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

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?

1. The 3⃣ 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 find me online as @fedino82
My portfolio: FedericoFrancioni.com & designERS.show

3. @fedino82
ProductDesigner

4. @fedino82
ContentDesigner

5. @fedino82
ServiceDesigner

6. @fedino82
Product
Content
Service
Designer

7. @fedino82
ProductDesigner
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 refine 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 influence!

8. @fedino82
YES

9. @fedino82
BUTYES

10. @fedino82
BUTYES

11. @fedino82
SpatialDesigner
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 specific responsibilities of a Spatial Designer might include:
●Conceptualizing and prototyping spatial designs for VR and AR experiences
●Developing and refining 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
ContentDesigner
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 defining how information is presented and
understood by users.

13. @fedino82
ServiceDesigner
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 efficiently.
-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 defined and there’s
alignment on the initiative’s frontend and backend building blocks.

14. @fedino82
PRODUCT DESIGNSERVICE 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 DELIVERDEFINE
CHANGE MANAGEMENT
Product Designer
LAUNCH PLAN & COMMS
CALENDAR
SUCCESS CRITERIA
Product Manager
TPM
INFORMATION ARCHITECTURE UX WRITING / COPYWRITING

16. @fedino82

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

18. Thanks!

19. Q&A