Marc Stickdorn - Böcker

How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You'll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization. Great customer experience needs a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used.You'll be able to focus on your customers and iteratively improve their experience. Move from theory to practice and build sustainable business success.

In this book, you’ll find 54 hands-on descriptions that help you do the key methods used in service design. These methods include instructions, guidelines, and tips-and-tricks for activities within research, ideation, prototyping, and facilitation. This is the print version of the method companion to the book This Is Service Design Doing (#TiSDD). It includes the same content that you can find free on the book website, tisdd.com, but nicely revisualized and presented in a professional bound format. Caveat: While methods are the building blocks of a service design process, owning a pile of bricks does not make you an architect or even a bricklayer. Success in doing service design certainly requires a mastery of these methods. However, you must also be able to combine them into a process that fits the context and needs of your organization and guide people through this new way of working. This book only contains the building blocks—the methods. It doesn’t detail how to assemble them into a cohesive design process or how to plan or manage it. Neither does it describe why people should invest in service design nor explain how to bring service design to life in your organization. For all of this (and more), please read This Is Service Design Doing.

This book introduces mobile ethnography as an in-situ qualitative research method that enables participants to document lived experiences on smartphones as they unfold. By capturing in-situ data such as text, photos, videos, audio, ratings, timestamps, and GPS, the method provides rich contextual insight into experiences as they are lived, not just remembered. Visualized as journey maps, customer and employee experience data can be analyzed to identify patterns, pain points, and opportunities for improvement.Grounded in service design, customer experience research, and ethnography, the book presents a systematic literature review of ethnographic research in leading information systems journals from 2000 to 2025. The review finds increasing methodological transparency, but also persistent gaps in research design, triangulation, and reflexivity. To address these gaps, the author proposes an exemplary research design to strengthen validity and reliability.Using Design Science Research Methodology, this dissertation develops mobile ethnography as a design artifact comprising the method, participant-facing mobile apps, and web-based analysis software for researchers. Based on seven iterative design cycles, the book shows how participants can become active contributors to customer experience research while maintaining data integrity and motivation. It concludes with implications for AI-supported analysis. In other words: rigorous research, but with dirt under its fingernails.