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Service Design Thinking Marc Stickdorn 2013
109

Service Design Thinking

Aug 11, 2014

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Marc Stickdorn

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
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This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Service Design Thinking

Service Design Thinking

Marc Stickdorn2013

Page 2: Service Design Thinking

My name is Marc Stickdorn.

Hi!

Service Design Thinking

Marc Stickdorn 2013

Page 3: Service Design Thinking

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

Page 4: Service Design Thinking

TASKYes, please.

Service Design Thinking

Marc Stickdorn 2013

Page 5: Service Design Thinking

TASK RecAp

What is the “product” in tourism?

Service Design Thinking

Marc Stickdorn 2013

Page 6: Service Design Thinking

A CuStoMer journeyfRoM THe peRSonA peRSpecTive

Service Design Thinking

Marc Stickdorn 2013

Page 7: Service Design Thinking

A CuStoMer journeyfRoM THe peRSonA peRSpecTive

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

Service Design Thinking

Marc Stickdorn 2013

Page 8: Service Design Thinking

peRSonAJakob

28Male German

“Don’t believe the hype!”

Service Design Thinking

Marc Stickdorn 2013

Page 9: Service Design Thinking

peRSonAJakob

28Male German

“Don’t believe the hype!”

user/customer stereotypes based on research

Service Design Thinking

Marc Stickdorn 2013

Page 10: Service Design Thinking

JAKe

1

1 reading a travel magazine

Service Design Thinking

Marc Stickdorn 2013

Page 11: Service Design Thinking

JAKe

2 Going to a travel agency

1 2

Service Design Thinking

Marc Stickdorn 2013

Page 12: Service Design Thinking

JAKe

3 reading online reviews

1 2 3

Service Design Thinking

Marc Stickdorn 2013

Page 13: Service Design Thinking

JAKe

4 Booking online

1 2 3 4

Service Design Thinking

Marc Stickdorn 2013

Page 14: Service Design Thinking

1 2 3 4

JAKe

5 Dreaming of holidays while at work

5

Service Design Thinking

Marc Stickdorn 2013

Page 15: Service Design Thinking

2 3 4

JAKe

6 Packing bags

5 6

Service Design Thinking

Marc Stickdorn 2013

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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

Marc Stickdorn 2013

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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

Marc Stickdorn 2013

Page 18: Service Design Thinking

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

Marc Stickdorn 2013

Page 19: Service Design Thinking

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

Marc Stickdorn 2013

Page 20: Service Design Thinking

7

JAKe

11 In-flight experience

8 9 10 11

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 21: Service Design Thinking

8

JAKe

12 Arrival at destination

9 10 11 12

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 22: Service Design Thinking

9

JAKe

13 transfer to accomodation

10 11 12 13

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 23: Service Design Thinking

10

JAKe

14 Staying at the hotel

11 12 13 14

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 24: Service Design Thinking

11

JAKe

15 Attending a diving school

12 13 14 15

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 25: Service Design Thinking

12

JAKe

16 Dinging at local restaurant

13 14 15 16

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 26: Service Design Thinking

13

JAKe

17 Flying back home

14 15 16 17

S e R v i c e

Service Design Thinking

Marc Stickdorn 2013

Page 27: Service Design Thinking

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

Service Design Thinking

Marc Stickdorn 2013

Page 28: Service Design Thinking

4 51 2 3

9 106 7 8

14 1511 12 13

16 17 18

Service Design Thinking

Marc Stickdorn 2013

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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

Service Design Thinking

Marc Stickdorn 2013

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inTRoDucinGKLAuS

Cool!

