About Gabriela Salinas

Gabriela Salinas
Mexico City | Mexico


Gabriela is passionate about... service design methodologies, design education, personas, co-creation, organisational change, ethnographic research and business design

Gabriela Salinas Service Design México, CEO

Gabriela Salinas is co-founder of Service Design México, an institution dedicated to service design training, and Frontstage Conference, the first service design conference in Mexico. She has over 10 years of experience leading teams and strategic projects across a range of industries such as finance, insurance, beauty, beverages, education and social innovation. Her passion for design, strategy and research has led her to create initiatives focused on promoting new design disciplines in the country.

In 2019, Gabriela made the conscious decision to leave her role as Director of Design at GBM to focus on her company. Gabriela believes that human-centered companies and services will be the ones that truly change people’s lives and this will happen when more designers learn about the potential of strategic service design.

Gabriela has a Master in Business Innovation from CEDIM, and a Futures Studies postgraduate specialty from CENTRO. She also worked at BBVA and Idea Couture as a service designer and previously at Face as graphic designer. She has been teaching for 4 years at CENTRO, at the Master of Strategic Design from IBERO in Puebla and Mexico City, and at educational initiatives such as Multiplica Academy. 

To me, service design means...

A holistic big-picture view of the key aspects (people, channels, culture, tech, business) to deliver real change within an organization.

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