Marc Stickdorn

Doing is the Hard Part: How to Embed Service Design in Organizations

Transcript

1. #FBTB19
   DOING IS
   THE 12 COMMANDMENTS OF SERVICE DESIGN
   THE HARD PART
   Marc Stickdorn
   @MrStickdorn
   

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2. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   

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3. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   01
   WHAT IS 

   SERVICE DESIGN?
   

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4. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   4 CORE ACTIVITIES
   Research Ideation Prototyping Implementation
   The process of service design
   

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5. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   RESEARCH
   

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6. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   QUANTITATIVE
   SURVEYS
   Credit: Shutterstock
   

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7. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   QUANTITATIVE
   CUSTOMER/USER DATA
   Credit: Shutterstock
   

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8. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   RESEARCH
   QUANTITATIVE QUALITATIVE
   

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9. DOING IS THE HARD PART
   #FBTB19 @MrStickdorn
   Monitor KPIs over time Get actionable insights
   QUANTITATIVE QUALITATIVE
   RESEARCH
   

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10. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    QUALITATIVE
    CONTEXTUAL INTERVIEWS
    Credit: Shutterstock
    

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11. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    QUALITATIVE
    NON-PARTICIPANT OBSERVATION
    Credit: Shutterstock
    

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12. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    QUALITATIVE
    PARTICIPANT OBSERVATION
    Credit: Shutterstock
    

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13. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    QUALITATIVE
    WORK ALONG
    Credit: Shutterstock
    

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14. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    QUALITATIVE
    MOBILE-ETHNOGRAPHY
    AUTO-ETHNOGRAPHY
    Credit: Shutterstock
    

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15. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    Primary data
    

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16. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    KEY INSIGHTS
    Alan
    persona, character, role
    wants to eat less chocolate
    action, situation
    because it makes him fat
    aim, need, outcome
    but it makes him feel safe.
    restricion, obstacle, friction
    USER STORIES
    As a regular customer of SaaS products
    persona, role, type of user
    I want invoices to be sent directly to my accounting
    action
    so that I don’t have to care about this every month.
    outcome
    DATA SYNTHESIS & ANALYSIS
    Primary data Interpreted data
    JOB-TO-BE-DONE
    When I have to travel for business
    situation
    I want to lose as little time as possible
    motivation, forces
    so that I can maximize my work time.
    expected outcome
    

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17. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    DATA VISUALIZATION
    Primary data Interpreted data Visualization
    PERSONAS
    SYSTEM MAPS
    JOURNEY MAPS
    

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18. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    IDEATION
    

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19. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    EXPLORATIVE
    IDEATION METHODS
    

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20. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    IDEATION IS OVERRATED.
    

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21. DOING IS THE HARD PART
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    IDEAS ARE CHEAP.
    IDEATION IS OVERRATED.
    

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22. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    PROTOTYPING
    IDEATION IS OVERRATED.
    IS UNDERRATED!
    

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23. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    ALWAYS START WITH A …
    

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24. DOING IS THE HARD PART
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    PROTOTYPING
    

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25. DOING IS THE HARD PART
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    PROTOTYPE
    JOURNEY MAP (FUTURE-STATE)
    

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26. DOING IS THE HARD PART
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    PROTOTYPE
    WIREFRAME / DUMMY
    

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27. DOING IS THE HARD PART
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    PROTOTYPE
    PHYSICAL PROTOTYPES
    Paper/CardBoard/Lego
    

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28. DOING IS THE HARD PART
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    PROTOTYPE
    SIMULATIONS
    Credit: Lufthansa
    

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29. DOING IS THE HARD PART
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    PROTOTYPE
    DESKTOP WALKTHROUGH
    Credit: TiSDD
    

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30. DOING IS THE HARD PART
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    PROTOTYPE
    BUSINESS MODEL
    

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31. DOING IS THE HARD PART
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    IMPLEMENTATION
    

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32. DOING IS THE HARD PART
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    Research Ideation Prototyping Implementation
    

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33. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    ?
    Research Ideation Prototyping Implementation
    

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34. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    USE THIS PROCESS, THEY SAID.
    IT WILL GUIDE YOU, THEY SAID.
    

