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The 3 main design careers you can have in a big company and how they interoperate

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Federico Francioni
Federico Francioni

Product (including spatial), Content and Service: let's explore these three different but connected design domains that coexist in the creative space of big companies. We will cover: - What makes them unique? How do they interact with each other? - Which skills fits most for these tracks VS other supporting roles (UXR, PM, Engineer)? - What soft skills you should also have or improve to make yourself a good candidate?

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The 3? main design careers you can have in a big company ? and how they interoperate Federico Francioni Head of Digital Experience and Content at Meta @fedino82
Ciao! This is Fede I’m a designegist. Part designer, part strategist. You can ?nd me online as @fedino82 My portfolio: FedericoFrancioni.com & designERS.show
@fedino82 Product Designer
@fedino82 Content Designer
@fedino82 Service Designer
@fedino82 Product Content Service Designer
@fedino82 Product Designer A Product Designer is primarily concerned with the overall design and user experience of a product. This role involves: - Interaction Design: Creating intuitive and effective interfaces. - Visual Design: Ensuring the product is aesthetically pleasing. - Prototyping: Developing prototypes to test and re?ne designs. - User Understanding: Conducting research to understand user needs and behaviors. - Collaboration: Working closely with engineers, product managers, and other stakeholders to ensure design feasibility and alignment with business goals. Product Designers are expected to have a strong understanding of the product's vision and are often involved in strategic decisions about the product's development. They need to think about the product holistically, considering how each aspect of the design affects the user experience. And they need to be able to speak about all of that, and in?uence!
@fedino82 YES
@fedino82 BUT YES
@fedino82 BUT YES
@fedino82 Spatial Designer The role of a Spatial Designer is to create immersive and engaging experiences in virtual and augmented reality environments. Spatial Designers are responsible for designing the physical and spatial aspects of these environments, including the layout, architecture, and overall aesthetic. Spatial Designers work closely with other designers, engineers, and product teams to develop innovative and interactive experiences that take advantage of the unique capabilities of VR and AR technologies. This may involve designing virtual spaces, such as meeting rooms, event venues, or training simulations, as well as creating interactive elements, like 3D models, animations, and special effects. Some speci?c responsibilities of a Spatial Designer might include: ● Conceptualizing and prototyping spatial designs for VR and AR experiences ● Developing and re?ning 3D models, textures, and lighting to create immersive environments ● Collaborating with software developers to integrate design elements into the VR/AR platform ● Conducting user research and testing to inform design decisions and improve the user experience ● Staying up-to-date with the latest advancements in VR and AR technology and incorporating them into designs Want to know more? - Designing for AR and VR requires a unique set of skills and considerations by Design at Meta - SXSW 2024: Spatial Design and AI are your new dynamic duo
@fedino82 Content Designer A Content Designer focuses on the communication aspects within the product. This role involves: - Content Strategy: Developing content strategies that align with the product's goals. - Writing and Editing: Crafting clear and concise copy that helps users navigate and understand the product. - User Understanding: Clarify the context in which the content will be received by users. - Collaboration: Working with designers, product managers, and researchers to ensure that the text is user-friendly and complements the design. Content Designers are responsible for the voice and tone of the product, making sure that the language used is accessible and appropriate for the target audience. They play a crucial role in de?ning how information is presented and understood by users.
@fedino82 Service Designer The role of a Service Designer involves understanding complex systems within the organization to co-create high-quality experiences for both people and customers. Service Design is focused on improving the end-to-end experience by applying a human-centered design and a systematic approach to solve ambiguous problems. Service Designers start by asking the right questions to understand how employees want to use products, programs, and services, and how these can be improved to meet their expectations and resolve their concerns ef?ciently. - Strategic Approach: Distill all the discovery in the key initiatives needed to accelerate progress from current to desired state. - Discovery: Leverage existing UXR and PD knowledge but expand and connect frontend and backend. - Collaboration: Manage the stakeholder involvement to ensure a comprehensive vision is de?ned and there’s alignment on the initiative’s frontend and backend building blocks.
