Salvatore Larosa
Lead Business and Service Designer
Poste Italiane
Swimming in High T.I.D.E.

TIDE means Trust, Integrity, Diversity, and Ethics.

As designers, we must learn to keep into account these aspects in any service, and in turn, this means we need to develop a systemic design mindset (that is what I call “learning to swim in a different, high tide”).

In this workshop, we will discuss and learn how to map and discover systems, identify actors and their value-exchange relations in that systems, and how to ideate services and use cases that are respectful of different values, needs, cultures.

Trustability and Diversity are not a matter of interfaces or communication, but of recognizing people in their own values, needs, fears, beliefs, and involving them in the whole design.

Integrity and Ethics are trickier, maybe more difficult, because in order to effectively design with integrity and ethics, a designer should be able to both influence decisions, bring together business and social interests, and give voice to all the actors involved in a system.


I have been working in the fields of digital strategy, go-to market approaches, service ideation and design since 1997. I am proud of having helped private and public companies in defining their online value proposition and having ideated and launched innovative and successful digital services for them.
I started my career as both a business strategist for digital channels and a UX designer, then moved to service design as an all-encompassing discipline, giving me end-to-end control of a service, from its ideation and business viability to its design and rollout. Over the years, I have been involved in the ideation and design of increasingly complex cross-channel services, blending digital and physical touchpoints.

I have worked for Capgemini, Generali Financial Group, Eunosia Internet Architects, Ericsson, Enterprise Digital Architects, and Arthur D. Little, switching from agencies and consultancy to industry and vice versa, managing both strategy and design teams in the Media and Banking/Finance industries and developing a sound knowledge of digital transformation activities and digital-driven business and product innovation.
I am currently working on the Group-wide digital transformation program of Poste italiane .