Transcript
Page 1: Service Design Thinking - How to successfully innovate beyond buzzwords

Service Design Thinking

Marc Stickdorn2013

Page 2: Service Design Thinking - How to successfully innovate beyond buzzwords

My name is Marc Stickdorn.

Hi!

Service Design Thinking

Marc Stickdorn 2013

Page 3: Service Design Thinking - How to successfully innovate beyond buzzwords

A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

Service Design Thinking

Marc Stickdorn 2013

Page 4: Service Design Thinking - How to successfully innovate beyond buzzwords

A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

… or as some might call it: “slipping in your customer’s shoes.”

Service Design Thinking

Marc Stickdorn 2013

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PERSONAJakob

28Male German

“Don’t believe the hype!”

Service Design Thinking

Marc Stickdorn 2013

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JAKE

1

1 Reading a travel magazine

Service Design Thinking

Marc Stickdorn 2013

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JAKE

2 Going to a travel agency

1 2

Service Design Thinking

Marc Stickdorn 2013

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JAKE

3 Reading online reviews

1 2 3

Service Design Thinking

Marc Stickdorn 2013

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JAKE

4 Booking online

1 2 3 4

Service Design Thinking

Marc Stickdorn 2013

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2 3 4

JAKE

5 Dreaming of holidays while at work

5

Service Design Thinking

Marc Stickdorn 2013

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3 4

JAKE

6 Packing bags

5 6

Service Design Thinking

Marc Stickdorn 2013

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4

JAKE

7

5 6 7

Check-in process with long line

P R E - S E R V I C E P E R I O D

Service Design Thinking

Marc Stickdorn 2013

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JAKE

8 Checking in, baggage drop-off

5 6 7 8

P R E - S E R V I C E P E R I O D S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

9 Passing security check

6 7 8 9

P R E - S E R V I C E P E R I O D S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

10 Boarding

7 8 9 10

P R E - S E R V I C E P E R I O D S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

11 In-flight experience

8 9 10 11

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

12 Arrival at destination

9 10 11 12

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

13 Transfer to accomodation

10 11 12 13

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

14 Staying at the hotel

11 12 13 14

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

15 Attending a diving school

12 13 14 15

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

16 Dinging at local restaurant

13 14 15 16

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

17 Flying back home

14 15 16 17

S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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JAKE

18 Posting online reviews

15 16 17 18

S E R V I C E P O S T - S E R V I C E

Service Design Thinking

Marc Stickdorn 2013

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4 51 2 3

9 106 7 8

14 1511 12 13

16 17 18

Service Design Thinking

Marc Stickdorn 2013

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P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D

post-service period

THE CUSTOMER JOURNEY OF

Service Design Thinking

Marc Stickdorn 2013

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INTRODUCINGKLAUS

Cool!

Service Design Thinking

Marc Stickdorn 2013

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16 17 18

JAKE

P R E - S E R V I C E P E R I O D

S E R V I C E P E R I O D P O S T - S E R V I C E

21

KLAUS

3

Service Design Thinking

Marc Stickdorn 2013

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16 17 18

JAKE

P R E - S E R V I C E P E R I O D

S E R V I C E P E R I O D P O S T - S E R V I C E

21

KLAUS

3

social mediaService Design Thinking

Marc Stickdorn 2013

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POSITIVE social media

Service Design Thinking

Marc Stickdorn 2013

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POSITIVE social media

Joshie, the giraffe

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

Service Design Thinking

Marc Stickdorn 2013

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POSITIVE social media

Joshie, the giraffe

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

Service Design Thinking

Marc Stickdorn 2013

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POSITIVE social media

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

Service Design Thinking

Marc Stickdorn 2013

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NEGATIVE social media

Service Design Thinking

Marc Stickdorn 2013

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13.000.000+

Dave Carroll – United breaks guitars

Service Design Thinking

Marc Stickdorn 2013

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Dave Carroll – United breaks guitars

13.000.000+Service Design Thinking

Marc Stickdorn 2013

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CUSTOMER SATISFACTION

EXPECTATIONS VS. EXPERIENCES

Service Design Thinking

Marc Stickdorn 2013

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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

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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

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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

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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

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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

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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

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EMOTIONAL JOURNEY

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

JAKE

Service Design Thinking

Marc Stickdorn 2013

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EMOTIONAL JOURNEY

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

JAKEKLAUS

Service Design Thinking

Marc Stickdorn 2013

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EMOTIONAL JOURNEY

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

JAKEKLAUSLAURA

Service Design Thinking

Marc Stickdorn 2013

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MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES

Service Design Thinking

Marc Stickdorn 2013

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#servicedesign

Service Design Thinking

Marc Stickdorn 2013

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#servicedesign

Service Design Thinking

Marc Stickdorn 2013

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SERVICE-DOMINANT LOGIC

Service Design Thinking

Marc Stickdorn 2013

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SERVICE-DOMINANT LOGIC

Product or service?

Service Design Thinking

Marc Stickdorn 2013

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SERVICE DOMINANT LOGIC

Der Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCT

Service Design Thinking

Marc Stickdorn 2013

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Value-in-Exchange

GOODS-DOMINANT LOGIC

Service Design Thinking

Marc Stickdorn 2013

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A D V E R T I S E M E N T S

ADVERTISEMENTS

Service Design Thinking

Marc Stickdorn 2013

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MOMENT OF SALE

A D V E R T I S E M E N T S S A L E S

moment of sale

Service Design Thinking

Marc Stickdorn 2013

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AFTER SALES

A D V E R T I S E M E N T S A F T E R S A L E SS A L E S

after sales (service)

Service Design Thinking

Marc Stickdorn 2013

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Value-in-Exchange Value-in-Use

SERVICE-DOMINANT LOGIC

Service Design Thinking

Marc Stickdorn 2013

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Value co-creation

SERVICE-DOMINANT LOGIC

Service Design Thinking

Marc Stickdorn 2013

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HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY

P R E - S E R V I C E

A D V E R T I S E M E N T S

P O S T - S E R V I C ES E R V I C E

S A L E A F T E R

Service Design Thinking

Marc Stickdorn 2013

Page 59: Service Design Thinking - How to successfully innovate beyond buzzwords

HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY

P R E - S E R V I C E

A D V E R T I S E M E N T S

P O S T - S E R V I C ES E R V I C E

S A L E A F T E R

moment of sale after sales

Service Design Thinking

Marc Stickdorn 2013

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“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

Page 61: Service Design Thinking - How to successfully innovate beyond buzzwords

“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

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CA B

THE TOURISM ECO- SYSTEM

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUS

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

AGENCTRANS

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

REST

REV

DIVINGService Design Thinking

Marc Stickdorn 2013

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THE TOURISM ECO- SYSTEM

HOTEL

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

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THE TOURISM ECO- SYSTEM

HOTEL

EMPLOYEES

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

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THE TOURISM ECO- SYSTEM

HOTEL

EMPLOYEES

MAINTENANCE

ROOM SERVICE

LAUNDRYKITCHEN

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

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THE TOURISM ECO- SYSTEM

HOTEL

EMPLOYEES

SHAREHOLDERS SUPPLIERS

MAINTENANCE

ROOM SERVICE

LAUNDRYKITCHEN

AUTHORITIES

KLAUS

AGENC

Service Design Thinking

Marc Stickdorn 2013

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KLAUS

AGENC

THE TOURISM ECO- SYSTEM

HOTEL

EMPLOYEES

SHAREHOLDERS SUPPLIERS

AUTHORITIES

COMMUNITY

MAINTENANCE

ROOM SERVICE

LAUNDRY

MARKETING

SALES

KITCHENETC …

Service Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

REST

REV

DIVINGService Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

REST

REV

DIVINGService Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

REST

REV

DIVINGService Design Thinking

Marc Stickdorn 2013

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CA B

THE TOURISM ECO- SYSTEM

JAKE

KLAUSAIRLIN

HOTEL

AGENCTRANS

REST

REV

DIVINGService Design Thinking

Marc Stickdorn 2013

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#servicedesign

Service Design Thinking

Marc Stickdorn 2013

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Service Design is not new.

Service Design Thinking

Marc Stickdorn 2013

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Corporate communications Infrastructure Usability

Look and feelTechnical supportCustomer relationship management

Customer support

Point-of-Sales

MARKETING IT DESIGN SALES

Service Design is not new.

Service Design Thinking

Marc Stickdorn 2013

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IT

SALES

DESIGN

MARKETING

Service Design Thinking

Marc Stickdorn 2013

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Service design is inter-disciplinary.

IT MARKETERMANAGER

SALES DEVELOPERPSYCHOLOGIST

DESIGN

DESIGNER

MARKETING

Service Design Thinking

Marc Stickdorn 2013

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TASKYes, please.

Service Design Thinking

Marc Stickdorn 2013

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Service design is inter-disciplinary.

Service Design Thinking

Marc Stickdorn 2013

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Every discipline has its language.

