Marc Stickdorn

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May 03, 2019

Marc Stickdorn

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

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May 03, 2019
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  1. #FBTB19 DOING IS THE 12 COMMANDMENTS OF SERVICE DESIGN THE

    HARD PART Marc Stickdorn @MrStickdorn
  2. DOING IS THE HARD PART #FBTB19 @MrStickdorn

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

    
 SERVICE DESIGN?
  4. DOING IS THE HARD PART #FBTB19 @MrStickdorn 4 CORE ACTIVITIES

    Research Ideation Prototyping Implementation The process of service design
  5. DOING IS THE HARD PART #FBTB19 @MrStickdorn RESEARCH

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

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

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

  9. DOING IS THE HARD PART #FBTB19 @MrStickdorn Monitor KPIs over

    time Get actionable insights QUANTITATIVE QUALITATIVE RESEARCH
  10. DOING IS THE HARD PART #FBTB19 @MrStickdorn QUALITATIVE CONTEXTUAL INTERVIEWS

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

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

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

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

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

  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
  17. DOING IS THE HARD PART #FBTB19 @MrStickdorn DATA VISUALIZATION Primary

    data Interpreted data Visualization PERSONAS SYSTEM MAPS JOURNEY MAPS
  18. DOING IS THE HARD PART #FBTB19 @MrStickdorn IDEATION

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

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

  21. DOING IS THE HARD PART #FBTB19 @MrStickdorn IDEAS ARE CHEAP.

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

    OVERRATED. IS UNDERRATED!
  23. DOING IS THE HARD PART #FBTB19 @MrStickdorn ALWAYS START WITH

    A …
  24. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPING

  25. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE JOURNEY MAP

    (FUTURE-STATE)
  26. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE WIREFRAME /

    DUMMY
  27. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE PHYSICAL PROTOTYPES

    Paper/CardBoard/Lego
  28. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE SIMULATIONS Credit:

    Lufthansa
  29. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE DESKTOP WALKTHROUGH

    Credit: TiSDD
  30. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE BUSINESS MODEL

  31. DOING IS THE HARD PART #FBTB19 @MrStickdorn IMPLEMENTATION

  32. DOING IS THE HARD PART #FBTB19 @MrStickdorn Research Ideation Prototyping

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

    Prototyping Implementation
  34. DOING IS THE HARD PART #FBTB19 @MrStickdorn USE THIS PROCESS,

    THEY SAID. IT WILL GUIDE YOU, THEY SAID.
  35. DOING IS THE HARD PART #FBTB19 @MrStickdorn THE REALITY™ Credit:

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

    Mayhem Credit: The Design Squiggle by Damien Newman
  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
  39. DOING IS THE HARD PART #FBTB19 @MrStickdorn 02 CONSULTING 


    VS. DOING
  40. DOING IS THE HARD PART #FBTB19 @MrStickdorn TRUST THE PROCESS!

    Meanwhile, in workshop land …
  41. DOING IS THE HARD PART #FBTB19 @MrStickdorn DIVERGE/
 CONVERGE It’s

    just this simple …
  42. DOING IS THE HARD PART #FBTB19 @MrStickdorn 4 CLEAR STEPS

    Just work with these …
  43. DOING IS THE HARD PART #FBTB19 @MrStickdorn 5 PHASES Just

    follow these …
  44. DOING IS THE HARD PART #FBTB19 @MrStickdorn 7 DEFINITE STAGES

    It’s easy and clear with these …
  45. DOING IS THE HARD PART #FBTB19 @MrStickdorn CIRCULAR 
 SINE


    CIRCLES You’re safe if you’re living …
  46. DOING IS THE HARD PART #FBTB19 @MrStickdorn Meme based on

    Futurama by Matt Groening
  47. DOING IS THE HARD PART #FBTB19 @MrStickdorn NOT SURE
 IF

    REAL ADVICE OR CONSULTANT
 BULLSHIT Meme based on Futurama by Matt Groening
  48. DOING IS THE HARD PART #FBTB19 @MrStickdorn

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


    PROCESS ITSELF! — This is Service Design Thinking, 2010
  51. DOING IS THE HARD PART #FBTB19 @MrStickdorn ACTIVITIES Don’t we

    just talk about …
  52. DOING IS THE HARD PART #FBTB19 @MrStickdorn THE PROCESS™ Version

    367.2.7
  53. DOING IS THE HARD PART #FBTB19 @MrStickdorn Suitable and feasible

    activities
  54. DOING IS THE HARD PART #FBTB19 @MrStickdorn Adaption to real-world

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

    
 COMMANDMENTS
  58. DOING IS THE HARD PART #FBTB19 @MrStickdorn CALL IT WHAT

    YOU LIKE 1
  59. DOING IS THE HARD PART #FBTB19 @MrStickdorn MAKE FIRST DRAFTS

    2 SH!TTY
  60. DOING IS THE HARD PART #FBTB19 @MrStickdorn YOU ARE A

    FACILITATOR 3
  61. DOING IS THE HARD PART #FBTB19 @MrStickdorn DOING NOT TALKING

    4
  62. DOING IS THE HARD PART #FBTB19 @MrStickdorn YES, BUT …

    & YES, AND … 5
  63. DOING IS THE HARD PART #FBTB19 @MrStickdorn FIND THE RIGHT

    PROBLEM BEFORE SOLVING IT RIGHT 6
  64. DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE IN THE

    REAL WORLD 7
  65. DOING IS THE HARD PART #FBTB19 @MrStickdorn DON’T PUT ALL

    YOUR EGGS IN ONE BASKET 8
  66. DOING IS THE HARD PART #FBTB19 @MrStickdorn IT’S NOT ABOUT

    TOOLS … 9 IT’S ABOUT CHANGING REALITY
  67. DOING IS THE HARD PART #FBTB19 @MrStickdorn PLAN FOR ITERATION

    … THEN ADAPT 10
  68. DOING IS THE HARD PART #FBTB19 @MrStickdorn ZOOM IN AND

    ZOOM OUT 11
  69. DOING IS THE HARD PART #FBTB19 @MrStickdorn IT’S ALL SERVICES

    12
  70. DOING IS THE HARD PART #FBTB19 @MrStickdorn 04 AVOID THE

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

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

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

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

  76. DOING IS THE HARD PART #FBTB19 @MrStickdorn

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


    NARRATIVE OF 
 SERVICE DESIGN !
  78. DOING IS THE HARD PART #FBTB19 @MrStickdorn [MOBILITY EXPERIENCE] Let’s

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

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

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

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

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

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

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

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

  87. DOING IS THE HARD PART #FBTB19 @MrStickdorn No matter how

    you call it …
  88. DOING IS THE HARD PART #FBTB19 @MrStickdorn YOU DESIGN SERVICES

    
 AND SYSTEMS. No matter how you call it …
  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