2016-04 TiSDD Amsterdam

2016 Service Design Doing.
Amsterdam 11 April 2016

@MrStickdorn
“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”, 2012
86% of consumers will pay more for a

better customer experience.
RightNow Customer Experience Impact Report, 2011
Service Design Doing.

Amsterdam 11 April 2016 @MrStickdorn
78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
CUSTOMER EXPERIENCE
IS MORE THAN
F***ING METRICS.
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE

A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
r a s s o m e m ig h t c a ll it:
… o
g in t o y o u r c u s t o m er’s shoes.”
“slippin

Jake
PERSONA
30
Male
German
“Don’t believe the hype!”

Jake
PERSONA
30
Male
User/customer profiles German
based on research
“Don’t believe the hype!”

The story of Jake and his old TV set …
A TV set is a product, right?

1 That old TV set
breaks down
JAKE

2 Reading advertisements
in print media
1 2
JAKE

3 Looking for offers
online
1 2 3
JAKE

4 Reading
online reviews
1 2 3 4
JAKE

5 Collecting information
in store
2 3 4 5
JAKE

6 Comparing prices
on mobile device
3 4 5 6
JAKE

7 Buying new TV set
in store
PRE-SERVICE PERIOD SERVICE
4 5 6 7
JAKE

8 Transportation
home
5 6 7 8
JAKE

9 Setting up
the new TV set
6 7 8 9
JAKE

10 Using TV set for
the first time
SERVICE
7 8 9 10
JAKE

11 Writing a review
online
SERVICE
8 9 10 11
JAKE

12 Using TV set
after a month
SERVICE
9 10 11 12
JAKE

13 Using TV set
after a year
SERVICE
10 11 12 13
JAKE

14 Recommending
friends
SERVICE
11 12 13 14
JAKE

1 2 3 4 5
6 7 8 9 10
11 12 13 14

And this is just a high-level perspective …

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

A SWIMLANE DIAGRAM FOR
Understanding channels

A SWIMLANE DIAGRAM FOR

Cool!
INTRODUCING
KLAUS

A SWIMLANE DIAGRAM FOR &

16 17 18
JAKE
1 2 3
KLAUS

social media
16 17 18
JAKE
1 2 3
KLAUS

POSITIVE social media

Joshie, the giraffe

Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
Joshie, the giraffe


NEGATIVE social media

Dave Carroll – United breaks guitars

14.000.000+
Dave Carroll – United breaks guitars

14.000.000+
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES

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

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10

Amsterdam 11 April 2016 @MrStickdorn JAKE
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10

Amsterdam 11 April 2016 @MrStickdorn KLAUS JAKE
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10

Amsterdam 11 April 2016 @MrStickdorn LAURA KLAUS JAKE
y o u m e a s u r e
When do a c t i o n ?
s a t i s f
EMOTIONAL JOURNEY customer
1 2 3 4 5 6 7 8 9 10

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
78,4 % of our customers

are satisfied with our service.

#servicedesign

Service design thinking is an iterative process.
RESEARCH
EXPLORATION
EXPLORATION
IDEATION
CREATION
CREATION
PROTOTYPING
REFLECTION
REFLECTION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION

1. RESEARCH
QUANTITATIVE QUALITATIVE

QUANTITATIVE QUALITATIVE
Surveys Tracking Contextual interviews
Big Data Participant observation
A/B testing Heatmaps Mobile ethnography Workalong
Conversion analysis Self-documentation
Customer segmentation Non-participant observation
… AND MANY MORE … AND MANY MORE

QUANTITATIVE
SURVEYS
Service Design Doing. photo credit

shutterstock / mama_mia
QUANTITATIVE
CONVERSION ANALYSIS

shutterstock / GaudiLab
QUALITATIVE
CONTEXTUAL INTERVIEWS

shutterstock / af8images
QUALITATIVE
NON-PARTICIPANT OBSERVATION

shutterstock / Yiulia Grigoryeva
QUALITATIVE
PARTICIPANT OBSERVATION

shutterstock / Monkey Business Images
QUALITATIVE
WORK-ALONG

shutterstock / Num Skyman
QUALITATIVE
SELF-DOCUMENTATION
AUTO-ETHNOGRAPHY

shutterstock / Kzenon
BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!
2. IDEATION
1 2 3 4 5 6 7 8 9 10

