This is Service Design Thinking @ UXCamp CPH 4-2014

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This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that brilliantly organized event.

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This is Service Design Thinking @ UXCamp CPH 4-2014

  1. 1. Service Design Thinking UX Camp København Jakob Schneider 2014
  2. 2. UX Camp CPH Co-Editor / Co-Author Visual Designer Creative Director Partner Co-Founder Lead Designer Co-Founder Lead Designer Jakob Schneider Service Design Thinking Jakob Schneider  2014
  3. 3. UX Camp CPH DESIGN THINKING SERVICE DESIGN CUSTOMER EXPERIENCE SERVICE MARKETING NEW MARKETING HUMAN-CENTERED DESIGN SERVICE DESIGN THINKING BUZZWORD BINGO Service Design Thinking Jakob Schneider  2014
  4. 4. UX Camp CPH Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Jakob Schneider  2014
  5. 5. UX Camp CPH DISCOVER DEFINE DEVELOP DELIVER The Double diamond as described by the British Design Council Service design thinking is an iterative process. Service Design Thinking Jakob Schneider  2014
  6. 6. UX Camp CPH Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc. Service Design Thinking Jakob Schneider  2014
  7. 7. UX Camp CPH DESIGN RESEARCH EARLY PROTOTYPING ITERATIVE PROCESS BUZZWORD BINGO Service Design Thinking Jakob Schneider  2014
  8. 8. UX Camp CPH A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Jakob Schneider  2014
  9. 9. UX Camp CPH A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping in your customer’s shoes.” Service Design Thinking Jakob Schneider  2014
  10. 10. UX Camp CPH PERSONA Jake 30 Male German “Don’t believe the hype!” Service Design Thinking Jakob Schneider  2014
  11. 11. UX Camp CPH PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Service Design Thinking Jakob Schneider  2014
  12. 12. UX Camp CPH JAKE 1 1 Reading a travel magazine Service Design Thinking Jakob Schneider  2014
  13. 13. UX Camp CPH JAKE 2 Going to a travel agency 1 2 Service Design Thinking Jakob Schneider  2014
  14. 14. UX Camp CPH JAKE 3 Reading online reviews 1 2 3 Service Design Thinking Jakob Schneider  2014
  15. 15. UX Camp CPH JAKE 4 Booking online 1 2 3 4 Service Design Thinking Jakob Schneider  2014
  16. 16. UX Camp CPH 2 3 4 JAKE 5 Dreaming of holidays while at work 5 Service Design Thinking Jakob Schneider  2014
  17. 17. UX Camp CPH 3 4 JAKE 6 Packing bags 5 6 Service Design Thinking Jakob Schneider  2014
  18. 18. UX Camp CPH 4 JAKE 7 5 6 7 Check-in process with long line P R E - S E R V I C E P E R I O D Service Design Thinking Jakob Schneider  2014
  19. 19. UX Camp CPH JAKE 8 Checking in, baggage drop-off 5 6 7 8 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  20. 20. UX Camp CPH JAKE 9 Passing security check 6 7 8 9 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  21. 21. UX Camp CPH JAKE 10 Boarding 7 8 9 10 P R E - S E R V I C E P E R I O D S E R V I C E Service Design Thinking Jakob Schneider  2014
  22. 22. UX Camp CPH JAKE 11 In-flight experience 8 9 10 11 S E R V I C E Service Design Thinking Jakob Schneider  2014
  23. 23. UX Camp CPH JAKE 12 Arrival at destination 9 10 11 12 S E R V I C E Service Design Thinking Jakob Schneider  2014
  24. 24. UX Camp CPH JAKE 13 Transfer to accomodation 10 11 12 13 S E R V I C E Service Design Thinking Jakob Schneider  2014
  25. 25. UX Camp CPH JAKE 14 Staying at the hotel 11 12 13 14 S E R V I C E Service Design Thinking Jakob Schneider  2014
  26. 26. UX Camp CPH JAKE 15 Attending a diving school 12 13 14 15 S E R V I C E Service Design Thinking Jakob Schneider  2014
  27. 27. UX Camp CPH JAKE 16 Dinging at local restaurant 13 14 15 16 S E R V I C E Service Design Thinking Jakob Schneider  2014
  28. 28. UX Camp CPH JAKE 17 Flying back home 14 15 16 17 S E R V I C E Service Design Thinking Jakob Schneider  2014
  29. 29. UX Camp CPH JAKE 18 Posting online reviews 15 16 17 18 S E R V I C E P O S T - S E R V I C E Service Design Thinking Jakob Schneider  2014
  30. 30. UX Camp CPH 4 51 2 3 9 106 7 8 14 1511 12 13 16 17 18 Service Design Thinking Jakob Schneider  2014
  31. 31. UX Camp CPH 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 Jakob Schneider  2014
  32. 32. UX Camp CPH INTRODUCING KLAUS Cool! Service Design Thinking Jakob Schneider  2014
  33. 33. UX Camp CPH 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 Jakob Schneider  2014
  34. 34. UX Camp CPH 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 Jakob Schneider  2014
  35. 35. UX Camp CPH POSITIVE social media Service Design Thinking Jakob Schneider  2014
