Marc Stickdorn discusses bringing service design into startups and multinationals. He outlines some of the core activities of service design including research, ideation, prototyping, and implementation. However, he argues that a standard process is less important than adapting the process to the constraints of each project. Stickdorn also discusses the difference between consulting and doing, emphasizing the importance of prototyping ideas in the real world. He provides 12 "commandments" for service design and warns against using too much "bullshit" terminology and stock photos when discussing service design.
(Last change, July 2: Removed as beyond most teams' scope Eyetracking Study, Clickstream Analysis, Usability Benchmarking; Added Live-Data Prototypes, Demand Validation Test, Wizard of Oz Tests)
For our teams tasked with building products and features for The New York Times, we face a common challenge with many: how do we figure out what’s worth spending our time on?
The answer seems straightforward: test your ideas with real customers, leveraging the expertise of your product, UX, and engineering talent. Figure out the smallest test that you can come up with to test a specific hypothesis, gather data and insights, and keep iterating on it until you know whether the problem is real and your solution will prove valuable, usable, and feasible.
As part of our efforts to adopt such a data-driven, experimental approach to product development, we recently kicked off a product discovery pilot program. Small, cross-functional teams were paired with coaches and facilitators over a six week period to demonstrate how product discovery and Lean Startup techniques could work for real-world customer opportunities at The New York Times.
One of the first things that we learned about the process from our participants was that they wanted a "toolkit" - something to help them figure out what they should be doing, asking or making to get as quickly as possible towards the validated learning, prototypes and user tests that would have the most impact.
To help the facilitate the learning process for our dual-track Agile teams, the Product Architecture team here at The Times (Christine Yom, Jim Lamiell, Josh Turk, Priya Ollapally, and Al Ming) built a "Product Discovery Activity Guide" that rolled up activities, exercises, and testing techniques from all our favorite thought leaders.
This included brainstorming exercises from Gamestorming and Innovation Games, testing techniques from traditional user research, and rapid test-and-learn tactics from Google Ventures, Eric Ries (The Lean Startup), Jeff Gothelf (Lean UX), Steve Blank (Customer Development) and our spirit guide, Marty Cagan (Inspired), among others.
Our goal was to make it a tool not just for learning how to get started, but to be a living document for teams to share knowledge about the process itself. What techniques worked and didn't work? What tactics did they learn elsewhere that might be worth sharing with the rest of the company?
We hope you find it useful, and whether you’d like to share with us what you’re doing with it, or you have suggestions (big or small) to improve it for future product generations, please let us know! (nyt.tech.productarchitecture@nytimes.com)
Al Ming
July 2015
A summary of the basic principles of design thinking, human centered innovation and its application to strategy. Created by Natalie Nixon of Figure 8 Thinking.
December 2017 presentation covering: What is design thinking? What does it look like in practice? What are some case stories of design thinking being used in the real world? How can we use design thinking in our organization? Where can I learn more?
(Last change, July 2: Removed as beyond most teams' scope Eyetracking Study, Clickstream Analysis, Usability Benchmarking; Added Live-Data Prototypes, Demand Validation Test, Wizard of Oz Tests)
For our teams tasked with building products and features for The New York Times, we face a common challenge with many: how do we figure out what’s worth spending our time on?
The answer seems straightforward: test your ideas with real customers, leveraging the expertise of your product, UX, and engineering talent. Figure out the smallest test that you can come up with to test a specific hypothesis, gather data and insights, and keep iterating on it until you know whether the problem is real and your solution will prove valuable, usable, and feasible.
As part of our efforts to adopt such a data-driven, experimental approach to product development, we recently kicked off a product discovery pilot program. Small, cross-functional teams were paired with coaches and facilitators over a six week period to demonstrate how product discovery and Lean Startup techniques could work for real-world customer opportunities at The New York Times.
One of the first things that we learned about the process from our participants was that they wanted a "toolkit" - something to help them figure out what they should be doing, asking or making to get as quickly as possible towards the validated learning, prototypes and user tests that would have the most impact.
