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35b722519272814227d408d6cc24ebbe?s=47 Presportal
February 06, 2018

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February 06, 2018
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  1. Service Design Thinking Marc Stickdorn 2013

  2. My name is Marc Stickdorn. Hi! Service Design Thinking Marc

    Stickdorn  2013
  3. 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
  4. TASK Yes, please. Service Design Thinking Marc Stickdorn  2013

  5. TASK Recap What is the “product” in tourism? Service Design

    Thinking Marc Stickdorn  2013
  6. A Customer journey from the perSona Perspective Service Design Thinking

    Marc Stickdorn  2013
  7. A Customer journey from the perSona Perspective … or as

    some might call it: “slipping in your customer’s shoes.” Service Design Thinking Marc Stickdorn  2013
  8. Persona Jakob 28 Male German “Don’t believe the hype!” Service

    Design Thinking Marc Stickdorn  2013
  9. Persona Jakob 28 Male German “Don’t believe the hype!” User/customer

    stereotypes based on research Service Design Thinking Marc Stickdorn  2013
  10. JAKE 1 1 Reading a travel magazine Service Design Thinking

    Marc Stickdorn  2013
  11. JAKE 2 Going to a travel agency 1 2 Service

    Design Thinking Marc Stickdorn  2013
  12. JAKE 3 Reading online reviews 1 2 3 Service Design

    Thinking Marc Stickdorn  2013
  13. JAKE 4 Booking online 1 2 3 4 Service Design

    Thinking Marc Stickdorn  2013
  14. 1 2 3 4 JAKE 5 Dreaming of holidays while

    at work 5 Service Design Thinking Marc Stickdorn  2013
  15. 2 3 4 JAKE 6 Packing bags 5 6 Service

    Design Thinking Marc Stickdorn  2013
  16. 3 4 JAKE 7 5 6 7 Check-in process with

    long line P R E - S E R VICE PE R IO D Service Design Thinking Marc Stickdorn  2013
  17. 4 JAKE 8 Checking in, baggage drop-off 5 6 7

    8 P R E - S E R VICE PE R IO D S E R VICE Service Design Thinking Marc Stickdorn  2013
  18. 5 JAKE 9 Passing security check 6 7 8 9

    P R E - S E R VICE PE R IO D S E R VICE Service Design Thinking Marc Stickdorn  2013
  19. 6 JAKE 10 Boarding 7 8 9 10 P R

    E - S E R VICE PE R IO D S E R VICE Service Design Thinking Marc Stickdorn  2013
  20. 7 JAKE 11 In-flight experience 8 9 10 11 S

    E R VICE Service Design Thinking Marc Stickdorn  2013
  21. 8 JAKE 12 Arrival at destination 9 10 11 12

    S E R VICE Service Design Thinking Marc Stickdorn  2013
  22. 9 JAKE 13 Transfer to accomodation 10 11 12 13

    S E R VICE Service Design Thinking Marc Stickdorn  2013
  23. 10 JAKE 14 Staying at the hotel 11 12 13

    14 S E R VICE Service Design Thinking Marc Stickdorn  2013
  24. 11 JAKE 15 Attending a diving school 12 13 14

    15 S E R VICE Service Design Thinking Marc Stickdorn  2013
  25. 12 JAKE 16 Dinging at local restaurant 13 14 15

    16 S E R VICE Service Design Thinking Marc Stickdorn  2013
  26. 13 JAKE 17 Flying back home 14 15 16 17

    S E R VICE Service Design Thinking Marc Stickdorn  2013
  27. 14 JAKE 18 Posting online reviews 15 16 17 18

    S E R VICE PO S T - S E R VICE Service Design Thinking Marc Stickdorn  2013
  28. 4 5 1 2 3 9 10 6 7 8

    14 15 11 12 13 16 17 18 Service Design Thinking Marc Stickdorn  2013
  29. P R E - S E R VICE PE R

    IO D S E R VICE PE R IO D post-service period The Customer JoURNEY OF Service Design Thinking Marc Stickdorn  2013
  30. InTRODUCING KLAUS Cool! Service Design Thinking Marc Stickdorn  2013

  31. 16 17 18 JAKE P R E - S E

    R VICE PE R IO D S E R VICE PE R IO D PO S T - S E R VICE 2 1 KLAUS 3 Service Design Thinking Marc Stickdorn  2013
  32. 16 17 18 JAKE P R E - S E

