Marc Stickdorn (AT)

Author of This is Service Design Thinking and CEO at More than Metrics

Talk: Doing is the Hard Part: How to Embed Service Design in Organizations

On stage:

Service design established itself as a now wide-spread approach to innovate services – or more generally to innovate experiences of customers, employees, and citizens. In his talk, Marc briefly describes service design for those new to it, but then focus on the difference between theory and practice of using service design to really have an impact on people. He outlines how you can embed service design sustainably in organizations along their 12 commandments of service design from their recent book “This is Service Design Doing”. This talk will break with the ubiquitous tools and method fetish and focus on what this is actually all about: people and how to improve their life.


Marc is Co-founder and CEO of More than Metrics, a 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 is editor and co-author of the award-winning book “This is Service Design Thinking” (2010) and one of the four main authors if its sequel “This is Service Design Doing” (2017) and “This is Service Design Methods” (2017). Marc regularly speaks at conferences on service design and entrepreneurship. He teaches service design at various 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…

If Marc is not working, he loves traveling with a backpack or in his VW van, going on a sailing trip, or riding his classic Triumph Bonneville motorcycle. He lives in Innsbruck/Austria surrounded by the European Alps.


(sold out)

Service Design: From "Thinking" to "Doing"

Marc Stickdorn

Thursday, 02 May, 09:00 – 16:00

Service design is a team sport. To have a real impact on the experience of users/customers/employees/citizens, you’ll need to involve people from various parts of an organization and sometimes even from multiple organizations. In this context, the key skill of a designer is facilitation. Designers need to handle different people, build bridges between silos of an organization, while at the same time handling the design process, using tools and methods and leading the core design team. In this (very) interactive workshop Marc shares how to bring service design into a team and organization.