Service Design Thinking

Marc Stickdorn 2013

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Service design thinking is a common language.

Service Design Thinking

Marc Stickdorn 2013

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Service design thinking is an iterative process.

REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION

Service Design Thinking

Marc Stickdorn 2013

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Service design thinking is an iterative process.

The Squiggle by Damien Newman

from Central Inc.

Service Design Thinking

Marc Stickdorn 2013

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#servicedesign (or whatever you call what we’re doing) management

THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE

Service Design Thinking

Marc Stickdorn 2013

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SERVICE DESIGN MANAGEMENT

CX ANALYSIS

IMPLEMENTATIONIDENTIFICATION

OF CRITICAL TOUCHPOINTS

CREATIONREFLECTION

Service Design Thinking

Marc Stickdorn 2013

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IMPLEMENTATIONIDENTIFICATION

OF CRITICAL TOUCHPOINTS

CREATIONREFLECTION

SERVICE DESIGN MANAGEMENT

CX ANALYSIS

Service Design Thinking

Marc Stickdorn 2013

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Service Design Thinking

Marc Stickdorn 2013

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Service Design Thinking

Marc Stickdorn 2013

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Service Design Thinking

Marc Stickdorn 2013

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IMPLEMENTATION

CREATIONREFLECTION

CX ANALYSIS

IDENTIFICATION OF CRITICAL

TOUCHPOINTS

SERVICE DESIGN MANAGEMENT

Service Design Thinking

Marc Stickdorn 2013

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THE TOUCHPOINT PORTFOLIO

IMPACT ON CUSTOMER

SATISFACTION

COST A LOTCHEAPService Design Thinking

Marc Stickdorn 2013

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THE TOUCHPOINT PORTFOLIO

IMPACT ON CUSTOMER

SATISFACTION

COST A LOTCHEAPService Design Thinking

Marc Stickdorn 2013

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THE TOUCHPOINT PORTFOLIO

IMPACT ON CUSTOMER

SATISFACTION

COST A LOTCHEAP

START HERE!

Service Design Thinking

Marc Stickdorn 2013

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CX ANALYSIS

IMPLEMENTATIONIDENTIFICATION

OF CRITICAL TOUCHPOINTS

SERVICE DESIGN MANAGEMENT

CREATIONREFLECTION

Service Design Thinking

Marc Stickdorn 2013

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Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem,

and the organisation, and employee experience …

PROTOTYPING

CREATIONREFLECTION

Service Design Thinking

Marc Stickdorn 2013

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Service Design Thinking

Marc Stickdorn 2013

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Service Design Thinking

Marc Stickdorn 2013

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SERVICE DESIGN MANAGEMENT

CX ANALYSIS

IMPLEMENTATIONIDENTIFICATION

OF CRITICAL TOUCHPOINTS

CREATIONREFLECTION

Service Design Thinking

Marc Stickdorn 2013

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SERVICE DESIGN

THINKINGDOINGService Design Thinking

Marc Stickdorn 2013

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TOOLSJUST SOME

OF ALL THESE

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

SELF-EXPLORATION

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

OBSERVATION

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

CONTEXTUAL INTERVIEWS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

MOBILE ETHNOGRAPHY

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

PERSONAS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

CUSTOMER JOURNEY MAPS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

STAKEHOLDER MAPS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

VALUE NETWORK MAPS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

SERVICE PROTOTYPES

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

SERVICE ADVERTISEMENTS

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

BUSINESS MODEL INNOVATION

Service Design Thinking

Marc Stickdorn 2013

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Exploration Creation/Reflection Implementation

THEATRICAL TOOLS

Service Design Thinking

Marc Stickdorn 2013

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#servicedesign

Service Design Thinking

Marc Stickdorn 2013

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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

Page 119: Service Design Thinking - How to successfully innovate beyond buzzwords

Marc Stickdorn

@MrStickdorn [email protected]

www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com

THANK YOU.

Service Design Thinking

Marc Stickdorn 2013

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5 BASIC PRINCIPLES

Service Design Thinking

Marc Stickdorn 2013

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1 USER-CENTRED

Service Design Thinking

Marc Stickdorn 2013

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2 CO-CREATIVE

Service Design Thinking

Marc Stickdorn 2013

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3 SEQUENCING

Service Design Thinking

Marc Stickdorn 2013

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4 EVIDENCING

Service Design Thinking

Marc Stickdorn 2013

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5 HOLISTIC

Service Design Thinking

Marc Stickdorn 2013