Marc Stickdorn - Speaker Deck

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn

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DOING IS THE HARD PART #FBTB19 @MrStickdorn 01 WHAT IS   SERVICE DESIGN?

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn RESEARCH

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

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

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

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

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

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn Primary data

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn IDEATION

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

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPING

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE JOURNEY MAP (FUTURE-STATE)

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE WIREFRAME / DUMMY

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE PHYSICAL PROTOTYPES Paper/CardBoard/Lego

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE SIMULATIONS Credit: Lufthansa

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE DESKTOP WALKTHROUGH Credit: TiSDD

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE BUSINESS MODEL

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DOING IS THE HARD PART #FBTB19 @MrStickdorn IMPLEMENTATION

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

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

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

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn DIVERGE/  CONVERGE It’s just this simple …

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DOING IS THE HARD PART #FBTB19 @MrStickdorn 4 CLEAR STEPS Just work with these …

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DOING IS THE HARD PART #FBTB19 @MrStickdorn 5 PHASES Just follow these …

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DOING IS THE HARD PART #FBTB19 @MrStickdorn 7 DEFINITE STAGES It’s easy and clear with these …

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DOING IS THE HARD PART #FBTB19 @MrStickdorn CIRCULAR   SINE  CIRCLES You’re safe if you’re living …

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

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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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DOING IS THE HARD PART #FBTB19 @MrStickdorn

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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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DOING IS THE HARD PART #FBTB19 @MrStickdorn DESIGN THE   PROCESS ITSELF! — This is Service Design Thinking, 2010

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn THE PROCESS™ Version 367.2.7

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DOING IS THE HARD PART #FBTB19 @MrStickdorn Suitable and feasible activities

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DOING IS THE HARD PART #FBTB19 @MrStickdorn Adaption to real-world constraints

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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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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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DOING IS THE HARD PART #FBTB19 @MrStickdorn 03 THE 12   COMMANDMENTS

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

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

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn PROTOTYPE IN THE REAL WORLD 7

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn IT’S NOT ABOUT TOOLS … 9 IT’S ABOUT CHANGING REALITY

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn 04 AVOID THE   BULLSHIT

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn

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DOING IS THE HARD PART #FBTB19 @MrStickdorn LET’S CHANGE THE  NARRATIVE OF   SERVICE DESIGN !

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

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

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

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

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

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

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

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

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

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

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DOING IS THE HARD PART #FBTB19 @MrStickdorn YOU DESIGN SERVICES   AND SYSTEMS. No matter how you call it …

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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