Service Design Thinking
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Service Design Thinking
Marc Stickdorn2013
My name is Marc Stickdorn.
Hi!
Service Design Thinking
Marc Stickdorn 2013
1. Say “Hi!” to your neighbour.
2. Summarize your last holiday in one minute.
Hi!TASK
What? Right now?
Service Design Thinking
Marc Stickdorn 2013
TASKYes, please.
Service Design Thinking
Marc Stickdorn 2013
TASK RecAp
What is the “product” in tourism?
Service Design Thinking
Marc Stickdorn 2013
A CuStoMer journeyfRoM THe peRSonA peRSpecTive
Service Design Thinking
Marc Stickdorn 2013
A CuStoMer journeyfRoM THe peRSonA peRSpecTive
… or as some might call it: “slipping in your customer’s shoes.”
Service Design Thinking
Marc Stickdorn 2013
peRSonAJakob
28Male German
“Don’t believe the hype!”
Service Design Thinking
Marc Stickdorn 2013
peRSonAJakob
28Male German
“Don’t believe the hype!”
user/customer stereotypes based on research
Service Design Thinking
Marc Stickdorn 2013
JAKe
1
1 reading a travel magazine
Service Design Thinking
Marc Stickdorn 2013
JAKe
2 Going to a travel agency
1 2
Service Design Thinking
Marc Stickdorn 2013
JAKe
3 reading online reviews
1 2 3
Service Design Thinking
Marc Stickdorn 2013
JAKe
4 Booking online
1 2 3 4
Service Design Thinking
Marc Stickdorn 2013
1 2 3 4
JAKe
5 Dreaming of holidays while at work
5
Service Design Thinking
Marc Stickdorn 2013
2 3 4
JAKe
6 Packing bags
5 6
Service Design Thinking
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3 4
JAKe
7
5 6 7
Check-in process with long line
p R e - S e R v i c e p e R i o D
Service Design Thinking
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4
JAKe
8 Checking in, baggage drop-off
5 6 7 8
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
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5
JAKe
9 Passing security check
6 7 8 9
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
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6
JAKe
10 Boarding
7 8 9 10
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
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7
JAKe
11 In-flight experience
8 9 10 11
S e R v i c e
Service Design Thinking
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8
JAKe
12 Arrival at destination
9 10 11 12
S e R v i c e
Service Design Thinking
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9
JAKe
13 transfer to accomodation
10 11 12 13
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
10
JAKe
14 Staying at the hotel
11 12 13 14
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
11
JAKe
15 Attending a diving school
12 13 14 15
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
12
JAKe
16 Dinging at local restaurant
13 14 15 16
S e R v i c e
Service Design Thinking
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13
JAKe
17 Flying back home
14 15 16 17
S e R v i c e
Service Design Thinking
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14
JAKe
18 Posting online reviews
15 16 17 18
S e R v i c e p o S T - S e R v i c e
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4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
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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
post-service period
THe cuSToMeR JouRneY of
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Marc Stickdorn 2013
inTRoDucinGKLAuS
Cool!
Service Design Thinking
Marc Stickdorn 2013
16 17 18
JAKe
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 o S T - S e R v i c e
21
KLAuS
3
Service Design Thinking
Marc Stickdorn 2013
16 17 18
JAKe
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 o S T - S e R v i c e
21
KLAuS
3
social mediaService Design Thinking
Marc Stickdorn 2013
poSiTive social media
Service Design Thinking
Marc Stickdorn 2013
poSiTive social media
joshie, the giraffeService Design Thinking
Marc Stickdorn 2013
poSiTive social media
joshie, the giraffe
Service Design Thinking
Marc Stickdorn 2013
poSiTive social media
Images: www.huffingtonpost.com
Service Design Thinking
Marc Stickdorn 2013
neGATive social media
Service Design Thinking
Marc Stickdorn 2013
13.000.000+
Dave Carroll – united breaks guitars
Service Design Thinking
Marc Stickdorn 2013
Dave Carroll – united breaks guitars
13.000.000+Service Design Thinking
Marc Stickdorn 2013
cuSToMeR SATiSfAcTion
exPeCtAtIonS VS. exPerIenCeS
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Service Design Thinking
Marc Stickdorn 2013
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
Der Service hinter dem Produkt AnrufbeantworterTHe SeRvice BeHinD THe pRoDucT
Service Design Thinking
Marc Stickdorn 2013
Value-in-exchange
GooDS-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
Value-in-exchange Value-in-use
SeRvice-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
Value co-creation
SeRvice-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
“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
THinK in SeRviceS
Service Design Thinking
Marc Stickdorn 2013
“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
THinK in SeRvice ecoSYSTeMS
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuS
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuS
AGenc
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
AGencTRAnS
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
THe TouRiSM eco- SYSTeM
HoTeL
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
MAinTenAnce
RooM SeRvice
LAunDRYKiTcHen
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
SHAReHoLDeRS SuppLieRS
MAinTenAnce
RooM SeRvice
LAunDRYKiTcHen
AuTHoRiTieS
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
KLAUS
AGENC
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
SHAReHoLDeRS SuppLieRS
AuTHoRiTieS
coMMuniTY
MAinTenAnce
RooM SeRvice
LAunDRY
MARKeTinG
SALeS
KiTcHen
eTc …
Service Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
#servicedesign
Service Design Thinking
Marc Stickdorn 2013
Service Design is not new.
Service Design Thinking
Marc Stickdorn 2013
Corporate communications Infrastructure usability
Look and feeltechnical supportCustomer relationship management
Customer support
Point-of-Sales
MARKeTinG iT DeSiGn SALeS
Service Design is not new.
Service Design Thinking
Marc Stickdorn 2013
iT
SALeS
DeSiGn
MARKeTinG
Service Design Thinking
Marc Stickdorn 2013
Service design is inter-disciplinary.
iT MARKeTeRMAnAGeR
SALeS DeveLopeRpSYcHoLoGiST
DeSiGn
DeSiGneR
MARKeTinG
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.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexpLoRATion cReATion RefLecTion iMpLeMenTATionREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Marc Stickdorn 2013
Service design thinking is an iterative process.
The Squiggle by Damien newman
from Central Inc.
Service Design Thinking
Marc Stickdorn 2013
SeRvice DeSiGn
THinKinGDOINGService Design Thinking
Marc Stickdorn 2013
TooLSJUST SOME
OF ALL THESE
Service Design Thinking
Marc Stickdorn 2013
TooLS
exploration Creation/reflection ImplementationREFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME OF ALL THESE
Service Design Thinking
Marc Stickdorn 2013
exploration Creation/Reflection Implementation
SeLf-expLoRATion
Image: Shutterstock / Kzenon
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
#servicedesign
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
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
Service Design Thinking
Marc Stickdorn 2013
Marc Stickdorn
@MrStickdorn marc@smaply.com
www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com
THAnK You.
Service Design Thinking
Marc Stickdorn 2013
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