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Marc Stickdorn // Service Design and Startups: This Lean Agile Design Thingything // Service Experience Conference 2016

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Marc shares his story how their book This is Service Design Thinking lead to a software they used for their own service design projects and their consulting. Due to demand of their clients, “Smaply” became their first software startup in 2012, quickly followed by their second venture “ExperienceFellow” in 2013.

In his talk, Marc will quickly describe how organizations use their software to integrate service design in their structures and processes. He will then give some insights how they set up their own startups from a service design perspective: How do they include customers throughout the entire development process? How do they prototype their software and features, but also how do they prototype their business model and pricing?

Don’t be afraid. This won’t be a boring success story where everything worked perfectly based on just another shiny design process. Instead, you’ll hear some real stories when things went wrong and how to cope with it. You’ll learn how they integrated concepts like lean startup, agile software development, service design, design thinking, etc. into one big thingything they call “common sense”… :)

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Marc Stickdorn // Service Design and Startups: This Lean Agile Design Thingything // Service Experience Conference 2016

  1. 1. 2016 Service Design and Startups This Lean Agile Design Thingything @MrStickdorn San Francisco 04 Nov 2016
  2. 2. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  3. 3. AGENDA ◊1. OUR STORY ◊2. OUR APPROACH ◊3. OUR LESSONS LEARNED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  4. 4. 01. OUR STORY Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  5. 5. ACTUALLY, WE JUST WANTED TO MAKE THE BOOK WE NEEDED. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  6. 6. THIS SOMEHOW ESCALATED QUICKLY … "Yeah, I love your ... thinking, are you doing any consulting on that?" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  7. 7. THIS SOMEHOW ESCALATED QUICKLY … Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  8. 8. BREAKING DOWN SILOS Our main job in organizations: Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  9. 9. BREAKING DOWN SILOS Our main job in organizations: SO PLEASE DON’T BUILD NEW ONES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  10. 10. OUR TAKE ON THIS IS RATHER SIMPLE. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  11. 11. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLSSINCE 2008 Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  12. 12. IN PRACTICE, WE SAW DEMAND FOR TOOLS THAT JUST DID NOT EXIST. "Wow, this works. We need more research. More research, pweez. More research!" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  13. 13. Mobile Ethnography USER-STRUCTURED DESIGN RESARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  14. 14. Free smartphone app for participants Backend visualization as journey map
  15. 15. Backend visualization as journey map Free smartphone app for participants
  16. 16. HOW IT’S USED HANDS-ON RESEARCH WITH EXPERIENCEFELLOW get actionable insights and connect silos Photo Credit: Usecon Facebook Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  17. 17. WHY WASTE TIME WITH HAND-CRAFTING THROW- AWAY DELIVERABLES? "Sheesh, these customer journey maps. Awesome. You know, we should base every project on these …" Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  18. 18. VISUALIZE CUSTOMER EXPERIENCE
  19. 19. VISUALIZE CUSTOMER EXPERIENCE
  20. 20. HOW IT’S USED CHANGE MANAGEMENT WITH SMAPLY inspire culture shift from org-centric to customer-centric Photo Credit: Deutsche Telekom Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  21. 21. 02. OUR APPROACH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  22. 22. SERVICE DESIGN SPRINTS A.K.A. design thinking sprints experience design sprints cx sprints ux sprints innovation loops iterations
