Service Design Thinking

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Service Design Thinking Marc Stickdorn — fall 2012

description

A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools. If you're interested in our work, have a look at our websites: The book "This is Service Design Thinking": http://www.tisdt.com The customer journey software "smaply" http://www.smaply.com The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com

Transcript of Service Design Thinking

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Service Design Thinking

Marc Stickdorn — fall 2012

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BuzzworD Bingo

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Service-DominanT Logic

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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The service beyond the product

Service-DominanT Logic

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Service DominanT Logic

Der Service hinter dem Produkt Anrufbeantworter

ProDucT or Service?

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Value-in-Exchange

gooDS-DominanT Logic

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Value-in-Exchange Value-in-Use

Service-DominanT Logic

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Value co-creation

Service-DominanT Logic

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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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, president, ceo and chairman of the board of amazon.com

Think in ServiceS:

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

commoDiTy

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

commoDiTy gooDS

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

commoDiTy gooDS Service

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

commoDiTy gooDS Service exPerience

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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exPerience economy

commoDiTy gooDS Service exPerience TranSformaTion

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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The war of 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

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SociaL meDia

Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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SociaL meDia

Service Design Thinking

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SociaL meDia

Service Design Thinking

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11.500.000+

Dave Carroll – United breaks guitars

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Dave Carroll – United breaks guitars

11.500.000+Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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markeTing ShifTS from communicaTionS

To exPerienceS

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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markeTing ShifTS from communicaTionS

To exPerienceS

Service Design Thinking

Marc Stickdorn — fall 2012

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#ServiceDeSign

Service Design Thinking

Marc Stickdorn — fall 2012

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Service Design is not new.

Service Design Thinking

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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

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iT

SaLeS

DeSign

markeTing

Service Design Thinking

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Service design is inter-disciplinary.

iT markeTermanager

SaLeS DeveLoPerPSychoLogiST

DeSign

DeSigner

markeTing

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Service design is inter-disciplinary.

Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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Every discipline has its language.

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools

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Service design thinking is a common language.

Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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REFLECTION IMPLEMENTATIONEXPLORATION CREATION

Service design thinking is an iterative process.

Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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Service design thinking is an iterative process.

REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexPLoraTion creaTion refLecTion imPLemenTaTionREFLECTION IMPLEMENTATIONEXPLORATION CREATION

Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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Service design thinking is an iterative process.

DiScover Define DeveLoP DeLiver

The Double diamond as described by the

British Design Council

Service Design Thinking

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Service design thinking is an iterative process.

The Squiggle by Damien Newman

from Central Inc.

Service Design Thinking

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5 BaSic PrinciPLeS

Service Design Thinking

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1 uSer-cenTreD

Service Design Thinking

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2 co-creaTive

Service Design Thinking

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3 SeQuencing

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4 eviDencing

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5 hoLiSTic

Service Design Thinking

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Service Design Thinking

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Service Design Thinking

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Buzzword Bingo Service Design Thinking Service Design Tools

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Service Design Thinking

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Service Design Thinking

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Service Design Thinking

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Service Design Thinking

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Contextual InterviewsService Design Thinking

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EthnographyService Design Thinking

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Mobile EthnographyService Design Thinking

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PersonasService Design Thinking

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Stakeholder MappingService Design Thinking

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Value Network MappingService Design Thinking

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Customer Journey MappingService Design Thinking

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Digital Service Mapping — smaplyService Design Thinking

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Service AdvertismentsService Design Thinking

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Business Model CanvasService Design Thinking

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Theatrical ToolsService Design Thinking

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furTher inTereST?

#TiSDT

BookS

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)

Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)

Double Diamond: British Design Council

Squiggle: Damien Newman

agencieS

Work•Play•Experience: www.workplayexperience.com

DesignThinkers: www.designthinkers.nl

Snook: www.wearesnook.com

minds&makers: www.mindsandmakers.com

onLine reSSourceS

twitter: #servicedesign

www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org

Service Design Thinking

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ThankS a LoT.

Marc Stickdorn — @MrStickdorn — www.tisdt.com

Service Design Thinking

Marc Stickdorn — fall 2012

Buzzword Bingo Service Design Thinking Service Design Tools