Mobile Ethnography: Research Entire Customer Journeys Across All Channels - Jakob Schneider &...

Marc Stickdorn | ExperienceFellow | @MrStickdornJakob Schneider | ExperienceFellow | @jakoblies

Mobile EthnographyExperienceFellow: a service design start-up

October 3rd, New York City

78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS.NOW WHAT?

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

ASSUMPTION BASED

RESEARCH BASED

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

BASE YOUR CUSTOMER JOURNEY

ON F***ING RESEARCH!

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

QUALITATIVE

QUANTITATIVE

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Big Data

Customer segmentation

A/B testing Heatmaps

Conversion analysis

Surveys Tracking

… AND MANY MORE

QUALITATIVE

QUANTITATIVE

… AND MANY MORE

Contextual interviews

Participant observation

Non-participant observation

Self-documentation

WorkalongCultural probes

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Big Data

Customer segmentation

A/B testing Heatmaps

Conversion analysis

Surveys Tracking

QUALITATIVE

QUANTITATIVE

Contextual interviews

Participant observation

Non-participant observation

Self-documentation

WorkalongCultural probes

Mobile EthnographyWELCOME THE NEW CREW MEMBER

since 2008Mobile Ethnography

@jakobliesExperienceFellow: a service design start-up @MrStickdorn

SELF-CONDUCTED DESIGN RESARCH

Mobile Ethnography

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Free smartphone app for participants

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Real-time Visualization as journey map

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Advanced filtering techniques

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Advanced filtering techniques

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Location-based visualization with clustering

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Location-based visualization with clustering

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

High-resolution PDF export for large format prints

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

www.experiencefellow.com

DISCOUNT VOUCHER

150 EUROVALUE

CODESDGC2015

VALID UNTIL31 December 2015

Just sign up on our website and use this code.

Vouchers can only be used once.Please see our website for terms and conditions.

JOHN, IT IS UN-BE-LIE-VABLE!IF YOU CALL RIGHT NOW, YOU GET THIS VOUCHER FOR FREE!

COMMERCIAL PRESENTATION MODE ON

COMMERCIAL PRESENTATION MODE OFF

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

SERVICE DESIGN

START-UPSMobile Ethnography

@jakobliesExperienceFellow: a service design start-up @MrStickdorn

LEAN UX

LEAN STARTUP

DESIGN THINKINGSERVICE DESIGN

AGILE DEVELOPMENT

… AND MANY MORE

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

ITERATIVE PROCESSLE

AN U

XLE

AN ST

ARTU

P

DESI

GN TH

INKI

NGSE

RVIC

E DES

IGN

AGILE

DEV

ELOP

MENT

IT’S ALL ABOUT THE

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

VISUALIZE CUSTOMER EXPERIENCE

RESEARCH CUSTOMER EXPERIENCE

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLS

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLS

SINCE 2008, OH YEAH.

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

AND THIS WORKS

AWESEOME!SOMETIMES.

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

PRACTICING SERVICE DESIGN

HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

PRACTICING SERVICE DESIGN

HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP

#WIN#FAIL

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

PRACTICING SERVICE DESIGN

Development 12 hours

Testing 20 hours

Discussion 26 hours

Insights 04

Iterations 02

Development 20 mins

Testing 20 mins

Discussion 02 hours

Insights 31

Iterations 27

HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Photo Credit: Shutterstock / CTR Photos

WISELY THE FORCE YOU MUST USE.

PRACTICING SERVICE DESIGN

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Troll face from Whynne via Reddit

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

#TROLL

IF WE ALL KNOW HOW TO DESIGN KICK-ASS SERVICES …WHY DON’T WE SEE MORE START-UPS EVOLVING FROM THE SERVICE DESIGN COMMUNITY?

Troll face from Whynne via Reddit

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn

Marc Stickdorn Jakob Schneider

@MrStickdorn @jakobliesTHANK YOU!

OUT 2016

Marc Stickdorn

Markus Edgar Hormeß

Adam Lawrence

Jakob Schneider

Marc StickdornMarkus Edgar Hormeß

Adam LawrenceJakob Schneider

Mobile Ethnography@jakobliesExperienceFellow: a service design start-up @MrStickdorn