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
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
Dynamic Roadmap: Combining Strategy and Design Thinking1508 A/S
Our Morgenbooster "Dynamic Roadmap: Combining Strategy and Design Thinking" answering the question: What can strategists and design thinkers learn from each other?
Getting Involved: How to Embed and Manage Service Design in Large Organisatio...Service Design Network
Niels Corsten from Koos Service Design speaks at SDGC19 in Toronto.
'In this talk, I will be sharing the Service Design Maturity Model, a framework that gives structure and helps large organisations to implement and scale service design. I will elaborate on the different maturity stages and four identified factors that indicate the maturity of your organisation and serve as guidelines for further maturation. Using a range of real-world cases, we will share our thoughts on common barriers to maturation and share strategies on how to grow your company’s maturity.'
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Design thinking applied in Smart City contextdelestre.org
Description of the principles of design thinking as a key to an inclusive Smart City process
- bottom up and an iterative process involving the different citizens and players in the city to come to an integrated approach
- helps moving moving from a silo organized city to a platform based city
Presentation made by Tanguy De Lestré at Kuala Lumpur Marcus Evans event - 8th annual meeting city development: cities and digital transformation on 16th November 2018
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
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
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
Dynamic Roadmap: Combining Strategy and Design Thinking1508 A/S
Our Morgenbooster "Dynamic Roadmap: Combining Strategy and Design Thinking" answering the question: What can strategists and design thinkers learn from each other?
Getting Involved: How to Embed and Manage Service Design in Large Organisatio...Service Design Network
Niels Corsten from Koos Service Design speaks at SDGC19 in Toronto.
'In this talk, I will be sharing the Service Design Maturity Model, a framework that gives structure and helps large organisations to implement and scale service design. I will elaborate on the different maturity stages and four identified factors that indicate the maturity of your organisation and serve as guidelines for further maturation. Using a range of real-world cases, we will share our thoughts on common barriers to maturation and share strategies on how to grow your company’s maturity.'
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Design thinking applied in Smart City contextdelestre.org
Description of the principles of design thinking as a key to an inclusive Smart City process
- bottom up and an iterative process involving the different citizens and players in the city to come to an integrated approach
- helps moving moving from a silo organized city to a platform based city
Presentation made by Tanguy De Lestré at Kuala Lumpur Marcus Evans event - 8th annual meeting city development: cities and digital transformation on 16th November 2018
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
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
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
Interior in Korea since 2014 (so 4 years now). Every year quite a number of projects all over the country are selected (=funded) and carried out under this grand-project; for instance, in this year 50 selected projects are on-going now. As for me, I was one of the service designers of the selected projects in 2015. This year I work as an advisory committee member for the whole project.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
Human-Centred Design & the Business Model CanvasHeather McQuaid
What’s the best way to show how Human-Centred Design (aka Design Thinking) methods could be applied to the Business Model Canvas? By mapping methods onto a specific challenge within a Building Block. Here, I've looked at how to better understand the Customer Segment in order to inform choices about Value Propositions, Channels, Customer Relationships and Revenue Streams.
Morgenbooster - Dynamic Roadmap: Bridging the gap between strategy and execution1508 A/S
This is the slides for an online webinar regarding how you can implement strategy in a way relevant for the users. The presentation talks about the tool dynamic roadmap.
Cada dia que passa mais empresas entendem que o UX pode ser a vantagem competitiva que elas precisam para se destacarem. Por isso o papel do designer é muito importante, pois aproxima a empresa dos seus clientes, garantindo um profundo entendimento dos desafios de negócio que eles enfrentam.
Nesta palestra você vai conhecer como o time de UX da TOTVS tem conseguido influenciar as decisões de negócio de forma estratégica, entregando produtos mais eficientes e desejáveis para os seus clientes.
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
Interior in Korea since 2014 (so 4 years now). Every year quite a number of projects all over the country are selected (=funded) and carried out under this grand-project; for instance, in this year 50 selected projects are on-going now. As for me, I was one of the service designers of the selected projects in 2015. This year I work as an advisory committee member for the whole project.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
Human-Centred Design & the Business Model CanvasHeather McQuaid
What’s the best way to show how Human-Centred Design (aka Design Thinking) methods could be applied to the Business Model Canvas? By mapping methods onto a specific challenge within a Building Block. Here, I've looked at how to better understand the Customer Segment in order to inform choices about Value Propositions, Channels, Customer Relationships and Revenue Streams.
Morgenbooster - Dynamic Roadmap: Bridging the gap between strategy and execution1508 A/S
This is the slides for an online webinar regarding how you can implement strategy in a way relevant for the users. The presentation talks about the tool dynamic roadmap.
Cada dia que passa mais empresas entendem que o UX pode ser a vantagem competitiva que elas precisam para se destacarem. Por isso o papel do designer é muito importante, pois aproxima a empresa dos seus clientes, garantindo um profundo entendimento dos desafios de negócio que eles enfrentam.
Nesta palestra você vai conhecer como o time de UX da TOTVS tem conseguido influenciar as decisões de negócio de forma estratégica, entregando produtos mais eficientes e desejáveis para os seus clientes.
Dados para Revolucionar Negócios Além do DigitalHuxley Dias
Slides da palestra apresentada no UXConfBR 2017 em parceria com o Service Design Thiago Hassu. Abordamos a questão de como utilizar os dados de forma inteligênte para redirecionar modelos de negócio e também criar mecanismos para gerar dados quando eles não existirem.
Mensurando a Experiência do Usuário ( A Importância dos Dados Para UX ) - ...Huxley Dias
Conteúdo apresentado na trilha de UX Design do The Developers Conference - SP 2016. Huxley Dias fala sobre a importância da utilização de dados para mensurar e projetar experiência do usuário.
We live in a time of new business models, exponential technologies and digital native customers. Businesses are being challenged and looking for innovation. Some designers who design products and services today are the creators of new organisations and businesses tomorrow. Let me share some of the new vocabulary and colourful toolsets you’ll encounter in the future.
About Valentijn: As a UX-expert and creative director Valentijn co-founded the digital product-design studio Little Miss Robot. In 2014 he co-founded Wonderland where he helps companies explore new opportunities with design-led innovation and business-prototyping in a time of digital transformation.
UX designer and comics nerd Deb Aoki shows examples of how simple whiteboard sketching and storyboards can foster collaboration and facilitate better user experiences. Bonus content: a quick drawing tutorial so you can do it too!
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
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
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 ;)
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.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
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.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
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. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
4. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
5. Adam Lawrence and Markus Hormeß
WorkPlayExperience
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
6. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
7. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
8. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
9. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
10. Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
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
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
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
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
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
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
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
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
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
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
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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
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