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
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
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
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?
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.
Service design is no longer new or unknown. The practice is maturing as service design firms gain experience and organizations start to bring service design in house. Journey maps are all the rage, and everyone is talking about designing for the end to end customer experience. So what does it take to be a great service designer? What need do service designers address? What is the craft of service design? How might you build service design into your team? This talk was given at Productized16 in Lisbon.
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
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
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
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.
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
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
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Sachin Rekhi shares the 4 dimensions of product management (vision, strategy, design, execution), discusses where product managers fit in the R&D organization, and how product management roles differ across and within companies.
As more and more of the experiences we craft are services that unfold over time — written, dramatic, and visual storytelling become the perfect early prototype. Designers can take advantage of the Narrative Paradigm, which states that all humans are natural storytellers and evaluators. Narratives are cheap and quick to make and evaluate. In this talk we will explore several narrative tools and when and how to use them in the design process.
Most companies measure a series of customer KPIs such as Customer Satisfaction, Customer Effort,… and Net Promoter Score . Most often, however, the key objective of measuring these KPIs, and capturing customer feedback in general, is to generate input for management reports and quality improvement ideation.
Although we are very much in favor of measuring and reporting customer KPIs – it is the only sustainable way to anchor customer experience in the boardroom and guarantuee C-level attention- the actionability of this approach is relatively limited. After all you are looking back in time. If you notice customers being dissatisfied, you can study the reasons for their dissatisfaction and detraction, and you can try to come up with solutions to prevent this from happening again in the future. You will not be able anymore, however, to fix the individual customer cases. That opportunity lies in the past.
What can you do to grow from ‘From Measuring Net Promoter Score’ to ‘Turning Customers into Promoters’? To move from ‘Measuring Customer Satisfaction’ to ‘Satisfying Customers’?
•Do you know your promoters and satisfied customers personally? Do you know who they are?
•Do you know all your detractors and your dissatisfied customers? By name?
•Do you know when and why they became dissatisfied? Instants after it happened?
Telenet for Business, the B2B division of Telenet, does. Why? Thanks to a customer experience feedback system, powered by Clicktools and fully integrated in Salesforce.com. It allows for continuous measurement of customer satisfaction at key moments in the customer journey, close enough to the actual interaction to allow for remedial actions when needed.
During our breakfast seminar on 21st February 2014, Telenet for Business and 4C Consulting talked about how they approached the design and implementation of an integrated customer experience feedback system.
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.
Service design is no longer new or unknown. The practice is maturing as service design firms gain experience and organizations start to bring service design in house. Journey maps are all the rage, and everyone is talking about designing for the end to end customer experience. So what does it take to be a great service designer? What need do service designers address? What is the craft of service design? How might you build service design into your team? This talk was given at Productized16 in Lisbon.
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
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
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
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.
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
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
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Sachin Rekhi shares the 4 dimensions of product management (vision, strategy, design, execution), discusses where product managers fit in the R&D organization, and how product management roles differ across and within companies.
As more and more of the experiences we craft are services that unfold over time — written, dramatic, and visual storytelling become the perfect early prototype. Designers can take advantage of the Narrative Paradigm, which states that all humans are natural storytellers and evaluators. Narratives are cheap and quick to make and evaluate. In this talk we will explore several narrative tools and when and how to use them in the design process.
Most companies measure a series of customer KPIs such as Customer Satisfaction, Customer Effort,… and Net Promoter Score . Most often, however, the key objective of measuring these KPIs, and capturing customer feedback in general, is to generate input for management reports and quality improvement ideation.
Although we are very much in favor of measuring and reporting customer KPIs – it is the only sustainable way to anchor customer experience in the boardroom and guarantuee C-level attention- the actionability of this approach is relatively limited. After all you are looking back in time. If you notice customers being dissatisfied, you can study the reasons for their dissatisfaction and detraction, and you can try to come up with solutions to prevent this from happening again in the future. You will not be able anymore, however, to fix the individual customer cases. That opportunity lies in the past.
What can you do to grow from ‘From Measuring Net Promoter Score’ to ‘Turning Customers into Promoters’? To move from ‘Measuring Customer Satisfaction’ to ‘Satisfying Customers’?
•Do you know your promoters and satisfied customers personally? Do you know who they are?
•Do you know all your detractors and your dissatisfied customers? By name?
•Do you know when and why they became dissatisfied? Instants after it happened?