Service Design Thinking

Marc Stickdorn 2013

Page 31: Service Design Thinking

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

Page 32: Service Design Thinking

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

Page 33: Service Design Thinking

poSiTive social media

Service Design Thinking

Marc Stickdorn 2013

Page 34: Service Design Thinking

poSiTive social media

joshie, the giraffeService Design Thinking

Marc Stickdorn 2013

Page 35: Service Design Thinking

poSiTive social media

joshie, the giraffe

Service Design Thinking

Marc Stickdorn 2013

Page 36: Service Design Thinking

poSiTive social media

Images: www.huffingtonpost.com

Service Design Thinking

Marc Stickdorn 2013

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neGATive social media

Service Design Thinking

Marc Stickdorn 2013

Page 38: Service Design Thinking

13.000.000+

Dave Carroll – united breaks guitars

Service Design Thinking

Marc Stickdorn 2013

Page 39: Service Design Thinking

Dave Carroll – united breaks guitars

13.000.000+Service Design Thinking

Marc Stickdorn 2013

Page 40: Service Design Thinking

cuSToMeR SATiSfAcTion

exPeCtAtIonS VS. exPerIenCeS

Service Design Thinking

Marc Stickdorn 2013

Page 41: Service Design Thinking

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

Page 42: Service Design Thinking

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

Page 43: Service Design Thinking

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

Page 44: Service Design Thinking

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

Page 45: Service Design Thinking

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

Page 46: Service Design Thinking

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

Page 47: Service Design Thinking

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

Page 48: Service Design Thinking

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

Page 49: Service Design Thinking

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

Page 50: Service Design Thinking

MARKeTinG SHifTS fRoM ADveRTiSeMenTS To expeRienceS

Service Design Thinking

Marc Stickdorn 2013

Page 51: Service Design Thinking

#servicedesign

Service Design Thinking

Marc Stickdorn 2013

Page 52: Service Design Thinking

#servicedesign

Service Design Thinking

Marc Stickdorn 2013

Page 53: Service Design Thinking

SeRvice-DoMinAnT LoGic

Service Design Thinking

Marc Stickdorn 2013

Page 54: Service Design Thinking

SeRvice-DoMinAnT LoGic

Product or service?

Service Design Thinking

Marc Stickdorn 2013

Page 55: Service Design Thinking

SeRvice DoMinAnT LoGic

Der Service hinter dem Produkt AnrufbeantworterTHe SeRvice BeHinD THe pRoDucT

Service Design Thinking

Marc Stickdorn 2013

Page 56: Service Design Thinking

Value-in-exchange

GooDS-DoMinAnT LoGic

Service Design Thinking

Marc Stickdorn 2013

Page 57: Service Design Thinking

Value-in-exchange Value-in-use

SeRvice-DoMinAnT LoGic

Service Design Thinking

Marc Stickdorn 2013

Page 58: Service Design Thinking

Value co-creation

SeRvice-DoMinAnT LoGic

Service Design Thinking

Marc Stickdorn 2013

Page 59: Service Design Thinking

“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

Page 60: Service Design Thinking

“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

Page 61: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

Service Design Thinking

Marc Stickdorn 2013

Page 62: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuS

Service Design Thinking

Marc Stickdorn 2013

Page 63: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuS

AGenc

Service Design Thinking

Marc Stickdorn 2013

Page 64: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

AGencTRAnS

Service Design Thinking

Marc Stickdorn 2013

Page 65: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

Service Design Thinking

Marc Stickdorn 2013

Page 66: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

ReST

Rev

DivinGService Design Thinking

Marc Stickdorn 2013

Page 67: Service Design Thinking

THe TouRiSM eco- SYSTeM

HoTeL

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

Page 68: Service Design Thinking

THe TouRiSM eco- SYSTeM

HoTeL

eMpLoYeeS

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

Page 69: Service Design Thinking

THe TouRiSM eco- SYSTeM

HoTeL

eMpLoYeeS

MAinTenAnce

RooM SeRvice

LAunDRYKiTcHen

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

Page 70: Service Design Thinking

THe TouRiSM eco- SYSTeM

HoTeL

eMpLoYeeS

SHAReHoLDeRS SuppLieRS

MAinTenAnce

RooM SeRvice

LAunDRYKiTcHen

AuTHoRiTieS

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

Page 71: Service Design Thinking

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

Page 72: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

ReST

Rev

DivinGService Design Thinking

Marc Stickdorn 2013

Page 73: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

ReST

Rev

DivinGService Design Thinking

Marc Stickdorn 2013

Page 74: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

ReST

Rev

DivinGService Design Thinking

Marc Stickdorn 2013

Page 75: Service Design Thinking

CA B

THe TouRiSM eco- SYSTeM

JAKe

KLAuSAiRLin

HoTeL

AGencTRAnS

ReST

Rev

DivinGService Design Thinking

Marc Stickdorn 2013

Page 76: Service Design Thinking

#servicedesign

Service Design Thinking

Marc Stickdorn 2013

Page 77: Service Design Thinking

Service Design is not new.

