Service Design Thinking. Marc Stickdorn Herbst 2012

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1

2 BUZZWORD BINGO Was die Wirtschaft bewegt.

3 SERVICE-DOMINANT LOGIC

4 SERVICE-DOMINANT LOGIC Produkt oder Dienstleistung?

5 SERVICE DOMINANT LOGIC DER SERVICE Der Service hinter dem Produkt HINTER Anrufbeantworter DEM PRODUKT

6 GOODS-DOMINANT LOGIC Value-in-Exchange

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

8 IN DIENSTLEISTUNGEN DENKEN: W e d o n t t h i n k o f t h e K i n d l e We think of it as a service. Jeffrey Bezos Gründer und CEO von Amazon.com

9 EXPERIENCE ECONOMY

10 EXPERIENCE ECONOMY MASSENWARE PRODUKT DIENSTLEISTUNG ERLEBNIS TRANSFORMATIVES ERLEBNIS

11 IN SERVICE-SYSTEMEN DENKEN: 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 von Nokia

12 SOZIALE MEDIEN

13 SOZIALE MEDIEN

14 SOZIALE MEDIEN

15 Dave Carroll United breaks guitars

16 Dave Carroll United breaks guitars

17 DER MARKETINGFOKUS VERSCHIEBT SICH

18 #SERVICEDESIGN

19 Dienstleistungen wurden schon immer gestaltet.

20 Dienstleistungen wurden schon immer gestaltet. VERTRIEBLER ENTWICKLER DESIGNER LOGISTIKER Wartungsvertrag Frontend-Software Usability Mobilitätskonzept Tarifoptionen Backend-Software Look and feel Reklamationsmanagement

21 LOGISTIKER VERTRIEBLER ENTWICKLER DESIGNER

22 Service Design ist interdisziplinär. LOGISTIKER VERTRIEBLER ENTWICKLER DESIGNER MANAGER VERTRIEBLER DESIGNER LOGISTIKER ENTWICKLER PSYCHOLOGE

23 Service Design ist interdisziplinär.

24 Jeder Spezialist hat seine eigene Sprache.

25 Service Design bietet eine gemeinsame Sprache.

26 ist ein iterativer Prozess. EXPLORATION CREATION REFLECTION IMPLEMENTATION EXPLORATION CREATION REFLECTION IMPLEMENTATION

27 ist ein iterativer Prozess. Damien Newman, Central Inc.

28

29 5 GRUNDPRINZIPIEN

30 1 USER-CENTRED

31 2 CO-CREATIVE

32 3 SEQUENCING

33 4 EVIDENCING

34 5 HOLISTIC

35 Kontextuelle Interviews

36 Ethnographie

37 Mobile Ethnographie

38 Personas

39 Stakeholder Mapping

40 Value Network Mapping

41 Customer Journey Mapping

42 Digitales Service Mapping smaply

43 Service Advertisments

44 Business Model Canvas

45 Theatralische Methoden

46 VIELEN DANK FÜR IHRE AUFMERKSAMKEIT. Marc

47 DESIGN = BERATUNG

48 DESIGN = BERATUNG BERATUNG DESIGN

49 DESIGN = CONSULTING CONSULTING DESIGN

50 DESIGN = KOSTEN

51 DESIGN = INVESTITION

52 DESIGN = WERTSCHÖPFUNG

53 Ein erster Schritt. Eine Möglichkeit.

54

55

56

57

58

59

60 WEITERES INTERSSE? BÜCHER Service-Dominant Logic: The Service-Dominant Logic of Marketing Robert Lusch & Stephen Vargo (2006) Experience Economy: The Experience Economy Joseph Pine II & James Gilmore (1999) Prozess und Prinzipien: This is Marc Stickdorn & Jakob Schneider (2010) Double Diamond: British Design Council Squiggle: Damien Newman AGENTUREN DesignThinkers: Snook: minds&makers: ONLINE QUELLEN twitter: #servicedesign #TiSDT

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