#SDGC17 — Spreading service design through software — Marc Stickdorn

www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Spreading service design
through software
Marc Stickdorn | More than Metrics

Scaling service design with software
Madrid 11 Nov 2017 Marc Stickdorn
◊1 OUR STORY
◊2 HOW WE WORK
◊3 WHY SOFTWARE?
◊4 …
AGENDA

01.OURSTORY

ACTUALLY,WEJUSTWANTED 
TOMAKETHEBOOKWENEEDED.
2009

THISSOMEHOW 
ESCALATEDQUICKLY.
"Yeah, I love your ... thinking. 
Are you doing any consulting on that?"

THISSOMEHOW 
ESCALATEDQUICKLY

BREAKING 
DOWNSILOS
Our main job in organizations …

BREAKING 
DOWNSILOS
Our main job in organizations …
SO PLEASE DON’T BUILD NEW ONES

OURTAKE 
ONTHIS 
ISRATHER 
SIMPLE

Every discipline and silo has its own language (and KPIs).

Service design is a common language.

02.HOWWEWORK

WEUSESERVICEDESIGN 
TOBUILD 
SERVICEDESIGNTOOLSSINCE 2008

SERVICEDESIGNSPRINTSA.K.A.
DESIGN THINKING SPRINTS 
EXPERIENCE DESIGN SPRINTS 
CX SPRINTS UX SPRINTS 
INNOVATION LOOPS 
ITERATIONS 
JOURNEY PROJECTS
… YOU NAME IT

SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

RESEARCH
QUANTITATIVE QUALITATIVE

MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS
RESEARCH

Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongMobile ethnography
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE.… AND MANY MORE.
RESEARCH

Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongMobile ethnography
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE.… AND MANY MORE.
RESEARCH
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budgets …
METHODS, DATA TYPES, RESEARCHERS

ASSUMPTIONVS.RESEARCH
Assumption-based tools Research-based tools
Often assumption-based tools develop into research-based tools over time. 
Assumptions should be challenged. Research gaps should be filled.

ASSUMPTIONVS.RESEARCH
When someone’s journey map is based  
on mere assumptions …
CHALLENGE IT!

HOWTOEVALUATE 
AJOURNEYMAP?SIX ASPECTS TO CONSIDER…

HIGH-LEVEL PERSPECTIVE 
DETAILED SCOPE
JOURNEY MAPS
ASPECTS
TOCONSIDER
CURRENT-STATE 
FUTURE-STATE
ASSUMPTION-BASED
RESEARCH-BASED

JOURNEY MAPS
ASPECTS
TOCONSIDER
MAIN ACTOR:
CUSTOMER, USER, EMPLOYEE
PROPOSITION-CENTRED 
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

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
IDENTIFICATION
OFCRITICAL
TOUCHPOINTS/
STEPS

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
ACTIONABLE
INSIGHTSBASED
ONQUALAND
QUANT…

CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY

CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY

CRITERIONI
CRITERION II
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY
MAIN PERSONA

CRITERIONI
CRITERION II
MAIN PERSONA
EDGE CASES 
EXTREME PERSONAS
DIFFERENCES
INTER-SEGMENT
HETEROGENEITY
SIMILARITIES
INTRA-SEGMENT
HOMOGENEITY

FEASIBILITYEASYHARD
IMPACT ON EXPERIENCE A LOTNONE
THEIDEA 
PORTFOLIO

FEASIBILITYEASYHARD
THEIDEA 
PORTFOLIOIdeation & Idea Selection

FEASIBILITYEASYHARD
THEIDEA 
START HERE

FEASIBILITYEASYHARD
THEIDEA 
AND SOMETIMES
EVEN HERE.

DOES IT MATTER  
HOW YOU CALL IT?
IS THIS A PROTOTYPE?  
A PILOT? 
A MVP?  
AN EXPERIMENT?

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Realizing that you don’t have
enough data on a problem after
you started to explore solutions.

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Realizing that a concept doesn’t
work during prototyping.

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Writing user stories for  
minor improvements directly
from your research.

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
WOW.
A CLOSED
LOOP.

SO FINALLY:
ONEMODEL 
TORULE 
THEMALL
Source
Photo Credit: AXA Digital Agency.
It's not that we hate this one in particular, but it’s just
the first we found online. There are many, many others.

BUT WAIT …
WHATIF 
YOUNEED 
TOGOBACK?
Source
Photo Credit: AXA Digital Agency.
It's not that we hate this one in particular, but it’s just
the first we found online. There are many, many others.

BUT WAIT …
WHATIF 
YOUNEED 
TOGOBACK?
LET’SBEHONEST. 
THISISNOTREAL.

BUT WHY …
ISN’TTHIS 
COMMON 
PRACTICE?
01Some believe projects can be  
planned end-to-end. They can’t.
02Design processes get squeezed  
into models and silos again.  
They are not open and iterative anymore.

LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
BUT THEY SAID  
THEY HAVE ANSWERS!

LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT

LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL  
OUR PRINCIPLES
ALWAYSUNFINISHED
MANYEXPERIMENTS
ASKREALHUMANS

LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL  
OUR PRINCIPLES
ITERATIONS
PROTOTYPES
RESEARCH

03.WHYSOFTWARE?

AJOURNEYMAP 
ISNOTAF***ING 
DELIVERABLE!

AJOURNEYMAP 
MUSTBEALIVING 
BOUNDARYOBJECT.

CUSTOMER 
EXPERIENCE 
ISMORE 
THANF***ING 
METRICS.

www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Marc Stickdorn
Co-Founder and CEO
More than Metrics
TALKING/KNOWING
Marc Stickdorn
@MrStickdorn
SLIDES/SIDEKICK
Jakob Schneider
@jakoblies
Books: tisdt.com / tisdd.com
Software: smaply.com / experiencefellow.com
Company: morethanmetrics.com

#SDGC17 — Spreading service design through software — Marc Stickdorn

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