THE IDEA PORTFOLIO
STAR
T HE
RE!
IMPACT ON
CUSTOMER
FEASIBILITY
3. PROTOTYPING
PROTOTYPE
JOURNEY MAPS

PROTOTYPE
ADVERTISEMENTS

PROTOTYPE
DESKTOP WALKTHROUGH

PROTOTYPE
PHYSICAL PROTOTYPES
PAPER/CARDBOARD/LEGO

PROTOTYPE
WIREFRAME/DUMMY
PAPER/SOFTWARE DUMMY

PROTOTYPE
THEATER TOOLS
Service Design Doing. Courtesy of Adam and Markus from

Amsterdam 11 April 2016 @MrStickdorn WorkPlayExperience
PROTOTYPE
PRETOTYPING
Amsterdam 11 April 2016 @MrStickdorn shutterstock photobank.ch
PROTOTYPE
BUSINESS MODEL
THE FIDELITY
OF A PROTOTYPE

HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#FAIL #WIN

Development 12 hours Development 20 mins
Testing 20 hours Testing 20 mins
Discussion 26 hours Discussion 02 hours
Insights 04 Insights 31
Iterations 02 Iterations 27

4. IMPLEMENTATION
#servicedesign

PRODUCT OR SERVICE?

THE SERVICE BEHIND
THE PRODUCT
THINK IN SERVICES
“We don’t think of the Kindle Fire as a tablet.

We think of it as a service.”
— Jeffrey Bezos, September 2011
Founder and CEO of Amazon.com

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, February 2011
CEO of Nokia

A SERVICE
ECOSYSTEM
A B C

A SERVICE
ECOSYSTEM
KLAUS
A B C
JAKE

A SERVICE
ECOSYSTEM
TRANS
SHOP
WIFI
KLAUS
A B C
JAKE
REV
PRICE
PAYTV
POST
A SERVICE
ECOSYSTEM
EMPLOYEES
TRA
ONLINE SHOP
LOGISTICS
PARKING LOT
SHOP
MAINTENANCE
KLAUS

A SERVICE
ECOSYSTEM COMMUNITY
EMPLOYEES
TRA
ONLINE SHOP MARKETING
AUTHORITIES LOGISTICS
SHAREHOLDERS
PARKING LOT
SHOP
SALES ETC …
MAINTENANCE
SUPPLIERS KLAUS

A SERVICE
ECOSYSTEM
TRANS
SHOP
WIFI
KLAUS
A B C
JAKE
REV
PRICE
PAYTV
POST
#servicedesign

Service Design is not new.

Service Design is not new.
MARKETING IT DESIGN/UX SALES
Corporate
communications Infrastructure Usability Point-of-Sales
Customer relationship Technical support Look and feel Customer support

management

MARKETING
IT
SALES
DESIGN

Service design is inter-disciplinary.
MARKETING
MANAGER
IT MARKETER
DESIGNER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN

Service design is inter-disciplinary.

Every discipline has its language.

Service design thinking is a common language.

RESEARCH
EXPLORATION
EXPLORATION
IDEATION
CREATION
CREATION
PROTOTYPING
REFLECTION
REFLECTION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION

Service Design Doing. The Squiggle

by Damien Newman
Amsterdam 11 April 2016 @MrStickdorn from Central Inc.
A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Marc Stickdorn: @MrStickdorn
THANK YOU! marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies

jakob@smaply.com
OUT 2016
Marc
Marc Stickdorn
Stickdorn
Markus
Markus Edgar r Hormeß
EdgaHormeß
Adam
Adam Lawrence
Lawrence
Jako b Schn eider
Jakob Schneider

CO-CREATE WITH YOUR
F***ING CUSTOMER.
REALLY.

2016-04 TiSDD Amsterdam

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2016 Service Design Doing.

Amsterdam 11 April 2016

89% of companies expect to compete mostly on the basis of customer

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

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

86% of consumers will pay more for a

Service Design Doing.

Service Design Doing.

Service Design Doing.

“Don’t believe the hype!”

Service Design Doing.

“Don’t believe the hype!”

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

PRE-SERVICE PERIOD SERVICE

Service Design Doing.

PRE-SERVICE PERIOD SERVICE

Service Design Doing.

PRE-SERVICE PERIOD SERVICE

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

SETTING UP CHANNELS SOFTWARE UPDATE

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Joshie, the giraffe

Joshie, the giraffe

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

Service Design Doing.

EXPECTATIONS VS. EXPERIENCES

Service Design Doing.

Expectations Experiences Satisfaction

Service Design Doing.

Expectations Experiences Satisfaction

Service Design Doing.

Expectations Experiences Satisfaction

Service Design Doing.

Expectations Experiences Satisfaction