  23. 23. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  24. 24. IMPLEMENTATION / DEPLOYMENT IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  25. 25. RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions SERVICE DESIGN SPRINTS IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT EXAMPLE Realizing that a concept doesn’t work during prototyping Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  26. 26. IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions EXAMPLE Realizing that a concept doesn’t work during prototyping SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT EXAMPLE Writing user stories for minor improvements directly from your research Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  27. 27. FOR EARLY ADOPTERS smaply is in closed alpha phase right now. Take the chance to add your thoughts and wishes to the software. CONDITIONS ALPHA AND BETA ACCOUNTS CHANGING AND CANCELLING PLANS Projects change, requirements change. NO MINIMUM CONTRACT DURATION. YOU CAN QUIT EVERY MONTH. You pay per month and you can change or quit plans within a month. smaply grows with you and your tasks, but you can downgrade or even quit with a click as well. Adjust smaply every month – just as you need it. Read more in our FAQ SUPPORT US TEAM LEGAL TERMS FEATURES PRICING FAQ PRINT-OUT TEMPLATES QUALIFIED AGENCIES SMAPLY ON TWITTER MARC ON TWITTER KLAUS ON TWITTER JAKOB ON TWITTER LAURA ON TWITTER That’s all folks. smaply gmbh Grabenweg 68 6020 Innsbruck, Austria +43 699 11059128 mail@smaply.com UID: ATU67460829 GF: Klaus Schwarzenberger Firmenbuchnummer: FN 384762 b Gerichtsstand: Innsbruck CROWD FUNDING SMAPLY SOFTWARE BEING SOCIAL FREE SERVICES RESPONSIBLE/IMPRINT 10 EURO/MONTH excl. VAT 12 EURO/MONTH incl. VAT Get started with our one-man-show package. ▶ Export: branded ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY 100 EURO/MONTH excl. VAT 120 EURO/MONTH incl. VAT Use smaply in a team. Benefit from realtime collaboration. ▶ Export: co-branded ▶ Support: 48h email 3 USERS 15 STAKEHOLDER MAPS 15 CUSTOMER JOURNEYS 250 EURO/MONTH excl. VAT 300 EURO/MONTH incl. VAT Invite your client. Work with large teams. Get serious. ▶ Export: white-label ▶ Support: 48h email 10 USERS 50 STAKEHOLDER MAPS 50 CUSTOMER JOURNEYS CUSTOM PROPOSAL FOR CORPORATE CLIENTS Get in touch with us if you are looking for larger solutions. We are happy to make you a tailor-made offer. FREE FOR ONE YEAR FOR EDUCATIONAL PURPOSE For education purposes we grant a year free S account. ▶ Export: branded ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY FREE FOR 14 DAYS NO SUBSCRIPTION Give smaply a try. It’s free. No risk, no subscription. ▶ No export ▶ Support: community 1 USER 1 STAKEHOLDER MAP 1 CUSTOMER JOURNEY 30 EURO/MONTH excl. VAT 36 EURO/MONTH incl. VAT Work with larger projects. Get organized. ▶ Export: branded ▶ Support: community 1 USER 5 STAKEHOLDER MAPS 5 CUSTOMER JOURNEYS TRIAL S L XL M Register now … Register now … Register now … Register now … Contact smaply … Register now … Register now … ENTERPRISE EDU ALPHA ACCOUNT Be among the first to know. You get full access to smaply and can try out everything. Be aware that some strange things can happen. Please take the chance and help us improve smaply according to your needs. Your credit card will only be charged when alpha phase starts! All alpha testers will keep their accounts during beta phase – while only paying once. BETA ACCOUNT After successful alpha phase we will start a final beta phase to make smaply perfect. Help us improve smaply for the real world and get to know about this new tool. Your credit card will only be charged when beta phase starts! 30 EURO one-time excl. VAT 36 EURO one-time incl. VAT Get very early access to smaply. JUNE—AUGUST 2013– ALPHA BUY ALPHA ACCOUNT pay with credit card 50 EURO one-time excl. VAT 60 EURO one-time incl. VAT Become a beta tester for smaply. SEPTEMBER—OCTOBER 2013– BETA BUY BETA ACCOUNT pay with credit card PRE-BUY OPTIONS AVAILABLE FROM OCTOBER 2013 AVAILABLE FROM AUGUST 2013 VALID FROM OCTOBER 2013 OVERVIEW FEATURES PRICING AGENCIES TEMPLATES FAQ TEAM/CONTACT MORE PRICING PLANS!so our users can choose! This is also service design: Prototyping business model and pricing Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  28. 28. This is also service design: Technical infrastructure Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  29. 29. IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT SERVICE DESIGN SPRINTS RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  30. 30. QUALITATIVEQUANTITATIVE RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  31. 31. QUALITATIVEQUANTITATIVE monitor KPIs over time get actionable insights RESEARCH Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  32. 32. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  33. 33. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  34. 34. CUSTOMER EXPERIENCE SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  35. 35. 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 EP 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 IDENTIFICATION OF CRITICAL EXPERIENCES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  36. 36. 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 EP 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 and Startups This Lean Agile Design Thingything @MrStickdorn
