Martin Jordan helps organisations to create value for people, and services that matter. He currently works as a lead service designer at the Government Digital Service, part of the UK’s Cabinet Office. Also, he is an MBA candidate at Laurea University in Espoo, Finland where he researches public service innovation.

Besides, he co-founded Service Design Berlin1 and Berlin’s Jobs-to-be-Done meetups2. Martin talks3, teaches and writes4 about the intersection of service design, innovation and value creation.

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previous 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

The Service Gazette

The Service Gazette | Martin Jordan

‘The Service Gazette’ is a new print publication for service innovators. It is published biannually. Its first issue discusses the topic ‘struggling for change’ as it was released at the Service Experience Camp 2015 debating the same subject. It contains articles from various European service and business designers, a salary study and a map of Berlin’s service design scene.
Co-creators: Service Design Berlin

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

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 thought-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, Mauro Rego, 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

Understanding the jobs the service is hired for

Published in: Touchpoint, Vol. 7, #2 (2015)

Understanding the jobs the service is hired for | Martin Jordan

Jobs-to-be-Done as framework is applied by innovation consultants for a few years by now. Yet only recently it started gaining broader momentum and finds adaption in areas of design. After applying various Jobs-to-be-Done tools at Nokia since 2013, we are able to integrate them with and thereby improve and extend our familiar service design methods.
Jobs-to-be-Done (JTBD) is primarily a practitioner’s approach. The framework provides a clear language that helps to uncover and articulate implicit facts. It makes those explicit and actionable throughout the service design and development process.
Co-author: Hannes Jentsch

A Service for a very Moment

Published in: Service Gazette, Vol. 1, #1 (2015)

A service for a very moment | Martin Jordan

Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This article highlights the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of Berlin’s urban mobility services, the text illustrates how all offerings fulfil the general need of getting from A to B, but also which specific situations each service caters for.
Co-author: Hannes Jentsch


No New Base Needs

Published in: Things Do Jobs (2015)

No New Base Needs | Martin Jordan

Needs determine which products and services people are using. While offerings evolve and advance over time, needs remain unchanged. For service creators it is key to uncover and address basic human needs to create successful offerings. The more a service is satisfying one or more needs, the more likely it is used, re-used and recommended to others.
The article discusses the concept of basic human needs, developed by the Chilean economist Manfred Max-Neef in the context of service innovation. In contrast to the popular, but unproven needs pyramid by Abraham Maslow, Max-Neef describes needs as simultaneous and complementary instead of hierarchical. The text gives an introduction of how to develop offerings that incorporate various satisfiers to fundamental human needs.

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


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

Bringing Ideas To Life: Prototyping Services

Published in: Touchpoint, Vol. 4, #2 (2012)

Bringing Ideas To Life | Martin Jordan

Successful services are rarely the result of a spark of genius. Before a service reaches its final state, it undergoes various iteration cycles. The iterations are often achieved through prototyping. Rough-and-ready prototyping minimises development costs. Moreover, prototypes can identify problems at an early stage and help to continuously redefine concepts. This article looks at different dimensions of prototyping and suggests that prototyping is valuable beyond just communicating an idea. It gives an overview of prototyping methods for the service design field and analyses their strengths and weaknesses.
Co-authors: Katrin Dribbisch, Manuel Großmann, Olga Scupin

further information

Martin is currently based in London, Great Britain. Previously he worked for Nokia in Berlin, Germany and for FutureBrand in Buenos Aires, Argentina. 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