My session from the BeMore Festival organized by ADPList, the largest 24 hours super-conference bringing iconic leaders in mentorship, design and product. When #SuperMario 🍄 meets #ServiceDesign 🧑🏽‍💻 Main takeaways 1. How is Service Designer evolving 2. Differences vs. Product Design 3. How to become a Service Designer Watch the full session at https://youtu.be/PUc-EfkiJFo

1. Is Service Design
one of the
Stranger Things?
Federico Francioni
Head of Digital Ecosystem @Meta
@fedino82

2. Ciao! This is Fede
I’m a designegist. Part designer, part strategist.
You can find me online as @fedino82
I don’t have a portfolio, I use FedericoFrancioni.com & designERS.show
@fedino82
|

3. Service design is a systemic design approach to align the goal, organizational structure and capabilities of an
ecosystem with the needs of its users and service providers, by examining holistically all the touchpoints and flows.

5. ● Clear patterns emerge — patterns of convergence, and patterns of divergence
● Since a level of Super Mario Bros is literally an end-to-end, linear, contained experience, you can
see easily the whole thing at once
● Using any single player’s actions would not be very valuable to design a level around
● When you are targeting a group that is large, random, and far too complex to look at through the
lens of any specific type of individual or touchpoint, what you need is an aggregate consciousness

6. WHAT ARE THE STAGES
OF SERVICE DESIGN?

7. The front stage is where the action happens and
what the audience can see; for us, customers act
on the front stage.

8. The front stage is where the action happens and
what the audience can see; for us, customers act
on the front stage.
The backstage is where all the support processes
live that produce the front stage, the lights, the
sets, the crew, all of which should be invisible to
the customer, but often isn’t.

9. The front stage is where the action happens and
what the audience can see; for us, customers act
on the front stage.
The backstage is where all the support processes
live that produce the front stage, the lights, the
sets, the crew, all of which should be invisible to
the customer, but often isn’t.
Then there is the behind-the-scenes, where all the
intangible things that the organization must do
to make both the front and backstage possible.
Rules, regulations, policies, budgets; all the
things enabling either the front or back stage.

10. Encompasses all aspects of users’
interaction. It includes anything the
end user comes across — for
example, an app, kiosk, website, a
mail or a customer representative.
As such, specific declinations of
experience design typically happen
when it comes to user actions, but it
manifests through product/service
throughout every layer.
BACK STAGE
EXPERIENCE DESIGN
We call it the end to end journey, but
is something that is a collection of all
the journeys that can be taken
through it. Holistic is the keyword.
SERVICE DESIGN
FRONT STAGE
BEHIND-THE-SCENES

11. BACK STAGE
FRONT STAGE
A
B
C
3
1
A - Ticketing
B - Food and Wayfinder
C - Interactive Stage
1 - Sound Check
2 - Make-up and Costumes
3 - Performance
2
3

12. A
B
C
3
1
These are EXPERIENCES
These are EXPERIENCES
2
Together, their combination
builds a SERVICE

13. THE FRONT STAGE
+
THE BACKSTAGE &
BEHIND-THE-SCENES

14. What do I really need to master as a Service Designer?
DESIGN THINKING
SESSIONS
ECOSYSTEM
MAPS
SERVICE
BLUEPRINTS
STRATEGY &
STORYTELLING

15. A collaborative workshop
designed to drive specific
outcomes (intangibles) and
outputs (tangibles).
The main advantage is speed and
alignment, these session should
drastically reduce the need for
additional meetings and
facilitate decision making.
From concept ideation to
requirements gathering, the
service designer shapes activities
and exercise to achieve the
planned goals.
It’s not about sticky notes and it’s
not for creative-only. It’s
intentionally designed to be
efficient. There’s science and
method.
DESIGN THINKING SESSION
Source: Konrad, UX Collective

16. A visualization of how a service
works both frontstage, backstage
and behind-the-scenes.
A blueprint displays the entire
process of service delivery, by
listing all the activities that
happen at each stage, performed
by the different roles involved.
The multi-layer, journey-like
framework is not the one you’ll
have to use all the time. Different
task and stakeholders require
different visualization: think
matrix, periodic table, etc.
SERVICE BLUEPRINT
Source: Nielsen Norman Group

19. YOU CAN USE THIS TEMPLATE FOR FREE HERE

20. ● The difference between a journey map and a service blueprint (Super Mario analogy)
● What the £@*^ is Service Design?
● Service Design by Interaction Design Foundation
● Service Design 101 by Nielsen Norman Group
● UX vs. Service Design by Nielsen Norman Group
● Service Blueprints - Communicating the Design of Services by Interaction Design Foundation
● The difference between a journey map and a service blueprint
● The difference between current-state and future-state service blueprinting
USEFUL RESOURCES