2013 Service Design Thinking

Marc Stickdorn
 Hi!
My name is Marc Stickdorn.

Service Design Thinking

Marc Stickdorn  2013
 TASK now?
What? Right
Hi!
1. Say “Hi!” to your neighbour.
2. Summarize your last holiday
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
y o u r c u s t o m e r’ s s hoes.”
“slipping in

Service Design Thinking

Marc Stickdorn  2013
 Jakob
Persona
28
Male
German

“Don’t believe the hype!”

Service Design Thinking

Marc Stickdorn  2013
 Jakob
Persona
28
Male
User/customer stereotypes German
based on research

“Don’t believe the hype!”

Service Design Thinking

Marc Stickdorn  2013
1 Reading a
travel magazine

JAKE

Service Design Thinking

Marc Stickdorn  2013
2 Going to a
travel agency

1 2

JAKE

Service Design Thinking

Marc Stickdorn  2013
3 Reading
online reviews

1 2 3

JAKE

Service Design Thinking

Marc Stickdorn  2013
4 Booking online

1 2 3 4

JAKE

Service Design Thinking

Marc Stickdorn  2013
 5 Dreaming of holidays
while at work

1 2 3 4 5

JAKE

Service Design Thinking

Marc Stickdorn  2013
 6 Packing bags

2 3 4 5 6

JAKE

Service Design Thinking

Marc Stickdorn  2013
 7 Check-in process
with long line

P R E - S E R VICE PE R IO D

3 4 5 6 7

JAKE

Service Design Thinking

Marc Stickdorn  2013
 8 Checking in,
baggage drop-off

P R E - S E R VICE PE R IO D S E R VICE

4 5 6 7 8

JAKE

Service Design Thinking

Marc Stickdorn  2013
 9 Passing
security check

P R E - S E R VICE PE R IO D S E R VICE

5 6 7 8 9

JAKE

Service Design Thinking

Marc Stickdorn  2013
 10 Boarding

P R E - S E R VICE PE R IO D S E R VICE

6 7 8 9 10

JAKE

Service Design Thinking

Marc Stickdorn  2013
 11 In-flight
experience

S E R VICE

7 8 9 10 11

JAKE

Service Design Thinking

Marc Stickdorn  2013
 12 Arrival at
destination

S E R VICE

8 9 10 11 12

JAKE

Service Design Thinking

Marc Stickdorn  2013
 13 Transfer to
accomodation

S E R VICE

9 10 11 12 13

JAKE

Service Design Thinking

Marc Stickdorn  2013
 14 Staying at the hotel

S E R VICE

10 11 12 13 14

JAKE

Service Design Thinking

Marc Stickdorn  2013
 15 Attending a
diving school

S E R VICE

11 12 13 14 15

JAKE

Service Design Thinking

Marc Stickdorn  2013
 16 Dinging at
local restaurant

S E R VICE

12 13 14 15 16

JAKE

Service Design Thinking

Marc Stickdorn  2013
 17 Flying back home

S E R VICE

13 14 15 16 17

JAKE

Service Design Thinking

Marc Stickdorn  2013
 18 Posting
online reviews

S E R VICE PO S T - S E R VICE

14 15 16 17 18

JAKE

Service Design Thinking

Marc Stickdorn  2013
 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
post-service
period

P R E - S E R VICE PE R IO D S E R VICE PE R IO D

Service Design Thinking

Marc Stickdorn  2013
 Cool!

InTRODUCING
KLAUS

Service Design Thinking

Marc Stickdorn  2013
S E R VICE PE R IO D PO S T - S E R VICE

16 17 18

JAKE

P R E - S E R VICE PE R IO D

1 2 3

KLAUS

Service Design Thinking

Marc Stickdorn  2013
S E R VICE PE R IO D PO S T - S E R VICE

16 17 18

JAKE

P R E - S E R VICE PE R IO D

1 2 3

KLAUS

social media
Service Design Thinking
Marc Stickdorn  2013
 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

13.000.000+
Marc Stickdorn  2013
 Dave Carroll – United breaks guitars

Service Design Thinking

13.000.000+
Marc Stickdorn  2013
 Customer Satisfaction

Expectations Vs. Experiences

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
P R E - S E R VICE S E R VICE PO S T - S E R VICE

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
Customer Satisfaction
PRE-SERVICE SERVICE P O S T- S E R V I C E

