Service Design: Creating Delightful Cross-Channel Experiences

Marc Stickdorn · Monday, November 13 · 8:30am – 5:30pm · in Plaza B

Focus on the interactions people have in the context of any service situation. Create a cohesive customer experience by expanding beyond digital and designing for every customer touch point.

Map your customer’s emotional journey, and drop the buzzwords that prevent user engagement. Experiment with new prototyping techniques to test service designs quickly and cheaply.

Marc’s innovative approach to mapping customers’ journey through an experience is practical, low risk, and high value. Marc co-authored the book, ‘This is Service Design Thinking’.

The Day’s Agenda


Go beyond digital with a holistic Service Design approach

  • Shed process-heavy habits and start sketching now
  • Conduct in-depth design research by immersing yourself in your users’ environment
  • Visualize the holistic ecosystem where services take place

Visualize the experience with Personas and Journey Maps

  • What are journey maps, why are they useful, and how do they fit into the process
  • Redesign the service experience using journey maps as the starting point
  • Visualize gaps in the customer experience across all channels and touchpoints


Design for customer happiness at each touch point

  • Map customer satisfaction and engagement throughout the customer journey
  • Sketch possible solutions to improve on top-priority problem areas in the journey
  • Use simple prioritization exercises to gain consensus on the best design solutions

Prototype new service solutions using low-fidelity techniques

  • Prototype people-to-people and people-to-machine interactions in service contexts
  • Prototype objects in the context of the journey map, then usability test them
  • Learn tips for discussing what you’ve learned with teams and stakeholders

Design Across Channels

Map the customers’ emotional journey

Customer happiness is vital to engagement, conversions, and growth. Map their emotion as it changes on their journey across channels, and identify new opportunities to design for delight.

Speak the language of your customer

A journey map isn’t a formal deliverable. It’s a boundary object, a change-management tool we use to talk about customer experiences—in real terms, not buzzwords—across organizational silos.

Innovate without breaking the bank

Create prototypes that work between products and people, or between people and people. Test them with low-fidelity prototypes for usability without breaking budgets or timelines.

You’ll see how to:

  • Learn ethnography techniques to understand users in context
  • Go from assumption-based to research-based journey maps
  • Spark new design ideas from topical interpretations of your team’s sketches
  • Make cheap, fast prototypes to test in the context of the service situation
  • Discover and prioritize problematic touch points
  • Translate service design into your daily work

Take Back New Service Design Techniques

A better understanding of your customers’ experience from end-to-end

Identify every physical and digital touch point your customers experience on their journey.

Powerful tools for visualizing the customer experience across all touch points

See how effective journey maps are at communicating the customer experience and aligning the team on the most pressing pain points to address.

Techniques to facilitate a design process in large service organizations

Work across silos to design new experiences that maximize happiness at each touch point.

Methods for prototyping non-digital, physical world experiences

Test new designs with low-cost physical products and face-to-face interaction techniques.

Heavy on Practicing New Techniques, Light on Lecture

You’ll spend the majority of the day participating in interactive exercises. Sketch and make physical prototypes of people-to-people and people-to-machine interactions. You’ll go into the field and interview people about their pains and confusion. You’ll work in small groups to explore different customer journeys and how to design for them. You’ll have fun, but make sure to get some sleep the night before!

Marc Stickdorn

Photo of Marc Stickdorn

Here’s what Jared says about why he chose Marc for UI22…

We first discovered Marc Stickdorn speaking about service-design thinking in South America and came to one conclusion: we needed him to do a workshop at UI19—it was great, and now he’s back for UI22. His innovative approach to mapping customers’ journey through an experience—including their emotion and satisfaction along the way—is practical, low risk, and high value.

His teaching is so sought-after that he co-authored and edited the book, This is Service-Design Thinking. It is packed with case studies of organizations who’ve moved toward empathy-driven design.

Marc is a guest lecturer at business and design schools, and he works with organizations to sustainably integrate service design in their daily processes. He co-founded More than Metrics, a software startup developing software solutions for service design, such as smaply, software to visualize customer journeys and service ecosystems, and also ExperienceFellow, a tool to gain genuine customer insights through mobile ethnography.

You can catch more from Marc on Twitter @mrstickdorn

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