Introduction to Service Design
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The document outlines the significance of customer experience and the role of service design in enhancing it, emphasizing that companies increasingly compete on customer experience. It presents data showing that design-led companies outperform others financially and highlights various research methodologies used in service design. The document also discusses ideation and prototyping as essential steps in the service design process to create customer-centric solutions.
Introduction to Service Design
- 1. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply Online training: Service Design OPENINGKEYNOTE INTROTOSERVICEDESIGN 1/3
- 2. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 01 The importance of customer experience 02 Service design in a nutshell 03 Homework and Q&A AGENDA FOR TODAY OPENINGKEYNOTE
- 3. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 01 THE IMPORTANCE OF CUSTOMER EXPERIENCE
- 5. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply „CUSTOMER 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. — Gartner Research, 2015 Over the last 10 years design-led companies outperform the S&P by an extraordinary 211%. — DMI, 2013 EXPERIENCE BATTLEFIELD“ ISTHENEW
- 6. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply „CUSTOMER 240% ROI, i.e. with an investment of £180,000, the client saved £435,000. — TOUCHPOINT 2/2: “The Bottom Line”, 2013 77% decrease in waiting time resulting in a drop of abandonment rates from 14% to 5.7%. — Service Design Award, 2019 EXPERIENCE BATTLEFIELD“ ISTHENEW 41% more complaints resolved, time taken to resolve a complaint reduced by 63%. — Service Design Award, 2018
- 7. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply ANNUAL 180 160 140 120 100 3–6% REVENUE 2012 2013 2014 2015 2016 2017 10% 12–16% 300 250 200 150 100 2012 2013 2014 2015 2016 2017 RETURN TO SHAREHOLDERS 21% McKinsey Quarterly: The Business Value of Design Top-quantile performers McKinsey design index performance GROWTHIN% Industry benchmarks OUTPERFORMANCE BY DESIGN 5 year period 300 publicly listed companies tracked 100.000+ design actions recorded 2.000.000+ pieces of financial data collected
- 8. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply “WHENYOUDIGITIZE A SHITTYPROCESS, YOUHAVEA SHITTY DIGITAL PROCESS“ Quote from Thorsten Dirks former CEO of Telefónica Germany SERVICEDESIGN&DIGITALTRANSFORMATION
- 9. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THESTORYOFJENNIFER ANDHERTV… A SIMPLE EXAMPLE:
- 11. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IMAGE AGE 41 GENDER female MOOD IMAGES OCCUPATION Tax sales accountant NATIONALITY Swedish MARITAL STATUS Married, 2 kids QUOTE “I am the one in charge for financial issues in the familiy. My husband is just not interested.” DESCRIPTION Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, PERSONA JENNIFER JOHANSEN (JEN) PROJECT OPTUM TECHNOLOGY EXPORT DATE 18.04.2020 Jennifer Johansen SHORT NAME JEN
- 12. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PERSONA User/customer archetype based on research IMAGE AGE 41 GENDER female MOOD IMAGES OCCUPATION Tax sales accountant NATIONALITY Swedish MARITAL STATUS Married, 2 kids QUOTE “I am the one in charge for financial issues in the familiy. My husband is just not interested.” DESCRIPTION Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, PERSONA JENNIFER JOHANSEN (JEN) PROJECT OPTUM TECHNOLOGY EXPORT DATE 18.04.2020 Jennifer Johansen SHORT NAME JEN
- 23. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 8 9 10 11 JENNY
- 27. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 12 14 13 8 10 11 9 4 6 7 5 2 3 1
- 29. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply KLAUS JENNY 16 17 18 2 1 3 SOCIAL MEDIA
- 34. SOCIALMEDIA
- 35. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply UNITED BREAKSGUITARS Dave Carroll 19.944.839 plays on YouTube
- 36. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply UNITED BREAKSGUITARS Dave Carroll 19.944.839 plays on YouTube
- 37. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply CUSTOMERSATISFACTION EXPECTATIONS VS. EXPERIENCES
- 38. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION
- 39. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION EXPECTATIONS EXPERIENCES SATISFACTION
- 40. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION EXPECTATIONS EXPERIENCES SATISFACTION
- 41. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION EXPECTATIONS EXPERIENCES SATISFACTION
- 42. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION EXPECTATIONS EXPERIENCES SATISFACTION
- 43. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 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 CUSTOMERSATISFACTION EXPECTATIONS EXPERIENCES SATISFACTION
- 44. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply EMOTIONALJOURNEY 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
- 45. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply EMOTIONALJOURNEY 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
- 47. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 5COREACTIVITIES The process of service design
- 48. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PLANNING&PREP Design brief Preparatory research Research question
- 53. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply Monitor KPIs over time Get actionable insights QUANTITATIVE QUALITATIVE RESEARCH
- 54. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply QUANTITATIVE QUALITATIVE RESEARCH Surveys Tracking Big Data A/B testing Heatmaps Conversion analysis Customer segmentation … and many more Contextual interviews Participant observation Mobile ethnography Workalong Self-documentation Non-participant observation … and many more
- 55. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PHEW.THAT’SALOT. I don’t have budget for your research Feng Shui.
