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A presentation we (Jakob Schneider & Marc Stickdorn) use to frame why we need service design thinking and to explain the basics, process, methods and tools. If you're interested in our work, have a look at our websites: The book "This is Service Design Thinking": http://www.tisdt.com The customer journey software "smaply" http://www.smaply.com The customer experience ethnography app and software "myServiceFellow": http://www.myservicefellow.com
Citation preview
Service Design Thinking
Marc Stickdorn — fall 2012
BuzzworD Bingo
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
The service beyond the product
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service DominanT Logic
Der Service hinter dem Produkt Anrufbeantworter
ProDucT or Service?
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Value-in-Exchange
gooDS-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Value-in-Exchange Value-in-Use
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Value co-creation
Service-DominanT Logic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”— Jeffrey Bezos
founder, president, ceo and chairman of the board of amazon.com
Think in ServiceS:
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
commoDiTy
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
commoDiTy gooDS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
commoDiTy gooDS Service
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
commoDiTy gooDS Service exPerience
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
exPerience economy
commoDiTy gooDS Service exPerience TranSformaTion
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
The war of 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 — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
SociaL meDia
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
11.500.000+
Dave Carroll – United breaks guitars
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Dave Carroll – United breaks guitars
11.500.000+Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
markeTing ShifTS from communicaTionS
To exPerienceS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
markeTing ShifTS from communicaTionS
To exPerienceS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
#ServiceDeSign
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design is not new.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Corporate communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship management
Customer support
Point-of-Sales
markeTing iT DeSign SaLeS
Service Design is not new.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
iT
SaLeS
DeSign
markeTing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design is inter-disciplinary.
iT markeTermanager
SaLeS DeveLoPerPSychoLogiST
DeSign
DeSigner
markeTing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Every discipline has its language.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
REFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service design thinking is an iterative process.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexPLoraTion creaTion refLecTion imPLemenTaTionREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is an iterative process.
DiScover Define DeveLoP DeLiver
The Double diamond as described by the
British Design Council
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
5 BaSic PrinciPLeS
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
1 uSer-cenTreD
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
2 co-creaTive
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
3 SeQuencing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
4 eviDencing
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
5 hoLiSTic
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Contextual InterviewsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
EthnographyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Mobile EthnographyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
PersonasService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Stakeholder MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Value Network MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Customer Journey MappingService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Digital Service Mapping — smaplyService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Service AdvertismentsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Business Model CanvasService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
Theatrical ToolsService Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
furTher inTereST?
#TiSDT
BookS
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)
Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)
Double Diamond: British Design Council
Squiggle: Damien Newman
agencieS
Work•Play•Experience: www.workplayexperience.com
DesignThinkers: www.designthinkers.nl
Snook: www.wearesnook.com
minds&makers: www.mindsandmakers.com
onLine reSSourceS
twitter: #servicedesign
www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
ThankS a LoT.
Marc Stickdorn — @MrStickdorn — www.tisdt.com
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
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