  36. 36. UX Camp CPH POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  37. 37. UX Camp CPH POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  38. 38. UX Camp CPH POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html Service Design Thinking Jakob Schneider  2014
  39. 39. UX Camp CPH NEGATIVE social media Service Design Thinking Jakob Schneider  2014
  40. 40. UX Camp CPH 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking Jakob Schneider  2014
  41. 41. UX Camp CPH Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking Jakob Schneider  2014
  42. 42. UX Camp CPH CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Jakob Schneider  2014
  43. 43. UX Camp CPH 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 Jakob Schneider  2014
  44. 44. UX Camp CPH 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 JAKEKLAUS Service Design Thinking Jakob Schneider  2014
  45. 45. UX Camp CPH 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 Jakob Schneider  2014
  46. 46. UX Camp CPH MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES This is where UX comes in, right? Service Design Thinking Jakob Schneider  2014
  47. 47. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  48. 48. UX Camp CPH SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  49. 49. UX Camp CPH SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Jakob Schneider  2014
  50. 50. UX Camp CPH SERVICE DOMINANT LOGIC Der Service hinter dem Produkt Anrufbeantworter THE SERVICE BEHIND THE PRODUCT Service Design Thinking Jakob Schneider  2014
  51. 51. UX Camp CPH Value-in-Exchange GOODS-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  52. 52. UX Camp CPH Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  53. 53. UX Camp CPH Value co-creation SERVICE-DOMINANT LOGIC Service Design Thinking Jakob Schneider  2014
  54. 54. UX Camp CPH A D V E R T I S E M E N T S ADVERTISEMENTS Service Design Thinking Jakob Schneider  2014
  55. 55. UX Camp CPH 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 Jakob Schneider  2014
  56. 56. UX Camp CPH MOMENT OF SALE USING A DIGITAL SERVICE 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 Jakob Schneider  2014
  57. 57. UX Camp CPH 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 Jakob Schneider  2014
  58. 58. UX Camp CPH 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) USING A DIGITAL SERVICE Service Design Thinking Jakob Schneider  2014
  59. 59. UX Camp CPH HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY 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 Service Design Thinking Jakob Schneider  2014
  60. 60. UX Camp CPH “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 Jakob Schneider  2014
  61. 61. UX Camp CPH “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 THINK IN SERVICE ECOSYSTEMS Service Design Thinking Jakob Schneider  2014
  62. 62. CA B UX Camp CPH JAKE KLAUS A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  63. 63. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  64. 64. UX Camp CPH HOTEL KLAUS AGENC A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  65. 65. UX Camp CPH KLAUS AGENC HOTEL EMPLOYEES SHAREHOLDERS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE ROOM SERVICE LAUNDRY MARKETING SALES KITCHEN ETC … A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  66. 66. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  67. 67. CA B UX Camp CPH JAKE KLAUS AIRLIN HOTEL AGENC TRANS REST REV DIVING A SERVICE ECOSYSTEM Service Design Thinking Jakob Schneider  2014
  68. 68. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  69. 69. UX Camp CPH Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. Service Design Thinking Jakob Schneider  2014
  70. 70. UX Camp CPH IT SALES DESIGN MARKETING ... and maybe some of this UX thingy, Service Design Thinking Jakob Schneider  2014
  71. 71. UX Camp CPH Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Service Design Thinking Jakob Schneider  2014
  72. 72. UX Camp CPH Service design is inter-disciplinary. Service Design Thinking Jakob Schneider  2014
  73. 73. UX Camp CPH Every discipline has its language. Service Design Thinking Jakob Schneider  2014
  74. 74. UX Camp CPH Service design thinking is a common language. Service Design Thinking Jakob Schneider  2014
  75. 75. UX Camp CPH Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Service Design Thinking Jakob Schneider  2014
  76. 76. UX Camp CPH SERVICE DESIGN THINKING DOING Service Design Thinking Jakob Schneider  2014
  77. 77. UX Camp CPH TOOLS Exploration Creation/Reflection Implementation REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION JUST SOME OF ALL THESE Service Design Thinking Jakob Schneider  2014
