28-30 Sept.


Thursday, 28 Sept. 09:00

Changing Blueprints: Designing Services for Changing Organisations​

Vincenzo Di Maria and Claudia Busetto

4 h. hands-on workshop
In service design practice the “blueprint” is not only an arrival point or final deliverable: it condensates the different phases of a user experience, the elements that are part of it and all the activities that are needed to make it work.

In service design practice the “blueprint” is not only an arrival point or final deliverable: it is an organised scheme, sometime not too technical but detailed enough, a graphical representation that condensate the different phases of a user experience, the elements that are part of it and all the activities that are needed to make it work. Service blueprints are useful to anyone who works in user centred design as they give an overview end-to-end and surface-to-core. However we often don’t know their real potential or can’t make sense of the new possibilities that they offer.

Every time a company innovates a touchpoint, integrate a new digital channel or change their client’s experience new actions are required in the back-room. Organisations often struggle to keep track of this interconnected changes: a well designed service blueprint is a way to implement, operate, maintain and monitor their service, it is a living tool that evolves and changes with the organisation and the services they offer. In this workshop you will learn how to design a service blueprint, why it is different from other tools like the user journey map and when to use it: we will also explore blueprints as dynamic representations and how they evolve as market and user behaviours change or organisations transform themselves How can we design a clear and effective tool that can evolve over time? What is the right level of information to represent and how do we keep track of changes? How do we deliver a blueprint to the final client and how can they keep iterating themselves the different components?

Designing for organisational transformation means creating responsive tools that can work at the crossroad of change management and design disciplines, choosing a language that allows all departments to understand the holistic system perspective but also allow to zoom in on technical details, providing the relevant amount of information above and below the visibility line.


Vincenzo Di Maria and Claudia Busetto

Vincenzo Di Maria

Vincenzo Di Maria is a service designer and professional trainer with international experience. Co-founder of commonground Srl and currently based at Impact Hub Siracusa, Vincenzo is the former president of Architecta, the Italian Society of Information Architecture. His work focuses on service design and cross-channel experiences, his approach to design is holistic, playful and people-centred. He trained at Central Saint Martins, College of Art & Design in London and he currently collaborates with the POLI.Design in Milan, IED Madrid, INSEEC Business School in Paris. He also organises Service Design South, an immersive learning experience in Siracusa.

Claudia Busetto

Claudia Busetto is a communication specialist with a humanistic background, user centred purpose and wide range of digital skills, UX design and development experience. Co-founder of commonground Srl, a service and experience design agency based in Sicily, Claudia manages, organises and translates information chunks into effective communication outputs. She has a multidisciplinary approach, using design thinking models and information architecture methods. She aims for clarity and usability of digital service experiences. She organised the World IA Day 2014 in Siracusa and she is the former treasurer of Architecta, the Italian Society of Information Architecture.

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Changing Blueprints: Designing Services for Changing Organisations​
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About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague, and most recently, in Amsterdam. In 2017 will be in Stockholm for the first time. Learn more about EuroIA.

EuroIA is organised by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Välkommen in Stockholm

EuroIA goes to Stockholm, the Capital of Scandinavia, one of the most connected, environmentally friendly and creative cities in the world.

EuroIA 2017 will take place at Elite Hotel Marina Tower, situated in a historic mill on the waterfront, only a few minutes from the city centre.

Elite Hotel Marina Tower Stockholm,
Saltsjöqvarns kaj 25,
131 71 Nacka,
+46 8 555 702 00


Our sponsors

The following sponsors have already committed to EuroIA 2017:

Trivago is a hotel search which empowers more than 120 million travelers every month in their search for the ideal hotel. By using trivago, you can sift through over 900,000 hotel deals, from 250+ booking sites and hotel chains at once.

FatDUX: Headquartered in Copenhagen, Denmark, FatDUX creates innovative interactive products that improve the quality of people’s lives and improve their clients’ bottom line. These products include websites, intranets, software applications, and industrial interfaces. You’ll find FatDUX offices and representatives throughout Europe and the Americas.

User Intelligence: User Intelligence is a user experience design and evaluation collective based in Amsterdam, The Netherlands. Our consultants work on the design and evaluation of complex, interactive products and services, usually applications on websites, mobile phones, interactive TV, or desktops. We always keep the end-user in mind, without losing sight of the business context of our clients.

Tobii Pro, being a world leader in eye tracking products and services, helps business and science professionals gain valuable insights into human behaviour. Our innovative and high-quality eye tracking solutions capture human behaviour in a natural way, ultimately affording users access to valuable, objective data about real responses to stimuli..

Rosenfeld Media: Rosenfeld Media connects people interested in designing better user experiences with the best expertise available—in the formats that make the most sense, and in ways that demonstrate the value of UX.
As UX becomes mission critical for more industries, organizations, and people, they expect to be there—as a trusted source of really helpful, really valuable expertise that helps make sense of user experience design. is an industry leading prototyping platform which gives designers, entrepreneurs, and developers the power to create pixel-perfect web and mobile app prototypes that look and feel just like the real thing. All without a single line of code.

Balsamiq is the maker of Mockups the rapid wireframing software that combines the simplicity of paper sketching with the power of a digital tool so that teams can focus on what's important. Balsamiq is a small and personable company that competes on usability and customer service. Balsamiq believes work should be fun, and that life is too short for bad software.

Sketch gives you the power, flexibility and speed you always wanted in a lightweight and easy-to-use package. Finally you can focus on what you do best: Design.

GatherContent helps to take the chaos out of producing website content. The easy to use online tool helps you to organise your website content in one place, ensuring content is in the right structure, well written and ready for the CMS. We also help you manage workflow and approval processes, ensuring that content is complete and ready on time.

Great user experiences require solid consumer insight, brilliant digital design, and sustainable business models. This is the core of the digital transformation, and where we thrive – collaborating to turn your business strategy into profitable products and services that people love.

Axure RP gives you the wireframing, prototyping and documentation tools needed to make informed design choices, persuade any skeptics, and document your design... and maybe win a few fans along the way.

Optimal Workshop is the creator of a suite of usability tools to help improve your website navigation, define information architecture, understand first-clicks, capture qualitative research, and more.

What are you waiting for? Add your company’s name to this list...

EuroIA 2017 is also on Medium, Twitter, Facebook and LinkedIn. For help, ping the co-chairs Francis, Raffaella or Angus or drop us a line at info (at)