1.
Service Design Thinking
UX Camp København
Jakob Schneider
2014

2.
UX Camp CPH
Co-Editor / Co-Author
Visual Designer
Creative Director
Partner
Co-Founder
Lead Designer
Co-Founder
Lead Designer
Jakob Schneider
Service Design Thinking
Jakob Schneider 2014

3.
UX Camp CPH
DESIGN THINKING
SERVICE DESIGN
CUSTOMER EXPERIENCE
SERVICE MARKETING
NEW MARKETING
HUMAN-CENTERED DESIGN
SERVICE DESIGN THINKING
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014

4.
UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014

5.
UX Camp CPH
DISCOVER DEFINE DEVELOP DELIVER
The Double diamond as
described by the
British Design Council
Service design thinking is an iterative process.
Service Design Thinking
Jakob Schneider 2014

6.
UX Camp CPH
Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.
Service Design Thinking
Jakob Schneider 2014

7.
UX Camp CPH
DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014

8.
UX Camp CPH
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Service Design Thinking
Jakob Schneider 2014

9.
UX Camp CPH
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping in your customer’s shoes.”
Service Design Thinking
Jakob Schneider 2014

10.
UX Camp CPH
PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
Service Design Thinking
Jakob Schneider 2014

11.
UX Camp CPH
PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Service Design Thinking
Jakob Schneider 2014

12.
UX Camp CPH
JAKE
1
1 Reading a
travel magazine
Service Design Thinking
Jakob Schneider 2014

13.
UX Camp CPH
JAKE
2 Going to a
travel agency
1 2
Service Design Thinking
Jakob Schneider 2014

14.
UX Camp CPH
JAKE
3 Reading
online reviews
1 2 3
Service Design Thinking
Jakob Schneider 2014

15.
UX Camp CPH
JAKE
4 Booking online
1 2 3 4
Service Design Thinking
Jakob Schneider 2014

16.
UX Camp CPH
2 3 4
JAKE
5 Dreaming of holidays
while at work
5
Service Design Thinking
Jakob Schneider 2014

17.
UX Camp CPH
3 4
JAKE
6 Packing bags
5 6
Service Design Thinking
Jakob Schneider 2014

18.
UX Camp CPH
4
JAKE
7
5 6 7
Check-in process
with long line
P R E - S E R V I C E P E R I O D
Service Design Thinking
Jakob Schneider 2014

19.
UX Camp CPH
JAKE
8 Checking in,
baggage drop-off
5 6 7 8
P R E - S E R V I C E P E R I O D S E R V I C E
Service Design Thinking
Jakob Schneider 2014

20.
UX Camp CPH
JAKE
9 Passing
security check
6 7 8 9
P R E - S E R V I C E P E R I O D S E R V I C E
Service Design Thinking
Jakob Schneider 2014

21.
UX Camp CPH
JAKE
10 Boarding
7 8 9 10
P R E - S E R V I C E P E R I O D S E R V I C E
Service Design Thinking
Jakob Schneider 2014

22.
UX Camp CPH
JAKE
11 In-flight
experience
8 9 10 11
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

23.
UX Camp CPH
JAKE
12 Arrival at
destination
9 10 11 12
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

24.
UX Camp CPH
JAKE
13 Transfer to
accomodation
10 11 12 13
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

25.
UX Camp CPH
JAKE
14 Staying at the hotel
11 12 13 14
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

26.
UX Camp CPH
JAKE
15 Attending a
diving school
12 13 14 15
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

27.
UX Camp CPH
JAKE
16 Dinging at
local restaurant
13 14 15 16
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

28.
UX Camp CPH
JAKE
17 Flying back home
14 15 16 17
S E R V I C E
Service Design Thinking
Jakob Schneider 2014

29.
UX Camp CPH
JAKE
18 Posting
online reviews
15 16 17 18
S E R V I C E P O S T - S E R V I C E
Service Design Thinking
Jakob Schneider 2014

30.
UX Camp CPH
4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design Thinking
Jakob Schneider 2014

31.
UX Camp CPH
P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D
post-service period
THE CUSTOMER JOURNEY OF
Service Design Thinking
Jakob Schneider 2014

32.
UX Camp CPH
INTRODUCING
KLAUS
Cool!
Service Design Thinking
Jakob Schneider 2014

33.
UX Camp CPH
16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
Service Design Thinking
Jakob Schneider 2014

34.
UX Camp CPH
16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
social mediaService Design Thinking
Jakob Schneider 2014