    R VICE PE R IO D S E R VICE PE R IO D PO S T - S E R VICE 2 1 KLAUS 3 social media Service Design Thinking Marc Stickdorn  2013
  33. POSITIVE social media Service Design Thinking Marc Stickdorn  2013

  34. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc

    Stickdorn  2013
  35. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc

    Stickdorn  2013
  36. POSITIVE social media Images: www.huffingtonpost.com Service Design Thinking Marc Stickdorn 

    2013
  37. NEGATIVE social media Service Design Thinking Marc Stickdorn  2013

  38. 13.000.000+ Dave Carroll – United breaks guitars Service Design Thinking

    Marc Stickdorn  2013
  39. Dave Carroll – United breaks guitars 13.000.000+ Service Design Thinking

    Marc Stickdorn  2013
  40. Customer Satisfaction Expectations Vs. Experiences Service Design Thinking Marc Stickdorn 

    2013
  41. Customer Satisfaction 1 2 3 4 5 6 7 8

    9 10 P R E - S E R VICE S E R VICE PO S T - S E R VICE Expectations Experiences Satisfaction Service Design Thinking Marc Stickdorn  2013
  42. 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
  43. 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
  44. 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
  45. 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
  46. 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
  47. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8

    9 10 P R E - S E R VICE S E R VICE PO S T - S E R VICE JAKE Service Design Thinking Marc Stickdorn  2013
  48. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8

    9 10 P R E - S E R VICE S E R VICE PO S T - S E R VICE JAKE KLAUS Service Design Thinking Marc Stickdorn  2013
  49. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8

    9 10 P R E - S E R VICE S E R VICE PO S T - S E R VICE JAKE KLAUS LAURA Service Design Thinking Marc Stickdorn  2013
  50. Marketing shifts from Advertisements to experiences Service Design Thinking Marc

    Stickdorn  2013
  51. #servicedesign Service Design Thinking Marc Stickdorn  2013

  52. #servicedesign Service Design Thinking Marc Stickdorn  2013

  53. Service-Dominant Logic Service Design Thinking Marc Stickdorn  2013

  54. Service-Dominant Logic Product or service? Service Design Thinking Marc Stickdorn 

    2013
  55. Service Dominant Logic Der Service hinter dem Produkt Anrufbeantworter THE

    SERVICE BEHIND THE PRODUCT Service Design Thinking Marc Stickdorn  2013
  56. Value-in-Exchange GOODS-Dominant Logic Service Design Thinking Marc Stickdorn  2013

  57. Value-in-Exchange Value-in-Use Service-Dominant Logic Service Design Thinking Marc Stickdorn  2013

  58. Value co-creation Service-Dominant Logic Service Design Thinking Marc Stickdorn  2013

  59. “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
  60. “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
  61. C A B THE TOURISM ECO- SYSTEm Service Design Thinking

    Marc Stickdorn  2013
  62. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS Service

    Design Thinking Marc Stickdorn  2013
  63. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AGENC

    Service Design Thinking Marc Stickdorn  2013
  64. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    AGENC TRANS Service Design Thinking Marc Stickdorn  2013
  65. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS Service Design Thinking Marc Stickdorn  2013
  66. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS REST REV DIVING Service Design Thinking Marc Stickdorn  2013
  67. THE TOURISM ECO- SYSTEm HOTEL KLAUS AGENC Service Design Thinking

    Marc Stickdorn  2013
  68. THE TOURISM ECO- SYSTEm HOTEL Employees KLAUS AGENC Service Design

    Thinking Marc Stickdorn  2013
  69. THE TOURISM ECO- SYSTEm HOTEL Employees Maintenance Room service Laundry

    Kitchen KLAUS AGENC Service Design Thinking Marc Stickdorn  2013
  70. THE TOURISM ECO- SYSTEm HOTEL Employees Shareholders Suppliers Maintenance Room

    service Laundry Kitchen Authorities KLAUS AGENC Service Design Thinking Marc Stickdorn  2013
  71. 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
  72. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS REST REV DIVING Service Design Thinking Marc Stickdorn  2013
  73. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS REST REV DIVING Service Design Thinking Marc Stickdorn  2013
  74. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS REST REV DIVING Service Design Thinking Marc Stickdorn  2013
  75. C A B THE TOURISM ECO- SYSTEm JAKE KLAUS AIRLIN

