Marc Stickdorn

Marc Stickdorn

Co-Founder & CEO

More than Metrics

Marc is Co-founder and CEO of ‘More than Metrics’, a growing company creating software for service design, such as ‘Smaply’ and ‘ExperienceFellow’. With a background in strategic management and service design, he helps organizations to sustainably embed service design in their structures, processes, and culture. He developed the approach of Journey Map Ops, a customer-centric management approach for agile organizations using digital journey maps as a visual management tool.

He is editor and author of the award-winning book “This is Service Design Thinking” (2010) and a main author of its sequel “This is Service Design Doing” (2018) and “This is Service Design Methods” (2018). Marc regularly speaks at conferences on service design and entrepreneurship. He teaches service design at universities and gives public and exclusive executive courses. Since many years, he pursues a PhD at the University of Erlangen-Nuremberg in Germany in information systems based on design science in which he developed a new mobile ethnographic research approach. He is almost finished since many years…

Marc lives in Innsbruck/Austria surrounded by the European Alps. If Marc is not working, he loves traveling with his family, enjoys good coffee, and riding his classic motorcycle


Workshop – 16th June

Embedding and scaling service design throughout organizations by using journey maps as a customer-centric management tool

Nowadays, organizations run dozens, even hundreds, of agile projects that all impact user, customer, employee, or citizen experiences. Only few of these projects are innovation or design projects – many of these are changes in SOPs, IT updates, implementing GDPR, and many more. These projects impact experiences, but are hardly coordinated. In general, organizations struggle with managing multiple agile teams.

In this workshop Marc introduces Journey Map Ops, a system of digital journey maps and respective coordinators who are in charge of tracking pain points, KPIs, and projects impacting CX/EX. This can help you identify overlaps and contradictions between running and planned projects. You’ll receive hands-on tips how to set this up in your organization or in your client’s organization. Moreover, he shares 20 lessons learned on how to embed and scale service design in organizations and you’ll work on mini cases how to embed and scale service design.

In this packed full-day workshop, you’ll experience a combination of presentation, hands-on work in small groups including debriefs with real examples, as well as discussions in small groups and plenary. You’ll walk away with a concept on how to use journey maps as a visual management tool for agile organizations that will help you to scale service design and customer-centricity in your organization. You’ll also get 20 lessons learned of embedding and scaling service design in teams and organizations. Moreover, you’ll experience some facilitation tips on how to use journey maps successfully in research workshops as well as a management tool.

What you will cover

  • Some key factors you’ll need to bring service design into an organization
  • A roadmap to iteratively increase service design maturity in your organization
  • How to use service design to bridge silos of an organization
  • How to create living boundary objects that translate between different teams and silos
  • How to connect service design with operations and software development
  • How to use sprints/cycles to connect service design with agile management
  • How to measure the impact of service design and calculate it’s ROI for your organization
  • How to create a sustainable and measurable impact on users/customers/employees/citizens instead of only impacting KPIs (aka the “NPS-trap”)
  • How to plan and set-up co-creative workshops with users/customers/employees/citizens
  • How to evaluate the quality and reliability of service design tools, like journey maps: 6 aspects to consider
  • Some service design facilitation tips & tricks
Marc Stickdorn Speaker Profile

Co-Founder & CEO – More than Metrics. Author and co-author of "This is Service Design Thinking" and a main author of "This is Service Design Doing".