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2013

Service Design Thinking
Marc Stickdorn
Hi!
My name is Marc Stickdorn.

Service Design Thinking
Marc Stickdorn

2013
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE

Service Design Thinking
Marc Stickdorn

2013
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE

call it:
… or as some might
es.”
your customer’s sho
“slipping in

Service Design Thinking
Marc Stickdorn

2013
PERSONA

Jakob

28

Male
German
“Don’t believe the hype!”

Service Design Thinking
Marc Stickdorn

2013
1

Reading a
travel magazine

1
JAKE

Service Design Thinking
Marc Stickdorn

2013
2

Going to a
travel agency

1
JAKE

Service Design Thinking
Marc Stickdorn

2013

2
3

Reading
online reviews

1
JAKE

Service Design Thinking
Marc Stickdorn

2013

2

3
4

Booking online

1
JAKE

Service Design Thinking
Marc Stickdorn

2013

2

3

4
5

Dreaming of holidays
while at work

2
JAKE

Service Design Thinking
Marc Stickdorn

2013

3

4

5
6

Packing bags

3
JAKE

Service Design Thinking
Marc Stickdorn

2013

4

5

6
7

Check-in process
with long line

PRE-SERVICE PERIOD

4
JAKE

Service Design Thinking
Marc Stickdorn

2013

5

6

7
8

Checking in,
baggage drop-off

PRE-SERVICE PERIOD

5
JAKE

Service Design Thinking
Marc Stickdorn

2013

SERVICE

6

7

8
9

Passing
security check

PRE-SERVICE PERIOD

6
JAKE

Service Design Thinking
Marc Stickdorn

2013

SERVICE

7

8

9
10

Boarding

PRE-SERVICE PERIOD

7
JAKE

Service Design Thinking
Marc Stickdorn

2013

SERVICE

8

9

10
11

In-flight
experience

SERVICE

8
JAKE

Service Design Thinking
Marc Stickdorn

2013

9

10

11
12

Arrival at
destination

SERVICE

9
JAKE

Service Design Thinking
Marc Stickdorn

2013

10

11

12
13

Transfer to
accomodation

SERVICE

10
JAKE

Service Design Thinking
Marc Stickdorn

2013

11

12

13
14

Staying at the hotel

SERVICE

11
JAKE

Service Design Thinking
Marc Stickdorn

2013

12

13

14
15

Attending a
diving school

SERVICE

12
JAKE

Service Design Thinking
Marc Stickdorn

2013

13

14

15
16

Dinging at
local restaurant

SERVICE

13
JAKE

Service Design Thinking
Marc Stickdorn

2013

14

15

16
17

Flying back home

SERVICE

14
JAKE

Service Design Thinking
Marc Stickdorn

2013

15

16

17
18

Posting
online reviews

SERVICE

P O S T- S E R V I C E

15
JAKE

Service Design Thinking
Marc Stickdorn

2013

16

17

18
1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

Service Design Thinking
Marc Stickdorn

2013
THE CUSTOMER JOURNEY OF
PRE-SERVICE PERIOD

Service Design Thinking
Marc Stickdorn

2013

SERVICE PERIOD

post-service

period
Cool!

INTRODUCING

Service Design Thinking
Marc Stickdorn

2013

KLAUS
SERVICE PERIOD

16

P O S T- S E R V I C E

17

18

JAKE

PRE-SERVICE PERIOD

1
KLAUS

Service Design Thinking
Marc Stickdorn

2013

2

3
SERVICE PERIOD

16

P O S T- S E R V I C E

17

18

JAKE

PRE-SERVICE PERIOD

1
KLAUS

Service Design Thinking
Marc Stickdorn

2013

social media

2

3
POSITIVE social media

Service Design Thinking
Marc Stickdorn

2013
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn

2013

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
POSITIVE social media

Joshie, the giraffe
Service Design Thinking
Marc Stickdorn

2013

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
POSITIVE social media

Service Design Thinking
Marc Stickdorn

2013

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
NEGATIVE social media

Service Design Thinking
Marc Stickdorn

2013
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn

2013

13.000.000+
Dave Carroll – United breaks guitars

Service Design Thinking
Marc Stickdorn

2013

13.000.000+
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES

Service Design Thinking
Marc Stickdorn

2013
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
CUSTOMER SATISFACTION
PRE-SERVICE

1

SERVICE

2

Expectations

Service Design Thinking
Marc Stickdorn

2013

3

4

P O S T- S E R V I C E

5

6

Experiences

7

8

9

10

Satisfaction
EMOTIONAL JOURNEY
PRE-SERVICE

1

SERVICE

2

3

4

P O S T- S E R V I C E

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn

2013

JAKE
EMOTIONAL JOURNEY
PRE-SERVICE

1

SERVICE

2

3

4

P O S T- S E R V I C E

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn

2013

KLAUS

JAKE
EMOTIONAL JOURNEY
PRE-SERVICE

1

SERVICE

2

3

4

P O S T- S E R V I C E

5

6

7

8

9

10

Service Design Thinking
Marc Stickdorn

2013

LAURA

KLAUS

JAKE
MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES

Service Design Thinking
Marc Stickdorn

2013
#servicedesign

Service Design Thinking
Marc Stickdorn

2013
#servicedesign

Service Design Thinking
Marc Stickdorn

2013
SERVICE-DOMINANT LOGIC

Service Design Thinking
Marc Stickdorn

2013
SERVICE-DOMINANT LOGIC

Product or service?

