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#ILA18
DOINGIS
HOW TO BRING SERVICE DESIGN
THEHARDPART
INTO STARTUPS AND MULTINATIONALS
Marc Stickdorn
@MrStickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
01 What is Service Design?
02 Standard process vs. Process standard
03 Consulting vs. doing
04 The 12 commandments
05 Avoiding the bullshit
THISSTANDSBETWEENYOUANDYOURLUNCH…
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
01
WHAT IS 

SERVICE DESIGN?
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
4COREACTIVITIES
Research Ideation Prototyping Implementation
The process of service design
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
RESEARCH
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
RESEARCH
QUANTITATIVE QUALITATIVE
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Monitor KPIs over time Get actionable insights
QUANTITATIVE QUALITATIVE
RESEARCH
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
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
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PHEW.THAT’SALOT.I don’t have budget for your research Feng Shui.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budget …
Methods
Data types
Researchers
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUANTITATIVE
SURVEYS
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUANTITATIVE
CUSTOMER/USERDATA
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
CONTEXTUALINTERVIEWS
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
NON-PARTICIPANTOBSERVATION
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
PARTICIPANTOBSERVATION
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
WORKALONG
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
SELF-DOCUMENTATION
AUTO-ETHNOGRAPHY
Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Primary data
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
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
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DATAVISUALIZATION
Primary data Interpreted data Visualization
PERSONAS
SYSTEM MAPS
JOURNEY MAPS
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATION
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
EXPLORATIVE
IDEATIONMETHODS
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
EXPLORATIVE
IDEABOARD
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATIONISOVERRATED.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEASARECHEAP.
IDEATIONISOVERRATED.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATIONISOVERRATED.Co-creation
People
Research
Prototypes
Safe space
Hierarchy
Culture
Stakeholder involvement
Users
Customers
Employees
Stage-gate process
Idea selectionDecision making
Governance
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPING
IDEATIONISOVERRATED.
ISUNDERRATED!
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPING
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
JOURNEYMAP(FUTURE-STATE)
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
WIREFRAME/DUMMY
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
PHYSICALPROTOTYPESPaper/CardBoard/Lego
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
SIMULATIONS
Credit: Lufthansa
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
DESKTOPWALKTHROUGH
Credit: TiSDD
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
BUSINESSMODEL
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ALWAYSSTARTWITHA…
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IMPLEMENTATION
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Research Ideation Prototyping Implementation
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
?
Research Ideation Prototyping Implementation
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
USETHISPROCESS,THEYSAID.
ITWILLGUIDEYOU,THEYSAID.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
as we communicated it
THE REALITY™
as it actually happened
THE REALITY™
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
02
STANDARD PROCESS

VS. PROCESS STANDARD
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
The Squiggle
The Mayhem
The Curtain
The Plate
The Bow Tie
The Squiggle
The Hyperloop
The Maze
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
The Mayhem
The Fountain
The March
The Autobahn
The Black Hole
The Pinball
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
TRUSTTHEPROCESS!
Meanwhile, in workshop land …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
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
Data
collection
Datacollection
Builda
ResearchWall
Analysedata
Creatingpersonas
Mappingjourneys
Mappingsystems
Developkeyinsights
Developfirstinsights
(Developing
keyinsights)
Adaptresearchplanning
Preparatoryresearch
Researchplanning
DAY 1 DAY 2
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
5-day service design sprint
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
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
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DESIGNTHE

PROCESSITSELF!— This is Service Design Thinking, 2010
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Constant Constraints Process
IMPLEMENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Activities
“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
#ILA18 Marc Stickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
FREEDOM?
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ANARCHY?
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUNEEDMORE
STRUCTURE

THANYOUTHINK
When people are
are involved …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THEMORE

FREEDOM

YOUWANT
THEMORE

STRUCTURE

YOUNEED
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
03
CONSULTING 

VS. DOING
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
4CLEARSTEPS
Just work with these …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DIVERGE/

CONVERGE
It’s just this simple …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
5PHASES
Just follow these …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
7DEFINITESTAGES
It’s easy and clear with these …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
CIRCULAR

SINE

CIRCLES
You’re safe if you’re living …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
NOTSURE

IFREALADVICE
ORCONSULTANT

BULLSHIT
Meme based on Futurama by Matt Groening
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ACTIVITIES
Don’t we just talk about …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THEPROCESS™Version 367.2.7
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Suitable and
feasible activities
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Adaption to
real-world constraints
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
ANDTHEREWEGO.Version 367.2.8
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
WHENISIT
The single most
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
important question
?
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
04
THE 12 

COMMANDMENTS
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
CALLIT
WHATYOULIKE
1
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
MAKE
FIRSTDRAFTS
2
SH!TTY
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUARE
AFACILITATOR
3
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOING
NOTTALKING
4
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YES,BUT…
& YES,AND…
5
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
FINDTHE
RIGHTPROBLEM
BEFORESOLVINGITRIGHT
6
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
INTHE
REALWORLD
7
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DON’TPUT
ALLYOUREGGS
INONEBASKET
8
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IT’SNOTABOUTTOOLS…9
IT’SABOUT
CHANGINGREALITY
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PLANFORITERATION…
THENADAPT
10
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ZOOMIN
AND
ZOOMOUT
11
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IT’SALL
SERVICES
12
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
05
AVOID THE 

BULLSHIT
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
LET’SNOTBETHE
CONSULTANCY

WENEVER
WANTEDTOBE.
We went out
to do it differently …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PEOPLEDON’TWANT
SERVICEDESIGN,

THEYWANTTHEIR
PROBLEMSSOLVED.
Yes, it sounds
a bit trivial.
Service design SEARCH STOCK
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
LET’SCHANGETHE

VISUALNARRATIVEOF

SERVICEDESIGN !
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[MOBILITYEXPERIENCE]
Let’s look at …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[HOSPITALITYEXPERIENCE]
Let’s look at …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[AVIATIONEXPERIENCE]
Let’s look at …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUDESIGNSERVICES

ANDSYSTEMS.
No matter how you call it …
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
WELL,LET’S

CALLTHIS…
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THANK

YOU

VERY

MUCH!
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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