1.
#ILA18
DOINGIS
HOW TO BRING SERVICE DESIGN
THEHARDPART
INTO STARTUPS AND MULTINATIONALS
Marc Stickdorn
@MrStickdorn

2.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

3.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
01 What is Service Design?
02 Standard process vs. Process standard
03 Consulting vs. doing
04 The 12 commandments
05 Avoiding the bullshit
THISSTANDSBETWEENYOUANDYOURLUNCH…

4.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
01
WHAT IS
SERVICE DESIGN?

5.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
4COREACTIVITIES
Research Ideation Prototyping Implementation
The process of service design

6.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
RESEARCH

7.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
RESEARCH
QUANTITATIVE QUALITATIVE

8.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Monitor KPIs over time Get actionable insights
QUANTITATIVE QUALITATIVE
RESEARCH

9.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUANTITATIVE QUALITATIVE
RESEARCH
Surveys Tracking
Big Data
A/B testing Heatmaps
Conversion analysis
Customer segmentation
… and many more
Contextual interviews
Participant observation
Mobile ethnography Workalong
Self-documentation
Non-participant observation
… and many more

10.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PHEW.THAT’SALOT.I don’t have budget for your research Feng Shui.

11.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budget …
Methods
Data types
Researchers

12.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUANTITATIVE
SURVEYS
Credit: Shutterstock

13.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUANTITATIVE
CUSTOMER/USERDATA
Credit: Shutterstock

14.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
CONTEXTUALINTERVIEWS
Credit: Shutterstock

15.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
NON-PARTICIPANTOBSERVATION
Credit: Shutterstock

16.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
PARTICIPANTOBSERVATION
Credit: Shutterstock

17.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
WORKALONG
Credit: Shutterstock

18.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
QUALITATIVE
SELF-DOCUMENTATION
AUTO-ETHNOGRAPHY
Credit: Shutterstock

19.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Primary data

20.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
KEY INSIGHTS
Alan
persona, character, role
wants to eat less chocolate
action, situation
because it makes him fat
aim, need, outcome
but it makes him feel safe.
restricion, obstacle, friction
USER STORIES
As a regular customer of SaaS products
persona, role, type of user
I want invoices to be sent directly to my accounting
action
so that I don’t have to care about this every month.
outcome
DATASYNTHESIS&ANALYSIS
Primary data Interpreted data
JOB-TO-BE-DONE
When I have to travel for business
situation
I want to lose as little time as possible
motivation, forces
so that I can maximize my work time.
expected outcome

21.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DATAVISUALIZATION
Primary data Interpreted data Visualization
PERSONAS
SYSTEM MAPS
JOURNEY MAPS

22.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATION

23.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
EXPLORATIVE
IDEATIONMETHODS

24.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
EXPLORATIVE
IDEABOARD

25.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATIONISOVERRATED.

26.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEASARECHEAP.
IDEATIONISOVERRATED.

27.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IDEATIONISOVERRATED.Co-creation
People
Research
Prototypes
Safe space
Hierarchy
Culture
Stakeholder involvement
Users
Customers
Employees
Stage-gate process
Idea selectionDecision making
Governance

28.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPING
IDEATIONISOVERRATED.
ISUNDERRATED!

29.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPING

30.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
JOURNEYMAP(FUTURE-STATE)

31.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
WIREFRAME/DUMMY

32.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
PHYSICALPROTOTYPESPaper/CardBoard/Lego

33.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
SIMULATIONS
Credit: Lufthansa

34.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
DESKTOPWALKTHROUGH
Credit: TiSDD

35.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
BUSINESSMODEL

36.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ALWAYSSTARTWITHA…

37.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IMPLEMENTATION

38.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Research Ideation Prototyping Implementation

39.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
?
Research Ideation Prototyping Implementation

40.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
USETHISPROCESS,THEYSAID.
ITWILLGUIDEYOU,THEYSAID.

41.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
as we communicated it
THE REALITY™
as it actually happened
THE REALITY™

42.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
02
STANDARD PROCESS
VS. PROCESS STANDARD

43.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
The Squiggle
The Mayhem

44.
The Curtain
The Plate
The Bow Tie
The Squiggle
The Hyperloop
The Maze
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
The Mayhem
The Fountain
The March
The Autobahn
The Black Hole
The Pinball

45.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
TRUSTTHEPROCESS!
Meanwhile, in workshop land …

46.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Preparation
Introduction
Welcome
Developing
keyinsights
Developing
keyinsights
Presenations
Documentation
10plus10
Ideaportfolio
Investigative
rehearsal
Desktop
walkthrough
Paperprototyping
Cardboard
prototyping
Journeymapping
and/or
systemmapping
4–8
HOURS introduction workshop

47.
Data
collection
Datacollection
Builda
ResearchWall
Analysedata
Creatingpersonas
Mappingjourneys
Mappingsystems
Developkeyinsights
Developfirstinsights
(Developing
keyinsights)
Adaptresearchplanning
Preparatoryresearch
Researchplanning
DAY 1 DAY 2
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
5-day service design sprint

48.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

49.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
5-day service design iteration
3-day service design session
introduction workshop
service design sprint
pilot project
experience pitchincubator session
innovation challenge
1-year service design implementation
2-year cultural change
teaser stunt

50.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DESIGNTHE
PROCESSITSELF!— This is Service Design Thinking, 2010

51.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Constant Constraints Process