To help the facilitate the learning process for our dual-track Agile teams, the Product Architecture team here at The Times (Christine Yom, Jim Lamiell, Josh Turk, Priya Ollapally, and Al Ming) built a "Product Discovery Activity Guide" that rolled up activities, exercises, and testing techniques from all our favorite thought leaders.
This included brainstorming exercises from Gamestorming and Innovation Games, testing techniques from traditional user research, and rapid test-and-learn tactics from Google Ventures, Eric Ries (The Lean Startup), Jeff Gothelf (Lean UX), Steve Blank (Customer Development) and our spirit guide, Marty Cagan (Inspired), among others.
Our goal was to make it a tool not just for learning how to get started, but to be a living document for teams to share knowledge about the process itself. What techniques worked and didn't work? What tactics did they learn elsewhere that might be worth sharing with the rest of the company?
We hope you find it useful, and whether you’d like to share with us what you’re doing with it, or you have suggestions (big or small) to improve it for future product generations, please let us know! (nyt.tech.productarchitecture@nytimes.com)
Al Ming
July 2015
A summary of the basic principles of design thinking, human centered innovation and its application to strategy. Created by Natalie Nixon of Figure 8 Thinking.
December 2017 presentation covering: What is design thinking? What does it look like in practice? What are some case stories of design thinking being used in the real world? How can we use design thinking in our organization? Where can I learn more?
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
This presentation explore the 3 key elements of Design Thinking concept:
1) mind-set
2) process and
3) tool
Thinking of design as an experience rather than isolated objects help us deal with much more complex world - Tim Brown
A way of approaching business problem in the same way designers approach design problem - Roger Martin
No longer associated simply with objects and appearances, design is increasingly understood in a much wider sense as the human capacity to plan and produce desired outcomes. - Bruce Mau
Design as a way of thinking, an approach to solving problems
This presentation was given at a Design Thinking workshop as part of Philly Tech Week 2017. Topics covered include an intro to design thinking, a User Journey mapping activity, and a Team Design Challenge.
The design thinking transformation in businessCathy Wang
Presented at Webvisions Barcelona 2015 By Cathy Wang & Nuno Andrew
The definition of design is shifting from being a noun to a verb. We see it moving away from arts and craft into a methodology of delivering value. Adapting to this shift, designers and changemakers are forming a new way of design thinking.
As designer, not only are we crafting products / services, but we are also learning to see a much bigger system with a deep connection to business factors. How can we influence businesses with design thinking in order to build a solid business platform that delivers meaningful products / services.
Systems thinking is an approach to problem solving. Businesses are an intricate ecosystem, from how the organisation is structured, to people, to commercial planning, to processes. As designers, we practice systems thinking everyday. How do we use this knowledge to craft a business? This, is business design.
In this session, we want to explore what business design means. How to use what we know, as designers, to build stronger businesses? As we continue to adapt design methodologies and systems thinking to a business context, what other manifestations that will evolve? How can design thinking be leveraged in even the most straight-laced silos of a business such as Human Resources and Finance? How do we give design thinking the space it needs in the face of traditional business practice? And most importantly, how do we use our existing design thinking knowledge, to design businesses?
Design Thinking explained with project experiences.
- What is Design Thinking
- What are the steps
- What is SAP Apphaus
- The Next View Design Experience Center Amsterdam
Ideation is at the heart of the Design Thinking process. Ideation sessions help you to challenge assumptions, think outside the box, and explore uncharted territory. In the ideation phase, you explore and come up with as many ideas as possible.
In this presentation guide, you will learn and develop skills in six types of ideation techniques that can be used in the Design Thinking cycle. They include:
1. Brainstorming
2. 2 x 2 Matrix
3. Dot Voting
4. 6-3-5 Method (Brainwriting)
5. Special Brainstorming (Negative Brainstorming, Figuring Storming, and Bodystorming)
6. NABC (Need, Approach, Benefit and Competition)
This guide provides a means to introduce ideation techniques to your workshop participants other than the traditional brainstorming method. It helps to make your ideation sessions fun and exciting.
