service design thinking
DESCRIPTION
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.comTRANSCRIPT
![Page 1: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/1.jpg)
Service Design Thinking
Marc Stickdorn2013
![Page 2: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/2.jpg)
My name is Marc Stickdorn.
Hi!
Service Design Thinking
Marc Stickdorn 2013
![Page 3: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/3.jpg)
1. Say “Hi!” to your neighbour.
2. Summarize your last holiday in one minute.
Hi!TASK
What? Right now?
Service Design Thinking
Marc Stickdorn 2013
![Page 4: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/4.jpg)
TASKYes, please.
Service Design Thinking
Marc Stickdorn 2013
![Page 5: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/5.jpg)
TASK RecAp
What is the “product” in tourism?
Service Design Thinking
Marc Stickdorn 2013
![Page 6: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/6.jpg)
A CuStoMer journeyfRoM THe peRSonA peRSpecTive
Service Design Thinking
Marc Stickdorn 2013
![Page 7: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/7.jpg)
A CuStoMer journeyfRoM THe peRSonA peRSpecTive
… or as some might call it: “slipping in your customer’s shoes.”
Service Design Thinking
Marc Stickdorn 2013
![Page 8: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/8.jpg)
peRSonAJakob
28Male German
“Don’t believe the hype!”
Service Design Thinking
Marc Stickdorn 2013
![Page 9: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/9.jpg)
peRSonAJakob
28Male German
“Don’t believe the hype!”
user/customer stereotypes based on research
Service Design Thinking
Marc Stickdorn 2013
![Page 10: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/10.jpg)
JAKe
1
1 reading a travel magazine
Service Design Thinking
Marc Stickdorn 2013
![Page 11: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/11.jpg)
JAKe
2 Going to a travel agency
1 2
Service Design Thinking
Marc Stickdorn 2013
![Page 12: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/12.jpg)
JAKe
3 reading online reviews
1 2 3
Service Design Thinking
Marc Stickdorn 2013
![Page 13: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/13.jpg)
JAKe
4 Booking online
1 2 3 4
Service Design Thinking
Marc Stickdorn 2013
![Page 14: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/14.jpg)
1 2 3 4
JAKe
5 Dreaming of holidays while at work
5
Service Design Thinking
Marc Stickdorn 2013
![Page 15: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/15.jpg)
2 3 4
JAKe
6 Packing bags
5 6
Service Design Thinking
Marc Stickdorn 2013
![Page 16: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/16.jpg)
3 4
JAKe
7
5 6 7
Check-in process with long line
p R e - S e R v i c e p e R i o D
Service Design Thinking
Marc Stickdorn 2013
![Page 17: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/17.jpg)
4
JAKe
8 Checking in, baggage drop-off
5 6 7 8
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 18: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/18.jpg)
5
JAKe
9 Passing security check
6 7 8 9
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 19: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/19.jpg)
6
JAKe
10 Boarding
7 8 9 10
p R e - S e R v i c e p e R i o D S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 20: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/20.jpg)
7
JAKe
11 In-flight experience
8 9 10 11
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 21: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/21.jpg)
8
JAKe
12 Arrival at destination
9 10 11 12
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 22: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/22.jpg)
9
JAKe
13 transfer to accomodation
10 11 12 13
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 23: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/23.jpg)
10
JAKe
14 Staying at the hotel
11 12 13 14
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 24: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/24.jpg)
11
JAKe
15 Attending a diving school
12 13 14 15
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 25: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/25.jpg)
12
JAKe
16 Dinging at local restaurant
13 14 15 16
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 26: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/26.jpg)
13
JAKe
17 Flying back home
14 15 16 17
S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 27: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/27.jpg)
14
JAKe
18 Posting online reviews
15 16 17 18
S e R v i c e p o S T - S e R v i c e
Service Design Thinking
Marc Stickdorn 2013
![Page 28: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/28.jpg)
4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design Thinking
Marc Stickdorn 2013
![Page 29: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/29.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 30: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/30.jpg)
inTRoDucinGKLAuS
Cool!