@fedino82 PRODUCT DESIGN SERVICE DESIGN DEPTH (User Knowledge, Visual, Interaction, etc.) BREADTH The front stage is where the action happens and what the user can see The backstage is where all the support processes live that produce the front stage Behind-the-scenes: all the intangible things the organization must do to make both the front and backstage possible.
@fedino82 LOW-FIDELITY MOCKUPS DETAILED PROCESS MAPS & FLOWS TECHNICAL REQS OKR / SUCCESS METRICS HIGH-FIDELITY MOCKUPS DOCUMENTATION APPROVALS SERVICE BLUEPRINTS, JOURNEYS (CURRENT & FUTURE STATE) IDEATION WORKSHOP(S) MARKET RESEARCH & TRENDS DETAILED PROCESS MAPS & FLOWS (CURRENT & FUTURE STATE) PROJECT / PROGRAM TIMELINE(S) DASHBOARDS DESIGN DETAILED USER RESEARCH (QUAL & QUANT) SPRINT PLAN SOLUTION OPTIONS (BUILD, BUY, REUSE) EPICS AND USER STORIES WITH ACCEPTANCE CRITERIAS CONCEPTS, WIREFRAMES DATA TRACKING TECHNICAL BUILD / DEVELOPMENT QA & USER ACCEPTANCE TEST USABILITY TEST (INTERNAL & EXTERNAL) STAKEHOLDERS ALIGNMENT WORKSHOP(S) INITIAL USER RESEARCH, PERSONAS PAIN POINTS AND AREAS OF IMPROVEMENT INITIAL PROCESS MAPPING Driving Supporting TPM Data Service Designer User Researcher Content Designer Product Manager Product Designer Service Designer Engineering / Coding User Researcher DISCOVERY DESIGN DELIVER DEFINE CHANGE MANAGEMENT Product Designer LAUNCH PLAN & COMMS CALENDAR SUCCESS CRITERIA Product Manager TPM INFORMATION ARCHITECTURE UX WRITING / COPYWRITING
@fedino82
● SXSW 2024: Spatial Design and AI are your new dynamic duo ● Product Design Meets Service Design in the Big Company World ● What are the skills designers need to stay relevant in the next decade? ● Modern Designer Skill set on Figma Community ● How to Nail a Portfolio Interview? on ADPList Blog (Presentation) ● Service Design explained to a Product Designer ● 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
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The 3 main design careers you can have in a big company and how they interoperate

  • 1. The 3? main design careers you can have in a big company ? and how they interoperate Federico Francioni Head of Digital Experience and Content at Meta @fedino82
  • 2. Ciao! This is Fede I’m a designegist. Part designer, part strategist. You can ?nd me online as @fedino82 My portfolio: FedericoFrancioni.com & designERS.show
  • 7. @fedino82 Product Designer A Product Designer is primarily concerned with the overall design and user experience of a product. This role involves: - Interaction Design: Creating intuitive and effective interfaces. - Visual Design: Ensuring the product is aesthetically pleasing. - Prototyping: Developing prototypes to test and re?ne designs. - User Understanding: Conducting research to understand user needs and behaviors. - Collaboration: Working closely with engineers, product managers, and other stakeholders to ensure design feasibility and alignment with business goals. Product Designers are expected to have a strong understanding of the product's vision and are often involved in strategic decisions about the product's development. They need to think about the product holistically, considering how each aspect of the design affects the user experience. And they need to be able to speak about all of that, and in?uence!
