Nuremberg's First Service Design Drinks Event

2016 Service Design Drinks #1
21 January 2016Nuremberg
Marc Stickdorn

Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn

Nuremberg & Service Design?
Nuremberg

Adam Lawrence and Markus Hormeß
WorkPlayExperience
Nuremberg

WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Nuremberg

89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of ﬁrms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Nuremberg

78.4% ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Nuremberg

TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Nuremberg

A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Nuremberg

A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
Nuremberg

PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
Nuremberg

PERSONA
“Don’t believe the hype!”
User/customer stereotypes
based on research
Jake
30
Male
German
Nuremberg

The story of Jake and his old TV set …
A TV set is a product, right?
Nuremberg

JAKE
1 That old TV set
breaks down
1
Nuremberg

JAKE
2 Reading advertisements
in print media
1 2
Nuremberg

JAKE
3 Looking for offers
online
2 31
Nuremberg

JAKE
4 Reading
online reviews
42 31
Nuremberg

42 3
JAKE
5 Collecting information
in store
5
Nuremberg

43 5
JAKE
6 Comparing prices
on mobile device
6
Nuremberg

4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
Nuremberg

5 6 7
JAKE
8 Transportation
home
8
Nuremberg

6 7 8
JAKE
9 Setting up
the new TV set
9
Nuremberg

7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Nuremberg

8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Nuremberg

9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Nuremberg

10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Nuremberg

11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Nuremberg

42 3 5
11 12 13 14
6 7 8 9 10
1
Nuremberg

And this is just a high-level perspective …
Nuremberg

Each touchpoint can be separated into
smaller steps …
9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
Nuremberg

A SWIMLANE DIAGRAM FOR
Understanding channels
Nuremberg

INTRODUCING
KLAUS
Cool!
Nuremberg

A SWIMLANE DIAGRAM FOR &
Understanding channels
Nuremberg

16 17 18
JAKE
21
KLAUS
3
Nuremberg

16 17 18
JAKE
21
KLAUS
3
social media
Nuremberg

POSITIVE social media
Nuremberg

Joshie, the giraffe
Images: www.hufﬁngtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg

Images: www.hufﬁngtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg

NEGATIVE social media
Nuremberg

Dave Carroll – United breaks guitars
14.000.000+
Nuremberg

CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
Nuremberg

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
Nuremberg

Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
Nuremberg

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKENuremberg

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKEKLAUSNuremberg

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKEKLAUSLAURANuremberg

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKEKLAUSLAURA
When do you measure
customer satisfaction?
Nuremberg

1 2 3 4 5 6 7 8 10
JAKEKLAUSLAURA
EMOTIONAL JOURNEY
89,7% of our customers
rate our service:“very good”.
9
Nuremberg

CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!
Nuremberg

QUALITATIVEQUANTITATIVE
Nuremberg

Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVEQUANTITATIVE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Nuremberg

methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!
Nuremberg

Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Nuremberg

BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Nuremberg

#servicedesign
Nuremberg

PRODUCT OR SERVICE?
Nuremberg

THE SERVICE BEHIND
THE PRODUCT
Nuremberg

Value-in-Exchange
GOODS-DOMINANT LOGIC
Nuremberg

A D V E R T I S E M E N T S
ADVERTISEMENTS
Nuremberg

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
Nuremberg

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)
Nuremberg

Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Nuremberg

HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
P R E - S E R V I C E
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
Nuremberg

HOW SERVICE-DOMINENT LOGIC
CHANGES THE CUSTOMER JOURNEY
P R E - S E R V I C E
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
Nuremberg

Value co-creation
SERVICE-DOMINANT LOGIC
Nuremberg

“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos, September 2011
Founder and CEO of Amazon.com
THINK IN SERVICES
Nuremberg

“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, February 2011
CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
Nuremberg

CA B
A SERVICE
ECOSYSTEM
Nuremberg

CA B
A SERVICE
ECOSYSTEM
JAKE
KLAUS
Nuremberg

CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg

KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg

KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES ETC …
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
Nuremberg

Service Design is not new.
Nuremberg

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.
Nuremberg

IT
SALES
DESIGN
MARKETING
Nuremberg

Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Nuremberg

Service design is inter-disciplinary.
Nuremberg

Every discipline has its language.
Nuremberg

Service design thinking is a common language.
Nuremberg

Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Nuremberg

DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond
as described by the
British Design Council
Nuremberg

The Squiggle
by Damien Newman
from Central Inc.Nuremberg

A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Nuremberg

MANY COMPANIES
DESIGN AND BUSINESS SCHOOLS
MBA PROGRAMS
HIGH SCHOOLS
WHO TEACHES SERVICE DESIGN?
Nuremberg

THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn: @MrStickdorn
marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies
jakob@smaply.com
Nuremberg

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
www.mrthinkr.com
www.experiencefellow.com
www.marcstickdorn.com
Nuremberg

SERVICE DESIGN
START-UPS
Nuremberg

VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Nuremberg

Nuremberg's First Service Design Drinks Event

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Nuremberg's First Service Design Drinks Event