LEARNING OBJECTIVES
1. Gain knowledge on the various ideation techniques that can be used in the design thinking cycle.
2. Develop skills in the application of ideation techniques.
3. Understand the expert tips and key learnings of ideation techniques.
CONTENTS
1. Brainstorming
2. 2 x 2 Matrix
3. Dot Voting
4. 6-3-5 Method
5. Special Brainstorming
6. NABC
To download this complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
Quick guide to the Design sprint.
The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers. Developed at Google Ventures, it’s a “greatest hits” of business strategy, innovation, behavior science, design thinking, and more — packaged into a battle-tested process that any team can use.
To use the links within the deck - download the presentation and open it in the browser.
Introduction for Design thinking :
What is Design thinking?
Why to use Design thinking?
What is Design thinking mindset?
Balance for Analytical and Intuitive thinking.
Traditional thinking vs Design thinking.
Combination of Divergent and Convergent thinking.
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
Big Data and Big Ideas: Quantitative Modeling in UX Research - T.S. BalajiUXPA International
This presentation will bring big data into the context of UX research by describing how big data can inform usability in three ways, focusing primarily on strategy and quantitative models. A case study involving field research will be explained and the audience will act as the UX team to help build the model at each stage to better understand the theory and final product that resulted. Quantitative models help make product research more interpretable by developing testable, causal relationships between product features and business outcomes (e.g., feel of product and product satisfaction), going beyond descriptive statistics for each feature and attribute. In this way, stakeholders know not just what features are performing or underperforming, but whether those are impacting the overall performance of the product on key outcomes.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
This presentation explore the 3 key elements of Design Thinking concept:
1) mind-set
2) process and
3) tool
Thinking of design as an experience rather than isolated objects help us deal with much more complex world - Tim Brown
A way of approaching business problem in the same way designers approach design problem - Roger Martin
No longer associated simply with objects and appearances, design is increasingly understood in a much wider sense as the human capacity to plan and produce desired outcomes. - Bruce Mau
Design as a way of thinking, an approach to solving problems
This presentation was given at a Design Thinking workshop as part of Philly Tech Week 2017. Topics covered include an intro to design thinking, a User Journey mapping activity, and a Team Design Challenge.
The design thinking transformation in businessCathy Wang
Presented at Webvisions Barcelona 2015 By Cathy Wang & Nuno Andrew
The definition of design is shifting from being a noun to a verb. We see it moving away from arts and craft into a methodology of delivering value. Adapting to this shift, designers and changemakers are forming a new way of design thinking.
As designer, not only are we crafting products / services, but we are also learning to see a much bigger system with a deep connection to business factors. How can we influence businesses with design thinking in order to build a solid business platform that delivers meaningful products / services.
Systems thinking is an approach to problem solving. Businesses are an intricate ecosystem, from how the organisation is structured, to people, to commercial planning, to processes. As designers, we practice systems thinking everyday. How do we use this knowledge to craft a business? This, is business design.
In this session, we want to explore what business design means. How to use what we know, as designers, to build stronger businesses? As we continue to adapt design methodologies and systems thinking to a business context, what other manifestations that will evolve? How can design thinking be leveraged in even the most straight-laced silos of a business such as Human Resources and Finance? How do we give design thinking the space it needs in the face of traditional business practice? And most importantly, how do we use our existing design thinking knowledge, to design businesses?
Design Thinking explained with project experiences.
- What is Design Thinking
- What are the steps
- What is SAP Apphaus
- The Next View Design Experience Center Amsterdam
Ideation is at the heart of the Design Thinking process. Ideation sessions help you to challenge assumptions, think outside the box, and explore uncharted territory. In the ideation phase, you explore and come up with as many ideas as possible.
In this presentation guide, you will learn and develop skills in six types of ideation techniques that can be used in the Design Thinking cycle. They include:
1. Brainstorming
2. 2 x 2 Matrix
3. Dot Voting
4. 6-3-5 Method (Brainwriting)
5. Special Brainstorming (Negative Brainstorming, Figuring Storming, and Bodystorming)
6. NABC (Need, Approach, Benefit and Competition)
This guide provides a means to introduce ideation techniques to your workshop participants other than the traditional brainstorming method. It helps to make your ideation sessions fun and exciting.
