service design thinking - paris 2014 - marc stickdorn
DESCRIPTION
Présentation de Marc Stickdorn lors de la première de l'Innovation by Design Club le 3 juillet 2014 au Lieu du Design.TRANSCRIPT
![Page 1: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/1.jpg)
Service Design Thinking
Marc Stickdorn2014 Paris / July 2014
![Page 2: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/2.jpg)
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 3: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/3.jpg)
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
![Page 4: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/4.jpg)
4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 5: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/5.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 6: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/6.jpg)
INTRODUCINGKLAUS
Cool!
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 7: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/7.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 8: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/8.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 9: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/9.jpg)
POSITIVE social media
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 10: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/10.jpg)
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
![Page 11: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/11.jpg)
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
![Page 12: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/12.jpg)
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 13: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/13.jpg)
NEGATIVE social media
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 14: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/14.jpg)
13.000.000+
Dave Carroll – United breaks guitars
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 15: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/15.jpg)
Dave Carroll – United breaks guitars
13.000.000+Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 16: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/16.jpg)
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 17: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/17.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 18: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/18.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 19: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/19.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 20: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/20.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 21: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/21.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 22: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/22.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 23: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/23.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 24: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/24.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 25: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/25.jpg)
MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 26: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/26.jpg)
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 27: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/27.jpg)
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 28: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/28.jpg)
Product or service?
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 29: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/29.jpg)
SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCT
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 30: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/30.jpg)
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 31: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/31.jpg)
A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 32: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/32.jpg)
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
![Page 33: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/33.jpg)
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
![Page 34: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/34.jpg)
Value-in-Exchange
GOODS-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 35: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/35.jpg)
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 36: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/36.jpg)
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
![Page 37: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/37.jpg)
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
![Page 38: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/38.jpg)
Value co-creation
SERVICE-DOMINANT LOGIC
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 39: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/39.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 40: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/40.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, Former CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 41: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/41.jpg)
CA B
THE TOURISM ECO- SYSTEM
JAKE
KLAUSAIRLIN
HOTEL
AGENCTRANS
REST
REV
DIVINGService Design ThinkingMarc Stickdorn Paris / July 2014
![Page 42: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/42.jpg)
#servicedesign
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 43: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/43.jpg)
Service Design is not new.
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 44: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/44.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 ThinkingMarc Stickdorn Paris / July 2014
![Page 45: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/45.jpg)
IT
SALES
DESIGN
MARKETING
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 46: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/46.jpg)
Service design is inter-disciplinary.
IT MARKETERMANAGER
SALES DEVELOPERPSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 47: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/47.jpg)
Service design is inter-disciplinary.
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 48: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/48.jpg)
Every discipline has its language.
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 49: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/49.jpg)
Service design thinking is a common language.
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 50: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/50.jpg)
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 51: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/51.jpg)
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 52: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/52.jpg)
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
![Page 53: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/53.jpg)
Managing the iterative process...
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 54: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/54.jpg)
#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 55: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/55.jpg)
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 56: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/56.jpg)
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 57: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/57.jpg)
IMPLEMENTATION
CREATIONREFLECTION
CX ANALYSIS
IDENTIFICATION OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 58: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/58.jpg)
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design ThinkingMarc Stickdorn Paris / July 2014
![Page 59: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/59.jpg)
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAPService Design ThinkingMarc Stickdorn Paris / July 2014
![Page 60: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/60.jpg)
THE TOUCHPOINT PORTFOLIO
IMPACT ON CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 61: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/61.jpg)
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 62: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/62.jpg)
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
![Page 63: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/63.jpg)
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATIONIDENTIFICATION
OF CRITICAL TOUCHPOINTS
CREATIONREFLECTION
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 64: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/64.jpg)
DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
COMMON LANGUAGE ACROSS SILOS
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 65: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/65.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.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
![Page 66: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/66.jpg)
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
![Page 67: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/67.jpg)
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 69: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/69.jpg)
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 70: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/70.jpg)
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 72: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/72.jpg)
5 BASIC PRINCIPLES
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 73: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/73.jpg)
1 USER-CENTRED
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 74: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/74.jpg)
2 CO-CREATIVE
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 75: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/75.jpg)
3 SEQUENCING
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 76: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/76.jpg)
4 EVIDENCING
Service Design ThinkingMarc Stickdorn Paris / July 2014
![Page 77: Service Design Thinking - Paris 2014 - Marc Stickdorn](https://reader033.vdocuments.us/reader033/viewer/2022051608/53effafb8d7f72a64f8b45b7/html5/thumbnails/77.jpg)
5 HOLISTIC
Service Design ThinkingMarc Stickdorn Paris / July 2014