  • 11. @fedino82 Spatial Designer The role of a Spatial Designer is to create immersive and engaging experiences in virtual and augmented reality environments. Spatial Designers are responsible for designing the physical and spatial aspects of these environments, including the layout, architecture, and overall aesthetic. Spatial Designers work closely with other designers, engineers, and product teams to develop innovative and interactive experiences that take advantage of the unique capabilities of VR and AR technologies. This may involve designing virtual spaces, such as meeting rooms, event venues, or training simulations, as well as creating interactive elements, like 3D models, animations, and special effects. Some speci?c responsibilities of a Spatial Designer might include: ● Conceptualizing and prototyping spatial designs for VR and AR experiences ● Developing and re?ning 3D models, textures, and lighting to create immersive environments ● Collaborating with software developers to integrate design elements into the VR/AR platform ● Conducting user research and testing to inform design decisions and improve the user experience ● Staying up-to-date with the latest advancements in VR and AR technology and incorporating them into designs Want to know more? - Designing for AR and VR requires a unique set of skills and considerations by Design at Meta - SXSW 2024: Spatial Design and AI are your new dynamic duo
  • 12. @fedino82 Content Designer A Content Designer focuses on the communication aspects within the product. This role involves: - Content Strategy: Developing content strategies that align with the product's goals. - Writing and Editing: Crafting clear and concise copy that helps users navigate and understand the product. - User Understanding: Clarify the context in which the content will be received by users. - Collaboration: Working with designers, product managers, and researchers to ensure that the text is user-friendly and complements the design. Content Designers are responsible for the voice and tone of the product, making sure that the language used is accessible and appropriate for the target audience. They play a crucial role in de?ning how information is presented and understood by users.
  • 13. @fedino82 Service Designer The role of a Service Designer involves understanding complex systems within the organization to co-create high-quality experiences for both people and customers. Service Design is focused on improving the end-to-end experience by applying a human-centered design and a systematic approach to solve ambiguous problems. Service Designers start by asking the right questions to understand how employees want to use products, programs, and services, and how these can be improved to meet their expectations and resolve their concerns ef?ciently. - Strategic Approach: Distill all the discovery in the key initiatives needed to accelerate progress from current to desired state. - Discovery: Leverage existing UXR and PD knowledge but expand and connect frontend and backend. - Collaboration: Manage the stakeholder involvement to ensure a comprehensive vision is de?ned and there’s alignment on the initiative’s frontend and backend building blocks.
  • 14. @fedino82 PRODUCT DESIGN SERVICE DESIGN DEPTH (User Knowledge, Visual, Interaction, etc.) BREADTH The front stage is where the action happens and what the user can see The backstage is where all the support processes live that produce the front stage Behind-the-scenes: all the intangible things the organization must do to make both the front and backstage possible.
  • 15. @fedino82 LOW-FIDELITY MOCKUPS DETAILED PROCESS MAPS & FLOWS TECHNICAL REQS OKR / SUCCESS METRICS HIGH-FIDELITY MOCKUPS DOCUMENTATION APPROVALS SERVICE BLUEPRINTS, JOURNEYS (CURRENT & FUTURE STATE) IDEATION WORKSHOP(S) MARKET RESEARCH & TRENDS DETAILED PROCESS MAPS & FLOWS (CURRENT & FUTURE STATE) PROJECT / PROGRAM TIMELINE(S) DASHBOARDS DESIGN DETAILED USER RESEARCH (QUAL & QUANT) SPRINT PLAN SOLUTION OPTIONS (BUILD, BUY, REUSE) EPICS AND USER STORIES WITH ACCEPTANCE CRITERIAS CONCEPTS, WIREFRAMES DATA TRACKING TECHNICAL BUILD / DEVELOPMENT QA & USER ACCEPTANCE TEST USABILITY TEST (INTERNAL & EXTERNAL) STAKEHOLDERS ALIGNMENT WORKSHOP(S) INITIAL USER RESEARCH, PERSONAS PAIN POINTS AND AREAS OF IMPROVEMENT INITIAL PROCESS MAPPING Driving Supporting TPM Data Service Designer User Researcher Content Designer Product Manager Product Designer Service Designer Engineering / Coding User Researcher DISCOVERY DESIGN DELIVER DEFINE CHANGE MANAGEMENT Product Designer LAUNCH PLAN & COMMS CALENDAR SUCCESS CRITERIA Product Manager TPM INFORMATION ARCHITECTURE UX WRITING / COPYWRITING
  • 17. ● SXSW 2024: Spatial Design and AI are your new dynamic duo ● Product Design Meets Service Design in the Big Company World ● What are the skills designers need to stay relevant in the next decade? ● Modern Designer Skill set on Figma Community ● How to Nail a Portfolio Interview? on ADPList Blog (Presentation) ● Service Design explained to a Product Designer ● 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
  • 19. Q&A