#SDGC17 — Spreading service design through software — Marc Stickdorn
- 1. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork Spreading service design through software Marc Stickdorn | More than Metrics
- 2. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ◊1 OUR STORY ◊2 HOW WE WORK ◊3 WHY SOFTWARE? ◊4 … AGENDA
- 3. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 01.OURSTORY
- 4. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn
- 5. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ACTUALLY,WEJUSTWANTED TOMAKETHEBOOKWENEEDED. 2009
- 6. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn THISSOMEHOW ESCALATEDQUICKLY. "Yeah, I love your ... thinking. Are you doing any consulting on that?"
- 7. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn THISSOMEHOW ESCALATEDQUICKLY
- 8. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BREAKING DOWNSILOS Our main job in organizations …
- 9. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BREAKING DOWNSILOS Our main job in organizations … SO PLEASE DON’T BUILD NEW ONES
- 10. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn OURTAKE ONTHIS ISRATHER SIMPLE
- 11. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Every discipline and silo has its own language (and KPIs).
- 12. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Service design is a common language.
- 13. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 02.HOWWEWORK
- 14. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn WEUSESERVICEDESIGN TOBUILD SERVICEDESIGNTOOLSSINCE 2008
- 15. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICEDESIGNSPRINTSA.K.A. DESIGN THINKING SPRINTS EXPERIENCE DESIGN SPRINTS CX SPRINTS UX SPRINTS INNOVATION LOOPS ITERATIONS JOURNEY PROJECTS … YOU NAME IT
- 16. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 17. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 18. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH QUANTITATIVE QUALITATIVE
- 19. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS QUANTITATIVE QUALITATIVE RESEARCH
- 20. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongMobile ethnography Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE.… AND MANY MORE. RESEARCH QUANTITATIVE QUALITATIVE
- 21. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongMobile ethnography Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE.… AND MANY MORE. RESEARCH QUANTITATIVE QUALITATIVE 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budgets … METHODS, DATA TYPES, RESEARCHERS
- 22. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ASSUMPTIONVS.RESEARCH Assumption-based tools Research-based tools Often assumption-based tools develop into research-based tools over time. Assumptions should be challenged. Research gaps should be filled.
- 23. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn ASSUMPTIONVS.RESEARCH When someone’s journey map is based on mere assumptions … CHALLENGE IT!
- 24. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn HOWTOEVALUATE AJOURNEYMAP?SIX ASPECTS TO CONSIDER…
- 25. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn HIGH-LEVEL PERSPECTIVE DETAILED SCOPE JOURNEY MAPS ASPECTS TOCONSIDER CURRENT-STATE FUTURE-STATE ASSUMPTION-BASED RESEARCH-BASED
- 26. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn JOURNEY MAPS ASPECTS TOCONSIDER MAIN ACTOR: CUSTOMER, USER, EMPLOYEE PROPOSITION-CENTRED EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
- 27. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 28. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 IDENTIFICATION OFCRITICAL TOUCHPOINTS/ STEPS
- 29. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 IDENTIFICATION OFCRITICAL TOUCHPOINTS/ STEPS
- 30. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 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 ACTIONABLE INSIGHTSBASED ONQUALAND QUANT…
- 31. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
- 32. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
- 33. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES INTER-SEGMENT HETEROGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
- 34. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
- 35. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn CRITERIONI CRITERION II DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY MAIN PERSONA DESIGNFORTHEAVERAGE TESTWITHEXTREMES
- 36. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DESIGNFORTHEAVERAGE TESTWITHEXTREMES CRITERIONI CRITERION II MAIN PERSONA EDGE CASES EXTREME PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
- 37. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DESIGNFORTHEAVERAGE TESTWITHEXTREMES CRITERIONI CRITERION II MAIN PERSONA EDGE CASES EXTREME PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
- 38. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 39. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA PORTFOLIO
- 40. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA PORTFOLIOIdeation & Idea Selection
- 41. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA PORTFOLIOIdeation & Idea Selection START HERE
- 42. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn FEASIBILITYEASYHARD IMPACT ON EXPERIENCE A LOTNONE THEIDEA PORTFOLIOIdeation & Idea Selection AND SOMETIMES EVEN HERE.
- 43. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 44. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn DOES IT MATTER HOW YOU CALL IT? IS THIS A PROTOTYPE? A PILOT? A MVP? AN EXPERIMENT?
- 45. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 47. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
- 48. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions.
- 49. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that a concept doesn’t work during prototyping.
- 50. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Writing user stories for minor improvements directly from your research.
- 51. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS WOW. A CLOSED LOOP.
- 52. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn SO FINALLY: ONEMODEL TORULE THEMALL Source Photo Credit: AXA Digital Agency. It's not that we hate this one in particular, but it’s just the first we found online. There are many, many others.
- 53. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WAIT … WHATIF YOUNEED TOGOBACK? Source Photo Credit: AXA Digital Agency. It's not that we hate this one in particular, but it’s just the first we found online. There are many, many others.
- 54. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WAIT … WHATIF YOUNEED TOGOBACK? LET’SBEHONEST. THISISNOTREAL.
- 55. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn BUT WHY … ISN’TTHIS COMMON PRACTICE? 01Some believe projects can be planned end-to-end. They can’t. 02Design processes get squeezed into models and silos again. They are not open and iterative anymore.
- 56. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT BUT THEY SAID THEY HAVE ANSWERS!
- 57. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT
- 58. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL OUR PRINCIPLES ALWAYSUNFINISHED MANYEXPERIMENTS ASKREALHUMANS
- 59. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT ESSENTIALLY, THESE ARE ALL OUR PRINCIPLES ITERATIONS PROTOTYPES RESEARCH
- 60. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn 03.WHYSOFTWARE?
- 61. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn AJOURNEYMAP ISNOTAF***ING DELIVERABLE!
- 62. Scaling service design with software Madrid 11 Nov 2017 Marc Stickdorn AJOURNEYMAP MUSTBEALIVING BOUNDARYOBJECT.
- 64. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork Marc Stickdorn Co-Founder and CEO More than Metrics TALKING/KNOWING Marc Stickdorn @MrStickdorn SLIDES/SIDEKICK Jakob Schneider @jakoblies Books: tisdt.com / tisdd.com Software: smaply.com / experiencefellow.com Company: morethanmetrics.com