LEARNING OBJECTIVES
1. Gain knowledge on the various ideation techniques that can be used in the design thinking cycle.
2. Develop skills in the application of ideation techniques.
3. Understand the expert tips and key learnings of ideation techniques.
CONTENTS
1. Brainstorming
2. 2 x 2 Matrix
3. Dot Voting
4. 6-3-5 Method
5. Special Brainstorming
6. NABC
To download this complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
Quick guide to the Design sprint.
The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers. Developed at Google Ventures, it’s a “greatest hits” of business strategy, innovation, behavior science, design thinking, and more — packaged into a battle-tested process that any team can use.
To use the links within the deck - download the presentation and open it in the browser.
Introduction for Design thinking :
What is Design thinking?
Why to use Design thinking?
What is Design thinking mindset?
Balance for Analytical and Intuitive thinking.
Traditional thinking vs Design thinking.
Combination of Divergent and Convergent thinking.
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
Big Data and Big Ideas: Quantitative Modeling in UX Research - T.S. BalajiUXPA International
This presentation will bring big data into the context of UX research by describing how big data can inform usability in three ways, focusing primarily on strategy and quantitative models. A case study involving field research will be explained and the audience will act as the UX team to help build the model at each stage to better understand the theory and final product that resulted. Quantitative models help make product research more interpretable by developing testable, causal relationships between product features and business outcomes (e.g., feel of product and product satisfaction), going beyond descriptive statistics for each feature and attribute. In this way, stakeholders know not just what features are performing or underperforming, but whether those are impacting the overall performance of the product on key outcomes.
UX Days 2019 by Flupa - Conférence : Marc StickdornFlupa
UX Days 2019 - Journée des Conférences du vendredi 21 juin 2019 - Conférence de Marc Stickdorn : Doing is the hard part – How to embed service design in organizations.
LoQutus helps organisations to innovate with analytics and to get insights with data visualisation. We also build large scale data layers to enable interaction with core data, and develop data-driven applications to deliver the insights our customers need. During this session we’ll share what we have learned along the way. We’ll show you our framework for self-service analytics & insights, and some successful case studies.
I spoke at LA Uncubed to talk about Product Design at Fullscreen. I get into everything from Ideating, research, prototyping, testing & building, and key take aways
At Techstartupday 2013 we gave a workshop on the importance of digital product design for startups and digital product managers. Together with Ontoforce we presented a behind the scene case study about the process of designing and building the Disqover platform.
The 3 Key Barriers Keeping Companies from Deploying Data Products Dataiku
Getting from raw data to deploying data-driven solutions requires technology, data, and people. All of which exist. So why aren’t we seeing more truly data-driven companies: what's missing and why? During Strata Hadoop World Singapore 2015, Pauline Brown, Director of Marketing at Dataiku, explains how lack of collaboration is what is keeping companies from building and deploying data products effectively. Learn more about Dataiku and Data Science Studio: www.dataiku.com
How to make innovation happen.
Mindset, approach, culture, and risk: suggestion and best practice to make innovation by creating a risk-driven culture.
More about innovation:
http://www.filipposcorza.com/digital-transformation/
In our latest edition of Insights Success, India's Most Admired 3D Printing Solution Providers, we featured the companies popular globally for their excellent 3D printing services.
The design thinking transformation in businessNuno Oliveira
Presented at Webvisions Barcelona 2015 (IED) with Cathy Wang.
The definition of design is shifting from being a noun to a verb. We see it moving away from arts and craft into a methodology of delivering value. Adapting to this shift, designers and changemakers are forming a new way of design thinking.
As designer, not only are we crafting products / services, but we are also learning to see a much bigger system with a deep connection to business factors. How can we influence businesses with design thinking in order to build a solid business platform that delivers meaningful products / services.
Systems thinking is an approach to problem solving. Businesses are an intricate ecosystem, from how the organisation is structured, to people, to commercial planning, to processes. As designers, we practice systems thinking everyday. How do we use this knowledge to craft a business? This, is business design.