Service Design Thinking
Marc Stickdorn 2013
![Page 31: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/31.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 32: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/32.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 33: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/33.jpg)
poSiTive social media
Service Design Thinking
Marc Stickdorn 2013
![Page 34: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/34.jpg)
poSiTive social media
joshie, the giraffeService Design Thinking
Marc Stickdorn 2013
![Page 35: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/35.jpg)
poSiTive social media
joshie, the giraffe
Service Design Thinking
Marc Stickdorn 2013
![Page 36: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/36.jpg)
poSiTive social media
Images: www.huffingtonpost.com
Service Design Thinking
Marc Stickdorn 2013
![Page 37: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/37.jpg)
neGATive social media
Service Design Thinking
Marc Stickdorn 2013
![Page 38: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/38.jpg)
13.000.000+
Dave Carroll – united breaks guitars
Service Design Thinking
Marc Stickdorn 2013
![Page 39: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/39.jpg)
Dave Carroll – united breaks guitars
13.000.000+Service Design Thinking
Marc Stickdorn 2013
![Page 40: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/40.jpg)
cuSToMeR SATiSfAcTion
exPeCtAtIonS VS. exPerIenCeS
Service Design Thinking
Marc Stickdorn 2013
![Page 41: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/41.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 42: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/42.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 43: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/43.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 44: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/44.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 45: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/45.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 46: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/46.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 47: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/47.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 48: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/48.jpg)
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
JAKeKLAuS
Service Design Thinking
Marc Stickdorn 2013
![Page 49: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/49.jpg)
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 Thinking
Marc Stickdorn 2013
![Page 50: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/50.jpg)
MARKeTinG SHifTS fRoM ADveRTiSeMenTS To expeRienceS
Service Design Thinking
Marc Stickdorn 2013
![Page 51: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/51.jpg)
#servicedesign
Service Design Thinking
Marc Stickdorn 2013
![Page 52: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/52.jpg)
#servicedesign
Service Design Thinking
Marc Stickdorn 2013
![Page 53: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/53.jpg)
SeRvice-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
![Page 54: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/54.jpg)
SeRvice-DoMinAnT LoGic
Product or service?
Service Design Thinking
Marc Stickdorn 2013
![Page 55: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/55.jpg)
SeRvice DoMinAnT LoGic
Der Service hinter dem Produkt AnrufbeantworterTHe SeRvice BeHinD THe pRoDucT
Service Design Thinking
Marc Stickdorn 2013
![Page 56: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/56.jpg)
Value-in-exchange
GooDS-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
![Page 57: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/57.jpg)
Value-in-exchange Value-in-use
SeRvice-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
![Page 58: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/58.jpg)
Value co-creation
SeRvice-DoMinAnT LoGic
Service Design Thinking
Marc Stickdorn 2013
![Page 59: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/59.jpg)
“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 Thinking
Marc Stickdorn 2013
![Page 60: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/60.jpg)
“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
THinK in SeRvice ecoSYSTeMS
Service Design Thinking
Marc Stickdorn 2013
![Page 61: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/61.jpg)
CA B
THe TouRiSM eco- SYSTeM
Service Design Thinking
Marc Stickdorn 2013
![Page 62: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/62.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuS
Service Design Thinking
Marc Stickdorn 2013
![Page 63: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/63.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuS
AGenc
Service Design Thinking
Marc Stickdorn 2013
![Page 64: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/64.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
AGencTRAnS
Service Design Thinking
Marc Stickdorn 2013
![Page 65: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/65.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
Service Design Thinking
Marc Stickdorn 2013
![Page 66: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/66.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
![Page 67: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/67.jpg)
THe TouRiSM eco- SYSTeM
HoTeL
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
![Page 68: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/68.jpg)
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
![Page 69: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/69.jpg)
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
MAinTenAnce
RooM SeRvice
LAunDRYKiTcHen
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
![Page 70: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/70.jpg)
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
SHAReHoLDeRS SuppLieRS
MAinTenAnce
RooM SeRvice
LAunDRYKiTcHen
AuTHoRiTieS
KLAUS
AGENC
Service Design Thinking
Marc Stickdorn 2013
![Page 71: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/71.jpg)
KLAUS
AGENC
THe TouRiSM eco- SYSTeM
HoTeL
eMpLoYeeS
SHAReHoLDeRS SuppLieRS
AuTHoRiTieS
coMMuniTY
MAinTenAnce
RooM SeRvice
LAunDRY
MARKeTinG
SALeS
KiTcHen
eTc …
Service Design Thinking
Marc Stickdorn 2013
![Page 72: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/72.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
![Page 73: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/73.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
![Page 74: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/74.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
![Page 75: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/75.jpg)
CA B
THe TouRiSM eco- SYSTeM
JAKe
KLAuSAiRLin
HoTeL
AGencTRAnS
ReST
Rev
DivinGService Design Thinking
Marc Stickdorn 2013
![Page 76: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/76.jpg)
#servicedesign
Service Design Thinking
Marc Stickdorn 2013
![Page 77: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/77.jpg)
Service Design is not new.
