A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:
The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com
5. TASK Recap
What is the āproductā in tourism?
Service Design Thinking
Marc Stickdornā 2013
6. A Customer journey
from the perSona Perspective
Service Design Thinking
Marc Stickdornā 2013
7. A Customer journey
from the perSona Perspective
call it:
ā¦ or as some might
es.ā
your customerās sho
āslipping in
Service Design Thinking
Marc Stickdornā 2013
31. S E R VICE PE R IO D
16
PO S T - S E R VICE
17
18
JAKE
P R E - S E R VICE PE R IO D
1
KLAUS
Service Design Thinking
Marc Stickdornā 2013
2
3
32. S E R VICE PE R IO D
16
PO S T - S E R VICE
17
18
JAKE
P R E - S E R VICE PE R IO D
1
KLAUS
Service Design Thinking
Marc Stickdornā 2013
social media
2
3
41. Customer Satisfaction
P R E - S E R VICE
1
S E R VICE
2
Expectations
Service Design Thinking
Marc Stickdornā 2013
3
4
PO S T - S E R VICE
5
6
Experiences
7
8
9
10
Satisfaction
47. EMOTIONAL JOURNEY
P R E - S E R VICE
1
S E R VICE
2
3
4
PO S T - S E R VICE
5
6
7
8
9
10
Service Design Thinking
Marc Stickdornā 2013
JAKE
48. EMOTIONAL JOURNEY
P R E - S E R VICE
1
S E R VICE
2
3
4
PO S T - S E R VICE
5
6
7
8
9
10
Service Design Thinking
Marc Stickdornā 2013
KLAUS
JAKE
49. EMOTIONAL JOURNEY
P R E - S E R VICE
1
S E R VICE
2
3
4
PO S T - S E R VICE
5
6
7
8
9
10
Service Design Thinking
Marc Stickdornā 2013
LAURA
KLAUS
JAKE
55. Service Dominant Logic
THE SERVICE BEHIND
THE PRODUCT
Der Service hinter dem Produkt Anrufbeantworter
Service Design Thinking
Marc Stickdornā 2013
59. THINK IN SERVICES
āWe donāt think of the Kindle Fire as a tablet.
We think of it as a service.ā
ā Jeffrey Bezos
Founder and CEO of Amazon.com
Service Design Thinking
Marc Stickdornā 2013
60. THINK IN SERVICE EcoSYSTEMS
āThe 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 arenāt taking our market share with devices; they are taking
our market share with an entire ecosystem. This means weāre going to have
to decide how we either build, catalyse or join an ecosystem.ā
ā Stephen Elop, CEO of Nokia
Service Design Thinking
Marc Stickdornā 2013
77. Service Design is not new.
Service Design Thinking
Marc Stickdornā 2013
78. 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 Stickdornā 2013
80. Service design is inter-disciplinary.
Marketing
IT
SALES
Design
Service Design Thinking
Marc Stickdornā 2013
Manager
Marketer
Designer
Developer
Psychologist
81. Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdornā 2013
82. Every discipline has its language.
Service Design Thinking
Marc Stickdornā 2013
83. Service design thinking is a common language.
Service Design Thinking
Marc Stickdornā 2013
84. Service design thinking is an iterative process.
EXPLORATION
Exploration
EXPLORATION
Service Design Thinking
Marc Stickdornā 2013
CREATION
Creation
CREATION
REFLECTION
Reflection
REFLECTION
IMPLEMENTATION
Implementation
IMPLEMENTATION
85. Service design thinking is an iterative process.
Service Design Thinking
Marc Stickdornā 2013
The Squiggle
by Damien Newman
from Central Inc.
87. JUST SOME
OF ALL THESE
TOOLS
Service Design Thinking
Marc Stickdornā 2013
88. JUST SOME
OF ALL THESE
TOOLS
Service Design Thinking
Marc Stickdornā 2013
Exploration
EXPLORATION
EXPLORATION
EXPLORATION
EXPLORATION
Creation/Reflection
CREATION
CREATION
CREATION
CREATION
REFLECTION
REFLECTION
Implementation
REFLECTION
REFLECTION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
108. FURTHER INTEREST?
BOOKS
Online ressources
Process Principles:
This is Service Design Thinking
by Marc Stickdorn Jakob Schneider (2010)
twitter: #servicedesign
Service-Dominant Logic:
āThe Service-Dominant Logic of Marketingā
by Robert Lusch Stephen Vargo (2006)
Experience Economy:
āThe Experience Economyā
by Joseph Pine II James Gilmore (1999)
Service Design:
āService Design ā From Insight to Implementationā
by Andy Polaine, Lavrans LĆøvlie Ben Reason (2013)
Service Design Thinking
Marc Stickdornā 2013
www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
www.tisdt.com
www.globalservicejam.org
www.smaply.com