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 ;)
This is Service Design Thinking @ UXCamp CPH 4-2014Jakob Schneider
This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that brilliantly organized event.
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
Designing to shift Enterprise Ecosystems - Global Service Design Conference 2...Milan Guenther (eda.c)
Designing great services and offerings is the essential promise of Service Design, but bringing services to life involves making them part of much larger experiences. This means transforming the way businesses work, and realigning the various moving parts of enterprise ecosystems. The complex and volatile nature of such systems quickly becomes overwhelming, with brands, processes, culture, technology or touchpoints being just tiny parts of the puzzle. In this short talk we are going to advocate for the integration of Business Architecture approaches to model potential futures, as a means to put a Service Design initiative into action. We will illustrate this with examples from our work with the United Nations.
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 ;)
This is Service Design Thinking @ UXCamp CPH 4-2014Jakob Schneider
This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that brilliantly organized event.
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
Designing to shift Enterprise Ecosystems - Global Service Design Conference 2...Milan Guenther (eda.c)
Designing great services and offerings is the essential promise of Service Design, but bringing services to life involves making them part of much larger experiences. This means transforming the way businesses work, and realigning the various moving parts of enterprise ecosystems. The complex and volatile nature of such systems quickly becomes overwhelming, with brands, processes, culture, technology or touchpoints being just tiny parts of the puzzle. In this short talk we are going to advocate for the integration of Business Architecture approaches to model potential futures, as a means to put a Service Design initiative into action. We will illustrate this with examples from our work with the United Nations.
Each interaction between staff and customer is important. But what is the monetary value of this? If you new how much this was worth, would you pay more attention to your staff so that they could give right message along with making a good impression?
Smart Business Design In The Age of The Internet of ThingsHarbor Research
Are The Blind Leading The Vision-Impaired?
As networks have invaded the “physical” world, designers and engineers are seeing the growing values that come from communications within and between sensors and machines. Electronic, mechanical and other related subsystems that used to have unique interfaces and components are now becoming standardized. Efficient support of products and equipment is only the first benefit of this trend.
The convergence of collaborative systems and machine communications will enable entirely new modes of services delivery and customer interactions. This implies a total paradigm shift. The depth of this shift has begun to suggest itself, but it is by no means accomplished.
The implications are enormous. No product development organization will be able to ignore these forces, nor will their suppliers. Product and service design will increasingly be influenced by the use of common components and subsystems. Vertically defined, stand-alone product and application markets will become part of a larger “horizontal” set of standards for hardware, software and communications.
As it becomes easier and easier to design and develop smart systems, competitive differentiation will shift away from unique, vertically focused product features. The new focus will be on how the product is actually used -- how it fosters interactions between and among users in a networked context. All of these trends lead us to the simple question...
Service design organizes business from the customer's perspectiveJ.Margus Klaar
Service design is a process whereby business or public service focus first on the customer, and thereafter organize to meet the customers needs in a manner that the customer understands and finds logical. No stupid rules.
With all the talk about mobile and the internet of things, the next last frontier of user experience is something that has been there all along: enterprise. Most designers avoid it, but it’s the biggest opportunity for most designers. Your company should be investing in it because your competitors are, and recognizing the return on investment includes a more efficient workforce. Patrick Neeman will discuss why companies are paying attention and uncover opportunities in enterprise that user experience professionals should pay attention to over the next five years.
Strategy, Business models & Service designJoel Sandén
My slides from a 2 part lecture at Halmstad University about business strategy and how changing customer behaviours and social changes has paved the way for service design and a new kind of focus on the customer.
12 Powerful Business Canvas To Think, Plan and Action Your Business Model, Sa...Ishwar Jha
Canvas helps paint beautifully your imagination for the world to cherish. Here and now, presented to you a list of beautifully articulated blank canvasses that you can work for painting your life, career, business, marketing, sales, content and everything else on a canvas.
Your mind is the canvas of which you are the artist. Use these canvasses to draw the masterpiece for achieving your goals, dreams and desires…
This is Marc Stickdorn’s key talk from Service Experience Camp 2016 on lean, agile, design thinking and service design, held on Day 2 on the big stage.