Telenet for Business, the B2B division of Telenet, does. Why? Thanks to a customer experience feedback system, powered by Clicktools and fully integrated in Salesforce.com. It allows for continuous measurement of customer satisfaction at key moments in the customer journey, close enough to the actual interaction to allow for remedial actions when needed.
During our breakfast seminar on 21st February 2014, Telenet for Business and 4C Consulting talked about how they approached the design and implementation of an integrated customer experience feedback system.
Customer Journey Mapping and CX Research - Marc Stickdorn | UX Riga 2016UX Riga
In his UX Riga 2016 conference talk, Marc Stickdorn explains various journey mapping options and when to use them. He shared also some basic guidelines for conducting customer experience research based on ethnographic approaches.
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
I have extensive knowledge of many software applications. Listed are those which I use on a regular basis
Designing Packages: Adobe Photoshop, Corel Draw (All latest versions), Adobe Illustrator, Adobe InDesign PageMaker
Experienced In following: Print Production & Pre-Press works, Excellent in Designing Packages & Office Automation, Proficient in Graphics & Artistic skill.
MAC OSX Operating System
Project manager supervision
Creative thinking
Excellent managerial techniques
Creative direction
DESIGN OK creates visually stunning, award-winning, cutting-edge websites, designed and delivered to the highest possible standards using the latest trends and technologies.
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 ;)
SOLIDWORKS MBD (Model Based Definition) is a built-in drawingless manufacturing solution for SOLIDWORKS. It helps companies define, organize, and publish 3D Product Manufacturing Information (PMI) in industry standard file formats such as 3D PDF and eDrawings®.
Solution for designers, engineers, marketing, and other content creators
SOLIDWORKS Visualization products help organizations, including nontechnical users, leverage 3D CAD data to create photorealistic marketing content that is print and web ready in minutes.
THE IMPORTANCE OF INTERACTION DESIGN IN DIGITAL PRODUCTS.pdfArinze Onyebuchi
A breakdown of the importance of interaction design in building usable and delightful products. Also, describes how motion design can be an effective tool in interaction design.
“Your brand is what people say about you when you’re not in the room.” (Jeff Bezos)
Today’s markets and products are changing more rapidly than ever before. As complexity and digitization advance, traditional brand and marketing models can’t keep pace. Increasing complexity leads to the atomization of brands. With the fragmentation of touch points, brands now compete everywhere – and increasingly in close interaction with their fans.
In the Experience Economy customers have shifted from being passive consumers to active participators. Experiences must be as finely crafted and precision-engineered as any other product. The new paradigm for designing those experiences is customer-centricity which is the focus of a new experience management approach (XD) that brings user, customer and brand experience in a holistic correlation.
How do we develop something new? It means exploring unchartered territory and reaching beyond existing patterns, reaching beyond traditional brand style guides. This challenge requires an “elastic brand” - that can react and deliver tailored promises.
Event: Ladies that UX / Berlin, 24.10.2017 @Mozilla
Get your budget priorities right!
One of the challengers facing Start-Ups
and SME’s is how to invest initial capital to maximize business returns.
Investing in a professional visual identity creates the right impression and assurance with clients, it builds confidence and pride with business partners and employees.
Branding gets your business moving.
First Impressions counts! Brand Rocket helps you create professionally designed brand identity that reflects your personality and let your business shine. Start-ups and SMEs don’t have to settle for “make-do” or “free-lance” quality design work anymore.
#SDGC17 — Spreading service design through software — Marc StickdornJakob Schneider
In this talk Marc brings together his service design experience and learnings from founding a software company for service designers. Marc published "This is Service Design Thinking" with Jakob Schneider in 2010, and also founded the software startup More than Metrics. The company offers research and visualization tools for service designers, such as Smaply and ExperienceFellow. Slides by Jakob. Find both on Twitter: @MrStickdorn @jakoblies // Have a look at the tools: www.smaply.com // www.experiencefellow.com
In this talk, Marc describes how he and his team stumbled into building a software startup based on service design. He also touches on how his team tries practice what they preach in daily business. Marc shares how organizations use journey mapping and mobile ethnography software to better work within projects and use knowledge across several projects. The increasing use of such software helps to bring new organizations into the field of service design. Organizations hear about, for example, journey mapping and many first search online and start with one of the most approachable ways: instantly trying out a simple journey mapping software themselves. However, after some initial quick wins, they usually start to struggle when they realize that a software is just as good as the data you put into it. Then, many start looking for someone to help them during their first projects – a new potential client for service design agencies!</p>
<p>In the end, Marc shares some lessons he learned from his experience of embedding service design within large organizations over the last ten years.
Street Gear - Preliminary Concept Brief PresentationGetLyndon
Re-Briefs back to clients can be tricky. This is a simplified and approved presentation for a lifestyle retailer where I developed the creative strategy for. My team, of two designers are making the shift from doing design-off-the-cuff to strategic marketing, are being led through a new process of "Creative Strategy" This is the marriage of production with creativity and insight. The end result is to produce better, well thought out and pragmatic approaches towards answering, quite often, vague briefs with razorsharp concepts and executional options.
This brief in particular takes the biggest independent lifestyle footwear and apparel retailer in to a new dimension. The client briefed us knowing he needed a change and this is how we envisioned it to be.
Enjoy and ask questions! :)
This presentation shows how SketchUp Pro with LayOut from Trimble works as a powerful design and communications software program for designing homes. The case study features a complete work-flow for home design to construction drawings, by Nick Sonder, Architect. In the second half, Mark Johnson FAIA Architect, shows how to optimize SketchUp 3D models for social media marketing, where to download SketchUp, and where to find video tutorials to learn SketchUp.
In meeting with dealers across the country I am always curious about the software programs they use and why. Often I am asked who is out there and what programs other dealers use. To solve or help with that question I am posting a compilation of what I saw in the industry in hopes that it will help better explain what to use vs. what is out there. The results still stand that 2020 Technologies by far has the most number of catalogs available for any one dealer. If you have any questions about the content please feel free to reach out alibia.devente@kimball.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
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.
2. Buzzword Bingo Service Design Thinking Service Design Tools
Buzzword bingo
Service Design Thinking
Marc Stickdorn — fall 2012
3. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
Service Design Thinking
Marc Stickdorn — fall 2012
4. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
The service beyond the product
Service Design Thinking
Marc Stickdorn — fall 2012
5. Buzzword Bingo Service Design Thinking Service Design Tools
Service Dominant Logic
Product
OR
SERVICE?
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thinking
Marc Stickdorn — fall 2012
6. Buzzword Bingo Service Design Thinking Service Design Tools
GOODS-Dominant Logic
Value-in-Exchange
Service Design Thinking
Marc Stickdorn — fall 2012
7. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
Value-in-Exchange Value-in-Use
Service Design Thinking
Marc Stickdorn — fall 2012
8. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
Value co-creation
Service Design Thinking
Marc Stickdorn — fall 2012
9. Buzzword Bingo Service Design Thinking Service Design Tools
Think in services:
“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos
founder, president, CEO and chairman of the board of Amazon.com
Service Design Thinking
Marc Stickdorn — fall 2012
10. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Service Design Thinking
Marc Stickdorn — fall 2012
11. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Commodity
Service Design Thinking
Marc Stickdorn — fall 2012
12. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Commodity Goods
Service Design Thinking
Marc Stickdorn — fall 2012
13. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Commodity Goods SERVICE
Service Design Thinking
Marc Stickdorn — fall 2012
14. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Commodity Goods SERVICE Experience
Service Design Thinking
Marc Stickdorn — fall 2012
15. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Commodity Goods SERVICE Experience Transformation
Service Design Thinking
Marc Stickdorn — fall 2012
16. Buzzword Bingo Service Design Thinking Service Design Tools
The war of ecosystems
“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, CEO of Nokia
Service Design Thinking
Marc Stickdorn — fall 2012
17. Buzzword Bingo Service Design Thinking Service Design Tools
Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
18. Buzzword Bingo Service Design Thinking Service Design Tools
Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
19. Buzzword Bingo Service Design Thinking Service Design Tools
Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
20. Buzzword Bingo Service Design Thinking Service Design Tools
Dave Carroll – United breaks guitars
Service Design Thinking
11.500.000+
Marc Stickdorn — fall 2012
21. Buzzword Bingo Service Design Thinking Service Design Tools
Dave Carroll – United breaks guitars
Service Design Thinking
11.500.000+
Marc Stickdorn — fall 2012
22. Buzzword Bingo Service Design Thinking Service Design Tools
marketing shifts
from communications
to experiences
Service Design Thinking
Marc Stickdorn — fall 2012
23. Buzzword Bingo Service Design Thinking Service Design Tools
marketing shifts
from communications
to experiences
Service Design Thinking
Marc Stickdorn — fall 2012
24. Buzzword Bingo Service Design Thinking Service Design Tools
#ServiceDesign
Service Design Thinking
Marc Stickdorn — fall 2012
25. Buzzword Bingo Service Design Thinking Service Design Tools
Service Design is not new.
