The Design Psychologist | Psychology for UX, Product, Service, Instructional, Interior, and Game Designers Frontstage, Backstage: How Service Design Really Works (with Marc Stickdorn)
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Sep 15, 2025 Marc Stickdorn, a service design expert and co-founder of More Than Metrics, dives into the transformative power of service design. He discusses the critical role of community collaboration and innovative approaches in enhancing customer experiences, using relatable examples like grocery store checkouts. The conversation explores how digital transformation can unify customer interactions and address organizational silos. Stickdorn emphasizes the iterative nature of design, advocating for continuous improvement and adaptation in an ever-changing landscape.
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Collective Knowledge Beats Lone Expertise
- Service design requires community collaboration because no single expert can define the field.
- Stickdorn involved hundreds of practitioners to capture real discourse and multiple methods.
From Checkout Lines To Air Travel
- Tiny UX issues like checkout quality scale across channels and matter to both customers and employees.
- Stickdorn contrasts small fixes with massive systems like air travel that require ecosystem-level design.
Rethink Processes Before Digitizing
- Do redesign processes before digitizing them to avoid creating a 'shitty digital process.'
- Map front stage and backstage work to streamline workflows and cut costs while improving customer experience.