In this session, we want to explore what business design means. How to use what we know, as designers, to build stronger businesses? As we continue to adapt design methodologies and systems thinking to a business context, what other manifestations that will evolve? How can design thinking be leveraged in even the most straight-laced silos of a business such as Human Resources and Finance? How do we give design thinking the space it needs in the face of traditional business practice? And most importantly, how do we use our existing design thinking knowledge, to design businesses?
Designing without understanding the needs and usage of the space by the end-user is like driving a car with eyes closed. It can be seriously dangerous for the business. Hence, at JM: The Design Consultant we have developed and follow the process of Research Drive Design Solution, which we call RD2S_Algorithm.
To date, we have a 100% success ratio with our projects using the RD2S process.
I hope you will also get enough insights and a brief understanding of the same, by reading this small presentation. For any further details, kindly contactme@jenismakwana.com or just WhatsApp me on +919833664824. Thanks! Happy Designing.
Webinar: Business Intelligence From The Inside OutCorSourceTechPDX
There are a lot of terms thrown around in the world of business intelligence and analytics. Presented as a webinar, this deck is an introduction to the terminology and power of business intelligence to transform companies.
Slides from my talk on the things I've learned by comparing the collaborative process as it is carried out in many modern organizations to the creative process of artists and makers.
Project Management Careers in Data ScienceGanes Kesari
This slide deck was used in the presentation made to the Project Management Institute (PMI) Metrolina Chapter on September 28, 2022.
Title:
Top Data Science Career Opportunities For Project Managers
- Art of the Possible with Data Science
- Industry case studies
Data & Analytics 101 for PMs: Key disciplines and terminologies
- Top roles in data analytics
- Project Management in Data Science
Takeaways:
- How managers influence D&A project outcomes
- Key responsibilities & tips for success
- Industry examples: Challenges and learnings
Similar to ILA18 Keynote Marc Stickdorn: Doing is the hard part – How to bring service design into startups and multinationals (20)
The slides from my keynote at Nuremberg's first service design drinks, 21 January 2016. A rather general introduction of service design... :)
Our software for service design:
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
Books, talks and workshops:
Our book "This is Service Design Thinking": www.thisisservicedesignthinking.com
Our workshops "This is Service Design Doing": www.thisisservicedesigndoing.com
My talks: www.marcstickdorn.com
Service Design Thinking - How to successfully innovate beyond buzzwordsMarc Stickdorn
These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil.
Find the videos I showed on our websites:
www.myservicefellow.com (available from summer 2014)
www.smaply.com (launching in December 2013)
The book website of TiSDT:
www.thisisservicedesignthinking.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider (Designer of TiSDT). Like his style? Check his agency: http://kd1.com ;)
A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:
The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com
SDT2012 (P7.3): Using mobile ethnography to map the visitor experience of meg...Marc Stickdorn
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Marc Stickdorn, Austria
Management Center Innsbruck
Marc researches and teaches at MCI – Management Center Innsbruck in Austria. With a background in strategic management, he works with both public and private organisations on the implementation of service design thinking. He is editor and co-author of This is Service Design Thinking and developed tools like the Customer Journey Canvas or myServiceFellow.
Using mobile ethnography to map the visitor experience of mega sports events
The presentation reports a research project on using mobile ethnography to map the visitor and non-visitor experience of the mega sports event EURO2012 in Poznan, Poland. The project was conducted in cooperation with Martin Chlodnicki, Poznan University of Economics and this will be the very first presentation of the research findings after the event. Major take-aways of this presentation will be from a methodological point of view a vivid real-life case study on mobile ethnography as well as a life presentation of analysing data gathered with the mobile ethnography software myServiceFellow.
SDT2012 (PK1.2): How to push your brand with sport and tourism.Marc Stickdorn
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Martin Suiter, Germany
MARTIN SUITER – Consultancy
Who is Martin Suiter: with 20 years of practical experience this makes Martin Suiter an expert in sports and tourism. Working for many corporates and destinations in the premium segment made him alert to the dos and don'ts to get his customers' attention. All this gathered knowledge formed the MARTIN SUITER - Consultancy which was founded in 2007. Experience, contacts and his creative mind are the key for his work and his clients' success.
How to push your brand with sport and tourism.
