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2016 Service Design Drinks #1
21 January 2016Nuremberg
Marc Stickdorn
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Adam Lawrence and Markus Hormeß
WorkPlayExperience
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
78.4% ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
The story of Jake and his old TV set …
A TV set is a product, right?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
JAKE
1 That old TV set
breaks down
1
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
JAKE
2 Reading advertisements
in print media
1 2
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
JAKE
3 Looking for offers
online
2 31
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
JAKE
4 Reading
online reviews
42 31
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
42 3
JAKE
5 Collecting information
in store
5
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
43 5
JAKE
6 Comparing prices
on mobile device
6
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
5 6 7
JAKE
8 Transportation
home
8
P R E - S E R V I C E P E R I O D S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
6 7 8
JAKE
9 Setting up
the new TV set
9
P R E - S E R V I C E P E R I O D S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
42 3 5
11 12 13 14
6 7 8 9 10
1
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
And this is just a high-level perspective …
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Each touchpoint can be separated into
smaller steps …
9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
INTRODUCING
KLAUS
Cool!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR &
Understanding channels
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
16 17 18
JAKE
21
KLAUS
3
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
16 17 18
JAKE
21
KLAUS
3
social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
POSITIVE social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
NEGATIVE social media
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Dave Carroll – United breaks guitars
14.000.000+
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Dave Carroll – United breaks guitars
14.000.000+
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
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
Expectations Experiences Satisfaction
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
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
Expectations Experiences Satisfaction
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
JAKENuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
JAKEKLAUSNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
JAKEKLAUSLAURANuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
When do you measure
customer satisfaction?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
1 2 3 4 5 6 7 8 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
EMOTIONAL JOURNEY
89,7% of our customers
rate our service:“very good”.
9
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
QUALITATIVEQUANTITATIVE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVEQUANTITATIVE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
#servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
#servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
PRODUCT OR SERVICE?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
THE SERVICE BEHIND
THE PRODUCT
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Value-in-Exchange
GOODS-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A D V E R T I S E M E N T S
ADVERTISEMENTS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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)
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Value co-creation
SERVICE-DOMINANT LOGIC
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos, September 2011
Founder and CEO of Amazon.com
THINK IN SERVICES
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
“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, February 2011
CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CA B
A SERVICE
ECOSYSTEM
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CA B
A SERVICE
ECOSYSTEM
JAKE
KLAUS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES ETC …
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
#servicedesign
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service Design is not new.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
IT
SALES
DESIGN
MARKETING
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design is inter-disciplinary.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Every discipline has its language.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design thinking is a common language.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond
as described by the
British Design Council
Service design thinking is an iterative process.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
MANY COMPANIES
DESIGN AND BUSINESS SCHOOLS
MBA PROGRAMS
HIGH SCHOOLS
WHO TEACHES SERVICE DESIGN?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn: @MrStickdorn
marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies
jakob@smaply.com
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
www.mrthinkr.com
www.experiencefellow.com
www.marcstickdorn.com
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
SERVICE DESIGN
START-UPS
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

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  • 11. WISELY THE FORCE YOU MUST USE. photo Credit shutterstock / CTR Photos Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 12. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 13. 78.4% ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 14. TALK TO YOUR F***ING CUSTOMER. REALLY. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 15. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 16. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 17. PERSONA Jake 30 Male German “Don’t believe the hype!” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 18. PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 19. The story of Jake and his old TV set … A TV set is a product, right? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 20. JAKE 1 That old TV set breaks down 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 21. JAKE 2 Reading advertisements in print media 1 2 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 22. JAKE 3 Looking for offers online 2 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 23. JAKE 4 Reading online reviews 42 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 24. 42 3 JAKE 5 Collecting information in store 5 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 25. 43 5 JAKE 6 Comparing prices on mobile device 6 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 26. 4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 27. 5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 28. 6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 29. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 30. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 31. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 32. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 33. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 34. 42 3 5 11 12 13 14 6 7 8 9 10 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 35. And this is just a high-level perspective … Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 36. Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 37. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 38. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 39. INTRODUCING KLAUS Cool! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 40. A SWIMLANE DIAGRAM FOR & Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 41. 16 17 18 JAKE 21 KLAUS 3 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 42. 16 17 18 JAKE 21 KLAUS 3 social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 43. POSITIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 44. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 45. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 46. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 47. NEGATIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 48. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 49. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 50. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 51. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 52. CUSTOMER SATISFACTION 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 Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 53. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 54. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 55. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 56. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 57. 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 JAKENuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 58. 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 JAKEKLAUSNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 59. 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 JAKEKLAUSLAURANuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 60. 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 When do you measure customer satisfaction? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 61. 1 2 3 4 5 6 7 8 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 EMOTIONAL JOURNEY 89,7% of our customers rate our service:“very good”. 9 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 62. CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 63. QUALITATIVEQUANTITATIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 64. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 65. methods, data types, researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 66. Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 67. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 68. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 69. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 70. PRODUCT OR SERVICE? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 71. THE SERVICE BEHIND THE PRODUCT Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 72. Value-in-Exchange GOODS-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 73. A D V E R T I S E M E N T S ADVERTISEMENTS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 74. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 75. 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) Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 76. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 77. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 78. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 79. Value co-creation SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 80. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 81. “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, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 82. CA B A SERVICE ECOSYSTEM Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 83. CA B A SERVICE ECOSYSTEM JAKE KLAUS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 85. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 86. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 88. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 89. Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 90. 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. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 92. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 93. Service design is inter-disciplinary. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 94. Every discipline has its language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 95. Service design thinking is a common language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 96. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 97. DISCOVER DEFINE DEVELOP DELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 98. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 99. A JOURNEY MAP IS NOT A F***ING DELIVARABLE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 100. MANY COMPANIES DESIGN AND BUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO TEACHES SERVICE DESIGN? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 101. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 102. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 103. 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 www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 104. SERVICE DESIGN START-UPS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn