2015 This is service design thinking.

webundspeck
Marc Stickdorn
30 August 2015
 #designthinking
#servicedesign
#agile
#lean

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 SERVICE
DESIGN
THINKING
DOING
This is Service Design Thinking.
webundspeck 3 August 2015 Marc Stickdorn
 #servicedesign and #agile development

ITERATIVE IMPROVEMENT
OF CUSTOMER EXPERIENCE

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 1 2 3 4 5

6 7 8 9 10

11 12 13 14

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
And this is just a high-level perspective …

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
Each touchpoint can be separated into
smaller steps …

SETTING UP CHANNELS SOFTWARE UPDATE

9
CONNECT TO WIFI
GETTING RID OF OLD STUFF SET UP CABLES

ARRANGING UNPACKING
TIDY UP LIVING ROOM

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
A SWIMLANE DIAGRAM FOR
Understanding channels

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
A SWIMLANE DIAGRAM FOR
Understanding channels

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
A SWIMLANE DIAGRAM FOR &
Understanding channels

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
EMOTIONAL JOURNEY
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn JAKE
EMOTIONAL JOURNEY
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn LAURA KLAUS JAKE
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

START HERE!
This is Service Design Thinking.
webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 THE IDEA PORTFOLIO

IMPACT ON
CUSTOMER
SATISFACTION

EASY FEASIBILITY HARD

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 THE IDEA PORTFOLIO

IMPACT ON
CUSTOMER
SATISFACTION

EASY FEASIBILITY HARD

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 THE IDEA PORTFOLIO
START HERE!

IMPACT ON
CUSTOMER
SATISFACTION

EASY FEASIBILITY HARD

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
This is Service Design Thinking.
webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 PROTOTYPING

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

A picture says more than thousand words.

A prototype says more than thousand concepts.

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 Manage complexity in agile environments.

INCREASE OF COMPLEXITY
HAZARD ZONE TRACER BULLET DEVELOPMENT
GETTING LOST EARLY FEEDBACK

EPIC / JOB TO BE DONE

“THE BIGGER PICTURE”

IMPLEMENT FAST WASTING TIME
WORKING RESULTS BURNING MONEY

EFFORT FOR PLANNING/PROTOTYPING/ITERATING

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER SATISFACTION

EXPECTATIONS VS. EXPERIENCES

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
CUSTOMER SATISFACTION
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS

IDENTIFICATION
IMPLEMENTATION OF CRITICAL
& DEPLOYMENT TOUCHPOINTS

PROTOTYPING & IDEATION &

DEVELOPMENT REQUIREMENTS

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 #servicedesign

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 FURTHER INTEREST?
BOOKS ONLINE RESSOURCES
Process & Principles: twitter: #servicedesign
This is Service Design Thinking
by Marc Stickdorn & Jakob Schneider (2010) www.designthinkingnetwork.com
www.servicedesignbooks.org
Service-Dominant Logic: www.service-design-network.org
“The Service-Dominant Logic of Marketing” www.servicedesigntools.org
by Robert Lusch & Stephen Vargo (2006)
www.tisdt.com
Experience Economy: www.thisisserviecdesigndoing.com
“The Experience Economy”
by Joseph Pine II & James Gilmore (1999) www.workplayexperience.com
www.globalservicejam.org
Service Design:
“Service Design – From Insight to Implementation” www.smaply.com
by Andy Polaine, Lavrans Løvlie & Ben Reason (2013) www.mrthinkr.com
www.experiencefellow.com

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
THANK YOU. Marc Stickdorn: @MrStickdorn / marc@smaply.com

… and have a great day! www.tisdt.com

www.smaply.com
www.mrthinkr.com
www.experiencefellow.com
www.thisisservicedesigndoing.com

Slides designed by
Jakob Schneider: @jakoblies / jakob@smaply.com

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn
 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015

Poor customer experiences result in an estimated $83 Billion loss by

US enterprises each year because of defections and abandoned purchases.
Forbes, 2013

Customer power has grown, as 73% of firms trust recommendations

from friends and family, while only 19% trust direct communication.
Forrester report: “Consumer “Ad-itudes” Stay Strong”

86% of consumers will pay more for a

better customer experience.
RightNow Customer Experience Impact Report, 2011

This is Service Design Thinking.

webundspeck 3 August 2015 Marc Stickdorn