Service Design Thinking
Marc Stickdorn

2013
SERVICE DOMINANT LOGIC

THE SERVICE BEHIND
THE PRODUCT
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thinking
Marc Stickdorn

2013
GOODS-DOMINANT LOGIC

Value-in-Exchange

Service Design Thinking
Marc Stickdorn

2013
ADVERTISEMENTS

ADVERTISEMENTS

Service Design Thinking
Marc Stickdorn

2013
MOMENT OF SALE
moment of s
ale
ADVERTISEMENTS

Service Design Thinking
Marc Stickdorn

2013

SALES
AFTER SALES
after sales (
service)
ADVERTISEMENTS

Service Design Thinking
Marc Stickdorn

2013

SALES

AFTER SALES
SERVICE-DOMINANT LOGIC

Value-in-Exchange

Service Design Thinking
Marc Stickdorn

2013

Value-in-Use
SERVICE-DOMINANT LOGIC

Value co-creation

Service Design Thinking
Marc Stickdorn

2013
HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
ADVERTISEMENTS

SALE

PRE-SERVICE

SERVICE

Service Design Thinking
Marc Stickdorn

2013

AFTER

P O S T- S E R V I C E
HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
ADVERTISEMENTS

SALE

PRE-SERVICE

SERVICE

AFTER

le
moment of sa
Service Design Thinking
Marc Stickdorn

2013

P O S T- S E R V I C E

after sales
THINK IN SERVICES
“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos
Founder and CEO of Amazon.com

Service Design Thinking
Marc Stickdorn

2013
THINK IN SERVICE 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

2013
THE
TOURISM
ECOSYSTEM
A

Service Design Thinking
Marc Stickdorn

2013

B

C
THE
TOURISM
ECOSYSTEM
KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn

2013

B

C
THE
TOURISM
ECOSYSTEM

AGENC

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn

2013

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn

2013

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

JAKE

Service Design Thinking
Marc Stickdorn

2013

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn

2013

DIVING

B

C
THE
TOURISM
ECOSYSTEM

AGENC

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn

2013
THE
TOURISM
ECOSYSTEM

AGENC

EMPLOYEES

HOTEL

KLAUS

Service Design Thinking
Marc Stickdorn

2013
THE
TOURISM
ECOSYSTEM

AGENC

EMPLOYEES

MAINTENANCE

HOTEL
ROOM SERVICE
KITCHEN

Service Design Thinking
Marc Stickdorn

2013

LAUNDRY

KLAUS
THE
TOURISM
ECOSYSTEM

SHAREHOLDERS
AUTHORITIES

SUPPLIERS

AGENC

EMPLOYEES

MAINTENANCE

HOTEL
ROOM SERVICE
KITCHEN

Service Design Thinking
Marc Stickdorn

2013

LAUNDRY

KLAUS
THE
TOURISM
ECOSYSTEM

MARKETING
SHAREHOLDERS

SUPPLIERS

AGENC

EMPLOYEES

AUTHORITIES
COMMUNITY
MAINTENANCE

HOTEL
ROOM SERVICE
SALES
KITCHEN

Service Design Thinking
Marc Stickdorn

2013

LAUNDRY

ETC …

KLAUS
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn

2013

DIVING

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn

2013

DIVING

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn

2013

DIVING

B

C
THE
TOURISM
ECOSYSTEM

AGENC

TRANS

HOTEL
AIRLIN

KLAUS
A

REV
JAKE

REST

Service Design Thinking
Marc Stickdorn

2013

DIVING

B

C
#servicedesign

Service Design Thinking
Marc Stickdorn

2013
Service Design is not new.

Service Design Thinking
Marc Stickdorn

2013
Service Design is not new.

MARKETING

IT

DESIGN

SALES

Corporate
communications

Infrastructure

Usability

Point-of-Sales

Technical support

Look and feel

Customer support

Customer relationship
management

Service Design Thinking
Marc Stickdorn

2013
MARKETING
IT
SALES
DESIGN

Service Design Thinking
Marc Stickdorn

2013
Service design is inter-disciplinary.
MARKETING
IT
SALES
DESIGN

Service Design Thinking
Marc Stickdorn

2013

MANAGER
MARKETER
DESIGNER
DEVELOPER
PSYCHOLOGIST
TASK

Yes, please.