Service Design Thinking
Marc Stickdorn 2013
![Page 78: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/78.jpg)
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 2013
![Page 79: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/79.jpg)
iT
SALeS
DeSiGn
MARKeTinG
Service Design Thinking
Marc Stickdorn 2013
![Page 80: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/80.jpg)
Service design is inter-disciplinary.
iT MARKeTeRMAnAGeR
SALeS DeveLopeRpSYcHoLoGiST
DeSiGn
DeSiGneR
MARKeTinG
Service Design Thinking
Marc Stickdorn 2013
![Page 81: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/81.jpg)
Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn 2013
![Page 82: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/82.jpg)
every discipline has its language.
Service Design Thinking
Marc Stickdorn 2013
![Page 83: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/83.jpg)
Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn 2013
![Page 84: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/84.jpg)
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONexpLoRATion cReATion RefLecTion iMpLeMenTATionREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Marc Stickdorn 2013
![Page 85: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/85.jpg)
Service design thinking is an iterative process.
The Squiggle by Damien newman
from Central Inc.
Service Design Thinking
Marc Stickdorn 2013
![Page 86: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/86.jpg)
SeRvice DeSiGn
THinKinGDOINGService Design Thinking
Marc Stickdorn 2013
![Page 87: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/87.jpg)
TooLSJUST SOME
OF ALL THESE
Service Design Thinking
Marc Stickdorn 2013
![Page 88: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/88.jpg)
TooLS
exploration Creation/reflection ImplementationREFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME OF ALL THESE
Service Design Thinking
Marc Stickdorn 2013
![Page 89: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/89.jpg)
exploration Creation/Reflection Implementation
SeLf-expLoRATion
Image: Shutterstock / Kzenon
Service Design Thinking
Marc Stickdorn 2013
![Page 90: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/90.jpg)
exploration Creation/Reflection Implementation
oBSeRvATion
Service Design Thinking
Marc Stickdorn 2013
![Page 91: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/91.jpg)
exploration Creation/Reflection Implementation
conTexTuAL inTeRviewS
Service Design Thinking
Marc Stickdorn 2013
![Page 92: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/92.jpg)
exploration Creation/Reflection Implementation
MoBiLe eTHnoGRApHY
Service Design Thinking
Marc Stickdorn 2013
![Page 93: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/93.jpg)
exploration Creation/reflection Implementation
peRSonAS
Service Design Thinking
Marc Stickdorn 2013
![Page 94: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/94.jpg)
exploration Creation/reflection Implementation
cuSToMeR JouRneY MApS
Service Design Thinking
Marc Stickdorn 2013
![Page 95: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/95.jpg)
exploration Creation/reflection Implementation
STAKeHoLDeR MApS
Service Design Thinking
Marc Stickdorn 2013
![Page 96: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/96.jpg)
exploration Creation/reflection Implementation
vALue neTwoRK MApS
Service Design Thinking
Marc Stickdorn 2013
![Page 97: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/97.jpg)
Exploration Creation/reflection Implementation
SeRvice pRoToTYpeS
Service Design Thinking
Marc Stickdorn 2013
![Page 98: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/98.jpg)
Exploration Creation/reflection Implementation
SeRvice ADveRTiSeMenTS
Service Design Thinking
Marc Stickdorn 2013
![Page 99: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/99.jpg)
exploration Creation/reflection Implementation
BuSineSS MoDeL innovATion
Service Design Thinking
Marc Stickdorn 2013
![Page 100: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/100.jpg)
exploration Creation/reflection Implementation
THeATRicAL TooLS
Service Design Thinking
Marc Stickdorn 2013
![Page 101: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/101.jpg)
#servicedesign
Service Design Thinking
Marc Stickdorn 2013
![Page 102: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/102.jpg)
5 BASic pRincipLeS
Service Design Thinking
Marc Stickdorn 2013
![Page 103: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/103.jpg)
1 uSeR-cenTReD
Service Design Thinking
Marc Stickdorn 2013
![Page 104: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/104.jpg)
2 co-cReATive
Service Design Thinking
Marc Stickdorn 2013
![Page 105: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/105.jpg)
3 SeQuencinG
Service Design Thinking
Marc Stickdorn 2013
![Page 106: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/106.jpg)
4 eviDencinG
Service Design Thinking
Marc Stickdorn 2013
![Page 107: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/107.jpg)
5 HoLiSTic
Service Design Thinking
Marc Stickdorn 2013
![Page 108: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/108.jpg)
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.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org
www.smaply.com
Service Design Thinking
Marc Stickdorn 2013
![Page 109: Service Design Thinking](https://reader034.vdocuments.site/reader034/viewer/2022051107/53ee8c638d7f7289708b6146/html5/thumbnails/109.jpg)
Marc Stickdorn
@MrStickdorn [email protected]
www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com
THAnK You.
Service Design Thinking
Marc Stickdorn 2013