Martin Jordan helps businesses to create value for people and services that matter. He currently works as a project lead and senior user experience designer for Nokia’s maps and navigation business1.

Besides, he co-runs Service Design Berlin2 and Berlin’s jobs-to-be-done meetups3. Martin talks4, teaches and writes5 about the intersection of service design, innovation and branding.

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recent work

In December 2014 an all-new version of launched – the consumer web offering of Nokia’s maps and navigation business. Over a period of 15 months Martin worked from its initial conception during its entire development process as key member of a small design team.

Responsibilities included coordinating user research efforts, formulating design briefs, facilitating design workshops just as defining user and job stories together with product owners.

Furthermore, Martin’s work included developing information architecture and user flows, creating experience prototypes, aligning cross-platform experience offering, preparing and analysing usability tests as well as leading design quality assurance.

• Delivering new offering to millions of user on time
• Coordinating 60+ user research tests to ensure quality
• Improving offering’s Net Promoter Score significantly
• Building strong agile work relationship with developers
• Initialising application of jobs-to-be-done framework

Now Martin is leading a project team, consisting of developers and QA engineers, working on the further development of

latest initiatives

Things Do Jobs

Things Do Jobs | Martin Jordan

What jobs do you hire your iPhone for? And what things got obsolete thereby? ‘Things Do Jobs’ is a visual comparison of two things used for the same purpose. The photo-based research investigates disruptive innovation in general and the impact of Apple’s phone on presumably unrelated product categories and businesses in particular. Published under CC BY license.
Co-author: Hannes Jentsch

Airline Brand Experiences

Airline Brand Experiences | Martin Jordan

The experience is the message. An independent case study evaluated the brand experience of top European airlines. Based on the findings, newly designed solutions for Lufthansa and easyJet orchestrate and optimise their touchpoints to create beneficial and brand-supporting experiences. Presented at IA Konferenz and UXCamp Europe.
Co-author: Christian Vatter

Publications for Little Printer

Publications for Little Printer | Martin Jordan

‘Little Printer’ is a web-connected printer that lives in your home. How do you create publications for such an immobile, yet personal and location-aware device? The two publication concepts allow serendipitous places discovery and give timely traffic alerts. Both leverage Nokia’s location platform and reconnect to its mobile apps via short URLs and QR codes.
Co-creator: Norman Köhring

ongoing projects

Apps as Machines

Apps as Machines | Martin Jordan

What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? ‘App as Machines’ is an ongoing workshop series applying jobs-to-be-done innovation framework and embodied interactions for the development of connected objects.
Co-runners: Boris Anthony, Hannes Jentsch

Institute for Analog Studies

Institute for Analog Studies | Martin Jordan

The ‘Institute for Analog Studies’ fosters collaborative research for amplification of meaningful human experience in the digital age. It organises off-site research happenings in the woods of Brandenburg as well as interactive evening discussions in central Berlin.
Co-founders: Alina Abelianova, Hannes Jentsch, Stefanie Pursche

Jobs-To-Be-Done Meetup

Jobs-To-Be-Done Meetup | Martin Jordan

This meetup brings together Berlin-based practitioners of the jobs-to-be-done innovation framework. In a monthly get-together an open group of marketers, researchers, product managers and experience designers comes together to discuss the application the framework in product definition, hypothesis validation and design execution.
Co-organiser: Hannes Jentsch


Service Design Berlin

Service Design Berlin | Martin Jordan

‘Service Design Berlin’ connects user experience and service designers, customer service ex­perts as well as everyone interested in the discipline, topic and methods. The goal is to bring people with a service-oriented mindset together and create platforms for sharing experiences, exploring new tools and expanding knowledge.
Co-organisers: Katrin Dribbisch, Manuel Großmann, Mauro Rego, Olga Scupin

Service Experience Camp

Service Experience Camp | Martin Jordan

The ‘Service Experience Camp’ is an interactive conference taking place in Berlin since 2013, bringing together service innovators from all over Europe for though-provoking talks, hands-on workshops and discussion panels. The next edition will be on November 13–14 with about 250 participants.
Co-organisers: Katrin Dribbisch, Manuel Großmann, Olga Scupin

