Service Design Thinking UX Camp København Jakob Schneider 2014
Aug 11, 2014
Service Design Thinking
UX Camp København
Jakob Schneider
2014
UX Camp CPH
Co-Editor / Co-Author Visual Designer
Creative Director Partner
Co-Founder Lead Designer
Co-Founder Lead Designer
Jakob Schneider
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
DESIGN THINKINGSERVICE DESIGN
CUSTOMER EXPERIENCESERVICE MARKETING
NEW MARKETINGHUMAN-CENTERED DESIGN
SERVICE DESIGN THINKING
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
DISCOVER DEFINE DEVELOP DELIVER
The Double diamond as described by the
British Design Council
Service design thinking is an iterative process.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
… or as some might call it: “slipping in your customer’s shoes.”
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
PERSONAJake
30Male German
“Don’t believe the hype!”
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
PERSONA
“Don’t believe the hype!”
User/customer stereotypes based on research
Jake
30Male German
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
1
1 Reading a travel magazine
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
2 Going to a travel agency
1 2
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
3 Reading online reviews
1 2 3
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
4 Booking online
1 2 3 4
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
2 3 4
JAKE
5 Dreaming of holidays while at work
5
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
3 4
JAKE
6 Packing bags
5 6
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
JAKE
11 In-flight experience
8 9 10 11
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
12 Arrival at destination
9 10 11 12
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
13 Transfer to accomodation
10 11 12 13
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
14 Staying at the hotel
11 12 13 14
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
15 Attending a diving school
12 13 14 15
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
16 Dinging at local restaurant
13 14 15 16
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
JAKE
17 Flying back home
14 15 16 17
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
INTRODUCINGKLAUS
Cool!
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
POSITIVE social media
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
NEGATIVE social media
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH13.000.000+
Dave Carroll – United breaks guitars
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Dave Carroll – United breaks guitars
13.000.000+Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES
This is where UX comes in, right?
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE-DOMINANT LOGIC
Product or service?
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCT
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Value co-creation
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
MOMENT OF SALEUSING A DIGITAL SERVICE
A D V E R T I S E M E N T S S A L E S
moment of sale
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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)
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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)
USING A DIGITAL SERVICE
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
“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
Jakob Schneider 2014
UX Camp CPH
“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
Jakob Schneider 2014
CA B
UX Camp CPH
JAKE
KLAUS
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
CA B
UX Camp CPH
JAKE
KLAUSAIRLIN
HOTEL
AGENCTRANS
REST
REV
DIVING
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
HOTEL
KLAUS
AGENC
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
KLAUS
AGENC
HOTEL
EMPLOYEES
SHAREHOLDERS SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
ROOM SERVICE
LAUNDRY
MARKETING
SALES
KITCHEN
ETC …
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
CA B
UX Camp CPH
JAKE
KLAUSAIRLIN
HOTEL
AGENCTRANS
REST
REV
DIVING
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
CA B
UX Camp CPH
JAKE
KLAUSAIRLIN
HOTEL
AGENCTRANS
REST
REV
DIVING
A SERVICE ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
IT
SALES
DESIGN
MARKETING
... and maybe some of this UX thingy,
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design is inter-disciplinary.
IT MARKETERMANAGER
SALES DEVELOPERPSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design is inter-disciplinary.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Every discipline has its language.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design thinking is a common language.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE DESIGN
THINKINGDOINGService Design Thinking
Jakob Schneider 2014
UX Camp CPH
TOOLS
Exploration Creation/Reflection ImplementationREFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME OF ALL THESE
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
SELF-EXPLORATION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
OBSERVATION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
CONTEXTUAL INTERVIEWS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
MOBILE ETHNOGRAPHY
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
PERSONAS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
CUSTOMER JOURNEY MAPS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
STAKEHOLDER MAPS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
VALUE NETWORK MAPS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
SERVICE PROTOTYPES
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
SERVICE ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
BUSINESS MODEL INNOVATION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPHExploration Creation/Reflection Implementation
THEATRICAL TOOLS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
5 BASIC PRINCIPLES
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
1 USER-CENTRED
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
2 CO-CREATIVE
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
3 SEQUENCING
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
4 EVIDENCING
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
5 HOLISTIC
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
IMPLEMENTATION
CREATIONREFLECTION
CX ANALYSIS
IDENTIFICATION OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design Thinking
Jakob Schneider 2014
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design Thinking
Jakob Schneider 2014
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem,
and the organisation, and employee experience …
PROTOTYPING
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
TAKE-AWAYSDon’t mind buzzwords.
Design the process. Each and every time.
Document visually. Document professionally.
Prototype early. Prototype cheaply.
Make immaterial elements tangible.
Establish a common language across silos.
Be emphatic. Be a facilitator.
Service Design Thinking
Jakob Schneider 2014
UX Camp CPH
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
Jakob Schneider 2014
UX Camp CPH
Jakob Schneider
@jakoblies [email protected]
www.kd1.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com
THANK YOU.… and have an awesome day!
Service Design Thinking
Jakob Schneider 2014