In this interactive talk, Arne covered what service design is, why organizations think they need it and how they apply it. Arne shared important insights from his experience working, teaching and applying service design thinking at organisations around the world, sharing failures and successes.

2. A NEW BALANCEArne van Oosterom / @designthinkers

3. What if we would create a
culture allowing us to freely
apply all our human ingenuity,
creativity and ability to learn
and co-create to discover new
solutions?

4. What if we would be able to
truly listen, understand and
create real value for all our
stakeholders.

5. What if we would structure
our organisations to
continuously change so we
can stay in balance with the
world around us?

6. SERVICE DESIGN

7. it’s a mindset

8. EXPLORE DESIGN IMPLEMENT
diverge converge diverge converge
create
choice
make
choice
create
choice
make
choice
DOUBLE DIAMOND
designthinkersacademy

9. WHY DO WE
NEED IT?

10. What has changed
the last 20 years?

11. What will change
the next 20 years?

12. what’s a mindset?

13. designthinkersacademy

14. making new
connections

16. THE ENEMY OF
INNOVATION IS
WITHIN
OURSELVES

17. SERVICE DESIGN

18. EMPATHY

19. It’s not about
the means, it’s
about the ends.

22. What does the
product do for
people?

23. Value Space
image
feeling rich
identity
success
story
special
showing off
business
machoextravagant
adventure
I deserve it

25. connection people
going home
discovering new places
opening worlds
work internationally
what else….
Value Space

28. Value Spaces
feel fit
healthy
social
sharing
relax
entertainment
image image

29. IT IS NO LONGER ABOUT THE SHOE!
It is about how we help people reach goals.

30. What do you do
for people?

31. What do you want
to do for people?

32. Empathy begins with
knowing yourself

33. SERVICE DESIGN

34. designthinkersacademy

35. Asking better
questions

36. Lets ask better
questions

37. THANK YOU!
designthinkersacademy

39. designthinkersacademy
Coca-Cola

40. MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSIT
Service Scenario 03
CAREER WEBSITE
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH
ACTIONS
The Candidate finds information
on the KO website.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receiv
tips for the schedule
interview.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
phoneemailKO website KO website KO website
designthinkersacademy
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WE
Service Scenario 03
CAREER WEBSITE
EXPERIENCESTAGTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH
ACTIONS
The Candidate finds information
on the KO website.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate
receives personalized
feedback via email &
phone.
The Candidat
tips for the s
intervi
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I LIKE THE PROMPT AN
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say
been selected for interview and has sch
a time. Mia is delighted when she rece
information about the role, the type of
& a link to the KO website to help her p
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
pemailKO website KO website KO website

41. MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSIT
Service Scenario 03
CAREER WEBSITE
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH
ACTIONS
The Candidate finds information
on the KO website.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receiv
tips for the schedule
interview.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
phoneemailKO website KO website KO website
designthinkersacademy
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WE
Service Scenario 03
CAREER WEBSITE
EXPERIENCESTAGTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH
ACTIONS
The Candidate finds information
on the KO website.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate
receives personalized
feedback via email &
phone.
The Candidat
tips for the s
intervi
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I LIKE THE PROMPT AN
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say
been selected for interview and has sch
a time. Mia is delighted when she rece
information about the role, the type of
& a link to the KO website to help her p
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
pemailKO website KO website KO website

42. designthinkersacademy
Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
ONBOARDING PLAN
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candidate
provides
references for
final process.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
The offer package
is delivered and
negotiated.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I APPRECIATED THE ACCURACY AND
QUALITY OF PACKAGES.”
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia gets an email from the
T.A..P. to tell her she has been
successful & KO would like to
offer her the job.
T.A.P. tells her she will send her
the offer letter.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P. T.A.P.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planning
T.A.P. prepares the
draft offer package
Offerphone T.A.P.email email emailKO website KO website KO website KO website KO website KO website

43. designthinkersacademy