Embed Size (px)
DESCRIPTION
Présentation de Marc Stickdorn lors de la première de l'Innovation by Design Club le 3 juillet 2014 au Lieu du Design.
Citation preview
Service Design Thinking
Marc Stickdorn2014 Paris / July 2014
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
Service Design ThinkingMarc Stickdorn Paris / July 2014
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
… or as some might call it: “slipping into your customer’s shoes.”
Service Design ThinkingMarc Stickdorn Paris / July 2014
4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design ThinkingMarc Stickdorn Paris / July 2014
P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D
post-service period
THE CUSTOMER JOURNEY OF
Service Design ThinkingMarc Stickdorn Paris / July 2014
INTRODUCINGKLAUS
Cool!
Service Design ThinkingMarc Stickdorn Paris / July 2014
16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
Service Design ThinkingMarc Stickdorn Paris / July 2014
16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
social mediaService Design ThinkingMarc Stickdorn Paris / July 2014
POSITIVE social media
Service Design ThinkingMarc Stickdorn Paris / July 2014
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design ThinkingMarc Stickdorn Paris / July 2014
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design ThinkingMarc Stickdorn Paris / July 2014
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design ThinkingMarc Stickdorn Paris / July 2014
NEGATIVE social media
Service Design ThinkingMarc Stickdorn Paris / July 2014
13.000.000+
Dave Carroll – United breaks guitars
Service Design ThinkingMarc Stickdorn Paris / July 2014
Dave Carroll – United breaks guitars
13.000.000+Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
Service Design ThinkingMarc Stickdorn Paris / July 2014
CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
Service Design ThinkingMarc Stickdorn Paris / July 2014
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Service Design ThinkingMarc Stickdorn Paris / July 2014
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
Service Design ThinkingMarc Stickdorn Paris / July 2014
MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES
Service Design ThinkingMarc Stickdorn Paris / July 2014
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
Product or service?
Service Design ThinkingMarc Stickdorn Paris / July 2014
SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCT
Service Design ThinkingMarc Stickdorn Paris / July 2014
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design ThinkingMarc Stickdorn Paris / July 2014
MOMENT OF SALE
A D V E R T I S E M E N T S S A L E S
moment of sale
Service Design ThinkingMarc Stickdorn Paris / July 2014
AFTER SALES
A D V E R T I S E M E N T S A F T E R S A L E SS A L E S
after sales (service)
Service Design ThinkingMarc Stickdorn Paris / July 2014
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
P R E - S E R V I C E
A D V E R T I S E M E N T S
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY
Service Design ThinkingMarc Stickdorn Paris / July 2014
P R E - S E R V I C E
A D V E R T I S E M E N T S
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
moment of sale after sales
HOW SERVICE-DOMINANT LOGIC CHANGES THE CUSTOMER JOURNEY
Service Design ThinkingMarc Stickdorn Paris / July 2014
Value co-creation
SERVICE-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
“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
THINK IN SERVICES
Service Design ThinkingMarc Stickdorn Paris / July 2014
“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, Former CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
Service Design ThinkingMarc Stickdorn Paris / July 2014
CA B
THE TOURISM ECO- SYSTEM
JAKE
KLAUSAIRLIN
HOTEL
AGENCTRANS
REST
REV
DIVINGService Design ThinkingMarc Stickdorn Paris / July 2014
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service Design is not new.
Service Design ThinkingMarc Stickdorn Paris / July 2014
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 ThinkingMarc Stickdorn Paris / July 2014
IT
SALES
DESIGN
MARKETING
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service design is inter-disciplinary.
IT MARKETERMANAGER
SALES DEVELOPERPSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service design is inter-disciplinary.
Service Design ThinkingMarc Stickdorn Paris / July 2014
Every discipline has its language.
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service design thinking is a common language.
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design ThinkingMarc Stickdorn Paris / July 2014
DISCOVER DEFINE DEVELOP DELIVER
The Double diamond as described by the
British Design Council
Service design thinking is an iterative process.
Service Design ThinkingMarc Stickdorn Paris / July 2014
Managing the iterative process...
Service Design ThinkingMarc Stickdorn Paris / July 2014
#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE
Service Design ThinkingMarc Stickdorn Paris / July 2014
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
Service Design ThinkingMarc Stickdorn Paris / July 2014
IMPLEMENTATION
CREATIONREFLECTION
CX ANALYSIS
IDENTIFICATION OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
Service Design ThinkingMarc Stickdorn Paris / July 2014
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design ThinkingMarc Stickdorn Paris / July 2014
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design ThinkingMarc Stickdorn Paris / July 2014
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Service Design ThinkingMarc Stickdorn Paris / July 2014
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
Understanding the impact of new or modified touchpoints on customer experience, on employee experience,
on the organisation, and on the service ecosystem …
PROTOTYPING
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
COMMON LANGUAGE ACROSS SILOS
Service Design ThinkingMarc Stickdorn Paris / July 2014
FURTHER INTEREST?BOOKS
Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)
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)
ONLINE RESSOURCES
twitter: #servicedesign
www.globalservicejam.org www.thisisservicedesignthinking.com www.thisisservicedesigndoing.com www.smaply.com www.myservicefellow.com
www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org
Service Design ThinkingMarc Stickdorn Paris / July 2014
Marc Stickdorn @MrStickdorn [email protected]
www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com
THANK YOU.
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service Design ThinkingMarc Stickdorn Paris / July 2014
Service Design ThinkingMarc Stickdorn Paris / July 2014
5 BASIC PRINCIPLES
Service Design ThinkingMarc Stickdorn Paris / July 2014
1 USER-CENTRED
Service Design ThinkingMarc Stickdorn Paris / July 2014
2 CO-CREATIVE
Service Design ThinkingMarc Stickdorn Paris / July 2014
3 SEQUENCING
Service Design ThinkingMarc Stickdorn Paris / July 2014
4 EVIDENCING
Service Design ThinkingMarc Stickdorn Paris / July 2014
5 HOLISTIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Mario Bunge Publications (all languages) - hpsst.com€¦ · Mario Bunge Publications (all languages) [Assembled by Marc Silberstein, Editions Matériologiques, Paris] Les livres](https://img.pdfslide.us/doc/110x75/5bb02ba409d3f2830e8b661f/mario-bunge-publications-all-languages-hpsstcom-mario-bunge-publications.jpg)
