Marc Strickdorn: Spreading Service Design through software

www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork

Spreading service design through software

Marc Stickdorn | More than Metrics

Scaling service design with software

Madrid 11 Nov 2017 Marc Stickdorn

◊1 OUR STORY ◊2 HOW WE WORK ◊3 WHY SOFTWARE? ◊4 …

AGENDA



01. OUR STORY





ACTUALLY, WE JUST WANTED TO MAKE THE BOOK WE NEEDED.

2009



THIS SOMEHOWESCALATED QUICKLY.

"Yeah, I love your ... thinking.Are you doing any consulting on that?"



THIS SOMEHOWESCALATED QUICKLY



BREAKING DOWN SILOS

Our main job in organizations …



BREAKING DOWN SILOS

Our main job in organizations …

SO PLEASE DON’T BUILD NEW ONES



OUR TAKE ON THISIS RATHER SIMPLE



Every discipline and silo has its own language (and KPIs).



Service design is a common language.



02. HOW WE WORK



WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLSSINCE 2008



SERVICE DESIGN SPRINTSA.K.A.

DESIGN THINKING SPRINTSEXPERIENCE DESIGN SPRINTS

CX SPRINTS UX SPRINTSINNOVATION LOOPS

ITERATIONSJOURNEY PROJECTS

… YOU NAME IT



SERVICE DESIGN SPRINTS

RESEARCH

IDENTIFICATION OF CRITICAL EXPERIENCES

IDEATION & IDEA SELECTION

PROTOTYPING & DEVELOPMENT

IMPLEMENTATION & DEPLOYMENT




RESEARCH







RESEARCH

QUANTITATIVE QUALITATIVE



MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS


RESEARCH



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




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 QUALITATIVE1. TRIANGULATION 2. TRIANGULATION 3. TRIANGULATION

How to get valuable data with limited budgets …

METHODS, DATA TYPES, RESEARCHERS



ASSUMPTION VS. RESEARCHAssumption-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.



ASSUMPTION VS. RESEARCHWhen someone’s journey map is based on mere assumptions …

CHALLENGE IT!



HOW TO EVALUATEA JOURNEY MAP?

SIX ASPECTS TO CONSIDER…



HIGH-LEVEL PERSPECTIVE DETAILED SCOPE

JOURNEY MAPS

ASPECTS TO CONSIDER

CURRENT-STATEFUTURE-STATE

ASSUMPTION-BASED RESEARCH-BASED



JOURNEY MAPS

ASPECTS TO CONSIDER

MAIN ACTOR: CUSTOMER, USER, EMPLOYEE

PROPOSITION-CENTREDEXPERIENCE-CENTRED

KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …




RESEARCH







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 OF CRITICAL TOUCHPOINTS/STEPS



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


IDENTIFICATION OF CRITICAL TOUCHPOINTS/STEPS



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


ACTIONABLE INSIGHTS BASED ON QUAL AND QUANT …



CR

ITE

RIO

N I

CRITERION II

DESIGN FOR THE AVERAGE TEST WITH EXTREMES



CR

ITE

RIO

N I

CRITERION II




CR

ITE

RIO

N I

CRITERION II

DIFFERENCESINTER-SEGMENT HETEROGENEITY




CR

ITE

RIO

N I

CRITERION II


SIMILARITIESINTRA-SEGMENT HOMOGENEITY




CR

ITE

RIO

N I

CRITERION II



MAIN PERSONA




DESIGN FOR THE AVERAGE TEST WITH EXTREMESC

RIT

ER

ION

I

CRITERION II

MAIN PERSONA

EDGE CASESEXTREME PERSONAS





DESIGN FOR THE AVERAGE TEST WITH EXTREMESC

RIT

ER

ION

I

CRITERION II

MAIN PERSONA

EDGE CASESEXTREME PERSONAS






RESEARCH






Madrid 11 Nov 2017 Marc StickdornFEASIBILITY

EA

SY

HA

RD

IMPACT ON EXPERIENCE A LOTNONE

THE IDEA PORTFOLIO



EA

SY

HA

RD


THE IDEA PORTFOLIO

Ideation & Idea Selection



EA

SY

HA

RD


THE IDEA PORTFOLIO


START HERE



EA

SY

HA

RD


THE IDEA PORTFOLIO


AND SOMETIMES EVEN HERE.




RESEARCH






Madrid 11 Nov 2017 Marc StickdornDOES IT MATTER HOW YOU CALL IT?

IS THIS A PROTOTYPE? A PILOT?A MVP? AN EXPERIMENT?




RESEARCH








RESEARCH







RESEARCH





SERVICE DESIGN SPRINTSEXAMPLE

Realizing that you don’t have

enough data on a problem after

you started to explore solutions.



RESEARCH






EXAMPLE Realizing that a concept doesn’t

work during prototyping.



RESEARCH





SERVICE DESIGN SPRINTSEXAMPLE

Writing user stories for minor improvements directly

from your research.



RESEARCH






WOW. A CLOSED

LOOP.



SO FINALLY:

ONE MODELTO RULETHEM ALL

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.



BUT WAIT …

WHAT IF YOU NEEDTO GO BACK?

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.



BUT WAIT …

WHAT IF YOU NEEDTO GO BACK?

LET’S BE HONEST.THIS IS NOT REAL.



BUT WHY …

ISN’T THIS COMMON PRACTICE?

01 Some believe projects can be planned end-to-end. They can’t.

02 Design processes get squeezed into models and silos again. They are not open and iterative anymore.



LEAN UX

LEAN STARTUP

DESIGN THINKINGSERVICE DESIGN

AGILE DEVELOPMENT

BUT THEY SAID THEY HAVE ANSWERS!


Madrid 11 Nov 2017 Marc StickdornLE

AN UX

LEAN

STAR

TUP

DESI

GN TH

INKI

NGSE

RVIC

E DES

IGN

AGILE

DEVE

LOPM

ENT



LEAN

UXLE

AN ST

ARTU

P

DESI

GN TH

INKI

NGSE

RVIC

E DES

IGN

AGILE

DEVE

LOPM

ENT

ESSENTIALLY, THESE ARE ALL OUR PRINCIPLES

ALWAYS UNFINISHED MANY EXPERIMENTS ASK REAL HUMANS



LEAN

UXLE

AN ST

ARTU

P

DESI

GN TH

INKI

NGSE

RVIC

E DES

IGN

AGILE

DEVE

LOPM

ENT

ESSENTIALLY, THESE ARE ALL OUR PRINCIPLES

ITERATIONS PROTOTYPES RESEARCH



03. WHY SOFTWARE?



A JOURNEY MAP IS NOT A F***INGDELIVERABLE!



A JOURNEY MAPMUST BE A LIVINGBOUNDARY OBJECT.

CUSTOMER EXPERIENCE IS MORE THAN F***ING METRICS.

www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork

Marc StickdornCo-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.comCompany: morethanmetrics.com

Date post:	22-Jan-2018
Category:	Design
Upload:	service-design-network
View:	369 times
Download:	8 times