This is the keynote presentation I gave at the UXCamp Copenhagen in April 2014. It is a modified version of the deck @MrStickdorn and I (@jakoblies) use. Thank you for having me and for that brilliantly organized event.
2. UX Camp CPH
Co-Editor / Co-Author
Visual Designer
Creative Director
Partner
Co-Founder
Lead Designer
Co-Founder
Lead Designer
Jakob Schneider
Service Design Thinking
Jakob Schneider 2014
3. UX Camp CPH
DESIGN THINKING
SERVICE DESIGN
CUSTOMER EXPERIENCE
SERVICE MARKETING
NEW MARKETING
HUMAN-CENTERED DESIGN
SERVICE DESIGN THINKING
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014
4. UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014
5. UX Camp CPH
DISCOVER DEFINE DEVELOP DELIVER
The Double diamond as
described by the
British Design Council
Service design thinking is an iterative process.
Service Design Thinking
Jakob Schneider 2014
6. UX Camp CPH
Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.
Service Design Thinking
Jakob Schneider 2014
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DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
BUZZWORD BINGO
Service Design Thinking
Jakob Schneider 2014
8. UX Camp CPH
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Service Design Thinking
Jakob Schneider 2014
9. UX Camp CPH
A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping in your customer’s shoes.”
Service Design Thinking
Jakob Schneider 2014
11. UX Camp CPH
PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Service Design Thinking
Jakob Schneider 2014
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JAKE
1
1 Reading a
travel magazine
Service Design Thinking
Jakob Schneider 2014
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JAKE
2 Going to a
travel agency
1 2
Service Design Thinking
Jakob Schneider 2014
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JAKE
3 Reading
online reviews
1 2 3
Service Design Thinking
Jakob Schneider 2014
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JAKE
4 Booking online
1 2 3 4
Service Design Thinking
Jakob Schneider 2014
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2 3 4
JAKE
5 Dreaming of holidays
while at work
5
Service Design Thinking
Jakob Schneider 2014
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3 4
JAKE
6 Packing bags
5 6
Service Design Thinking
Jakob Schneider 2014
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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
Jakob Schneider 2014
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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
Jakob Schneider 2014
20. UX Camp CPH
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
Jakob Schneider 2014
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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
Jakob Schneider 2014
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JAKE
11 In-flight
experience
8 9 10 11
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
12 Arrival at
destination
9 10 11 12
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
13 Transfer to
accomodation
10 11 12 13
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
14 Staying at the hotel
11 12 13 14
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
15 Attending a
diving school
12 13 14 15
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
16 Dinging at
local restaurant
13 14 15 16
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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JAKE
17 Flying back home
14 15 16 17
S E R V I C E
Service Design Thinking
Jakob Schneider 2014
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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
Jakob Schneider 2014
31. UX Camp CPH
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
Jakob Schneider 2014
33. UX Camp CPH
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
Jakob Schneider 2014
34. UX Camp CPH
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
Jakob Schneider 2014
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POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
37. UX Camp CPH
POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
38. UX Camp CPH
POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Jakob Schneider 2014
41. UX Camp CPH
Dave Carroll – United breaks guitars
13.000.000+
Service Design Thinking
Jakob Schneider 2014
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CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Service Design Thinking
Jakob Schneider 2014
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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
Jakob Schneider 2014
44. UX Camp CPH
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
Jakob Schneider 2014
45. UX Camp CPH
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
Jakob Schneider 2014
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MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES
This is where UX comes in, right?