35.
UX Camp CPH
POSITIVE social media
Service Design Thinking
Jakob Schneider 2014

36.
UX Camp CPH
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014

37.
UX Camp CPH
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014

38.
UX Camp CPH
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014

39.
UX Camp CPH
NEGATIVE social media
Service Design Thinking
Jakob Schneider 2014

40.
UX Camp CPH
13.000.000+
Dave Carroll – United breaks guitars
Service Design Thinking
Jakob Schneider 2014

41.
UX Camp CPH
Dave Carroll – United breaks guitars
13.000.000+
Service Design Thinking
Jakob Schneider 2014

42.
UX Camp CPH
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Service Design Thinking
Jakob Schneider 2014

43.
UX Camp CPH
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Service Design Thinking
Jakob Schneider 2014

44.
UX Camp CPH
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUS
Service Design Thinking
Jakob Schneider 2014

45.
UX Camp CPH
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
Service Design Thinking
Jakob Schneider 2014

46.
UX Camp CPH
MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES
This is where UX comes in, right?
Service Design Thinking
Jakob Schneider 2014

47.
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014

48.
UX Camp CPH
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014

49.
UX Camp CPH
SERVICE-DOMINANT LOGIC
Product or service?
Service Design Thinking
Jakob Schneider 2014

50.
UX Camp CPH
SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt Anrufbeantworter
THE SERVICE BEHIND
THE PRODUCT
Service Design Thinking
Jakob Schneider 2014

51.
UX Camp CPH
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014

52.
UX Camp CPH
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014

53.
UX Camp CPH
Value co-creation
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014

54.
UX Camp CPH
A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014

55.
UX Camp CPH
MOMENT OF SALE
A D V E R T I S E M E N T S S A L E S
moment of sale
Service Design Thinking
Jakob Schneider 2014

56.
UX Camp CPH
MOMENT OF SALE
USING A DIGITAL SERVICE
A D V E R T I S E M E N T S S A L E S
moment of sale
Service Design Thinking
Jakob Schneider 2014

57.
UX Camp CPH
AFTER SALES
A D V E R T I S E M E N T S A F T E R S A L E SS A L E S
after sales (service)
Service Design Thinking
Jakob Schneider 2014

58.
UX Camp CPH
AFTER SALES
A D V E R T I S E M E N T S A F T E R S A L E SS A L E S
after sales (service)
USING A DIGITAL SERVICE
Service Design Thinking
Jakob Schneider 2014

59.
UX Camp CPH
HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
P R E - S E R V I C E
A D V E R T I S E M E N T S
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
moment of sale after sales
Service Design Thinking
Jakob Schneider 2014

60.
UX Camp CPH
“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
THINK IN SERVICES
Service Design Thinking
Jakob Schneider 2014

61.
UX Camp CPH
“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
THINK IN SERVICE ECOSYSTEMS
Service Design Thinking
Jakob Schneider 2014

62.
CA B
UX Camp CPH
JAKE
KLAUS
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

63.
CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

64.
UX Camp CPH
HOTEL
KLAUS
AGENC
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

65.
UX Camp CPH
KLAUS
AGENC
HOTEL
EMPLOYEES
SHAREHOLDERS SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
ROOM SERVICE
LAUNDRY
MARKETING
SALES
KITCHEN
ETC …
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

66.
CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

67.
CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014

68.
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014

69.
UX Camp CPH
Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer support
Point-of-Sales
MARKETING IT DESIGN/UX SALES
Service Design is not new.
Service Design Thinking
Jakob Schneider 2014

70.
UX Camp CPH
IT
SALES
DESIGN
MARKETING
... and maybe some of this UX thingy,
Service Design Thinking
Jakob Schneider 2014

71.
UX Camp CPH
Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design Thinking
Jakob Schneider 2014

72.
UX Camp CPH
Service design is inter-disciplinary.
Service Design Thinking
Jakob Schneider 2014

73.
UX Camp CPH
Every discipline has its language.
Service Design Thinking
Jakob Schneider 2014

74.
UX Camp CPH
Service design thinking is a common language.
Service Design Thinking
Jakob Schneider 2014

75.
UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014

76.
UX Camp CPH
SERVICE
DESIGN
THINKING
DOING
Service Design Thinking
Jakob Schneider 2014

77.
UX Camp CPH
TOOLS
Exploration Creation/Reflection Implementation
REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME
OF ALL THESE
Service Design Thinking
Jakob Schneider 2014

