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
2. Buzzword Bingo Service Design Thinking Service Design Tools
Buzzword bingo
Service Design Thinking
Marc Stickdorn — fall 2012
3. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
Service Design Thinking
Marc Stickdorn — fall 2012
4. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
The service beyond the product
Service Design Thinking
Marc Stickdorn — fall 2012
5. Buzzword Bingo Service Design Thinking Service Design Tools
Service Dominant Logic
Product
OR
SERVICE?
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thinking
Marc Stickdorn — fall 2012
6. Buzzword Bingo Service Design Thinking Service Design Tools
GOODS-Dominant Logic
Value-in-Exchange
Service Design Thinking
Marc Stickdorn — fall 2012
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Service-Dominant Logic
Value-in-Exchange Value-in-Use
Service Design Thinking
Marc Stickdorn — fall 2012
8. Buzzword Bingo Service Design Thinking Service Design Tools
Service-Dominant Logic
Value co-creation
Service Design Thinking
Marc Stickdorn — fall 2012
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Think in services:
“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
Service Design Thinking
Marc Stickdorn — fall 2012
10. Buzzword Bingo Service Design Thinking Service Design Tools
Experience Economy
Service Design Thinking
Marc Stickdorn — fall 2012
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Experience Economy
Commodity
Service Design Thinking
Marc Stickdorn — fall 2012
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Experience Economy
Commodity Goods
Service Design Thinking
Marc Stickdorn — fall 2012
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Experience Economy
Commodity Goods SERVICE
Service Design Thinking
Marc Stickdorn — fall 2012
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Experience Economy
Commodity Goods SERVICE Experience
Service Design Thinking
Marc Stickdorn — fall 2012
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Experience Economy
Commodity Goods SERVICE Experience Transformation
Service Design Thinking
Marc Stickdorn — fall 2012
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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
Marc Stickdorn — fall 2012
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Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
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Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
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Social Media
Service Design Thinking
Marc Stickdorn — fall 2012
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Dave Carroll – United breaks guitars
Service Design Thinking
11.500.000+
Marc Stickdorn — fall 2012
21. Buzzword Bingo Service Design Thinking Service Design Tools
Dave Carroll – United breaks guitars
Service Design Thinking
11.500.000+
Marc Stickdorn — fall 2012
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marketing shifts
from communications
to experiences
Service Design Thinking
Marc Stickdorn — fall 2012
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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
Marc Stickdorn — fall 2012
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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 — fall 2012
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Marketing
IT
SALES
Design
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design is inter-disciplinary.
Marketing
Manager
IT Marketer
Designer
SALES Developer
Psychologist
Design
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn — fall 2012
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Every discipline has its language.
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design thinking is an iterative process.
EXPLORATION CREATION REFLECTION IMPLEMENTATION
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design thinking is an iterative process.
Exploration
EXPLORATION
EXPLORATION
Creation
CREATION
CREATION
Reflection
REFLECTION
REFLECTION
Implementation
IMPLEMENTATION
IMPLEMENTATION
Service Design Thinking
Marc Stickdorn — fall 2012
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Service design thinking is an iterative process.
DISCOVER DEFINE DEVELOP DELIVER
Service Design Thinking The Double diamond as
described by the
Marc Stickdorn — fall 2012 British Design Council
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Service design thinking is an iterative process.
Service Design Thinking The Squiggle
by Damien Newman
Marc Stickdorn — fall 2012 from Central Inc.
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5 basic Principles
Service Design Thinking
Marc Stickdorn — fall 2012
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1 User-centred
Service Design Thinking
Marc Stickdorn — fall 2012
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2 Co-Creative
Service Design Thinking
Marc Stickdorn — fall 2012
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3 SEQUEncing
Service Design Thinking
Marc Stickdorn — fall 2012
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4 EVIDENCING
Service Design Thinking
Marc Stickdorn — fall 2012
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5 HOLISTIC
Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Marc Stickdorn — fall 2012
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Service Design Thinking
Contextual Interviews
Marc Stickdorn — fall 2012
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Service Design Thinking
Ethnography
Marc Stickdorn — fall 2012
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Service Design Thinking
Mobile Ethnography
Marc Stickdorn — fall 2012
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Service Design Thinking
Personas
Marc Stickdorn — fall 2012
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Service Design Thinking
Stakeholder Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Value Network Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Customer Journey Mapping
Marc Stickdorn — fall 2012
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Service Design Thinking
Digital Service Mapping — smaply
Marc Stickdorn — fall 2012
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Service Design Thinking
Service Advertisments
Marc Stickdorn — fall 2012
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Service Design Thinking
Business Model Canvas
Marc Stickdorn — fall 2012
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Service Design Thinking
Theatrical Tools
Marc Stickdorn — fall 2012
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FURTHER INTEREST?
BOOKS AGENCIES
Service-Dominant Logic: Work•Play•Experience: www.workplayexperience.com
“The Service-Dominant Logic of Marketing”
by Robert Lusch Stephen Vargo (2006) DesignThinkers: www.designthinkers.nl
Experience Economy: Snook: www.wearesnook.com
“The Experience Economy” mindsmakers: www.mindsandmakers.com
by Joseph Pine II James Gilmore (1999)
Process Principles:
This is Service Design Thinking Online ressources
by Marc Stickdorn Jakob Schneider (2010)
twitter: #servicedesign
www.designthinkingnetwork.com
Double Diamond: British Design Council www.servicedesignbooks.org
www.service-design-network.org
Squiggle: Damien Newman www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
Service Design Thinking
Marc Stickdorn — fall 2012
#TiSDT
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Thanks a lot.
Marc Stickdorn — @MrStickdorn — www.tisdt.com
Service Design Thinking
Marc Stickdorn — fall 2012