Service Design Thinking

Service design takes the practices used to create great online experiences and applies them to every interaction customers have with an organisation, online or off. In this 2014 talk, Marc Stickdorn, co-author of This is Service Design Thinking and co-founder of the journey mapping software smaply, shares his insights on the basic tools of the service design process.

He introduces the five basic principles of service design and ways to embed it into an organisation. Stickdorn explores how journey mapping can show how customers are feeling, and discusses the challenges of measuring customer satisfaction.

He also explains why he believes a focus on the difference between products and services is outdated, and why understanding the customer experience is more important.