78.
UX Camp CPH
Exploration Creation/Reflection Implementation
SELF-EXPLORATION
Service Design Thinking
Jakob Schneider 2014

79.
UX Camp CPH
Exploration Creation/Reflection Implementation
OBSERVATION
Service Design Thinking
Jakob Schneider 2014

80.
UX Camp CPH
Exploration Creation/Reflection Implementation
CONTEXTUAL
INTERVIEWS
Service Design Thinking
Jakob Schneider 2014

81.
UX Camp CPH
Exploration Creation/Reflection Implementation
MOBILE
ETHNOGRAPHY
Service Design Thinking
Jakob Schneider 2014

82.
UX Camp CPH
Exploration Creation/Reflection Implementation
PERSONAS
Service Design Thinking
Jakob Schneider 2014

83.
UX Camp CPH
Exploration Creation/Reflection Implementation
CUSTOMER
JOURNEY MAPS
Service Design Thinking
Jakob Schneider 2014

84.
UX Camp CPH
Exploration Creation/Reflection Implementation
STAKEHOLDER
MAPS
Service Design Thinking
Jakob Schneider 2014

85.
UX Camp CPH
Exploration Creation/Reflection Implementation
VALUE NETWORK
MAPS
Service Design Thinking
Jakob Schneider 2014

86.
UX Camp CPH
Exploration Creation/Reflection Implementation
SERVICE
PROTOTYPES
Service Design Thinking
Jakob Schneider 2014

87.
UX Camp CPH
Exploration Creation/Reflection Implementation
SERVICE
ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014

88.
UX Camp CPH
Exploration Creation/Reflection Implementation
BUSINESS MODEL
INNOVATION
Service Design Thinking
Jakob Schneider 2014

89.
UX Camp CPH
Exploration Creation/Reflection Implementation
THEATRICAL
TOOLS
Service Design Thinking
Jakob Schneider 2014

90.
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014

91.
UX Camp CPH
5 BASIC PRINCIPLES
Service Design Thinking
Jakob Schneider 2014

92.
UX Camp CPH
1 USER-CENTRED
Service Design Thinking
Jakob Schneider 2014

93.
UX Camp CPH
2 CO-CREATIVE
Service Design Thinking
Jakob Schneider 2014

94.
UX Camp CPH
3 SEQUENCING
Service Design Thinking
Jakob Schneider 2014

95.
UX Camp CPH
4 EVIDENCING
Service Design Thinking
Jakob Schneider 2014

96.
UX Camp CPH
5 HOLISTIC
Service Design Thinking
Jakob Schneider 2014

97.
UX Camp CPH
#servicedesign
Service Design Thinking
Jakob Schneider 2014

98.
UX Camp CPH
#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
Service Design Thinking
Jakob Schneider 2014

99.
UX Camp CPH
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014

100.
UX Camp CPH
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
Service Design Thinking
Jakob Schneider 2014

101.
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014

102.
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014

103.
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014

104.
UX Camp CPH
IMPLEMENTATION
CREATIONREFLECTION
CX ANALYSIS
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
Service Design Thinking
Jakob Schneider 2014

105.
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Service Design Thinking
Jakob Schneider 2014

106.
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Service Design Thinking
Jakob Schneider 2014

107.
UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Service Design Thinking
Jakob Schneider 2014

108.
UX Camp CPH
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014

109.
UX Camp CPH
Understanding the impact of new or modified touchpoints
on the customer experience, the service ecosystem,
and the organisation, and employee experience …
PROTOTYPING
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014

110.
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014

111.
UX Camp CPH
Service Design Thinking
Jakob Schneider 2014

112.
UX Camp CPH
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014

113.
UX Camp CPH
TAKE-AWAYS
Don’t mind buzzwords.
Design the process. Each and every time.
Document visually. Document professionally.
Prototype early. Prototype cheaply.
Make immaterial elements tangible.
Establish a common language across silos.
Be emphatic. Be a facilitator.
Service Design Thinking
Jakob Schneider 2014

114.
UX Camp CPH
FURTHER INTEREST?
BOOKS
Process Principles:
This is Service Design Thinking
by Marc Stickdorn Jakob Schneider (2010)
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)
ONLINE RESSOURCES
twitter: #servicedesign
www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
www.smaply.com
Service Design Thinking
Jakob Schneider 2014

115.
UX Camp CPH
Jakob Schneider
@jakoblies
jakob@smaply.com
www.kd1.com
www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisservicedesigndoing.com
THANK YOU.
… and have an awesome day!
Service Design Thinking
Jakob Schneider 2014