- 56. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budget … Methods Data types Researchers
- 63. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply DATASYNTHESIS&ANALYSIS Primary data Interpreted data KEY INSIGHTS Alan persona, character, role wants to eat less chocolate action, situation because it makes him fat aim, need, outcome but it makes him feel safe. restricion, obstacle, friction USER STORIES As a regular customer of SaaS products persona, role, type of user I want invoices to be sent directly to my accounting action so that I don’t have to care about this every month. outcome JOB-TO-BE-DONE When I have to travel for business situation I want to lose as little time as possible motivation, forces so that I can maximize my work time. expected outcome
- 64. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply DATAVISUALIZATION Primary data Interpreted data Visualization PERSONAS SYSTEM MAPS JOURNEY MAPS
- 65. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IDEATION Co-creation Leverage creative potential Manage an idea portfolio
- 66. EMOTIONALJOURNEY 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 © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IDENTIFICATION OF CRITICAL EXPERIENCES/ STEPS
- 67. EMOTIONALJOURNEY 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 © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IDENTIFICATION OF CRITICAL EXPERIENCES/ STEPS
- 68. EMOTIONALJOURNEY 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 © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply ACTIONABLE INSIGHTS BASED ON RESEARCH
- 71. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THEIDEA PORTFOLIO Ideation & Idea Selection FEASIBILITY IMPACT ON EXPERIENCE HARD EASY NONE A LOT
- 72. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THEIDEA PORTFOLIO Ideation & Idea Selection FEASIBILITY IMPACT ON EXPERIENCE HARD EASY NONE A LOT
- 73. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THEIDEA PORTFOLIO START HERE Ideation & Idea Selection FEASIBILITY IMPACT ON EXPERIENCE HARD EASY NONE A LOT
- 74. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THEIDEA PORTFOLIO AND SOMETIMES EVEN HERE Ideation & Idea Selection FEASIBILITY IMPACT ON EXPERIENCE HARD EASY NONE A LOT
- 76. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IDEASARECHEAP. IDEATIONISOVERRATED.
- 79. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply ALWAYSSTART WITHA… LOUSY “THE FIRST DRAFT OF ANYTHING IS SHIT.”* *Ernest Hemingway in Arnold Samuelson (1984): With Hemingway: A Year in Key West and Cuba. LOUSY
- 80. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PROTOTYPING Involve users and stakeholders Iterate and improve Test ideas quickly
- 85. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PROTOTYPE SIMULATIONS Credit: Lufthansa
- 87. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply IMPLEMENTATION Bridge organizational silos Execute projects Measure and iterate
- 88. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply MARKETING IT DESIGN/UX SALES Corporate communications Customer Relationship Management Infrastructure Technical Support Usability Look and Feel Point-of-Sale Customer support SERVICEDESIGNISNOTNEW…
- 90. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply SERVICEDESIGNOFFERS ACOMMONLANGUAGE.
