLORATIVE IDEABOARD
  36. 36. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IDEATIONISOVERRATED.
  37. 37. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IDEASARECHEAP. IDEATIONISOVERRATED.
  38. 38. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IDEATIONISOVERRATED.Co-creation People Research Prototypes Safe space Hierarchy Culture Stakeholder involvement Users Customers Employees Stage-gate process Idea selectionDecision making Governance
  39. 39. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PROTOTYPING IDEATIONISOVERRATED. ISUNDERRATED!
  40. 40. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PROTOTYPING
  41. 41. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ALWAYSSTARTWITHA…
  42. 42. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ALWAYSSTARTWITHA…
  43. 43. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE JOURNEYMAP(FUTURE-STATE)
  44. 44. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE WIREFRAME/DUMMY
  45. 45. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE PHYSICALPROTOTYPESPaper/CardBoard/Lego
  46. 46. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE SIMULATIONS Credit: Lufthansa
  47. 47. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE DESKTOPWALKTHROUGH Credit: TiSDD
  48. 48. DOINGISTHEHARDPART #ILA18 Marc Stickdorn PROTOTYPE BUSINESSMODEL
  49. 49. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IMPLEMENTATION
  50. 50. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Research Ideation Prototyping Implementation
  51. 51. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ? Research Ideation Prototyping Implementation
  52. 52. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis USETHISPROCESS,THEYSAID. ITWILLGUIDEYOU,THEYSAID.
  53. 53. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis THE REALITY™ The Design Squiggle by Damien Newman
  54. 54. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis as we communicated it THE REALITY™ as it actually happened THE REALITY™ The Design Squiggle by Damien Newman
  55. 55. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 02 STANDARD PROCESS
 VS. PROCESS STANDARD
  56. 56. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis The Squiggle The Mayhem
  57. 57. The Curtain The Plate The Bow Tie The Squiggle The Hyperloop The Maze DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis The Mayhem The Fountain The March The Autobahn The Black Hole The Pinball
  58. 58. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis TRUSTTHEPROCESS! Meanwhile, in workshop land …
  59. 59. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 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
  60. 60. Data collection Datacollection Builda ResearchWall Analysedata Creatingpersonas Mappingjourneys Mappingsystems Developkeyinsights Developfirstinsights (Developing keyinsights) Adaptresearchplanning Preparatoryresearch Researchplanning DAY 1 DAY 2 DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 5-day service design sprint
  61. 61. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  62. 62. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 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
  63. 63. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis DESIGNTHE
 PROCESSITSELF!— This is Service Design Thinking, 2010
  64. 64. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Constant Constraints Process
  65. 65. IMPLEMENTATION PROTOT YPING RES EARCH IDEA TION DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Activities
  66. 66. “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 #UXDAYS19 @MrStickdornParis
  67. 67. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis FREEDOM?
  68. 68. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ANARCHY?
  69. 69. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis YOUNEEDMORE STRUCTURE
 THANYOUTHINK When people are are involved …
  70. 70. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis THEMORE
 FREEDOM
 YOUWANT THEMORE
 STRUCTURE
 YOUNEED
  71. 71. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 03 CONSULTING 
 VS. DOING
  72. 72. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 4CLEARSTEPS Just work with these …
  73. 73. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis DIVERGE/
 CONVERGE It’s just this simple …
  74. 74. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 5PHASES Just follow these …
  75. 75. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 7DEFINITESTAGES It’s easy and clear with these …
  76. 76. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis CIRCULAR
 SINE
 CIRCLES You’re safe if you’re living …
  77. 77. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Meme based on Futurama by Matt Groening
  78. 78. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis NOTSURE
 IFREALADVICE ORCONSULTANT
 BULLSHIT Meme based on Futurama by Matt Groening
  79. 79. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ACTIVITIES Don’t we just talk about …
  80. 80. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis THEPROCESS™Version 367.2.7
  81. 81. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Suitable and feasible activities
  82. 82. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Adaption to real-world constraints
  83. 83. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH ANDTHEREWEGO.Version 367.2.8
  84. 84. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis WHENISIT The single most OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH important question ?
