2013 Service Design Thinking Marc
Stickdorn

Hi! My name is Marc
Stickdorn. Service Design Thinking Marc Stickdorn 2013

TASK Hi! now? What? Right
1. Say “Hi!” to your neighbour. 2. ummarize your last holiday S in one minute. Service Design Thinking Marc Stickdorn 2013

TASK Yes, please. Service Design
Thinking Marc Stickdorn 2013

TASK Recap What is the
“product” in tourism? Service Design Thinking Marc Stickdorn 2013

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

A Customer journey from the
perSona Perspective call it: … or as some might es.” your customer’s sho “slipping in Service Design Thinking Marc Stickdorn 2013

Persona Jakob 28 Male German
“Don’t believe the hype!” Service Design Thinking Marc Stickdorn 2013

Persona User/customer stereotypes based on
research Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn 2013

1 Reading a travel magazine
1 JAKE Service Design Thinking Marc Stickdorn 2013

2 Going to a travel
agency 1 JAKE Service Design Thinking Marc Stickdorn 2013 2

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

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

5 Dreaming of holidays while
at work 1 2 JAKE Service Design Thinking Marc Stickdorn 2013 3 4 5

6 Packing bags 2 3
JAKE Service Design Thinking Marc Stickdorn 2013 4 5 6

7 Check-in process with long
line P R E - S E R VICE PE R IO D 3 4 JAKE Service Design Thinking Marc Stickdorn 2013 5 6 7

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

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

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

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

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

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

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

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

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

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

18 Posting online reviews S
E R VICE 14 PO S T - S E R VICE 15 JAKE Service Design Thinking Marc Stickdorn 2013 16 17 18

1 2 3 4 5
6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn 2013

The Customer JoURNEY OF P
R E - S E R VICE PE R IO D Service Design Thinking Marc Stickdorn 2013 S E R VICE PE R IO D post-service period

Cool! InTRODUCING Service Design Thinking
Marc Stickdorn 2013 KLAUS

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

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

POSITIVE social media Service Design
Thinking Marc Stickdorn 2013

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

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

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

NEGATIVE social media Service Design
Thinking Marc Stickdorn 2013

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

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

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

Customer Satisfaction P R E
- S E R VICE 1 S E R VICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 PO S T - S E R VICE 5 6 Experiences 7 8 9 10 Satisfaction

Customer Satisfaction PRE-SERVICE 1 SERVICE
2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction

Customer Satisfaction PRE-SERVICE 1 SERVICE
2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction

Customer Satisfaction PRE-SERVICE 1 SERVICE
2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction

Customer Satisfaction PRE-SERVICE 1 SERVICE
2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction

Customer Satisfaction PRE-SERVICE 1 SERVICE
2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction

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

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

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

Marketing shifts from Advertisements to
experiences Service Design Thinking Marc Stickdorn 2013

#servicedesign Service Design Thinking Marc
Stickdorn 2013

#servicedesign Service Design Thinking Marc
Stickdorn 2013

Service-Dominant Logic Service Design Thinking
Marc Stickdorn 2013

Service-Dominant Logic Product or service?
Service Design Thinking Marc Stickdorn 2013

Service Dominant Logic THE SERVICE
BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn 2013

GOODS-Dominant Logic Value-in-Exchange Service Design
Thinking Marc Stickdorn 2013

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

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

THINK IN SERVICES “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 Service Design Thinking Marc Stickdorn 2013

THINK IN SERVICE EcoSYSTEMS “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 Service Design Thinking Marc Stickdorn 2013

THE TOURISM ECOSYSTEm A Service
Design Thinking Marc Stickdorn 2013 B C

THE TOURISM ECOSYSTEm KLAUS A
JAKE Service Design Thinking Marc Stickdorn 2013 B C

THE TOURISM ECOSYSTEm AGENC KLAUS
A JAKE Service Design Thinking Marc Stickdorn 2013 B C

THE TOURISM ECOSYSTEm AGENC TRANS
AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C

THE TOURISM ECOSYSTEm AGENC HOTEL
KLAUS Service Design Thinking Marc Stickdorn 2013

THE TOURISM ECOSYSTEm AGENC Employees
HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013

THE TOURISM ECOSYSTEm AGENC Employees
Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn 2013 Laundry KLAUS

THE TOURISM ECOSYSTEm Shareholders Authorities
Suppliers AGENC Employees Maintenance HOTEL Room service Kitchen Service Design Thinking Marc Stickdorn 2013 Laundry KLAUS

THE TOURISM ECOSYSTEm Marketing Shareholders
Suppliers AGENC Employees Authorities Community Maintenance HOTEL Room service Sales Kitchen Service Design Thinking Marc Stickdorn 2013 Laundry ETC … KLAUS

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C

THE TOURISM ECOSYSTEm AGENC TRANS
HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C

#servicedesign Service Design Thinking Marc
Stickdorn 2013

Service Design is not new.
Service Design Thinking Marc Stickdorn 2013

Service Design is not new.
Marketing IT Design SALES Corporate communications Infrastructure Usability Point-of-Sales Technical support Look and feel Customer support Customer relationship management Service Design Thinking Marc Stickdorn 2013

Marketing IT SALES Design Service
Design Thinking Marc Stickdorn 2013

Service design is inter-disciplinary. Marketing
IT SALES Design Service Design Thinking Marc Stickdorn 2013 Manager Marketer Designer Developer Psychologist

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

Every discipline has its language.
Service Design Thinking Marc Stickdorn 2013

Service design thinking is a
common language. Service Design Thinking Marc Stickdorn 2013

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

Service design thinking is an
iterative process. Service Design Thinking Marc Stickdorn 2013 The Squiggle by Damien Newman from Central Inc.

SERVICE DESIGN THINKING DOING Service
Design Thinking Marc Stickdorn 2013

JUST SOME OF ALL THESE
TOOLS Service Design Thinking Marc Stickdorn 2013

JUST SOME OF ALL THESE
TOOLS Service Design Thinking Marc Stickdorn 2013 Exploration EXPLORATION EXPLORATION EXPLORATION EXPLORATION Creation/Reflection CREATION CREATION CREATION CREATION REFLECTION REFLECTION Implementation REFLECTION REFLECTION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION

SELF-EXPLORATION Image: Shutterstock / Kzenon
Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation

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

ContextuaL Interviews Service Design Thinking
Marc Stickdorn 2013 Exploration Creation/Reflection Implementation

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

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

Customer Journey Maps Service Design
Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation

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

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

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

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

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

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

#servicedesign Service Design Thinking Marc
Stickdorn 2013

5 basic Principles Service Design
Thinking Marc Stickdorn 2013

1 User-centred Service Design Thinking
Marc Stickdorn 2013

2 Co-Creative Service Design Thinking
Marc Stickdorn 2013

3 SEQUEncing Service Design Thinking
Marc Stickdorn 2013

4 EVIDENCING Service Design Thinking
Marc Stickdorn 2013

5 HOLISTIC Service Design Thinking
Marc Stickdorn 2013

FURTHER INTEREST? BOOKS Online ressources
Process Principles: This is Service Design Thinking by Marc Stickdorn Jakob Schneider (2010) twitter: #servicedesign 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) Service Design Thinking Marc Stickdorn 2013 www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com

THANK You. Marc Stickdorn @MrStickdorn
marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Service Design Thinking Marc Stickdorn 2013