Service Design and Startups: This Lean Agile Design Thingything

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

Service Design and Startups
This Lean Agile Design Thingything @MrStickdorn

AGENDA
◊1. OUR STORY
◊2. OUR APPROACH
◊3. OUR LESSONS LEARNED

01. OUR STORY

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

THIS SOMEHOW
ESCALATED QUICKLY …
"Yeah, I love your ...
thinking, are you doing any
consulting on that?"

THIS SOMEHOW
ESCALATED 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 THIS
IS RATHER
SIMPLE.

WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008

IN PRACTICE, WE SAW
DEMAND FOR TOOLS THAT
JUST DID NOT EXIST.
"Wow, this works. We need more research.
More research, pweez. More research!"

Mobile Ethnography
USER-STRUCTURED
DESIGN RESARCH

Free smartphone app for participants
Backend visualization as journey map

Backend visualization as journey map
Free smartphone app for participants

HOW IT’S USED
HANDS-ON RESEARCH
WITH EXPERIENCEFELLOW
get actionable insights
and connect silos
Photo Credit: Usecon Facebook

WHY WASTE TIME WITH
HAND-CRAFTING THROW-
AWAY DELIVERABLES?
"Sheesh, these customer journey maps. Awesome.
You know, we should base every project on these …"

HOW IT’S USED
CHANGE MANAGEMENT WITH SMAPLY
inspire culture shift
from org-centric
to customer-centric
Photo Credit: Deutsche Telekom

02. OUR APPROACH

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

RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT

IMPLEMENTATION
/ DEPLOYMENT
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
RESEARCH
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
Realizing that you don’t
have enough data on a
problem after you started
to explore solutions

RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
EXAMPLE
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
Realizing that a concept doesn’t
work during prototyping

IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
EXAMPLE
EXAMPLE
Realizing that a concept doesn’t
work during prototyping
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
EXAMPLE
Writing user stories for
minor improvements directly
from your research

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
Gerichtsstand: Innsbruck
CROWD FUNDING SMAPLY SOFTWARE
BEING SOCIAL
FREE SERVICES RESPONSIBLE/IMPRINT
10 EURO/MONTH excl. VAT
12 EURO/MONTH incl. VAT
Get started with our
one-man-show package.
▶ Export: branded
▶ Support: community
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
Use smaply in a team. Benefit
from realtime collaboration.
▶ Export: co-branded
▶ Support: 48h email
3 USERS
15 STAKEHOLDER MAPS
15 CUSTOMER JOURNEYS
Invite your client. Work with
large teams. Get serious.
▶ Export: white-label
▶ Support: 48h email
10 USERS
50 STAKEHOLDER MAPS
50 CUSTOMER JOURNEYS
CUSTOM PROPOSAL
FOR CORPORATE CLIENTS
Get in touch with us if you are
looking for larger solutions.
We are happy to make you a
tailor-made offer.
FREE FOR ONE YEAR
FOR EDUCATIONAL PURPOSE
For education purposes we
grant a year free S account.
▶ Export: branded
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
FREE FOR 14 DAYS
NO SUBSCRIPTION
Give smaply a try. It’s free.
No risk, no subscription.
▶ No export
1 USER
1 STAKEHOLDER MAP
1 CUSTOMER JOURNEY
Work with larger projects.
Get organized.
▶ Export: branded
1 USER
5 STAKEHOLDER MAPS
5 CUSTOMER JOURNEYS
TRIAL S
L XL
M
Register now … Register now …
Register now … Register now … Contact smaply … Register now …
Register now …
ENTERPRISE EDU
ALPHA ACCOUNT
Be among the first to know. You get full access to smaply and can try out everything.
Be aware that some strange things can happen. Please take the chance and help us
improve smaply according to your needs.
Your credit card will only be charged when alpha phase starts!
All alpha testers will keep their accounts during beta phase – while only paying once.
BETA ACCOUNT
After successful alpha phase we will start a final beta phase to make smaply perfect.
Help us improve smaply for the real world and get to know about this new tool.
Your credit card will only be charged when beta phase starts!
30 EURO one-time excl. VAT
36 EURO one-time incl. VAT
Get very early access to smaply.
JUNE—AUGUST 2013–
ALPHA
BUY ALPHA ACCOUNT
pay with credit card
50 EURO one-time excl. VAT
60 EURO one-time incl. VAT
Become a beta tester for smaply.
SEPTEMBER—OCTOBER 2013–
BETA
BUY BETA ACCOUNT
pay with credit card
PRE-BUY OPTIONS
AVAILABLE FROM OCTOBER 2013
AVAILABLE FROM AUGUST 2013
VALID FROM OCTOBER 2013
OVERVIEW FEATURES PRICING AGENCIES TEMPLATES FAQ TEAM/CONTACT
MORE PRICING PLANS!so our users can choose!
This is also service design:
Prototyping business model
and pricing

This is also service design:
Technical infrastructure

IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
RESEARCH

QUALITATIVEQUANTITATIVE
RESEARCH

monitor KPIs over time get actionable insights
RESEARCH

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

CUSTOMER EXPERIENCE SPRINTS
RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT

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

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10
actionable insights based
on qual and quant ...Service Design and Startups

Qualitative the really helpful feedback is.
Relying on this power you must.
Photo Credit: Shutterstock / CTR Photos

BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Service Design and Startups

HOW TO
JOURNEY
MAP
CURRENT-STATE (AS-IS)
FUTURE-STATE (TO-BE)
ASSUMPTION-BASED
RESEARCHED-BASED
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPE

HOW TO
JOURNEY
MAP
MAIN ACTOR:
KIND OF VISUALIZATION:
CUSTOMER, USER, EMPLOYEE
STORYBOARD, GRAPHS, …
PRODUCT-FOCUSED
EXPERIENCED-FOCUSED

THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
FEASIBILITY EASYHARD
A LOT
NONE
IDEATION &
IDEA SELECTION

THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
START HERE!A LOT
NONE

THE IDEA PORTFOLIO
IMPACT ON
EXPERIENCE
OR HERE!
A LOT
NONE

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”

DOES IT MATTER
HOW YOU CALL IT?
IMPLEMENTATION
/ DEPLOYMENT
IS THIS A PROTOTYPE?
A PILOT?
A MVP?
AN EXPERIMENT?

RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Gosh. They closed the loop.Service Design and Startups

RESEARCH
IMPLEMENTATION
/ DEPLOYMENT
IDENTIFICATION
OF CRITICAL
EXPERIENCES
IDEATION &
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
Well, is there a loop?

03. OUR LESSONS
LEARNED

LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
AND ALL THESE OTHER IMPRESSIVE MODELS …Service Design and Startups

EVERYONE
LOVES
MODELS.
OH YEAH.
Photo Credit: AXA Digital Agency

WHAT IF
YOU NEED
TO GO
BACK?
BUT WAIT!
Photo Credit: AXA Digital Agency

LET’S BE HONEST.
THIS IS NOT REAL.

THE LEAN
AGILE DESIGN
THINGYTHING™

THE LEAN
AGILE DESIGN
THINGYTHING™IS COMMON SENSE BUT NOT COMMON PRACTICE.

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.

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:

ITERATIONS
PROTOTYPES
RESEARCH
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
SO ESSENTIALLY – NO MATTER WHAT YOU
CALL IT – THESE ARE OUR ALL PRINCIPLES

ITERATIONS
PROTOTYPES
RESEARCH
Photo Credit: Shutterstock / CTR Photos

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
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40% DISCOUNT
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