Fjord Service Design Academy: A business case for transformative servicesFjord
Nancy Birkhölzer and Melanie Wendland from Fjord’s Service Design Academy delivered a keynote at the Service Design Conference organized by the German chapter of the International Service Design Network. Theme of the conference was Creating value(s): Transforming business, society and individual behavior through Service Design.
Strategising with Service as Business Logic / Service Design DrinksService Design Berlin
Service design is en vogue. These days even the most hesitating companies engage in little experiments with the ‘new discipline’. A myriad of methods and tools are taught and trained. ‘Mindsets’ we say have to be developed; philosophies shaped … And yet: Service designers still have a hard time legitimizing their ways of working to all these people in organization who do not seem to ‘get it.’ It still is hard to get really holistic service systems to work. When it comes to implementation, great experience concepts often face resistance not only from operations but also due to a lack of strategic direction. The problem is: When reasoning with top management, service designers are rarely on eye-level. This is not only because of current power structures but also because our notions of service design conceptualize the young field in a rather narrow way. Honestly, most predominant ideas of service design aren’t strategic at all.
The HPI research fellow Jan Schmiedgen gave a glimpse into Service-Dominant Logic, an admittedly abstract but extremely handy theory of service, which provides you with a strategic lens on how to run your business, (re)define your market and even your industry boundaries. Amongst scholars Service-Dominant Logic is already perceived as a new marketing paradigm; a lens to view all economic activity in the world. For you as serve designers it might be a good foundation to base your strategic conversations with top-management on. If you really want to make ‘service thinking’ central to all our business activities, there is no getting around Service-Dominant Logic.
The talk took place at the epicenter of the Berlin tech community – Factory Berlin in Mitte.
Factory is the first and largest startup campus in Germany. With over 16,000 square meters of office space, Factory brings best in class technology businesses together with early stage startups and talents by providing an outstanding work environment, a curated community of founders and quality events.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
Business Origami - UX Week 2011 WorkshopJess McMullin
Originally presented at UX Week 2011. Business Origami is a method invented by the Hitachi Design Center. Since I only learned about it over dinner conversation, all method how-to & details have been added by myself and any faults here are my own.
Here's the workshop description:
Business origami is a simple, powerful method for modelling services and systems that you can learn to use quickly and get great results in your own design projects. The simplicity is on the surface. Business origami uses stylized paper cutouts to represent the different parts of a system: the people, the locations, and channels used as well as the specific touchpoints and interactions of individual scenarios. These cutouts are arranged on a horizontal whiteboard, which allows participants to show relationships in the system, including different venues, the flow from one area to another, and the value exchanged at each interaction.
The power comes from participation. Business origami shines in a codesign workshop setting. Since it offers direct, hands-on tokens it’s easy for everyone to contribute instead of requiring skill with diagramming software or flowchart conventions. By involving a cross-section of business representatives, users, and members of the design team you can quickly capture models of current experiences and then explore opportunities for improvement or create entirely new designs. Because the model is immediate and tangible it creates a shared visual reference that builds common understanding, unifying the team and the vision for the project.
This participation increases buy-in, creates common ground, and helps you facilitate a successful solution. The sessions themselves are powerful experiences for participants, but you can also use business origami models to document journey maps, scenarios, service blueprints and other downstream design deliverables.
In this session with Jess McMullin you’ll learn the fundamentals of service design (so we’re on the same page), participate in a modeling exercise yourself for current and future systems, and then analyze that model to document new opportunities. We’ll also share tips and tricks that make for successful business origami sessions and discuss how this method fits neatly into your current design process, whether you’re consciously doing cross-channel design or not.
Using Business Architecture to enable customer experience and digital strategyCraig Martin
Digital disruption is shifting business model design from a focus on product profitability to a stronger focus on customer experience and lifetime value.
The presentation looks at environmental pressures caused by digital disruption and identifies how to use business architecture and business design to address these changes.
It covers business architecture for digital strategy, customer-driven value chains, re-writing of the 4Ps of the marketing mix, and the nine laws of disruption and how they affect business model design.Craig also investigates the changes afoot with strategic business planning and Enterprise Architecture, which are experiencing their own form of disruption. Will Enterprise Architecture as we know it become a commodity too?