Service Design Thinking
Jakob Schneider 2014
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SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt Anrufbeantworter
THE SERVICE BEHIND
THE PRODUCT
Service Design Thinking
Jakob Schneider 2014
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Value co-creation
SERVICE-DOMINANT LOGIC
Service Design Thinking
Jakob Schneider 2014
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A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014
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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 Thinking
Jakob Schneider 2014
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MOMENT OF SALE
USING A DIGITAL SERVICE
A D V E R T I S E M E N T S S A L E S
moment of sale
Service Design Thinking
Jakob Schneider 2014
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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 Thinking
Jakob Schneider 2014
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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)
USING A DIGITAL SERVICE
Service Design Thinking
Jakob Schneider 2014
59. UX Camp CPH
HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
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
Service Design Thinking
Jakob Schneider 2014
60. UX Camp CPH
“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
Jakob Schneider 2014
61. UX Camp CPH
“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
Jakob Schneider 2014
62. CA B
UX Camp CPH
JAKE
KLAUS
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
63. CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
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KLAUS
AGENC
HOTEL
EMPLOYEES
SHAREHOLDERS SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
ROOM SERVICE
LAUNDRY
MARKETING
SALES
KITCHEN
ETC …
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
66. CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
67. CA B
UX Camp CPH
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVING
A SERVICE
ECOSYSTEM
Service Design Thinking
Jakob Schneider 2014
69. UX Camp CPH
Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer support
Point-of-Sales
MARKETING IT DESIGN/UX SALES
Service Design is not new.
Service Design Thinking
Jakob Schneider 2014
71. UX Camp CPH
Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design Thinking
Jakob Schneider 2014
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Service design is inter-disciplinary.
Service Design Thinking
Jakob Schneider 2014
73. UX Camp CPH
Every discipline has its language.
Service Design Thinking
Jakob Schneider 2014
74. UX Camp CPH
Service design thinking is a common language.
Service Design Thinking
Jakob Schneider 2014
75. UX Camp CPH
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Jakob Schneider 2014
77. UX Camp CPH
TOOLS
Exploration Creation/Reflection Implementation
REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION
JUST SOME
OF ALL THESE
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
SELF-EXPLORATION
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
OBSERVATION
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
CONTEXTUAL
INTERVIEWS
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
MOBILE
ETHNOGRAPHY
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
PERSONAS
Service Design Thinking
Jakob Schneider 2014
83. UX Camp CPH
Exploration Creation/Reflection Implementation
CUSTOMER
JOURNEY MAPS
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
STAKEHOLDER
MAPS
Service Design Thinking
Jakob Schneider 2014
85. UX Camp CPH
Exploration Creation/Reflection Implementation
VALUE NETWORK
MAPS
Service Design Thinking
Jakob Schneider 2014
86. UX Camp CPH
Exploration Creation/Reflection Implementation
SERVICE
PROTOTYPES
Service Design Thinking
Jakob Schneider 2014
87. UX Camp CPH
Exploration Creation/Reflection Implementation
SERVICE
ADVERTISEMENTS
Service Design Thinking
Jakob Schneider 2014
88. UX Camp CPH
Exploration Creation/Reflection Implementation
BUSINESS MODEL
INNOVATION
Service Design Thinking
Jakob Schneider 2014
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Exploration Creation/Reflection Implementation
THEATRICAL
TOOLS
Service Design Thinking
Jakob Schneider 2014
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#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
Service Design Thinking
Jakob Schneider 2014
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SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
105. UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Service Design Thinking
Jakob Schneider 2014
106. UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
Service Design Thinking
Jakob Schneider 2014
107. UX Camp CPH
THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!
Service Design Thinking
Jakob Schneider 2014
108. UX Camp CPH
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
SERVICE DESIGN MANAGEMENT
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
109. UX Camp CPH
Understanding the impact of new or modified touchpoints
on the customer experience, the service ecosystem,
and the organisation, and employee experience …
PROTOTYPING
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
112. UX Camp CPH
SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Jakob Schneider 2014
113. UX Camp CPH
TAKE-AWAYS
Don’t mind buzzwords.
Design the process. Each and every time.
Document visually. Document professionally.
Prototype early. Prototype cheaply.
Make immaterial elements tangible.
Establish a common language across silos.
Be emphatic. Be a facilitator.
Service Design Thinking
Jakob Schneider 2014
114. UX Camp CPH
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
Jakob Schneider 2014
115. UX Camp CPH
Jakob Schneider
@jakoblies
jakob@smaply.com
www.kd1.com
www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisservicedesigndoing.com
THANK YOU.
… and have an awesome day!
Service Design Thinking
Jakob Schneider 2014