  85. 85. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 04 THE 12 
 COMMANDMENTS
  86. 86. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis CALLIT WHATYOULIKE 1
  87. 87. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Genesys
 Global VP
 Solutions Consulting Jurgen De Becker 1 CALLITWHATYOULIKE
  88. 88. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis MAKE FIRSTDRAFTS 2 SH!TTY
  89. 89. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PwC
 Strategy and Business Model Coach Fernando Yepez 2 MAKESH!TTYFIRSTDRAFTS
  90. 90. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis YOUARE AFACILITATOR 3
  91. 91. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Institute for Design,
 AHO Professor of 
 Interaction Design Simon Clatworthy 3 YOUAREAFACILITATOR
  92. 92. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis DOING NOTTALKING 4
  93. 93. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Mobisol Co-founder and
 Customer advocate Klara Lindner 4 DOINGNOTTALKING
  94. 94. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis YES,BUT… & YES,AND… 5
  95. 95. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Maffick
 Director Thrivable World Quest
 Co-founder and Global Captain Belina Raffy 5 YES,BUT…&YES,AND…
  96. 96. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis FINDTHE RIGHTPROBLEM BEFORESOLVINGITRIGHT 6
  97. 97. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Service Design Network
 President KISD
 Service Design Professor Birgit Mager 6 FINDTHERIGHTPROBLEMBEFORESOLVINGITRIGHT
  98. 98. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PROTOTYPE INTHE REALWORLD 7
  99. 99. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis NOBL Collective
 Managing Director UPFRONT
 Founder We are Snook
 Co-Founder Lauren Currie OBE 7 PROTOTYPEINTHEREALWORLD
  100. 100. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis DON’TPUT ALLYOUREGGS INONEBASKET 8
  101. 101. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Veryday
 Global VP Stefan Moritz 8 DON’TPUTALLYOUREGGSINONEBASKET
  102. 102. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IT’SNOTABOUTTOOLS…9 IT’SABOUT CHANGINGREALITY
  103. 103. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Designit
 Strategic Design 
 Director Alex Nisbett IT’SNOTABOUTTOOLS—IT’SABOUTCHANGINGREALITY 9
  104. 104. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PLANFORITERATION… THENADAPT 10
  105. 105. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis STBY
 Strategy Director Geke van Dijk 10 PLANFORITERATION… THENADAPT
  106. 106. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis ZOOMIN AND ZOOMOUT 11
  107. 107. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis Capital One
 VP of Design for 
 Financial Services Service Design 
 Network
 Management Team Jamin Hegeman 11 ZOOMINANDZOOMOUT
  108. 108. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis IT’SALL SERVICES 12
  109. 109. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis SCAD
 Professor of 
 Service Design Livework
 Associate Design 
 Research Mauricio Manhaes 12 IT’SALLSERVICES
  110. 110. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis 05 AVOID THE 
 BULLSHIT
  111. 111. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis PEOPLEDON’TWANT SERVICEDESIGN,
 THEYWANTTHEIR PROBLEMSSOLVED. Yes, it sounds a bit trivial.
  112. 112. Service design SEARCH STOCK DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis
  113. 113. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  114. 114. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  115. 115. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  116. 116. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  117. 117. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis LET’SCHANGETHE
 VISUALNARRATIVEOF
 SERVICEDESIGN !
  118. 118. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis [MOBILITYEXPERIENCE] Let’s look at …
  119. 119. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  120. 120. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  121. 121. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  122. 122. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis [HOSPITALITYEXPERIENCE] Let’s look at …
  123. 123. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  124. 124. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  125. 125. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  126. 126. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  127. 127. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis [AVIATIONEXPERIENCE] Let’s look at …
  128. 128. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  129. 129. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  130. 130. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  131. 131. DOINGISTHEHARDPART #ILA18 Marc Stickdorn
  132. 132. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  133. 133. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  134. 134. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  135. 135. DOINGISTHEHARDPART #ILA18 Marc Stickdorn Credit: Shutterstock
  136. 136. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis No matter how you call it …
  137. 137. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis YOUDESIGNSERVICES
 ANDSYSTEMS. No matter how you call it …
  138. 138. DOINGISTHEHARDPART #UXDAYS19 @MrStickdornParis MERCI! 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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