Marc shares his story how their book This is Service Design Thinking lead to a software they used for their own service design projects and their consulting. Due to demand of their clients, “Smaply” became their first software startup in 2012, quickly followed by their second venture “ExperienceFellow” in 2013. In his talk, Marc will quickly describe how organizations use their software to integrate service design in their structures and processes. He will then give some insights how they set up their own startups from a service design perspective: How do they include customers throughout the entire development process? How do they prototype their software and features, but also how do they prototype their business model and pricing? Don’t be afraid. This won’t be a boring success story where everything worked perfectly based on just another shiny design process. Instead, you’ll hear some real stories when things went wrong and how to cope with it. You’ll learn how they integrated concepts like lean startup, agile software development, service design, design thinking, etc. into one big thingything they call “common sense”… :)

1. 2016 Service Design and Startups
This Lean Agile
Design Thingything
@MrStickdorn San Francisco 04 Nov 2016

2. Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

3. AGENDA
◊1. OUR STORY
◊2. OUR APPROACH
◊3. OUR LESSONS LEARNED
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

4. 01. OUR STORY
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

5. ACTUALLY, WE JUST WANTED
TO MAKE THE BOOK WE NEEDED.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

6. THIS SOMEHOW
ESCALATED QUICKLY …
"Yeah, I love your ...
thinking, are you doing any
consulting on that?"
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

7. THIS SOMEHOW
ESCALATED QUICKLY …
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

8. BREAKING
DOWN SILOS
Our main job in organizations:
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

9. BREAKING
DOWN SILOS
Our main job in organizations:
SO PLEASE DON’T BUILD NEW ONES
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

10. OUR TAKE
ON THIS
IS RATHER
SIMPLE.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

11. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

12. IN PRACTICE, WE SAW
DEMAND FOR TOOLS THAT
JUST DID NOT EXIST.
"Wow, this works. We need more research.
More research, pweez. More research!"
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

13. Mobile Ethnography
USER-STRUCTURED
DESIGN RESARCH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

14. Free smartphone app for participants
Backend visualization as journey map

15. Backend visualization as journey map
Free smartphone app for participants

16. HOW IT’S USED
HANDS-ON RESEARCH
WITH EXPERIENCEFELLOW
get actionable insights
and connect silos
Photo Credit: Usecon Facebook
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

17. WHY WASTE TIME WITH
HAND-CRAFTING THROW-
AWAY DELIVERABLES?
"Sheesh, these customer journey maps. Awesome.
You know, we should base every project on these …"
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

18. VISUALIZE
CUSTOMER EXPERIENCE

19. VISUALIZE
CUSTOMER EXPERIENCE

20. HOW IT’S USED
CHANGE MANAGEMENT WITH SMAPLY
inspire culture shift
from org-centric
to customer-centric
Photo Credit: Deutsche Telekom
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

21. 02. OUR APPROACH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

22. SERVICE DESIGN SPRINTS
A.K.A.
design thinking sprints
experience design sprints
cx sprints
ux sprints
innovation loops
iterations

23. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

24. IMPLEMENTATION
/ DEPLOYMENT
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

25. RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
SERVICE DESIGN SPRINTS
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
Realizing that a concept doesn’t
work during prototyping
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

26. IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions
EXAMPLE
Realizing that a concept doesn’t
work during prototyping
SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
EXAMPLE
Writing user stories for
minor improvements directly
from your research
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

27. FOR EARLY ADOPTERS
smaply is in closed alpha phase right now.
Take the chance to add your thoughts and wishes to the software.
CONDITIONS
ALPHA AND BETA ACCOUNTS
CHANGING AND CANCELLING PLANS
Projects change, requirements change.
NO MINIMUM CONTRACT DURATION. YOU CAN QUIT EVERY MONTH.
You pay per month and you can change or quit plans within a month. smaply grows with
you and your tasks, but you can downgrade or even quit with a click as well. Adjust smaply every
month – just as you need it.
Read more in our FAQ
SUPPORT US
TEAM
LEGAL TERMS
FEATURES
PRICING
FAQ
PRINT-OUT TEMPLATES
QUALIFIED AGENCIES
SMAPLY ON TWITTER MARC ON TWITTER KLAUS ON TWITTER JAKOB ON TWITTER LAURA ON TWITTER
That’s all folks.
smaply gmbh
Grabenweg 68
6020 Innsbruck, Austria
+43 699 11059128
mail@smaply.com
UID: ATU67460829
GF: Klaus Schwarzenberger
Firmenbuchnummer: FN 384762 b
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Invite your client. Work with
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Get organized.
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TRIAL S
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This is also service design:
Prototyping business model
and pricing
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