Service Design Thinking
Marc Stickdorn — fall 2012
26. Buzzword Bingo Service Design Thinking Service Design Tools
Service Design is not new.
Marketing IT Design SALES
Corporate communications Infrastructure Usability Point-of-Sales
Customer relationship Technical support Look and feel Customer support
management
Service Design Thinking
Marc Stickdorn — fall 2012
27. Buzzword Bingo Service Design Thinking Service Design Tools
Marketing
IT
SALES
Design
Service Design Thinking
Marc Stickdorn — fall 2012
28. Buzzword Bingo Service Design Thinking Service Design Tools
Service design is inter-disciplinary.
Marketing
Manager
IT Marketer
Designer
SALES Developer
Psychologist
Design
Service Design Thinking
Marc Stickdorn — fall 2012
29. Buzzword Bingo Service Design Thinking Service Design Tools
Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn — fall 2012
30. Buzzword Bingo Service Design Thinking Service Design Tools
Every discipline has its language.
Service Design Thinking
Marc Stickdorn — fall 2012
31. Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn — fall 2012
32. Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is an iterative process.
EXPLORATION CREATION REFLECTION IMPLEMENTATION
Service Design Thinking
Marc Stickdorn — fall 2012
33. Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is an iterative process.
Exploration
EXPLORATION
EXPLORATION
Creation
CREATION
CREATION
Reflection
REFLECTION
REFLECTION
Implementation
IMPLEMENTATION
IMPLEMENTATION
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design thinking is an iterative process.
DISCOVER DEFINE DEVELOP DELIVER
Service Design Thinking The Double diamond as
described by the
Marc Stickdorn — fall 2012 British Design Council
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Service design thinking is an iterative process.
Service Design Thinking The Squiggle
by Damien Newman
Marc Stickdorn — fall 2012 from Central Inc.
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5 basic Principles
Service Design Thinking
Marc Stickdorn — fall 2012
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1 User-centred
Service Design Thinking
Marc Stickdorn — fall 2012
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2 Co-Creative
Service Design Thinking
Marc Stickdorn — fall 2012
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3 SEQUEncing
Service Design Thinking
Marc Stickdorn — fall 2012
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4 EVIDENCING
Service Design Thinking
Marc Stickdorn — fall 2012
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5 HOLISTIC
Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Contextual Interviews
Marc Stickdorn — fall 2012
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Service Design Thinking
Ethnography
Marc Stickdorn — fall 2012
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Service Design Thinking
Mobile Ethnography
Marc Stickdorn — fall 2012
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Service Design Thinking
Personas
Marc Stickdorn — fall 2012
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Service Design Thinking
Stakeholder Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Value Network Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Customer Journey Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Digital Service Mapping — smaply
Marc Stickdorn — fall 2012
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Service Design Thinking
Service Advertisments
Marc Stickdorn — fall 2012
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Service Design Thinking
Business Model Canvas
Marc Stickdorn — fall 2012
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Service Design Thinking
Theatrical Tools
Marc Stickdorn — fall 2012
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FURTHER INTEREST?
BOOKS AGENCIES
Service-Dominant Logic: Work•Play•Experience: www.workplayexperience.com
“The Service-Dominant Logic of Marketing”
by Robert Lusch Stephen Vargo (2006) DesignThinkers: www.designthinkers.nl
Experience Economy: Snook: www.wearesnook.com
“The Experience Economy” mindsmakers: www.mindsandmakers.com
by Joseph Pine II James Gilmore (1999)
Process Principles:
This is Service Design Thinking Online ressources
by Marc Stickdorn Jakob Schneider (2010)
twitter: #servicedesign
www.designthinkingnetwork.com
Double Diamond: British Design Council www.servicedesignbooks.org
www.service-design-network.org
Squiggle: Damien Newman www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
Service Design Thinking
Marc Stickdorn — fall 2012
#TiSDT
60. Buzzword Bingo Service Design Thinking Service Design Tools
Thanks a lot.
Marc Stickdorn — @MrStickdorn — www.tisdt.com
Service Design Thinking
Marc Stickdorn — fall 2012