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Marc Stickdorn | ExperienceFellow | @MrStickdorn
Jakob Schneider | ExperienceFellow | @jakoblies
Mobile Ethnography
Experi...
78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Mobile Ethnography
@jakobliesExperienceFellow:a service d...
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
ASSUMPTION
BASED
RESEARCH
BASED
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @Mr...
QUALITATIVE
 
QUANTITATIVE
 
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
Q...
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
...
SELF-CONDUCTED
DESIGN RESARCH
Mobile Ethnography
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @...
Free smartphone app for participants
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
Real-time Visualization as journey map
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
Advanced filtering techniques
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
Advanced filtering techniques
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
Location-based visualization with clustering
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrSt...
Location-based visualization with clustering
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrSt...
High-resolution PDF export for large format prints
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up...
www.experiencefellow.com
DISCOUNT VOUCHER
150 EURO
VALUE
CODE
SDGC2015
VALID UNTIL
31 December 2015
Just sign up on our we...
SERVICE DESIGN
START-UPS
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORE
Mobile Ethnography
@jakobliesExperie...
ITERATIVE PROCESSLEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
IT’S ALL ABOUT THE
Mobile Ethnography
@j...
VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Mobile Ethnography
@jakobliesExperienceFellow:a service design ...
WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-u...
WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
SINCE 2008, OH YEAH.
Mobile Ethnography
@jakobliesExperienceFellow:a s...
AND THIS
WORKS
AWESEOME!SOMETIMES.
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
PRACTICING SERVICE DESIGN
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Mobile Ethnography
@jakobliesExperienceFellow:a service...
PRACTICING SERVICE DESIGN
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#WIN#FAIL
Mobile Ethnography
@jakobliesExperienceFellow...
PRACTICING SERVICE DESIGN
Development	 12 hours
Testing	 20 hours
Discussion	 26 hours
Insights	 04
Iterations	 02
Develop...
Photo Credit: Shutterstock / CTR Photos
WISELY
THE FORCE
YOU MUST USE.
PRACTICING SERVICE DESIGN
Mobile Ethnography
@jakob...
Troll face from Whynne via Reddit
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn
#TROLL
IF WE ALL KNOW HOW TO
DESIGN KICK-ASS SERVICES …
WHY DON’T WE SEE MORE
START-UPS EVOLVING FROM
THE SERVICE DESIGN
C...
Marc Stickdorn
Jakob Schneider
@MrStickdorn
@jakobliesTHANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence...
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Marc Stickdorn & Jakob Schneider – Mobile ethnography and ExperienceFellow, a service design start-up

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This is the talk Marc and Jakob gave at the #sdgc15 – Service Design Global Conference in New York, 03 October 2015.

By popular demand: That "Base your customer journey on f***ing research" stickers are avaliable at http://mrthinkr.com/

Published in: Business
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Marc Stickdorn & Jakob Schneider – Mobile ethnography and ExperienceFellow, a service design start-up

  1. 1. Marc Stickdorn | ExperienceFellow | @MrStickdorn Jakob Schneider | ExperienceFellow | @jakoblies Mobile Ethnography ExperienceFellow: a service design start-up October 3rd, New York City
  2. 2. 78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  3. 3. Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  4. 4. ASSUMPTION BASED RESEARCH BASED Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  5. 5. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  6. 6. QUALITATIVE   QUANTITATIVE   Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  7. 7. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  8. 8. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE   QUANTITATIVE   Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  9. 9. SELF-CONDUCTED DESIGN RESARCH Mobile Ethnography Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  10. 10. Free smartphone app for participants Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  11. 11. Real-time Visualization as journey map Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  12. 12. Advanced filtering techniques Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  13. 13. Advanced filtering techniques Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  14. 14. Location-based visualization with clustering Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  15. 15. Location-based visualization with clustering Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  16. 16. High-resolution PDF export for large format prints Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  17. 17. www.experiencefellow.com DISCOUNT VOUCHER 150 EURO VALUE CODE SDGC2015 VALID UNTIL 31 December 2015 Just sign up on our website and use this code. Vouchers can only be used once. Please see our website for terms and conditions. JOHN, IT IS UN-BE-LIE-VABLE! IF YOU CALL RIGHT NOW, YOU GET THIS VOUCHER FOR FREE! COMMERCIAL PRESENTATION MODE ON COMMERCIAL PRESENTATION MODE OFF Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  18. 18. SERVICE DESIGN START-UPS Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  19. 19. LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT … AND MANY MORE Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  20. 20. ITERATIVE PROCESSLEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT IT’S ALL ABOUT THE Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  21. 21. VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  22. 22. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLS Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  23. 23. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLS SINCE 2008, OH YEAH. Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  24. 24. AND THIS WORKS AWESEOME!SOMETIMES. Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  25. 25. PRACTICING SERVICE DESIGN HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  26. 26. PRACTICING SERVICE DESIGN HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP #WIN#FAIL Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  27. 27. PRACTICING SERVICE DESIGN Development 12 hours Testing 20 hours Discussion 26 hours Insights 04 Iterations 02 Development 20 mins Testing 20 mins Discussion 02 hours Insights 31 Iterations 27 HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  28. 28. Photo Credit: Shutterstock / CTR Photos WISELY THE FORCE YOU MUST USE. PRACTICING SERVICE DESIGN Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  29. 29. Troll face from Whynne via Reddit Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  30. 30. #TROLL IF WE ALL KNOW HOW TO DESIGN KICK-ASS SERVICES … WHY DON’T WE SEE MORE START-UPS EVOLVING FROM THE SERVICE DESIGN COMMUNITY? Troll face from Whynne via Reddit Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn
  31. 31. Marc Stickdorn Jakob Schneider @MrStickdorn @jakobliesTHANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Mobile Ethnography @jakobliesExperienceFellow:a service design start-up @MrStickdorn

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