28. This is also service design:
Technical infrastructure
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

29. IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
SERVICE DESIGN SPRINTS
RESEARCH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

30. QUALITATIVEQUANTITATIVE
RESEARCH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

31. QUALITATIVEQUANTITATIVE
monitor KPIs over time get actionable insights
RESEARCH
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

32. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVEQUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

33. Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

34. CUSTOMER EXPERIENCE SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

35. 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 EP 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
EXPERIENCES
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

36. 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 EP 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
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

37. 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 EP 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 insights based
on qual and quant ...Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

38. Qualitative the really helpful feedback is.
Relying on this power you must.
Photo Credit: Shutterstock / CTR Photos
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

39. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

40. HOW TO
JOURNEY
MAP
CURRENT-STATE (AS-IS)
FUTURE-STATE (TO-BE)
ASSUMPTION-BASED
RESEARCHED-BASED
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPE
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

41. HOW TO
JOURNEY
MAP
MAIN ACTOR:
KIND OF VISUALIZATION:
CUSTOMER, USER, EMPLOYEE
STORYBOARD, GRAPHS, …
PRODUCT-FOCUSED
EXPERIENCED-FOCUSED
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

42. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

43. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
A LOT
NONE
IDEATION &
IDEA SELECTION
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

44. Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

45. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
START HERE!A LOT
NONE
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

46. THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
OR HERE!
A LOT
NONE
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

47. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

48. MANAGE COMPLEXITY IN SERVICE DESIGN.
INCREASEOFCOMPLEXITY
EFFORT FOR PLANNING/PROTOTYPING/ITERATING
HAZARD ZONE
GETTING LOST
WASTING TIME
BURNING MONEY
TRACER BULLET DEVELOPMENT
EARLY FEEDBACK
IMPLEMENT FAST
WORKING RESULTS
FEATURE / EPIC / JTBD
“THE BIGGER PICTURE”
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

49. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

50. DOES IT MATTER
HOW YOU CALL IT?
IMPLEMENTATION
/ DEPLOYMENT
IS THIS A PROTOTYPE?
A PILOT?
A MVP?
AN EXPERIMENT?
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

51. IMPLEMENTATION
/ DEPLOYMENT

52. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Gosh. They closed the loop.Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

53. SERVICE DESIGN SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Well, is there a loop?
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

54. 03. OUR LESSONS
LEARNED
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

55. LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
AND ALL THESE OTHER IMPRESSIVE MODELS …Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

56. EVERYONE
LOVES
MODELS.
OH YEAH.
Photo Credit: AXA Digital Agency
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

57. WHAT IF
YOU NEED
TO GO
BACK?
BUT WAIT!
Photo Credit: AXA Digital Agency
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

58. LET’S BE HONEST.
THIS IS NOT REAL.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

59. THE LEAN
AGILE DESIGN
THINGYTHING™
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

60. THE LEAN
AGILE DESIGN
THINGYTHING™IS COMMON SENSE BUT NOT COMMON PRACTICE.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

61. ISN’T THIS
COMMON
PRACTICE?
WHY …
◊1
Some believe projects can be
planned end-to-end. They can’t.
◊2
Design processes get squeezed
into models and silos again. They are
not open and iterative anymore.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

62. ALWAYS UNFINISHED
MANY EXPERIMENTS
ASK REAL HUMANS
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
SO ESSENTIALLY – NO MATTER WHAT YOU
CALL IT – THESE ARE OUR ALL PRINCIPLES:
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

63. ITERATIONS
PROTOTYPES
RESEARCH
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
SO ESSENTIALLY – NO MATTER WHAT YOU
CALL IT – THESE ARE OUR ALL PRINCIPLES
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

64. ITERATIONS
PROTOTYPES
RESEARCH
Photo Credit: Shutterstock / CTR Photos
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

65. THANK YOU!Marc Stickdorn: @MrStickdorn
Slides designed by Jakob Schneider: @jakoblies
Our service design software:
www.smaply.com / www.experiencefellow.com
Free download of all paper templates:
www.smaply.com
NEW BOOK
40% DISCOUNT
VOUCHER
Order your copy here:
oreil.ly/morethanmetrics
You save 40% on books,
50% on ebooks/videos.
Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn