This is the talk Marc and Jakob gave at the #sdgc15 – Service Design Global Conference in New York, 03 October 2015. By popular demand: That "Base your customer journey on f***ing research" stickers are avaliable at http://mrthinkr.com/

1. Marc Stickdorn | ExperienceFellow | @MrStickdorn
Jakob Schneider | ExperienceFellow | @jakoblies
Mobile Ethnography
ExperienceFellow:
a service design start-up
October 3rd, New York City

2. 78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

3. Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

4. ASSUMPTION
BASED
RESEARCH
BASED
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

5. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

6. QUALITATIVE
 
QUANTITATIVE
 
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

7. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

8. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

9. SELF-CONDUCTED
DESIGN RESARCH
Mobile Ethnography
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

10. Free smartphone app for participants
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

11. Real-time Visualization as journey map
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

12. Advanced filtering techniques
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

13. Advanced filtering techniques
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

14. Location-based visualization with clustering
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

15. Location-based visualization with clustering
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

16. High-resolution PDF export for large format prints
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

17. www.experiencefellow.com
DISCOUNT VOUCHER
150 EURO
VALUE
CODE
SDGC2015
VALID UNTIL
31 December 2015
Just sign up on our website and use this code.
Vouchers can only be used once.
Please see our website for terms and conditions.
JOHN, IT IS
UN-BE-LIE-VABLE!
IF YOU CALL RIGHT
NOW, YOU GET
THIS VOUCHER
FOR FREE!
COMMERCIAL PRESENTATION MODE ON
COMMERCIAL PRESENTATION MODE OFF
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

18. SERVICE DESIGN
START-UPS
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

19. LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORE
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

20. ITERATIVE PROCESSLEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
IT’S ALL ABOUT THE
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

21. VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

22. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

23. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
SINCE 2008, OH YEAH.
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

24. AND THIS
WORKS
AWESEOME!SOMETIMES.
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

25. PRACTICING SERVICE DESIGN
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

26. PRACTICING SERVICE DESIGN
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#WIN#FAIL
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

27. PRACTICING SERVICE DESIGN
Development 12 hours
Testing 20 hours
Discussion 26 hours
Insights 04
Iterations 02
Development 20 mins
Testing 20 mins
Discussion 02 hours
Insights 31
Iterations 27
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

28. Photo Credit: Shutterstock / CTR Photos
WISELY
THE FORCE
YOU MUST USE.
PRACTICING SERVICE DESIGN
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

29. Troll face from Whynne via Reddit
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

30. #TROLL
IF WE ALL KNOW HOW TO
DESIGN KICK-ASS SERVICES …
WHY DON’T WE SEE MORE
START-UPS EVOLVING FROM
THE SERVICE DESIGN
COMMUNITY?
Troll face from Whynne via Reddit
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn

31. Marc Stickdorn
Jakob Schneider
@MrStickdorn
@jakobliesTHANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Mobile Ethnography
@jakobliesExperienceFellow:a service design start-up @MrStickdorn