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    Stickdorn - 2015 - This Is Service Design Thinking. (Slides)

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    souandreia958
    This document discusses service design thinking and methods. It covers topics like iterative improvement of the customer experience, analyzing customer journeys and touchpoints, prototyping ideas, and using methods like swimlane diagrams to understand customer channels and emotional journeys. The goal is to manage complexity in agile environments and continuously improve the customer experience through techniques like prototyping, gathering early feedback, and implementing changes quickly.

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    Stickdorn - 2015 - This Is Service Design Thinking. (Slides)

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    souandreia958
    249 views33 pages
    This document discusses service design thinking and methods. It covers topics like iterative improvement of the customer experience, analyzing customer journeys and touchpoints, prototyping ideas, and using methods like swimlane diagrams to understand customer channels and emotional journeys. The goal is to manage complexity in agile environments and continuously improve the customer experience through techniques like prototyping, gathering early feedback, and implementing changes quickly.

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    Stickdorn - 2015 - This is Service Design Thinking. (Slides)

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    Stickdorn - 2015 - This is Service Design Thinking. (Slides)

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    This document discusses service design thinking and methods. It covers topics like iterative improvement of the customer experience, analyzing customer journeys and touchpoints, prototyping ideas, and using methods like swimlane diagrams to understand customer channels and emotional journeys. The goal is to manage complexity in agile environments and continuously improve the customer experience through techniques like prototyping, gathering early feedback, and implementing changes quickly.

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    © All Rights Reserved
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    Flag for inappropriate content
    Download as pdf or txt
    249 views33 pages

    Stickdorn - 2015 - This Is Service Design Thinking. (Slides)

    Uploaded by

    souandreia958
    This document discusses service design thinking and methods. It covers topics like iterative improvement of the customer experience, analyzing customer journeys and touchpoints, prototyping ideas, and using methods like swimlane diagrams to understand customer channels and emotional journeys. The goal is to manage complexity in agile environments and continuously improve the customer experience through techniques like prototyping, gathering early feedback, and implementing changes quickly.

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    of 33

    2015 This is service design thinking.

    webundspeck
    Marc Stickdorn
    30 August 2015
    #designthinking
    #servicedesign
    #agile
    #lean

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    SERVICE
    DESIGN
    THINKING
    DOING
    This is Service Design Thinking.
    webundspeck 3 August 2015 Marc Stickdorn
    #servicedesign and #agile development

    ITERATIVE IMPROVEMENT
    OF CUSTOMER EXPERIENCE

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    1 2 3 4 5

    6 7 8 9 10

    11 12 13 14

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    And this is just a high-level perspective …

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    Each touchpoint can be separated into
    smaller steps …

    SETTING UP CHANNELS SOFTWARE UPDATE

    9
    CONNECT TO WIFI
    GETTING RID OF OLD STUFF SET UP CABLES

    ARRANGING UNPACKING
    TIDY UP LIVING ROOM

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    A SWIMLANE DIAGRAM FOR
    Understanding channels

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    A SWIMLANE DIAGRAM FOR
    Understanding channels

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    A SWIMLANE DIAGRAM FOR &
    Understanding channels

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    EMOTIONAL JOURNEY
    PRE-SERVICE SERVICE P O S T- S E R V I C E

    1 2 3 4 5 6 7 8 9 10

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn JAKE
    EMOTIONAL JOURNEY
    PRE-SERVICE SERVICE P O S T- S E R V I C E

    1 2 3 4 5 6 7 8 9 10

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn LAURA KLAUS JAKE
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    PRE-SERVICE SERVICE P O S T- S E R V I C E

    1 2 3 4 5 6 7 8 9 10

    START HERE!
    This is Service Design Thinking.
    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    THE IDEA PORTFOLIO

    IMPACT ON
    CUSTOMER
    SATISFACTION

    EASY FEASIBILITY HARD

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    THE IDEA PORTFOLIO

    IMPACT ON
    CUSTOMER
    SATISFACTION

    EASY FEASIBILITY HARD

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    THE IDEA PORTFOLIO
    START HERE!

    IMPACT ON
    CUSTOMER
    SATISFACTION

    EASY FEASIBILITY HARD

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    This is Service Design Thinking.
    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    PROTOTYPING

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    A picture says more than thousand words.


    A prototype says more than thousand concepts.

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    Manage complexity in agile environments.

    INCREASE OF COMPLEXITY
    HAZARD ZONE TRACER BULLET DEVELOPMENT
    GETTING LOST EARLY FEEDBACK

    EPIC / JOB TO BE DONE


    “THE BIGGER PICTURE”

    IMPLEMENT FAST WASTING TIME
    WORKING RESULTS BURNING MONEY

    EFFORT FOR PLANNING/PROTOTYPING/ITERATING

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER SATISFACTION

    EXPECTATIONS VS. EXPERIENCES

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    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

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    CUSTOMER EXPERIENCE SPRINTS
    CX ANALYSIS

    IDENTIFICATION
    IMPLEMENTATION OF CRITICAL
    & DEPLOYMENT TOUCHPOINTS

    PROTOTYPING & IDEATION &


    DEVELOPMENT REQUIREMENTS

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    #servicedesign

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    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
    Experience Economy: www.thisisserviecdesigndoing.com
    “The Experience Economy”
    by Joseph Pine II & James Gilmore (1999) www.workplayexperience.com
    www.globalservicejam.org
    Service Design:
    “Service Design – From Insight to Implementation” www.smaply.com
    by Andy Polaine, Lavrans Løvlie & Ben Reason (2013) www.mrthinkr.com
    www.experiencefellow.com

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    THANK YOU. Marc Stickdorn: @MrStickdorn / marc@smaply.com

    … and have a great day! www.tisdt.com


    www.smaply.com
    www.mrthinkr.com
    www.experiencefellow.com
    www.thisisservicedesigndoing.com

    Slides designed by
    Jakob Schneider: @jakoblies / jakob@smaply.com

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn
    “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
    89% of companies expect to compete mostly on the basis of customer
    experience by 2016 – vs. 36% four years ago.
    *
    Gartner Research, 2015

    Poor customer experiences result in an estimated $83 Billion loss by


    US enterprises each year because of defections and abandoned purchases.
    Forbes, 2013

    Customer power has grown, as 73% of firms trust recommendations


    from friends and family, while only 19% trust direct communication.
    Forrester report: “Consumer “Ad-itudes” Stay Strong”

    86% of consumers will pay more for a


    better customer experience.
    RightNow Customer Experience Impact Report, 2011

    This is Service Design Thinking.


    webundspeck 3 August 2015 Marc Stickdorn

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