service design thinking - how to successfully innovate beyond buzzwords

Download Service Design Thinking - How to successfully innovate beyond buzzwords

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These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil. Find the videos I showed on our websites: www.myservicefellow.com (available from summer 2014) www.smaply.com (launching in December 2013) The book website of TiSDT: www.thisisservicedesignthinking.com Presentation by Marc Stickdorn & Jakob Schneider. Graphic design by Jakob Schneider (Designer of TiSDT). Like his style? Check his agency: http://kd1.com ;)

TRANSCRIPT

  • 2013 Service Design Thinking Marc Stickdorn
  • Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn 2013
  • A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn 2013
  • A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE call it: or as some might es. your customers sho slipping in Service Design Thinking Marc Stickdorn 2013
  • PERSONA Jakob 28 Male German Dont believe the hype! Service Design Thinking Marc Stickdorn 2013
  • 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn 2013
  • 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn 2013 2
  • 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3
  • 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3 4
  • 5 Dreaming of holidays while at work 2 JAKE Service Design Thinking Marc Stickdorn 2013 3 4 5
  • 6 Packing bags 3 JAKE Service Design Thinking Marc Stickdorn 2013 4 5 6
  • 7 Check-in process with long line PRE-SERVICE PERIOD 4 JAKE Service Design Thinking Marc Stickdorn 2013 5 6 7
  • 8 Checking in, baggage drop-off PRE-SERVICE PERIOD 5 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 6 7 8
  • 9 Passing security check PRE-SERVICE PERIOD 6 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 7 8 9
  • 10 Boarding PRE-SERVICE PERIOD 7 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 8 9 10
  • 11 In-flight experience SERVICE 8 JAKE Service Design Thinking Marc Stickdorn 2013 9 10 11
  • 12 Arrival at destination SERVICE 9 JAKE Service Design Thinking Marc Stickdorn 2013 10 11 12
  • 13 Transfer to accomodation SERVICE 10 JAKE Service Design Thinking Marc Stickdorn 2013 11 12 13
  • 14 Staying at the hotel SERVICE 11 JAKE Service Design Thinking Marc Stickdorn 2013 12 13 14
  • 15 Attending a diving school SERVICE 12 JAKE Service Design Thinking Marc Stickdorn 2013 13 14 15
  • 16 Dinging at local restaurant SERVICE 13 JAKE Service Design Thinking Marc Stickdorn 2013 14 15 16
  • 17 Flying back home SERVICE 14 JAKE Service Design Thinking Marc Stickdorn 2013 15 16 17
  • 18 Posting online reviews SERVICE P O S T- S E R V I C E 15 JAKE Service Design Thinking Marc Stickdorn 2013 16 17 18
  • 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn 2013
  • THE CUSTOMER JOURNEY OF PRE-SERVICE PERIOD Service Design Thinking Marc Stickdorn 2013 SERVICE PERIOD post-service period
  • Cool! INTRODUCING Service Design Thinking Marc Stickdorn 2013 KLAUS
  • SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 2 3
  • SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 social media 2 3
  • POSITIVE social media Service Design Thinking Marc Stickdorn 2013
  • POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.hufngtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.hufngtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • POSITIVE social media Service Design Thinking Marc Stickdorn 2013 Images: www.hufngtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  • NEGATIVE social media Service Design Thinking Marc Stickdorn 2013
  • Dave Carroll United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  • Dave Carroll United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  • CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  • EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 JAKE
  • EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 KLAUS JAKE
  • EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 LAURA KLAUS JAKE
  • MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  • #servicedesign Service Design Thinking Marc Stickdorn 2013
  • #servicedesign Service Design Thinking Marc Stickdorn 2013
  • SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn 2013
  • SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Marc Stickdorn 2013
  • SERVICE DOMINANT LOGIC THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn 2013
  • GOODS-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013
  • ADVERTISEMENTS ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013
  • MOMENT OF SALE moment of s ale ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES
  • AFTER SALES after sale