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This is Service Design Thinking summary
Marc Stickdorn
Jakob Schneider
Basics, Tools, Cases
13 mins
Brief summary
This is Service Design Thinking by Marc Stickdorn and Jakob Schneider is a guide to service design, a customer-oriented approach to creating successful business strategies and products. It offers practical methods and techniques for designing customer-centric services that meet user needs and expectations.
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This is Service Design Thinking
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Key idea 1 of 5
Service design should revolve around customers, while keeping in mind their potential differences.
What is service design? Well, there’s no single definition; it’s an evolving and interdisciplinary approach that combines multiple methods and tools to design new services.
However, there are five common principles that most everyone agrees on.
The first is that the process of service design should be user-centered. Or, to put it another way, when designing a service, the customer should be treated as a crucial piece of the process.
Unlike a physical product, a service is a process – an interaction between the service provider and the service user, the customer. So any successful service will recognize the customer as a central part of the process.
For instance, let’s look at a public transportation service, such as a bus. This is a valuable public service that benefits countless customers; the service would be of little value, however, if the bus didn’t stop at and travel to locations convenient to these customers.
Okay, so what if you’re trying to design a successful service of your own. There’s one pitfall, in particular, to be wary of: an overreliance on quantitative data, such as statistics.
Statistics are undoubtedly a great source of information, especially for discovering popular trends, such as when during the day people are most in need of a bus, but this isn’t enough to provide a valuable service.
Let’s say there are two people with very similar traits. They’re both married and financially successful men, they’re both around 70 years old, and they were both born in the United Kingdom. But based on these statistics alone, you wouldn’t know which one is Prince Charles and which one is Ozzy Osbourne, and it goes without saying that these men are quite different from one another.
This should remind you that no two customers are exactly alike. Each one has a culture, a set of habits, a range of motivations. If you want to fully understand your customer base, you can’t underestimate these differences; this qualitative information must be considered in combination with statistics in your efforts for a successful service design.
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What is This is Service Design Thinking about?
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.
This is Service Design Thinking Review
This is Service Design Thinking (2011) by Marc Stickdorn and Jakob Schneider provides an insightful exploration into the world of service design and why it is crucial in today's business landscape. Here's why this book is definitely worth a read:
- With its practical approach and useful tools, it equips readers with the knowledge and skills to design exceptional service experiences.
- Through numerous case studies and real-life examples, the book showcases the effectiveness of service design in solving complex problems and creating customer satisfaction.
- Its clear and concise explanations make the subject matter accessible and compelling, ensuring that the book is far from boring.
Best quote from This is Service Design Thinking
If you would ask ten people what service design is, you would end up with eleven different answers – at least. – Richard Buchanan, professor of design, management and information systems
—Marc Stickdorn and Jakob Schneider
Who should read This is Service Design Thinking?
- Entrepreneurs and innovators
- Students and professionals of design
- Marketers and consultants
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This is Service Design Thinking FAQs
What is the main message of This is Service Design Thinking?
The main message of This is Service Design Thinking is that service design is a powerful tool for creating exceptional customer experiences.
How long does it take to read This is Service Design Thinking?
The reading time for This is Service Design Thinking varies depending on the reader's speed, but it typically takes several hours. However, the Blinkist summary can be read in just 15 minutes.
Is This is Service Design Thinking a good book? Is it worth reading?
This is Service Design Thinking is a valuable read for anyone interested in service design. It provides practical insights and real-world examples to help improve customer experiences.
Who is the author of This is Service Design Thinking?
The authors of This is Service Design Thinking are Marc Stickdorn and Jakob Schneider.
What to read after This is Service Design Thinking?
If you're wondering what to read next after This is Service Design Thinking, here are some recommendations we suggest:
- Selling the Invisible by Harry Beckwith
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- The Design Thinking Workbook by CJ Meadows
- Business Model Generation by Alexander Osterwalder and Yves Pigneur
- Change by Design by Tim Brown
- The 4-Hour Body by Tim Ferriss
- Maps of Meaning by Jordan B. Peterson
- 100 Things Every Designer Needs to Know About People by Susan M. Weinschenk
- Building Your Money Machine with ChatGPT by Larry Wheeler
- The 80/20 CEO by Bill Canady