Service Design Thinking

Marc Stickdorn 2013

Page 78: Service Design Thinking

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

Page 79: Service Design Thinking

iT

SALeS

DeSiGn

MARKeTinG

Service Design Thinking

Marc Stickdorn 2013

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Service design is inter-disciplinary.

iT MARKeTeRMAnAGeR

SALeS DeveLopeRpSYcHoLoGiST

DeSiGn

DeSiGneR

MARKeTinG

Service Design Thinking

Marc Stickdorn 2013

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Service design is inter-disciplinary.

Service Design Thinking

Marc Stickdorn 2013

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every discipline has its language.

Service Design Thinking

Marc Stickdorn 2013

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Service design thinking is a common language.

Service Design Thinking

Marc Stickdorn 2013

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Service design thinking is an iterative process.

REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexpLoRATion cReATion RefLecTion iMpLeMenTATionREFLECTION IMPLEMENTATIONEXPLORATION CREATION

Service Design Thinking

Marc Stickdorn 2013

Page 85: Service Design Thinking

Service design thinking is an iterative process.

The Squiggle by Damien newman

from Central Inc.

Service Design Thinking

Marc Stickdorn 2013

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SeRvice DeSiGn

THinKinGDOINGService Design Thinking

Marc Stickdorn 2013

Page 87: Service Design Thinking

TooLSJUST SOME

OF ALL THESE

Service Design Thinking

Marc Stickdorn 2013

Page 88: Service Design Thinking

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

Page 89: Service Design Thinking

exploration Creation/Reflection Implementation

SeLf-expLoRATion

Image: Shutterstock / Kzenon

Service Design Thinking

Marc Stickdorn 2013

Page 90: Service Design Thinking

exploration Creation/Reflection Implementation

oBSeRvATion

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/Reflection Implementation

conTexTuAL inTeRviewS

Service Design Thinking

Marc Stickdorn 2013

Page 92: Service Design Thinking

exploration Creation/Reflection Implementation

MoBiLe eTHnoGRApHY

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

peRSonAS

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

cuSToMeR JouRneY MApS

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

STAKeHoLDeR MApS

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

vALue neTwoRK MApS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/reflection Implementation

SeRvice pRoToTYpeS

Service Design Thinking

Marc Stickdorn 2013

Page 98: Service Design Thinking

Exploration Creation/reflection Implementation

SeRvice ADveRTiSeMenTS

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

BuSineSS MoDeL innovATion

Service Design Thinking

Marc Stickdorn 2013

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exploration Creation/reflection Implementation

THeATRicAL TooLS

Service Design Thinking

Marc Stickdorn 2013

Page 101: Service Design Thinking

#servicedesign

Service Design Thinking

Marc Stickdorn 2013

Page 102: Service Design Thinking

5 BASic pRincipLeS

Service Design Thinking

Marc Stickdorn 2013

Page 103: Service Design Thinking

1 uSeR-cenTReD

Service Design Thinking

Marc Stickdorn 2013

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2 co-cReATive

Service Design Thinking

Marc Stickdorn 2013

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3 SeQuencinG

Service Design Thinking

Marc Stickdorn 2013

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4 eviDencinG

Service Design Thinking

Marc Stickdorn 2013

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5 HoLiSTic

Service Design Thinking

Marc Stickdorn 2013

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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

Page 109: Service Design Thinking

Marc Stickdorn

@MrStickdorn [email protected]

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

THAnK You.

Service Design Thinking

Marc Stickdorn 2013