1 2 3 4 5 6 7 8 9 10

Expectations Experiences Satisfaction

Service Design Thinking

Marc Stickdorn  2013
EMOTIONAL JOURNEY
P R E - S E R VICE S E R VICE PO S T - S E R VICE

1 2 3 4 5 6 7 8 9 10

Service Design Thinking

Marc Stickdorn  2013 JAKE
EMOTIONAL JOURNEY
P R E - S E R VICE S E R VICE PO S T - S E R VICE

1 2 3 4 5 6 7 8 9 10

Service Design Thinking

Marc Stickdorn  2013 KLAUS JAKE
EMOTIONAL JOURNEY
P R E - S E R VICE S E R VICE PO S T - S E R VICE

1 2 3 4 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

THEAnrufbeantworter
Der Service hinter dem Produkt PRODUCT
Service Design Thinking
Marc Stickdorn  2013
 GOODS-Dominant Logic

Value-in-Exchange

Service Design Thinking

Marc Stickdorn  2013
 Service-Dominant Logic

Value-in-Exchange Value-in-Use

Service Design Thinking

Marc Stickdorn  2013
 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
ECO-
SYSTEm

A B C

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM
ECO-
SYSTEm
KLAUS

A B C

JAKE

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC

ECO-
SYSTEm
KLAUS

A B C

JAKE

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
TRANS

ECO-
SYSTEm
AIRLIN
KLAUS

A B C

JAKE

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

JAKE

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

REV

JAKE

REST

Service Design Thinking DIVING

Marc Stickdorn  2013

THE
TOURISM AGENC
ECO-
SYSTEm

HOTEL

KLAUS

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
ECO- Employees

SYSTEm

HOTEL

KLAUS

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
ECO- Employees

SYSTEm
Maintenance

HOTEL
Room service

Kitchen
Laundry KLAUS

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM
Shareholders Suppliers

AGENC
ECO- Authorities Employees

SYSTEm
Maintenance

HOTEL
Room service

Kitchen
Laundry KLAUS

Service Design Thinking

Marc Stickdorn  2013
 Marketing
THE
TOURISM
Shareholders Suppliers

AGENC
ECO- Authorities Employees

SYSTEm Community

Maintenance

HOTEL
Room service
Sales
Kitchen
Laundry
ETC … KLAUS

Service Design Thinking

Marc Stickdorn  2013
THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

REV

JAKE

REST

Service Design Thinking DIVING

Marc Stickdorn  2013

THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

REV

JAKE

REST

Service Design Thinking DIVING

Marc Stickdorn  2013

THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

REV

JAKE

REST

Service Design Thinking DIVING

Marc Stickdorn  2013

THE
TOURISM AGENC
TRANS

ECO-
SYSTEm HOTEL

AIRLIN
KLAUS

A B C

REV

JAKE

REST

Service Design Thinking DIVING

Marc Stickdorn  2013

 #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

Customer relationship Technical support Look and feel Customer support

management

Service Design Thinking

Marc Stickdorn  2013
 Marketing

IT

SALES

Design

Service Design Thinking

Marc Stickdorn  2013
 Service design is inter-disciplinary.

Marketing
Manager
IT Marketer
Designer
SALES Developer
Psychologist
Design

Service Design Thinking

Marc Stickdorn  2013
 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
Creation
CREATION
CREATION
Reflection
REFLECTION
REFLECTION
Implementation
IMPLEMENTATION
IMPLEMENTATION

Service Design Thinking

Marc Stickdorn  2013
 Service design thinking is an iterative process.

Service Design Thinking The Squiggle

by Damien Newman
Marc Stickdorn  2013 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
Exploration Creation/Reflection Implementation
EXPLORATION
EXPLORATION EXPLORATION
EXPLORATION CREATION
CREATION CREATION
CREATION REFLECTION
REFLECTION REFLECTION
REFLECTION IMPLEMENTATION
IMPLEMENTATION IMPLEMENTATION
IMPLEMENTATION

Marc Stickdorn  2013

 SELF-EXPLORATION

Image: Shutterstock / Kzenon

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

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 ContextuaL
Interviews

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 MOBILE
ETHNOGRAPHY

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 PERSONAS

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 Customer
Journey Maps

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 STAKEHOLDER
Maps

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 Value Network
Maps

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 SERVICE
PROTOTYPES

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 SERVICE
Advertisements

Service Design Thinking

Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 Business Model
Innovation
Service Design Thinking
Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 Theatrical
Tools
Service Design Thinking
Exploration Creation/Reflection Implementation
Marc Stickdorn  2013
 #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: twitter: #servicedesign
This is Service Design Thinking
by Marc Stickdorn & Jakob Schneider (2010) www.designthinkingnetwork.com
www.servicedesignbooks.org
Service-Dominant Logic: www.service-design-network.org
“The Service-Dominant Logic of Marketing” www.servicedesigntools.org
by Robert Lusch & Stephen Vargo (2006) www.tisdt.com
www.globalservicejam.org
Experience Economy:
“The Experience Economy” www.smaply.com
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
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