Service Design Thinking - Paris 2014 - Marc Stickdorn

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Présentation de Marc Stickdorn lors de la première de l'Innovation by Design Club le 3 juillet 2014 au Lieu du Design.

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Service Design Thinking - Paris 2014 - Marc Stickdorn

  1. 1. Service Design Thinking Marc Stickdorn 2014 Paris / July 2014
  2. 2. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn Paris / July 2014
  3. 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Service Design Thinking Marc Stickdorn Paris / July 2014
  4. 4. 4 51 2 3 9 106 7 8 14 1511 12 13 16 17 18 Service Design Thinking Marc Stickdorn Paris / July 2014
  5. 5. P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D post-service period THE CUSTOMER JOURNEY OF Service Design Thinking Marc Stickdorn Paris / July 2014
  6. 6. INTRODUCING KLAUS Cool! Service Design Thinking Marc Stickdorn Paris / July 2014
  7. 7. 16 17 18 JAKE P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P O S T - S E R V I C E 21 KLAUS 3 Service Design Thinking Marc Stickdorn Paris / July 2014
  8. 8. 16 17 18 JAKE P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D P O S T - S E R V I C E 21 KLAUS 3 social mediaService Design Thinking Marc Stickdorn Paris / July 2014
  9. 9. POSITIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
  10. 10. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  11. 11. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  12. 12. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Marc Stickdorn Paris / July 2014
  13. 13. NEGATIVE social media Service Design Thinking Marc Stickdorn Paris / July 2014
  14. 14. 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn Paris / July 2014
  15. 15. Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking Marc Stickdorn Paris / July 2014
  16. 16. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
  17. 17. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  18. 18. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  19. 19. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  20. 20. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  21. 21. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  22. 22. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  23. 23. 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 JAKE Service Design Thinking Marc Stickdorn Paris / July 2014
  24. 24. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  25. 25. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn Paris / July 2014
  26. 26. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  27. 27. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  28. 28. Product or service? Service Design Thinking Marc Stickdorn Paris / July 2014
  29. 29. SERVICE DOMINANT LOGIC Der Service hinter dem Produkt Anrufbeantworter THE SERVICE BEHIND THE PRODUCT Service Design Thinking Marc Stickdorn Paris / July 2014
  30. 30. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  31. 31. A D V E R T I S E M E N T S ADVERTISEMENTS Service Design Thinking Marc Stickdorn Paris / July 2014
  32. 32. 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 Service Design Thinking Marc Stickdorn Paris / July 2014
  33. 33. 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) Service Design Thinking Marc Stickdorn Paris / July 2014
  34. 34. Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  35. 35. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  36. 36. 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 HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
  37. 37. 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 HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY Service Design Thinking Marc Stickdorn Paris / July 2014
  38. 38. Value co-creation SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn Paris / July 2014
  39. 39. “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 THINK IN SERVICES Service Design Thinking Marc Stickdorn Paris / July 2014
  40. 40. “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, Former CEO of Nokia THINK IN SERVICE ECOSYSTEMS Service Design Thinking Marc Stickdorn Paris / July 2014
  41. 41. CA B THE TOURISM ECO- SYSTEM JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVINGService Design Thinking Marc Stickdorn Paris / July 2014
  42. 42. #servicedesign Service Design Thinking Marc Stickdorn Paris / July 2014
  43. 43. Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
  44. 44. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN SALES Service Design is not new. Service Design Thinking Marc Stickdorn Paris / July 2014
  45. 45. IT SALES DESIGN MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
  46. 46. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Service Design Thinking Marc Stickdorn Paris / July 2014
  47. 47. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn Paris / July 2014
  48. 48. Every discipline has its language. Service Design Thinking Marc Stickdorn Paris / July 2014
  49. 49. Service design thinking is a common language. Service Design Thinking Marc Stickdorn Paris / July 2014
  50. 50. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Marc Stickdorn Paris / July 2014
  51. 51. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. Service Design Thinking Marc Stickdorn Paris / July 2014
  52. 52. DISCOVER DEFINE DEVELOP DELIVER The Double diamond as described by the British Design Council Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn Paris / July 2014
  53. 53. Managing the iterative process... Service Design Thinking Marc Stickdorn Paris / July 2014
  54. 54. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn Paris / July 2014
  55. 55. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  56. 56. IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION SERVICE DESIGN MANAGEMENT CX ANALYSIS Service Design Thinking Marc Stickdorn Paris / July 2014
  57. 57. IMPLEMENTATION CREATIONREFLECTION CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Service Design Thinking Marc Stickdorn Paris / July 2014
  58. 58. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
  59. 59. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Marc Stickdorn Paris / July 2014
  60. 60. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Service Design Thinking Marc Stickdorn Paris / July 2014
  61. 61. CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  62. 62. Understanding the impact of new or modified touchpoints on customer experience, on employee experience, on the organisation, and on the service ecosystem … PROTOTYPING CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  63. 63. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Marc Stickdorn Paris / July 2014
  64. 64. DESIGN RESEARCH EARLY PROTOTYPING ITERATIVE PROCESS COMMON LANGUAGE ACROSS SILOS Service Design Thinking Marc Stickdorn Paris / July 2014
  65. 65. 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.globalservicejam.org www.thisisservicedesignthinking.com www.thisisservicedesigndoing.com www.smaply.com www.myservicefellow.com www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org Service Design Thinking Marc Stickdorn Paris / July 2014
  66. 66. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. Service Design Thinking Marc Stickdorn Paris / July 2014
  67. 67. Service Design Thinking Marc Stickdorn Paris / July 2014
  68. 68. Service Design Thinking Marc Stickdorn Paris / July 2014
  69. 69. Service Design Thinking Marc Stickdorn Paris / July 2014
  70. 70. Service Design Thinking Marc Stickdorn Paris / July 2014
  71. 71. Service Design Thinking Marc Stickdorn Paris / July 2014
  72. 72. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn Paris / July 2014
  73. 73. 1 USER-CENTRED Service Design Thinking Marc Stickdorn Paris / July 2014
  74. 74. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn Paris / July 2014
  75. 75. 3 SEQUENCING Service Design Thinking Marc Stickdorn Paris / July 2014
  76. 76. 4 EVIDENCING Service Design Thinking Marc Stickdorn Paris / July 2014
  77. 77. 5 HOLISTIC Service Design Thinking Marc Stickdorn Paris / July 2014

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