We build digital tools
for service designers

Smaply is run by a small and agile team in Innsbruck, Austria*.

We are an international team with diverse backgrounds and skill sets, efficiently working together based on a shared vision and common sense of humor.


* No, not Australia (we have mountains, but no kangaroos).
Packshots of the hardcover books This is Service Design Thinking and This is Service Design Doing
The origins

Hello, it’s the people behind
“This is Service Design Thinking”.

#TiSDT sold 120,000+ times worldwide, translated into 7 languages. We promised an app when we launched the book back in 2010, then it became a software. Now it’s also another software. And an online shop. And another book.

We strive to put all our experience and learnings in our products – backed by co-creation with our users and customers.

Our vision

Using service design
to develop service design tools

In service design projects all over the world, we discovered that teams often struggle with similar issues: What to do after a workshop? How to process workshop results? How to work with geographically disperse teams? How to create professional deliverables with limited time and budget?

Our vision is to help private and public organizations to successfully do service design (or however you call what we’re doing) by …

developing software to efficiently use basic service design tools such as personas, (customer) journey maps, and stakeholder maps (Smaply).

developing software to efficiently research customer experiences using mobile ethnography (ExperienceFellow).

offering free templates as well as ready-to-use template packs and other workshop materials (MrThinkr).

providing hands-on training, tutorials and other education materials to use these tools in real projects.

Our Team

Meet the nice people behind Smaply

Marc Stickdorn
Marc Stickdorn
Co-founder and CEO
Jakob Schneider
Jakob Schneider
Co-founder and CCO
Klaus Schwarzenberger
Klaus Schwarzenberger
Co-founder and CTO
Andreas
Andreas
Contract Management
Antonia
Antonia
SEO
Carmen
Carmen
Accounting & Controlling
Ephraim
Ephraim
Quality Assurance
Hardy
Hardy
Business Intelligence & Finance
Isabel
Isabel
Marketing & Communications
Jake
Jake
Quality Assurance
Jakub
Jakub
Backend Development
Jesse
Jesse
Frontend Development
Katharina
Katharina
Marketing & Communications
Laura
Laura
UI Design
Lucía
Lucía
Graphic Design
Marius
Marius
Frontend Development
Markus
Markus
Backend Development
Melina
Melina
HR & Employee Experience
Michael
Michael
Partnerships & Sales
Nicole
Nicole
Service Design & Customer Success
Paul
Paul
Sales
Tobias
Tobias
Backend Development
Zsófia
Zsófia
Service Design & Customer Success