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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