The Narrative Brand

The Narrative Brand | Martin Jordan

What are the stories that brands are telling? What verbal and visual clues are they making? How do they convey their values, propositions and business area? ‘The Narrative Brand’ is about investigating the application of narrative strategies in brand identity – from appearance to communication and behaviour – along all touchpoints and as overarching paradigm.
Co-author: Andreas Brietzke

past talks

On Design Jams

On Airline Experiences

On Brand Services

On Meaningful Experiences

On Prototyping Services

On Connected Objects

selected publications

Integrating Brand & Service Design

Published in: Touchpoint, Vol. 6, #3 (2014)

Integrating Brand and Service Design | Martin Jordan

Service design is still a rather young discipline. As it matures, it evolves, diversifies and expands. In this article, we propose one possible direction this expansion can take: the integration of service design and brand communication. Looking closely, the two approaches are similar in many ways. For example, both have a strong user orientation and both contribute to business value. Yet they differ strongly in the way they act upon the user: influencing actions versus influencing perceptions. Integrating the two perspectives might not only create a new field for both service designers and marketers, but might also create value for users and businesses at the same time.
Co-author: Christian Vatter

Brand Services

Published in: Marke und digitale Medien (2014)

Brand Services | Martin Jordan

Traditional ways of marketing, especially interruption advertising, is more and more perceived as an annoyance. Marketing of the future needs to both create value for people and promote business. Service Design regards usefulness, usability and desirability, whereas brand communication is mostly concerned with the promise and very little with its delivery. Combined, the two approaches add up to what we call Brand Services – a “give-away service” that addresses relevant user needs and at the same time conveys a brand message. Instead of just giving a promise Brand Service already deliver.
Co-author: Christian Vatter


Corporate Service Design

Published in: Corporate Identity (2013)

Corporate Service Design | Martin Jordan

The idea behind Cor­po­rate Ser­vice Design is rather sim­ple. The con­cept of cor­po­rate iden­tity con­sists of three pil­lars: cor­po­rate design, cor­po­rate com­mu­ni­ca­tion and cor­po­rate beha­vior. While the first two are well esta­blis­hed and com­monly prac­ticed, cor­po­rate beha­vior is hardly deli­be­ra­tely desi­gned. It mostly hap­pens on a “one-to-many” level, think in terms of the beha­vior of a CEO in the media, or the way a com­pany “acts” like through a cor­porate CSR program. Instead, the application of service design in identity processes allows to shape human-to-human and service-to-human interactions and consequently influence the experience of individuals with a corporation.
Co-author: Christian Vatter

Opening the Black Box of Research

Published in: Touchpoint, Vol. 5, #1 (2013)

Opening the Black Box of Research | Martin Jordan

The use of qualitative and quantitative research in service design: Service design practitioners seem to agree on the fact that research is important. There seems to be bias against quantitative research and a preconception to favouring qualitative research methods in the service design context. But only scant evidence and information on how research is actually embedded in the design process and which methods – qualitative and quantitative – are being used, is available. This article aims to shed light into the ‘research black box’ of service design by offering a current analysis of how research methods are used in this field.
Co-authors: Katrin Dribbisch, Manuel Großmann, Olga Scupin

further information

Martin is currently based in Berlin, Germany. Previously he worked in Buenos Aires, Argentina and London, Great Britain. You can find his latest thoughts on Twitter or get in touch via e-mail.

Email | Message Martin Jordan Twitter | Martin Jordan on Twitter LinkedIn | Martin Jordan on LinkedIn Slideshare | Martin Jordan on Slideshare  Medium | Martin Jordan on Medium Somewhere | Martin Jordan on Somewhere

received recognition

For Vivité

For Service Design Berlin

For Vivité

For Filmfestival Cottbus

For Echtzeit

For Echtzeit