52.
IMPLEMENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Activities

53.
“How might we …?” – trigger questions from insights
Generating jobs-to-be-done insights
Building a research wall
Creating personas
Mapping journeys
Mapping systems
Developing key insights
Writing user stories
Compiling research reports
Knowing how people change
Beliefs and emotions
Key tactics of change
Understanding what will change
APHIC APPROACHES
ography
ation
ea board
h Ideation and mini-sprint
Software prototyping
Build
Release
Imagine
Define
Realize Support/Use
Retire/Dispose
Support/Use
Mindset change
Creation
Testing
Building
Monitoring
Needs assessment
Slicing the elephant – splitting the challenge
Ideas from journey mapping
Ideas from future-state system
Brainstorming and brainwriting
10 plus 10
Bodystorming
Ideation based on
Benny Hill sorting (Thir
Idea portfolio
Octopus clustering
Quick voting methods
P
Cardboard prototyping
Paper prototyping
Wireframing
Wizard-of-Oz approaches
Service advertisement
Sketching
Media boards Business Model Canvas
Desktop system mapping (Business Origami)
DESK RESEARCH
Preparatory research Secondary research
depth interview
Non-participant observation
PARTICIPANT APPROACHES
Mobile ethnography Cultural probes
Desktop walkthrough
Partial service rehea
Subte
THEATRICAL MET
Rehearsing digita
DATA VISUALIZATION
AND ANALYSIS
DATA
COLLECTION
CHANGE
MANAGEMENT
SOFTWARE
DEVELOPMENT
SERVICE DESIGN/
ARCHITECTURE
SERVICE DESIGN/
PRODUCT MANAGEMENT
PRE-IDEATION
METHODS
GENERATING
MANY IDEAS
ADDING DEPTH/
DIVERSIFYING IDEAS
UNDERSTANDING/
CLUSTERING/RANKING
REDUCING
OPTIONS
SERVICE PROCESSES
AND EXPERIENCES
OBJECTS AND
ENVIRONMENTS
PROTOTYPING
FOR THE DIGITAL
FURTHER
METHODS
ECOSYSTEMS AND
BUSINESS VALUE
IMPLEM
ENTATION
PROTOT
YPING
RES
EARCH IDEA
TION
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

54.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
FREEDOM?

55.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ANARCHY?

56.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUNEEDMORE
STRUCTURE
THANYOUTHINK
When people are
are involved …

57.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THEMORE
FREEDOM
YOUWANT
THEMORE
STRUCTURE
YOUNEED

58.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
03
CONSULTING
VS. DOING

59.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
4CLEARSTEPS
Just work with these …

60.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DIVERGE/
CONVERGE
It’s just this simple …

61.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
5PHASES
Just follow these …

62.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
7DEFINITESTAGES
It’s easy and clear with these …

63.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
CIRCULAR
SINE
CIRCLES
You’re safe if you’re living …

64.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
NOTSURE
IFREALADVICE
ORCONSULTANT
BULLSHIT
Meme based on Futurama by Matt Groening

65.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ACTIVITIES
Don’t we just talk about …

66.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THEPROCESS™Version 367.2.7

67.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Suitable and
feasible activities

68.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
Adaption to
real-world constraints

69.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
ANDTHEREWEGO.Version 367.2.8

70.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
WHENISIT
The single most
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH
important question
?

71.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
04
THE 12
COMMANDMENTS

72.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
CALLIT
WHATYOULIKE
1

73.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
MAKE
FIRSTDRAFTS
2
SH!TTY

74.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUARE
AFACILITATOR
3

75.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DOING
NOTTALKING
4

76.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YES,BUT…
& YES,AND…
5

77.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
FINDTHE
RIGHTPROBLEM
BEFORESOLVINGITRIGHT
6

78.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PROTOTYPE
INTHE
REALWORLD
7

79.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
DON’TPUT
ALLYOUREGGS
INONEBASKET
8

80.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IT’SNOTABOUTTOOLS…9
IT’SABOUT
CHANGINGREALITY

81.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PLANFORITERATION…
THENADAPT
10

82.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
ZOOMIN
AND
ZOOMOUT
11

83.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
IT’SALL
SERVICES
12

84.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
05
AVOID THE
BULLSHIT

85.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
LET’SNOTBETHE
CONSULTANCY
WENEVER
WANTEDTOBE.
We went out
to do it differently …

86.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
PEOPLEDON’TWANT
SERVICEDESIGN,
THEYWANTTHEIR
PROBLEMSSOLVED.
Yes, it sounds
a bit trivial.

87.
Service design SEARCH STOCK
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

88.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

89.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

90.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

91.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn

92.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
LET’SCHANGETHE
VISUALNARRATIVEOF
SERVICEDESIGN !

93.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[MOBILITYEXPERIENCE]
Let’s look at …

94.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

95.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

96.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

97.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[HOSPITALITYEXPERIENCE]
Let’s look at …

98.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

99.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

100.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

101.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

102.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
[AVIATIONEXPERIENCE]
Let’s look at …

103.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

104.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

105.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

106.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn Credit: Shutterstock

107.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
YOUDESIGNSERVICES
ANDSYSTEMS.
No matter how you call it …

108.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
WELL,LET’S
CALLTHIS…
OFFIC
IALLY APPRO
VEDOFFIC
IALLYAPPRO
VED
GOOD
ENOUGH

109.
DOINGISTHEHARDPART
#ILA18 Marc Stickdorn
THANK
YOU
VERY
MUCH!
ON STAGE
Marc Stickdorn
@MrStickdorn
SLIDES
Jakob Schneider
@jakoblies
SOFTWARE
www.smaply.com
www.experiencefellow.com
BOOKS
www.tisdt.com
www.tisdd.com