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35. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    THE REALITY™
    Credit: The Design Squiggle by Damien Newman
    

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36. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    as we communicated it
    THE REALITY™
    as it actually happened
    THE REALITY™
    Credit: The Design Squiggle by Damien Newman
    

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37. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    The Squiggle
    The Mayhem
    Credit: The Design Squiggle by Damien Newman
    

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38. The Curtain
    The Plate
    The Bow Tie
    The Squiggle
    The Hyperloop
    The Maze
    DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    The Mayhem
    The Fountain
    The March
    The Autobahn
    The Black Hole
    The Pinball
    

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39. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    02
    CONSULTING 

    VS. DOING
    

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40. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    TRUST THE PROCESS!
    Meanwhile, in workshop land …
    

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41. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    DIVERGE/

    CONVERGE
    It’s just this simple …
    

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42. DOING IS THE HARD PART
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    4 CLEAR STEPS
    Just work with these …
    

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43. DOING IS THE HARD PART
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    5 PHASES
    Just follow these …
    

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44. DOING IS THE HARD PART
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    7 DEFINITE STAGES
    It’s easy and clear with these …
    

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45. DOING IS THE HARD PART
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    CIRCULAR 

    SINE

    CIRCLES
    You’re safe if you’re living …
    

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46. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Meme based on Futurama by Matt Groening
    

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47. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    NOT SURE

    IF REAL ADVICE
    OR CONSULTANT

    BULLSHIT
    Meme based on Futurama by Matt Groening
    

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48. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    

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49. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    5-day service design iteration
    3-day service design session
    introduction workshop
    service design sprint
    pilot project
    experience pitch
    incubator session
    innovation challenge
    1-year service design implementation
    2-year cultural change
    teaser stunt
    

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50. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    DESIGN THE 

    PROCESS ITSELF!
    — This is Service Design Thinking, 2010
    

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51. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    ACTIVITIES
    Don’t we just talk about …
    

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52. DOING IS THE HARD PART
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    THE PROCESS™
    Version 367.2.7
    

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53. DOING IS THE HARD PART
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    Suitable and
    feasible activities
    

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54. DOING IS THE HARD PART
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    Adaption to
    real-world constraints
    

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55. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    OFFIC
    IALLY APPRO
    VED OFFIC
    IALLY APPRO
    VED
    GOOD
    ENOUGH
    AND THERE WE GO.
    Version 367.2.8
    

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56. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    WHEN IS IT
    The single most
    OFFIC
    IALLY APPRO
    VED OFFIC
    IALLY APPRO
    VED
    GOOD
    ENOUGH
    important question
    ?
    

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57. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    03
    THE 12 

    COMMANDMENTS
    

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58. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    CALL IT
    WHAT YOU LIKE
    1
    

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59. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    MAKE
    FIRST DRAFTS
    2
    SH!TTY
    

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60. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    YOU ARE
    A FACILITATOR
    3
    

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61. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    DOING
    NOT TALKING
    4
    

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62. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    YES, BUT …
    & YES, AND …
    5
    

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63. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    FIND THE
    RIGHT PROBLEM
    BEFORE SOLVING IT RIGHT
    6
    

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64. DOING IS THE HARD PART
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    PROTOTYPE
    IN THE
    REAL WORLD
    7
    

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65. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    DON’T PUT
    ALL YOUR EGGS
    IN ONE BASKET
    8
    

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66. DOING IS THE HARD PART
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    IT’S NOT ABOUT TOOLS …
    9
    IT’S ABOUT
    CHANGING REALITY
    

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67. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    PLAN FOR ITERATION …
    THEN ADAPT
    10
    

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68. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    ZOOM IN
    AND
    ZOOM OUT
    11
    

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69. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    IT’S ALL
    SERVICES
    12
    

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70. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    04
    AVOID THE 

    BULLSHIT
    

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71. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    PEOPLE DON’T WANT
    SERVICE DESIGN, 

    THEY WANT THEIR
    PROBLEMS SOLVED.
    Yes, it sounds
    a bit trivial.
    

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72. Service design SEARCH STOCK
    DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    

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73. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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74. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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75. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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76. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    

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77. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    LET’S CHANGE THE

    NARRATIVE OF 

    SERVICE DESIGN
    !
    

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78. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    [MOBILITY EXPERIENCE]
    Let’s look at …
    

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79. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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80. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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81. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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82. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    [HOSPITALITY EXPERIENCE]
    Let’s look at …
    

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83. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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84. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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85. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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86. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn Credit: Shutterstock
    

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87. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    No matter how you call it …
    

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88. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    YOU DESIGN SERVICES 

    AND SYSTEMS.
    No matter how you call it …
    

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89. DOING IS THE HARD PART
    #FBTB19 @MrStickdorn
    THANK 

    YOU

    VERY

    MUCH!
    ON STAGE
    Marc Stickdorn

    @MrStickdorn
    SLIDES
    Jakob Schneider

    @jakoblies
    SOFTWARE
    www.smaply.com

    www.experiencefellow.com
    BOOKS
    www.tisdt.com

    www.tisdd.com
    

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