  37. 37. 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 EP 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 actionable insights based on qual and quant ...Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  38. 38. Qualitative the really helpful feedback is. Relying on this power you must. Photo Credit: Shutterstock / CTR Photos Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  39. 39. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  40. 40. HOW TO JOURNEY MAP CURRENT-STATE (AS-IS) FUTURE-STATE (TO-BE) ASSUMPTION-BASED RESEARCHED-BASED HIGH-LEVEL PERSPECTIVE DETAILED SCOPE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  41. 41. HOW TO JOURNEY MAP MAIN ACTOR: KIND OF VISUALIZATION: CUSTOMER, USER, EMPLOYEE STORYBOARD, GRAPHS, … PRODUCT-FOCUSED EXPERIENCED-FOCUSED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  42. 42. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  43. 43. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD A LOT NONE IDEATION & IDEA SELECTION Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  44. 44. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  45. 45. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD START HERE!A LOT NONE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  46. 46. THE IDEA PORTFOLIO IMPACT ON EXPERIENCE FEASIBILITY EASYHARD OR HERE! A LOT NONE Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  47. 47. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  48. 48. MANAGE COMPLEXITY IN SERVICE DESIGN. INCREASEOFCOMPLEXITY EFFORT FOR PLANNING/PROTOTYPING/ITERATING HAZARD ZONE GETTING LOST WASTING TIME BURNING MONEY TRACER BULLET DEVELOPMENT EARLY FEEDBACK IMPLEMENT FAST WORKING RESULTS FEATURE / EPIC / JTBD “THE BIGGER PICTURE” Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  49. 49. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  50. 50. DOES IT MATTER HOW YOU CALL IT? IMPLEMENTATION / DEPLOYMENT IS THIS A PROTOTYPE? A PILOT? A MVP? AN EXPERIMENT? Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  51. 51. IMPLEMENTATION / DEPLOYMENT
  52. 52. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Gosh. They closed the loop.Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  53. 53. SERVICE DESIGN SPRINTS RESEARCH IMPLEMENTATION / DEPLOYMENT IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT Well, is there a loop? Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  54. 54. 03. OUR LESSONS LEARNED Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  55. 55. LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT AND ALL THESE OTHER IMPRESSIVE MODELS …Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  56. 56. EVERYONE LOVES MODELS. OH YEAH. Photo Credit: AXA Digital Agency Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  57. 57. WHAT IF YOU NEED TO GO BACK? BUT WAIT! Photo Credit: AXA Digital Agency Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  58. 58. LET’S BE HONEST. THIS IS NOT REAL. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  59. 59. THE LEAN AGILE DESIGN THINGYTHING™ Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  60. 60. THE LEAN AGILE DESIGN THINGYTHING™IS COMMON SENSE BUT NOT COMMON PRACTICE. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  61. 61. ISN’T THIS COMMON PRACTICE? WHY … ◊1 Some believe projects can be planned end-to-end. They can’t. ◊2 Design processes get squeezed into models and silos again. They are not open and iterative anymore. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  62. 62. ALWAYS UNFINISHED MANY EXPERIMENTS ASK REAL HUMANS LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT SO ESSENTIALLY – NO MATTER WHAT YOU CALL IT – THESE ARE OUR ALL PRINCIPLES: Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  63. 63. ITERATIONS PROTOTYPES RESEARCH LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT SO ESSENTIALLY – NO MATTER WHAT YOU CALL IT – THESE ARE OUR ALL PRINCIPLES Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  64. 64. ITERATIONS PROTOTYPES RESEARCH Photo Credit: Shutterstock / CTR Photos Service Design and Startups This Lean Agile Design Thingything @MrStickdorn
  65. 65. THANK YOU!Marc Stickdorn: @MrStickdorn Slides designed by Jakob Schneider: @jakoblies Our service design software: www.smaply.com / www.experiencefellow.com Free download of all paper templates: www.smaply.com NEW BOOK 40% DISCOUNT VOUCHER Order your copy here: oreil.ly/morethanmetrics You save 40% on books, 50% on ebooks/videos. Service Design and Startups This Lean Agile Design Thingything @MrStickdorn

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