Service Design Thinking - How to successfully innovate beyond buzzwords
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The document, authored by Marc Stickdorn, discusses the principles and processes of service design thinking, emphasizing the importance of user-centered and co-creative approaches in optimizing customer experiences. It outlines the customer journey from pre-service to post-service phases, highlighting critical touchpoints and the significance of emotional journeys and customer satisfaction. Additionally, it addresses the evolving role of service ecosystems and interdisciplinary collaboration in enhancing service design practices.
Service Design Thinking - How to successfully innovate beyond buzzwords
- 1. 2013 Service Design Thinking Marc Stickdorn
- 2. Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn 2013
- 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn 2013
- 4. 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
- 5. PERSONA Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn 2013
- 6. 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn 2013
- 7. 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn 2013 2
- 8. 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3
- 9. 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3 4
- 10. 5 Dreaming of holidays while at work 2 JAKE Service Design Thinking Marc Stickdorn 2013 3 4 5
- 11. 6 Packing bags 3 JAKE Service Design Thinking Marc Stickdorn 2013 4 5 6
- 12. 7 Check-in process with long line PRE-SERVICE PERIOD 4 JAKE Service Design Thinking Marc Stickdorn 2013 5 6 7
- 13. 8 Checking in, baggage drop-off PRE-SERVICE PERIOD 5 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 6 7 8
- 14. 9 Passing security check PRE-SERVICE PERIOD 6 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 7 8 9
- 15. 10 Boarding PRE-SERVICE PERIOD 7 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 8 9 10
- 16. 11 In-flight experience SERVICE 8 JAKE Service Design Thinking Marc Stickdorn 2013 9 10 11
- 17. 12 Arrival at destination SERVICE 9 JAKE Service Design Thinking Marc Stickdorn 2013 10 11 12
- 18. 13 Transfer to accomodation SERVICE 10 JAKE Service Design Thinking Marc Stickdorn 2013 11 12 13
- 19. 14 Staying at the hotel SERVICE 11 JAKE Service Design Thinking Marc Stickdorn 2013 12 13 14
- 20. 15 Attending a diving school SERVICE 12 JAKE Service Design Thinking Marc Stickdorn 2013 13 14 15
- 21. 16 Dinging at local restaurant SERVICE 13 JAKE Service Design Thinking Marc Stickdorn 2013 14 15 16
- 22. 17 Flying back home SERVICE 14 JAKE Service Design Thinking Marc Stickdorn 2013 15 16 17
- 23. 18 Posting online reviews SERVICE P O S T- S E R V I C E 15 JAKE Service Design Thinking Marc Stickdorn 2013 16 17 18
- 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn 2013
- 25. THE CUSTOMER JOURNEY OF PRE-SERVICE PERIOD Service Design Thinking Marc Stickdorn 2013 SERVICE PERIOD post-service period
- 26. Cool! INTRODUCING Service Design Thinking Marc Stickdorn 2013 KLAUS
- 27. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 2 3
- 28. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 social media 2 3
- 29. POSITIVE social media Service Design Thinking Marc Stickdorn 2013
- 30. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
- 31. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
- 32. POSITIVE social media Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
- 33. NEGATIVE social media Service Design Thinking Marc Stickdorn 2013
- 34. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
- 35. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
- 36. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn 2013
- 37. 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
- 38. 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
- 39. 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
- 40. 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
- 41. 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
- 42. 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
- 43. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 JAKE
- 44. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 KLAUS JAKE
- 45. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 LAURA KLAUS JAKE
- 46. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn 2013
- 47. #servicedesign Service Design Thinking Marc Stickdorn 2013
- 48. #servicedesign Service Design Thinking Marc Stickdorn 2013
- 49. SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn 2013
- 50. SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Marc Stickdorn 2013
- 51. SERVICE DOMINANT LOGIC THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn 2013
- 52. GOODS-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013
- 53. ADVERTISEMENTS ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013
- 54. MOMENT OF SALE moment of s ale ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES
- 55. AFTER SALES after sales ( service) ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES AFTER SALES
- 56. SERVICE-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013 Value-in-Use
- 57. SERVICE-DOMINANT LOGIC Value co-creation Service Design Thinking Marc Stickdorn 2013
- 58. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE Service Design Thinking Marc Stickdorn 2013 AFTER P O S T- S E R V I C E
- 59. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE AFTER le moment of sa Service Design Thinking Marc Stickdorn 2013 P O S T- S E R V I C E after sales
- 60. 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
- 61. 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
- 62. THE TOURISM ECOSYSTEM A Service Design Thinking Marc Stickdorn 2013 B C
- 63. THE TOURISM ECOSYSTEM KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
- 64. THE TOURISM ECOSYSTEM AGENC KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
- 65. THE TOURISM ECOSYSTEM AGENC TRANS AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
- 66. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
- 67. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
- 68. THE TOURISM ECOSYSTEM AGENC HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013
- 70. THE TOURISM ECOSYSTEM AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
- 71. THE TOURISM ECOSYSTEM SHAREHOLDERS AUTHORITIES SUPPLIERS AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
- 72. 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
- 73. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
- 74. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
- 75. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
- 76. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
- 77. #servicedesign Service Design Thinking Marc Stickdorn 2013
- 78. Service Design is not new. Service Design Thinking Marc Stickdorn 2013
- 79. 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
- 80. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013
- 81. Service design is inter-disciplinary. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013 MANAGER MARKETER DESIGNER DEVELOPER PSYCHOLOGIST
- 82. TASK Yes, please. Service Design Thinking Marc Stickdorn 2013
- 83. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn 2013
- 84. Every discipline has its language. Service Design Thinking Marc Stickdorn 2013
- 85. Service design thinking is a common language. Service Design Thinking Marc Stickdorn 2013
- 86. 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
- 87. Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn 2013 The Squiggle by Damien Newman from Central Inc.
- 88. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn 2013
- 89. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
- 90. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
- 91. Service Design Thinking Marc Stickdorn 2013
- 92. Service Design Thinking Marc Stickdorn 2013
- 93. Service Design Thinking Marc Stickdorn 2013
- 94. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
- 95. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
- 96. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
- 97. THE TOUCHPOINT PORTFOLIO START HERE! IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
- 98. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
- 99. PROTOTYPING REFLECTION CREATION Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience … Service Design Thinking Marc Stickdorn 2013
- 100. Service Design Thinking Marc Stickdorn 2013
- 101. Service Design Thinking Marc Stickdorn 2013
- 102. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
- 103. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn 2013
- 104. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn 2013
- 105. SELF-EXPLORATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 106. OBSERVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 107. CONTEXTUAL INTERVIEWS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 108. MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 109. PERSONAS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 110. CUSTOMER JOURNEY MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 111. STAKEHOLDER MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 112. VALUE NETWORK MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 113. SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 114. SERVICE ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 115. BUSINESS MODEL INNOVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 116. THEATRICAL TOOLS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
- 117. #servicedesign Service Design Thinking Marc Stickdorn 2013
- 118. 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
- 119. THANK YOU. Marc Stickdorn @MrStickdorn [email protected] www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Service Design Thinking Marc Stickdorn 2013
- 120. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn 2013
- 121. 1 USER-CENTRED Service Design Thinking Marc Stickdorn 2013
- 122. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn 2013
- 123. 3 SEQUENCING Service Design Thinking Marc Stickdorn 2013
- 124. 4 EVIDENCING Service Design Thinking Marc Stickdorn 2013
- 125. 5 HOLISTIC Service Design Thinking Marc Stickdorn 2013