    HOTEL AGENC TRANS REST REV DIVING Service Design Thinking Marc Stickdorn  2013
  76. #servicedesign Service Design Thinking Marc Stickdorn  2013

  77. Service Design is not new. Service Design Thinking Marc Stickdorn 

    2013
  78. Corporate communications Infrastructure Usability Look and feel Technical support Customer

    relationship management Customer support Point-of-Sales Marketing IT Design SALES Service Design is not new. Service Design Thinking Marc Stickdorn  2013
  79. IT SALES Design Marketing Service Design Thinking Marc Stickdorn  2013

  80. Service design is inter-disciplinary. IT Marketer Manager SALES Developer Psychologist

    Design Designer Marketing Service Design Thinking Marc Stickdorn  2013
  81. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn  2013

  82. Every discipline has its language. Service Design Thinking Marc Stickdorn 

    2013
  83. Service design thinking is a common language. Service Design Thinking

    Marc Stickdorn  2013
  84. Service design thinking is an iterative process. REFLECTION IMPLEMENTATION EXPLORATION

    CREATION Exploration Creation Reflection Implementation REFLECTION IMPLEMENTATION EXPLORATION CREATION Service Design Thinking Marc Stickdorn  2013
  85. Service design thinking is an iterative process. The Squiggle by

    Damien Newman from Central Inc. Service Design Thinking Marc Stickdorn  2013
  86. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn  2013

  87. TOOLS JUST SOME OF ALL THESE Service Design Thinking Marc

    Stickdorn  2013
  88. TOOLS Exploration Creation/Reflection Implementation REFLECTION IMPLEMENTATION EXPLORATION CREATION REFLECTION IMPLEMENTATION

    EXPLORATION CREATION REFLECTION IMPLEMENTATION EXPLORATION CREATION REFLECTION IMPLEMENTATION EXPLORATION CREATION JUST SOME OF ALL THESE Service Design Thinking Marc Stickdorn  2013
  89. Exploration Creation/Reflection Implementation SELF-EXPLORATION Image: Shutterstock / Kzenon Service Design

    Thinking Marc Stickdorn  2013
  90. Exploration Creation/Reflection Implementation Observation Service Design Thinking Marc Stickdorn  2013

  91. Exploration Creation/Reflection Implementation ContextuaL Interviews Service Design Thinking Marc Stickdorn 

    2013
  92. Exploration Creation/Reflection Implementation MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn 

    2013
  93. Exploration Creation/Reflection Implementation PERSONAS Service Design Thinking Marc Stickdorn  2013

  94. Exploration Creation/Reflection Implementation Customer Journey Maps Service Design Thinking Marc

    Stickdorn  2013
  95. Exploration Creation/Reflection Implementation STAKEHOLDER Maps Service Design Thinking Marc Stickdorn 

    2013
  96. Exploration Creation/Reflection Implementation Value Network Maps Service Design Thinking Marc

    Stickdorn  2013
  97. Exploration Creation/Reflection Implementation SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn 

    2013
  98. Exploration Creation/Reflection Implementation SERVICE Advertisements Service Design Thinking Marc Stickdorn 

    2013
  99. Exploration Creation/Reflection Implementation Business Model Innovation Service Design Thinking Marc

    Stickdorn  2013
  100. Exploration Creation/Reflection Implementation Theatrical Tools Service Design Thinking Marc Stickdorn 

    2013
  101. #servicedesign Service Design Thinking Marc Stickdorn  2013

  102. 5 basic Principles Service Design Thinking Marc Stickdorn  2013

  103. 1 User-centred Service Design Thinking Marc Stickdorn  2013

  104. 2 Co-Creative Service Design Thinking Marc Stickdorn  2013

  105. 3 SEQUEncing Service Design Thinking Marc Stickdorn  2013

  106. 4 EVIDENCING Service Design Thinking Marc Stickdorn  2013

  107. 5 HOLISTIC Service Design Thinking Marc Stickdorn  2013

  108. 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
  109. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com THANK You.

    Service Design Thinking Marc Stickdorn  2013