Service Design Thinking
Marc Stickdorn

2013
Service design is inter-disciplinary.

Service Design Thinking
Marc Stickdorn

2013
Every discipline has its language.

Service Design Thinking
Marc Stickdorn

2013
Service design thinking is a common language.

Service Design Thinking
Marc Stickdorn

2013
Service design thinking is an iterative process.

EXPLORATION
EXPLORATION
EXPLORATION

Service Design Thinking
Marc Stickdorn

2013

CREATION
CREATION
CREATION

REFLECTION
REFLECTION
REFLECTION

IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
Service design thinking is an iterative process.

Service Design Thinking
Marc Stickdorn

2013

The Squiggle
by Damien Newman
from Central Inc.
#servicedesign (or whatever you call what we’re doing) management

THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE

Service Design Thinking
Marc Stickdorn

2013
SERVICE DESIGN MANAGEMENT
CX ANALYSIS

IMPLEMENTATION

REFLECTION
Service Design Thinking
Marc Stickdorn

2013

IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

CREATION
SERVICE DESIGN MANAGEMENT
CX ANALYSIS

IMPLEMENTATION

REFLECTION
Service Design Thinking
Marc Stickdorn

2013

IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

CREATION
Service Design Thinking
Marc Stickdorn

2013
Service Design Thinking
Marc Stickdorn

2013
Service Design Thinking
Marc Stickdorn

2013
SERVICE DESIGN MANAGEMENT
CX ANALYSIS

IMPLEMENTATION

REFLECTION
Service Design Thinking
Marc Stickdorn

2013

IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

CREATION
THE TOUCHPOINT PORTFOLIO

IMPACT ON
CUSTOMER
SATISFACTION

CHEAP
Service Design Thinking
Marc Stickdorn

2013

COST

A LOT
THE TOUCHPOINT PORTFOLIO

IMPACT ON
CUSTOMER
SATISFACTION

CHEAP
Service Design Thinking
Marc Stickdorn

2013

COST

A LOT
THE TOUCHPOINT PORTFOLIO
START HERE!
IMPACT ON
CUSTOMER
SATISFACTION

CHEAP
Service Design Thinking
Marc Stickdorn

2013

COST

A LOT
SERVICE DESIGN MANAGEMENT
CX ANALYSIS

IMPLEMENTATION

REFLECTION
Service Design Thinking
Marc Stickdorn

2013

IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

CREATION
PROTOTYPING

REFLECTION

CREATION

Understanding the impact of new or modified touchpoints
on the customer experience, the service ecosystem,
and the organisation, and employee experience …
Service Design Thinking
Marc Stickdorn

2013
Service Design Thinking
Marc Stickdorn

2013
Service Design Thinking
Marc Stickdorn

2013
SERVICE DESIGN MANAGEMENT
CX ANALYSIS

IMPLEMENTATION

REFLECTION
Service Design Thinking
Marc Stickdorn

2013

IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

CREATION
SERVICE
DESIGN
THINKING

DOING

Service Design Thinking
Marc Stickdorn

2013
JUST SOME
OF ALL THESE

TOOLS

Service Design Thinking
Marc Stickdorn

2013
SELF-EXPLORATION

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
OBSERVATION

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
CONTEXTUAL
INTERVIEWS
Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
MOBILE
ETHNOGRAPHY
Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
PERSONAS

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
CUSTOMER
JOURNEY MAPS

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
STAKEHOLDER
MAPS

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
VALUE NETWORK
MAPS

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
SERVICE
PROTOTYPES

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
SERVICE
ADVERTISEMENTS

Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
BUSINESS MODEL
INNOVATION
Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
THEATRICAL
TOOLS
Service Design Thinking
Marc Stickdorn

2013

Exploration

Creation/Reflection

Implementation
#servicedesign

Service Design Thinking
Marc Stickdorn

2013
FURTHER INTEREST?
BOOKS

ONLINE RESSOURCES

Process & Principles:
This is Service Design Thinking
by Marc Stickdorn & Jakob Schneider (2010)

twitter: #servicedesign

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)

Service Design Thinking
Marc Stickdorn

2013

www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
www.smaply.com
THANK YOU.

Marc Stickdorn
@MrStickdorn
marc@smaply.com

www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisservicedesigndoing.com

Service Design Thinking
Marc Stickdorn

2013
5 BASIC PRINCIPLES

Service Design Thinking
Marc Stickdorn

2013
1 USER-CENTRED

Service Design Thinking
Marc Stickdorn

2013
2 CO-CREATIVE

Service Design Thinking
Marc Stickdorn

2013
3 SEQUENCING

Service Design Thinking
Marc Stickdorn

2013
4 EVIDENCING

Service Design Thinking
Marc Stickdorn

2013
5 HOLISTIC

Service Design Thinking
Marc Stickdorn

2013

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