- 91. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply BREAKING DOWNSILOS The main job in organizations …
- 92. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply BREAKING DOWNSILOS SO PLEASE DON’T BUILD NEW ONES The main job in organizations …
- 96. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply PEOPLEDON’TWANT SERVICEDESIGN, THEYWANTTHEIR PROBLEMSSOLVED. Yes, it sounds a bit trivial.
- 97. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply No matter how you call it …
- 98. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply YOUDESIGNSERVICES ANDSYSTEMS. No matter how you call it …
- 100. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply HOMEWORK: CREATE 2PERSONAS Think of one of your products and the people using it. Based on your assumptions, create two initial (ad-hoc) personas using the provided template. You’re free to chose categories that help you to distinguish between your personas. You’ll find detailed instructions how to create a persona on the template. Print it out and work on paper. EXPECTATIONS OF OUR PRODUCT/SERVICE Persona notePad v2.0 QUOTE NAME A quote Needs Goals People, places or situations that influence the way they act How do they communicate? How do they make decisions? Behavioral attributes Pain points Hear See Say Think Do Feel Description !PERSONA A persona is a profile representing a particular group of people, such as a group of customers or users, a market segment, a subset of employees, or any other stakeholder group. Even though personas are fictional, they make groups of people with similar needs more understandable. They help us relate to groups of people as individuals and give context on the specific challenge they’re experiencing. Use this template and the topics below to create a persona. Here is some inspiration for topics to include in your persona. TOPICS THAT HELP US RELATE TO THE PERSONA AS A HUMAN: TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC PROBLEM, SITUATION, PRODUCT OR SERVICE: !Expectations of our product/service/technology. !What are they trying to accomplish? !What is their overall goal when using our product or service? !What pain points are they experiencing that they might be trying to overcome? !What questions might they need answered? !Jobs to be done: When… I want to… So I can… !How are they feeling about the experience? !What really matters to them? ADDITIONAL DATA: "Behavioral data: purchase history, usage, key activities. "Marketing data: what/how we communicate to our customers, what/how they communicate back or actions they make in return. "Relationship data:#help desk interaction,#feedback,#rating. "Demographic data: name, age, profession, gender, etc. QUOTE NAME EXPECTATIONS OF OUR PRODUCT/SERVICE A persona is a profile representing a particular group of people, such as a group of customers or users, a market segment, a subset of employees, or any other stakeholder group. even though personas are fictional, they make groups of people with similar needs more understandable. They help us relate to groups of people as individuals and give context on the specific challenge they’re experiencing. Use this template and the topics below to create a persona. Here is some inspiration for topics to include in your persona. TOPICS THAT HELP US RELATE TO THE PERSONA AS A HUMAN: TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC PROBLEM, SITUATION, PRODUCT OR SERVICE: Expectations of our product/service/technology. What are they trying to accomplish? What is their overall goal when using our product or service? What pain points are they experiencing that they might be trying to overcome? What questions might they need answered? Jobs to be done: When… I want to… So I can… How are they feeling about the experience? What really matters to them? ADDITIONAL DATA: Behavioral data: purchase history, usage, key activities. Marketing data: what/how we communicate to our customers, what/how they communicate back or actions they make in return. Relationship data: help desk interaction, feedback, rating. Demographic data: name, age, profession, gender, etc. A quote Needs Goals People, places or situations that influence the way they act How do they communicate? How do they make decisions? Behavioral attributes Pain points Hear See Say Think Do Feel Description PERSONA PERSONA NOTEPAD V2.0
- 102. © 2014–2021 MARC STICKDORN SERVICEDESIGNTRAINING 2022 Smaply THANKYOU! PRESENTATION BY Marc Stickdorn Jakob Schneider Copyright (2012–2021) Marc Stickdorn. This presentation is by Marc Stickdorn and Jakob Schneider. It can be licensed for internal trainings by Marc Stickdorn, who retains ownership of all rights, title and interest. Journey Map Operations and Journey Map Ops are registered trademarks of Marc Stickdorn. journeymapoperations.com marcstickdorn.info thisisdoing.com smaply.com