These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil.
Find the videos I showed on our websites:
www.myservicefellow.com (available from summer 2014)
www.smaply.com (launching in December 2013)
The book website of TiSDT:
www.thisisservicedesignthinking.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider (Designer of TiSDT). Like his style? Check his agency: http://kd1.com ;)
4. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
call it:
… or as some might
es.”
your customer’s sho
“slipping in
Service Design Thinking
Marc Stickdorn
2013
30. POSITIVE social media
Joshie, the giraffe
Service Design Thinking
Marc Stickdorn
2013
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
31. POSITIVE social media
Joshie, the giraffe
Service Design Thinking
Marc Stickdorn
2013
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
32. POSITIVE social media
Service Design Thinking
Marc Stickdorn
2013
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
58. HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
ADVERTISEMENTS
SALE
PRE-SERVICE
SERVICE
Service Design Thinking
Marc Stickdorn
2013
AFTER
P O S T- S E R V I C E
59. HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
ADVERTISEMENTS
SALE
PRE-SERVICE
SERVICE
AFTER
le
moment of sa
Service Design Thinking
Marc Stickdorn
2013
P O S T- S E R V I C E
after sales
60. THINK IN SERVICES
“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
Service Design Thinking
Marc Stickdorn
2013
61. 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, CEO of Nokia
Service Design Thinking
Marc Stickdorn
2013
78. Service Design is not new.
Service Design Thinking
Marc Stickdorn
2013
79. Service Design is not new.
MARKETING
IT
DESIGN
SALES
Corporate
communications
Infrastructure
Usability
Point-of-Sales
Technical support
Look and feel
Customer support
Customer relationship
management
Service Design Thinking
Marc Stickdorn
2013
81. Service design is inter-disciplinary.
MARKETING
IT
SALES
DESIGN
Service Design Thinking
Marc Stickdorn
2013
MANAGER
MARKETER
DESIGNER
DEVELOPER
PSYCHOLOGIST
86. Service design thinking is an iterative process.
EXPLORATION
EXPLORATION
EXPLORATION
Service Design Thinking
Marc Stickdorn
2013
CREATION
CREATION
CREATION
REFLECTION
REFLECTION
REFLECTION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
87. Service design thinking is an iterative process.
Service Design Thinking
Marc Stickdorn
2013
The Squiggle
by Damien Newman
from Central Inc.
88. #servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
Service Design Thinking
Marc Stickdorn
2013
89. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
REFLECTION
Service Design Thinking
Marc Stickdorn
2013
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATION
90. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
REFLECTION
Service Design Thinking
Marc Stickdorn
2013
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATION
94. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
REFLECTION
Service Design Thinking
Marc Stickdorn
2013
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATION
97. THE TOUCHPOINT PORTFOLIO
START HERE!
IMPACT ON
CUSTOMER
SATISFACTION
CHEAP
Service Design Thinking
Marc Stickdorn
2013
COST
A LOT
98. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
REFLECTION
Service Design Thinking
Marc Stickdorn
2013
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATION
99. PROTOTYPING
REFLECTION
CREATION
Understanding the impact of new or modified touchpoints
on the customer experience, the service ecosystem,
and the organisation, and employee experience …
Service Design Thinking
Marc Stickdorn
2013
102. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
REFLECTION
Service Design Thinking
Marc Stickdorn
2013
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATION
118. FURTHER INTEREST?
BOOKS
ONLINE RESSOURCES
Process & Principles:
This is Service Design Thinking
by Marc Stickdorn & Jakob Schneider (2010)
twitter: #servicedesign
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)
Service Design Thinking
Marc Stickdorn
2013
www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
www.smaply.com