Marc Stickdorn


Marc co-authored award winning book "This is Service Design Thinking" with Jakob Schneider in 2010.  He is adjunct professor at various universities, and speaks about service design and innovation around the world. He also co-designed digital customer experience tools: Smaply and ExperienceFellow.

What I see is that many companies use service design as an excuse to do bad research. They develop products which fuels their own needs and not the needs of the customer. They are only collecting data without even looking at the data and at some point they drown in data. If you have an academic approach in there, you’d know that actually this approach is useless because in qualitative research, what you’re looking for is theoretical saturation.