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Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




               Buzzword bingo



Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




                             The service beyond the product



Service Design Thinking
Marc Stickdorn — fall 2012
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




                     GOODS-Dominant Logic




             Value-in-Exchange



Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




             Value-in-Exchange                         Value-in-Use



Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                  Service-Dominant Logic




                             Value co-creation



Service Design Thinking
Marc Stickdorn — fall 2012
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodity




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodity                 Goods




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodity                 Goods   SERVICE




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodity                 Goods   SERVICE            Experience




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Experience Economy
   Commodity                 Goods   SERVICE            Experience                 Transformation




Service Design Thinking
Marc Stickdorn — fall 2012
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Social Media




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Dave Carroll – United breaks guitars




Service Design Thinking
                                                                                11.500.000+
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                         Dave Carroll – United breaks guitars




Service Design Thinking
                                                                                11.500.000+
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                        marketing shifts
                      from communications
                         to experiences




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                        marketing shifts
                      from communications
                         to experiences




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




         #ServiceDesign


Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Service Design is not new.




Service Design Thinking
Marc Stickdorn — fall 2012
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




                     Marketing

                               IT

                             SALES

                             Design




Service Design Thinking
Marc Stickdorn — fall 2012
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Service design is inter-disciplinary.




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             Every discipline has its language.




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           Service design thinking is a common language.




Service Design Thinking
Marc Stickdorn — fall 2012
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
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
Buzzword Bingo   Service Design Thinking   Service Design Tools




            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
Buzzword Bingo   Service Design Thinking    Service Design Tools




            Service design thinking is an iterative process.




Service Design Thinking                                                             The Squiggle
                                                                              by Damien Newman
Marc Stickdorn — fall 2012                                                       from Central Inc.
Buzzword Bingo   Service Design Thinking   Service Design Tools




                             5 basic Principles




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           1 User-centred




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           2 Co-Creative




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           3 SEQUEncing




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           4 EVIDENCING




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




           5 HOLISTIC




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                              Contextual Interviews
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                                         Ethnography
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                                Mobile Ethnography
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                                              Personas
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                              Stakeholder Mapping
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                            Value Network Mapping
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                       Customer Journey Mapping
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                              Digital Service Mapping — smaply
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                             Service Advertisments
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools




Service Design Thinking
                                                            Business Model Canvas
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking    Service Design Tools




Service Design Thinking
                                                                        Theatrical Tools
Marc Stickdorn — fall 2012
Buzzword Bingo   Service Design Thinking   Service Design Tools



                              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
Buzzword Bingo   Service Design Thinking   Service Design Tools




Thanks a lot.

Marc Stickdorn — @MrStickdorn — www.tisdt.com




Service Design Thinking
Marc Stickdorn — fall 2012

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Service Design Thinking

  • 1. Service Design Thinking Marc Stickdorn — fall 2012
  • 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
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  • 20. Buzzword Bingo Service Design Thinking Service Design Tools Dave Carroll – United breaks guitars Service Design Thinking 11.500.000+ Marc Stickdorn — fall 2012
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  • 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
  • 34. Buzzword Bingo Service Design Thinking Service Design Tools 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
  • 35. Buzzword Bingo Service Design Thinking Service Design Tools Service design thinking is an iterative process. Service Design Thinking The Squiggle by Damien Newman Marc Stickdorn — fall 2012 from Central Inc.
  • 36. Buzzword Bingo Service Design Thinking Service Design Tools 5 basic Principles Service Design Thinking Marc Stickdorn — fall 2012
  • 37. Buzzword Bingo Service Design Thinking Service Design Tools 1 User-centred Service Design Thinking Marc Stickdorn — fall 2012
  • 38. Buzzword Bingo Service Design Thinking Service Design Tools 2 Co-Creative Service Design Thinking Marc Stickdorn — fall 2012
  • 39. Buzzword Bingo Service Design Thinking Service Design Tools 3 SEQUEncing Service Design Thinking Marc Stickdorn — fall 2012
  • 40. Buzzword Bingo Service Design Thinking Service Design Tools 4 EVIDENCING Service Design Thinking Marc Stickdorn — fall 2012
  • 41. Buzzword Bingo Service Design Thinking Service Design Tools 5 HOLISTIC Service Design Thinking Marc Stickdorn — fall 2012
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  • 50. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Mobile Ethnography Marc Stickdorn — fall 2012
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  • 52. Buzzword Bingo Service Design Thinking Service Design Tools Service Design Thinking Stakeholder Mapping Marc Stickdorn — fall 2012
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  • 59. Buzzword Bingo Service Design Thinking Service Design Tools 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