Sport and tourism are the two fields people are most interested in and spend most of their time with. Through the growing health-consciousness the number increases continuously. The experiences of hundreds of events with up to 140,000 participants taught Martin Suiter how to use these fields to push a brand and how to catch the customer's attention while they are relaxing and in a good mood. In this intense session you will get practical information based on successful examples and hints how to get closer to your customer with the tools sport and tourism. Follow him: blog, twitter, linkedIn, facebook - direct links under www.martinsuiter.com
SDT2012 (P4.2): Understanding drivers of customer journeysMarc Stickdorn
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Geke van Dijk, United Kingdom
STBY
Dr. Geke van Dijk is co-founder and Strategy Director of STBY in London and Amsterdam. She is also the initiator and chair of the Service Design Network Netherlands, and co-founder of the Reach Network for Global Design Research. Geke has a background in ethnographic research, user-centered design, and services marketing & innovation. She is passionate about exploring the ways people co-produce their customer journeys by picking and mixing from multi-channel service touch points. She holds a PhD in Computer Sciences from the Open University in the UK. Her PhD research was co-supervised by the Business School of the OU.
email: geke@stby.eu
twitter: hellogeke
Bas Raijmakers, United Kingdom
STBY
Dr. Bas Raijmakers is co-founder and Creative Director of STBY in London and Amsterdam, and co-founder of the Reach Network for Global Design Research. STBY is specialised in design research for service innovation, and works for clients in industry and the public sector. Bas has a background in cultural studies, the internet industry, and interaction design. His main passion is to bring people we design for into design and innovation processes, using visual storytelling. He holds a PhD in Interaction Design from the Royal College of Art in London. He is also Reader in Strategic Creativity at Design Academy Eindhoven.
email: bas@stby.eu
twitter: hellobas
Understanding drivers of customer journeys
Contemporary travel is fragmented, even if you look at the customer journeys of one individual. Why is people’s behaviour not more consistent and predictable? The answer lies in the differences in the circumstances of each of these customer journeys, PhD research of one of the authors has found, based on UK field work on peoples travelling and holidays. This principle has recently been applied in a study in The Netherlands, where the behaviour of train travellers was studied to understand how railway stations can create better services. In particular, the design of these services focuses on stations undergoing extensive upgrading works whilst fully functioning. Distinguishing between routine journeys such as commutes and incidental journeys such as holidays and day trips helped greatly to find opportunities for Service Design, design concepts and create prototypes. This presentation will demonstrate the influence of peoples temporary circumstances on their customer journeys in general, illustrated through the train travellers study, and the opportunities this offers to Service Design.
SDT2012 (P3.2): Sensing an amusement park for service innovationMarc Stickdorn
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Satu Luojus, Finland
Laurea University of applied Sciences
Satu Luojus has a PhD in Information processing science. She is a Principal Lecturer at Laurea UAS. She has over 8 years’ experience in conducting R&D -projects as a researcher or as a project manager/scientific leader. Her areas of expertise are user experience, user centered design, and user research in Living Lab ecosystems.
Leena Alakoski, Finland
Laurea University of applied Sciences
Leena Alakoski is graduated from the Department of Economics and Management at Helsinki University (Lic. Sc). She is a senior lecturer and project manager at Laurea UAS. She has 15 years background in service business research, such as customer experienced value, and service innovation and design.
Sensing an amusement park for service innovation
This presentation deals with questions related to how customer experiences can be effectively assessed by evaluating the impact of multiple senses. It explicates on an empirical study of finding best practices in evaluating multisensory service experiences in an amusement park environment using service design methods. Firstly, it describes why service design methods are chosen to examine customers´ multisensory experiences in the years 2010 and 2011. Then, it proposes a set of findings based on the valuability of customer experiences gathered by different service design methods. Then, it briefly describes usefulness of chosen methods for evaluating multiple senses in service experience.
A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools.
If you're interested in our work, have a look at our websites:
The book "This is Service Design Thinking": http://www.tisdt.com
The customer journey software "smaply" http://www.smaply.com
The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
3. 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…
9. 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
20. 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
44. 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
49. 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
53. “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