  78. 78. UX Camp CPH Exploration Creation/Reflection Implementation SELF-EXPLORATION Service Design Thinking Jakob Schneider  2014
  79. 79. UX Camp CPH Exploration Creation/Reflection Implementation OBSERVATION Service Design Thinking Jakob Schneider  2014
  80. 80. UX Camp CPH Exploration Creation/Reflection Implementation CONTEXTUAL INTERVIEWS Service Design Thinking Jakob Schneider  2014
  81. 81. UX Camp CPH Exploration Creation/Reflection Implementation MOBILE ETHNOGRAPHY Service Design Thinking Jakob Schneider  2014
  82. 82. UX Camp CPH Exploration Creation/Reflection Implementation PERSONAS Service Design Thinking Jakob Schneider  2014
  83. 83. UX Camp CPH Exploration Creation/Reflection Implementation CUSTOMER JOURNEY MAPS Service Design Thinking Jakob Schneider  2014
  84. 84. UX Camp CPH Exploration Creation/Reflection Implementation STAKEHOLDER MAPS Service Design Thinking Jakob Schneider  2014
  85. 85. UX Camp CPH Exploration Creation/Reflection Implementation VALUE NETWORK MAPS Service Design Thinking Jakob Schneider  2014
  86. 86. UX Camp CPH Exploration Creation/Reflection Implementation SERVICE PROTOTYPES Service Design Thinking Jakob Schneider  2014
  87. 87. UX Camp CPH Exploration Creation/Reflection Implementation SERVICE ADVERTISEMENTS Service Design Thinking Jakob Schneider  2014
  88. 88. UX Camp CPH Exploration Creation/Reflection Implementation BUSINESS MODEL INNOVATION Service Design Thinking Jakob Schneider  2014
  89. 89. UX Camp CPH Exploration Creation/Reflection Implementation THEATRICAL TOOLS Service Design Thinking Jakob Schneider  2014
  90. 90. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  91. 91. UX Camp CPH 5 BASIC PRINCIPLES Service Design Thinking Jakob Schneider  2014
  92. 92. UX Camp CPH 1 USER-CENTRED Service Design Thinking Jakob Schneider  2014
  93. 93. UX Camp CPH 2 CO-CREATIVE Service Design Thinking Jakob Schneider  2014
  94. 94. UX Camp CPH 3 SEQUENCING Service Design Thinking Jakob Schneider  2014
  95. 95. UX Camp CPH 4 EVIDENCING Service Design Thinking Jakob Schneider  2014
  96. 96. UX Camp CPH 5 HOLISTIC Service Design Thinking Jakob Schneider  2014
  97. 97. UX Camp CPH #servicedesign Service Design Thinking Jakob Schneider  2014
  98. 98. UX Camp CPH #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Jakob Schneider  2014
  99. 99. UX Camp CPH SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  100. 100. UX Camp CPH IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION SERVICE DESIGN MANAGEMENT CX ANALYSIS Service Design Thinking Jakob Schneider  2014
  101. 101. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  102. 102. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  103. 103. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  104. 104. UX Camp CPH IMPLEMENTATION CREATIONREFLECTION CX ANALYSIS IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT Service Design Thinking Jakob Schneider  2014
  105. 105. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Jakob Schneider  2014
  106. 106. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP Service Design Thinking Jakob Schneider  2014
  107. 107. UX Camp CPH THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION COST A LOTCHEAP START HERE! Service Design Thinking Jakob Schneider  2014
  108. 108. UX Camp CPH CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS SERVICE DESIGN MANAGEMENT CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  109. 109. UX Camp CPH Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience … PROTOTYPING CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  110. 110. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  111. 111. UX Camp CPH Service Design Thinking Jakob Schneider  2014
  112. 112. UX Camp CPH SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATIONREFLECTION Service Design Thinking Jakob Schneider  2014
  113. 113. UX Camp CPH TAKE-AWAYS Don’t mind buzzwords. Design the process. Each and every time. Document visually. Document professionally. Prototype early. Prototype cheaply. Make immaterial elements tangible. Establish a common language across silos. Be emphatic. Be a facilitator. Service Design Thinking Jakob Schneider  2014
  114. 114. UX Camp CPH 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.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com Service Design Thinking Jakob Schneider  2014
  115. 115. UX Camp CPH Jakob Schneider @jakoblies jakob@smaply.com www.kd1.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK YOU. … and have an awesome day! Service Design Thinking Jakob Schneider  2014

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