This is Service Design Thinking audiobook cover - Basics, Tools, Cases

This is Service Design Thinking

Basics, Tools, Cases

Marc Stickdorn and Jakob Schneider

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Marketing & SalesEntrepreneurshipCreativity

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This is Service Design Thinking
Core Concept+
The 5 Principles+
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Quiz — Test Your Understanding

Question 1 of 7
Why does the author use the comparison between Prince Charles and Ozzy Osbourne?
  • A. To prove that wealthy customers require more personalized service touchpoints.
  • B. To illustrate the danger of relying solely on quantitative statistics without qualitative insights.
  • C. To show that older demographics are harder to target with traditional marketing.
  • D. To highlight how celebrity endorsements can dramatically shift a service's public perception.
Question 2 of 7
According to the second principle of service design, who should be included in the co-creative process?
  • A. Only the end-users and the primary service designers.
  • B. Exclusively the internal team members, such as managers and marketers.
  • C. All stakeholders, including customers, managers, government agencies, and engineers.
  • D. Independent third-party consultants who can provide an objective viewpoint.
Question 3 of 7
How does the principle of 'sequencing' help in service design?
  • A. It allows designers to break down the user experience into a series of individual touchpoints, much like frames in a movie.
  • B. It prioritizes the financial investments needed for each stage of product development.
  • C. It determines the exact order in which employees should be hired and trained.
  • D. It ensures that customers pay for the service before they actually experience it.
Question 4 of 7
What is the primary purpose of providing a 'service souvenir' to a customer?
  • A. To legally protect the service provider from future liability claims.
  • B. To act as physical evidence that prolongs the service experience and reminds the customer of their positive experience.
  • C. To justify a higher price point for an otherwise intangible service.
  • D. To track the customer's future purchasing habits through embedded technology.
Question 5 of 7
When applying a holistic approach to service design, what should a designer be careful NOT to overlook?
  • A. The strict adherence to the original budget.
  • B. The quantitative data provided by the stakeholder map.
  • C. The sensory experiences of the customer, such as what they hear, smell, and taste.
  • D. The physical manufacturing process of the souvenirs.
Question 6 of 7
How did a stakeholder map help the NL Agency resolve its internal conflicts?
  • A. It identified which employees were underperforming so they could be replaced.
  • B. It visualized the complex relationships and conflicting orders from outside forces, allowing the agency to refocus on its true customers.
  • C. It provided a step-by-step timeline of the customer journey to reduce wait times.
  • D. It tracked the financial flow between international businesses and the Dutch government.
Question 7 of 7
What is a key benefit of using a customer journey map when trying to improve a specific feature of a service?
  • A. It shows how changing one individual touchpoint will affect all the other connected interactions in the overall experience.
  • B. It automatically generates qualitative data without the need to interview customers.
  • C. It isolates the single most profitable demographic for the marketing team to target.
  • D. It guarantees that all stakeholders will agree on the proposed changes.

This is Service Design Thinking — Full Chapter Overview

This is Service Design Thinking Summary & Overview

This is Service Design Thinking (2011) presents the core principles of service design. By providing tools and real-life examples, it’s a great introduction to this evolving and interdisciplinary approach to designing services. These blinks present the most salient information on the subject.

Who Should Listen to This is Service Design Thinking?

  • Entrepreneurs and innovators
  • Students and professionals of design
  • Marketers and consultants

About the Author: Marc Stickdorn and Jakob Schneider

Marc Stickdorn, a service-design consultant, is the cofounder of Destinable, a consultancy firm that specializes in designing tourism services. He is also a professor and lecturer at MCI Management Center Innsbruck, in Austria.

Jakob Schneider is a German visual designer and the creative head of the design agency KD1. Together with Marc Stickdorn, Schneider has cofounded two start-ups, ExperienceFellow and Smaply. He also works as a consultant for brands such as Volkswagen, Deutsche Telekom and Siemens.

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