This presentation was delivered as an OpenGroup webinar and is available for viewing from the www.enterprisearchitects.com web site.
Each interaction between staff and customer is important. But what is the monetary value of this? If you new how much this was worth, would you pay more attention to your staff so that they could give right message along with making a good impression?
Smart Business Design In The Age of The Internet of ThingsHarbor Research
Are The Blind Leading The Vision-Impaired?
As networks have invaded the “physical” world, designers and engineers are seeing the growing values that come from communications within and between sensors and machines. Electronic, mechanical and other related subsystems that used to have unique interfaces and components are now becoming standardized. Efficient support of products and equipment is only the first benefit of this trend.
The convergence of collaborative systems and machine communications will enable entirely new modes of services delivery and customer interactions. This implies a total paradigm shift. The depth of this shift has begun to suggest itself, but it is by no means accomplished.
The implications are enormous. No product development organization will be able to ignore these forces, nor will their suppliers. Product and service design will increasingly be influenced by the use of common components and subsystems. Vertically defined, stand-alone product and application markets will become part of a larger “horizontal” set of standards for hardware, software and communications.
As it becomes easier and easier to design and develop smart systems, competitive differentiation will shift away from unique, vertically focused product features. The new focus will be on how the product is actually used -- how it fosters interactions between and among users in a networked context. All of these trends lead us to the simple question...
Service design organizes business from the customer's perspectiveJ.Margus Klaar
Service design is a process whereby business or public service focus first on the customer, and thereafter organize to meet the customers needs in a manner that the customer understands and finds logical. No stupid rules.
With all the talk about mobile and the internet of things, the next last frontier of user experience is something that has been there all along: enterprise. Most designers avoid it, but it’s the biggest opportunity for most designers. Your company should be investing in it because your competitors are, and recognizing the return on investment includes a more efficient workforce. Patrick Neeman will discuss why companies are paying attention and uncover opportunities in enterprise that user experience professionals should pay attention to over the next five years.
Strategy, Business models & Service designJoel Sandén
My slides from a 2 part lecture at Halmstad University about business strategy and how changing customer behaviours and social changes has paved the way for service design and a new kind of focus on the customer.
12 Powerful Business Canvas To Think, Plan and Action Your Business Model, Sa...Ishwar Jha
Canvas helps paint beautifully your imagination for the world to cherish. Here and now, presented to you a list of beautifully articulated blank canvasses that you can work for painting your life, career, business, marketing, sales, content and everything else on a canvas.
Your mind is the canvas of which you are the artist. Use these canvasses to draw the masterpiece for achieving your goals, dreams and desires…
This is Marc Stickdorn’s key talk from Service Experience Camp 2016 on lean, agile, design thinking and service design, held on Day 2 on the big stage.
Fjord Service Design Academy: A business case for transformative servicesFjord
Nancy Birkhölzer and Melanie Wendland from Fjord’s Service Design Academy delivered a keynote at the Service Design Conference organized by the German chapter of the International Service Design Network. Theme of the conference was Creating value(s): Transforming business, society and individual behavior through Service Design.
Strategising with Service as Business Logic / Service Design DrinksService Design Berlin
Service design is en vogue. These days even the most hesitating companies engage in little experiments with the ‘new discipline’. A myriad of methods and tools are taught and trained. ‘Mindsets’ we say have to be developed; philosophies shaped … And yet: Service designers still have a hard time legitimizing their ways of working to all these people in organization who do not seem to ‘get it.’ It still is hard to get really holistic service systems to work. When it comes to implementation, great experience concepts often face resistance not only from operations but also due to a lack of strategic direction. The problem is: When reasoning with top management, service designers are rarely on eye-level. This is not only because of current power structures but also because our notions of service design conceptualize the young field in a rather narrow way. Honestly, most predominant ideas of service design aren’t strategic at all.
The HPI research fellow Jan Schmiedgen gave a glimpse into Service-Dominant Logic, an admittedly abstract but extremely handy theory of service, which provides you with a strategic lens on how to run your business, (re)define your market and even your industry boundaries. Amongst scholars Service-Dominant Logic is already perceived as a new marketing paradigm; a lens to view all economic activity in the world. For you as serve designers it might be a good foundation to base your strategic conversations with top-management on. If you really want to make ‘service thinking’ central to all our business activities, there is no getting around Service-Dominant Logic.
The talk took place at the epicenter of the Berlin tech community – Factory Berlin in Mitte.
Factory is the first and largest startup campus in Germany. With over 16,000 square meters of office space, Factory brings best in class technology businesses together with early stage startups and talents by providing an outstanding work environment, a curated community of founders and quality events.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
Business Origami - UX Week 2011 WorkshopJess McMullin
Originally presented at UX Week 2011. Business Origami is a method invented by the Hitachi Design Center. Since I only learned about it over dinner conversation, all method how-to & details have been added by myself and any faults here are my own.
Here's the workshop description:
Business origami is a simple, powerful method for modelling services and systems that you can learn to use quickly and get great results in your own design projects. The simplicity is on the surface. Business origami uses stylized paper cutouts to represent the different parts of a system: the people, the locations, and channels used as well as the specific touchpoints and interactions of individual scenarios. These cutouts are arranged on a horizontal whiteboard, which allows participants to show relationships in the system, including different venues, the flow from one area to another, and the value exchanged at each interaction.
The power comes from participation. Business origami shines in a codesign workshop setting. Since it offers direct, hands-on tokens it’s easy for everyone to contribute instead of requiring skill with diagramming software or flowchart conventions. By involving a cross-section of business representatives, users, and members of the design team you can quickly capture models of current experiences and then explore opportunities for improvement or create entirely new designs. Because the model is immediate and tangible it creates a shared visual reference that builds common understanding, unifying the team and the vision for the project.
This participation increases buy-in, creates common ground, and helps you facilitate a successful solution. The sessions themselves are powerful experiences for participants, but you can also use business origami models to document journey maps, scenarios, service blueprints and other downstream design deliverables.
In this session with Jess McMullin you’ll learn the fundamentals of service design (so we’re on the same page), participate in a modeling exercise yourself for current and future systems, and then analyze that model to document new opportunities. We’ll also share tips and tricks that make for successful business origami sessions and discuss how this method fits neatly into your current design process, whether you’re consciously doing cross-channel design or not.
Using Business Architecture to enable customer experience and digital strategyCraig Martin
Digital disruption is shifting business model design from a focus on product profitability to a stronger focus on customer experience and lifetime value.
The presentation looks at environmental pressures caused by digital disruption and identifies how to use business architecture and business design to address these changes.
It covers business architecture for digital strategy, customer-driven value chains, re-writing of the 4Ps of the marketing mix, and the nine laws of disruption and how they affect business model design.Craig also investigates the changes afoot with strategic business planning and Enterprise Architecture, which are experiencing their own form of disruption. Will Enterprise Architecture as we know it become a commodity too?
This presentation was delivered as an OpenGroup webinar and is available for viewing from the www.enterprisearchitects.com web site.
What is transmedia storytelling and what can service designers learn from it storytelling. This presentation proposes a concept of transmedia service design as a way to create culturally ubiquitous experiences.
CSC Presentation: 3 Secrets to Future Proofing Your BusinessThe Digital Insurer
Andrew Dart presented this at IDC's Conference in Singapore in September 2014 on Future Proofing you Business. the Digital Insurer was pleased to moderate a panel discussion that included Andrew (CSC), Cyrus (IDC Insights) and Oscar (Zurich Insurance) -see our web blog for more information.
The panel discussion is summarised at www.the-digital-insurer.com/future-proofing-panel-discussion-idc-conference/
I AM A DESIGNER WHO LOVES POWERPOINT.
A versatile PowerPoint and presentation designer, graphic designer and project manager with 15+ years' experience, specialising in PowerPoint with creative design skills (templates, pitch work and presentations).
-----------------
I LOVE POWERPOINT SO YOU DON'T HAVE TO.
Architecture behaves just like a product in the marketplace. It is vital to understand design in a business context and how it is perceived by the end-user.
Presentation given at ArchEx AIA conference, Richmond, Va. November 2018
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.
Keynote - Strategy Execution in a Digital World Robin Speculand
Yesterday’s success no longer guarantees tomorrow’s results. Digitalization is dramatically transforming the way businesses operate today.
Sharing practical stories and examples, presenter Robin Speculand outlines best practices used by early adopters. He also explains why not every organization needs to be digitally driven immediately by examining strategy cadence and how digital execution differs from past strategy executions.
Marketers wear glasses not ties - IMD 1st General Management Week 2014Relax In The Air
The 1st General Management Week hosts senior executives of areas of general management promoting a high level of interaction with the MBA Candidates at the IMD Business School.
MC Casal enabled a future general manager, who does not have a marketing background, to ask critical questions and hold an intelligent conversation with marketing executives.
Her talk made sure the future managers are aware of key global trends in marketing like Lean and Digital Transformation.
SDN London 2016: The Proof is in your peopleJames Samperi
A retrospective on the 6 year programme of work delivered by Engine and Virgin Media to create a distinctly Virgin Service across all customer facing channels. Presented at the London Service Design Conference 2016
As designers, your approach needs to be holistic. You need to cover the entire spectrum of UX design. Site-maps, wireframes, mocked screen designs and layouts are but a few of the most recognised deliverables of UX. However, it does not mean that you are implementing a user-centric design approach with only these outputs. UX must be applied from concept to delivery – from identifying users’ needs and goals, all the way to validation and testing.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Competition and Regulation in Professional Services – KLEINER – June 2024 OEC...
8/21 Keynote Speech 1
1. When service design thinking meets technology
Human-centered service and business model
Marc Stickdorn
2014
2. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
3. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping in your customer’s shoes.”
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
5. PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
6. The story of Jake and his old TV set …
A TV set is a product, right?
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
7. JAKE
1 That old TV set
busts out
1
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
8. JAKE
2 Reading advertisements
in print media
1 2
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
9. JAKE
3 Searching offers
online
2 31
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
10. JAKE
4 Reading
online reviews
42 31
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
11. 42 3
JAKE
5 Collecting information
in store
5
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
12. 43 5
JAKE
6 Comparing prices
on mobile device
6
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
13. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
14. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
15. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
16. 7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
17. 8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
18. 9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
19. 10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
20. 11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
21. 42 3 5
11 12 13 14
6 7 8 9 10
1
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
22. THE CUSTOMER JOURNEY OF
Old thinking: Moment of sale = service
P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D
service period
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
23. THE CUSTOMER JOURNEY OF
New thinking: End-to-end experience
P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D
P R E - S E R V I C E P E R I O D P O S T - S E R V I C E P E R I O D
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
24. And this is just a high-level perspective …
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
25. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
26. A SWIMLANE DIAGRAM FOR
Understanding channels
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
27. A SWIMLANE DIAGRAM FOR
Understanding channels
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
29. A SWIMLANE DIAGRAM FOR &
Understanding channels
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
30. 16 17 18
JAKE
21
KLAUS
3
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
31. 16 17 18
JAKE
21
KLAUS
3
social media
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
32. POSITIVE social media
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
33. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
34. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
35. POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
36. NEGATIVE social media
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
37. Dave Carroll – United breaks guitars
14.000.000+
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
38. Dave Carroll – United breaks guitars
14.000.000+
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
39. CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
40. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
41. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
42. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
43. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
44. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
45. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
46. 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
JAKE
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
47. 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
JAKEKLAUS
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
48. 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 service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
49. 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
Where do you measure
customer satisfaction?
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
50. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
51. When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
52. When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
53. When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
54. MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
60. A D V E R T I S E M E N T S
ADVERTISEMENTS
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
61. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
62. 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)
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
64. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
65. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
67. “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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
68. “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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
69. CA B
A SERVICE
ECOSYSTEM
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
76. Service Design is not new.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
77. 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.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
80. Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
81. Service design is inter-disciplinary.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
82. Every discipline has its language.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
83. Service design thinking is a common language.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
84. Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
85. Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
87. TOOLS
Exploration Creation/Reflection Implementation
REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME
OF ALL THESE
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
100. 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
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
110. #servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
111. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
114. 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
START HERE!
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
115. THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
116. THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
117. THE CONCEPTS PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
119. A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATIONPROTOTYPING
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
120. When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
121. When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model
122. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATIONPROTOTYPING
When service design thinking meets technology
Marc Stickdorn 2014 Human-centered service and business model