After a four-month project of Discovering, Diagnosing, and Designing the optimal Service Strategy for Santa María Reina de la Familia, a Catholic church in Guatemala, we worked closely with them to implement key changes, adjustments, and solutions that would elevate the experience for their community. ​​

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"Service Design is not about changing things over night, but taking action in the right direction and with the right efforts"​​​

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Defining the Church’s Essence & Tone

One of the first steps was shaping the atmosphere and emotional experience the church wanted to create. We asked:

• What does the music transmit? What songs and tones should align with the church’s essence?

• How should staff and church members interact with visitors? What kind of warmth, guidance, and hospitality should they provide?

• How can we create a welcoming, reflective, and uplifting space? What images and figures should be displayed to reinforce this essence?

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Wayfinding & Signage Implementation 

To improve navigation and ease of movement within the church, we introduced:

• A numbered floor sticker queue system for confessions, eliminating chaotic lines and providing clarity on wait times.

• Sliding, interchangeable nameplates for priests at confessionals, so visitors always know who is available.

• New directional signage for family rooms, confessionals, restrooms, and reception, making essential spaces easy to locate.

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Accessibility & Convenience Enhancements

To make the church more inclusive and comfortable, we implemented:

• Designated seating areas for elderly individuals, pregnant women, and those with reduced mobility—placed strategically near the ramp entrance, sheltered from drafts, and with a clear view of the service.

• Larger, clearer signage, ensuring readability for all visitors, including those with visual impairments.

• A supply closet for cleaning emergencies, equipped for unexpected incidents like spills or children’s accidents.

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Information & Educational Tools ​

To keep visitors informed and engaged, we developed:

• Infographics with QR codes, offering easy access to confession guides for youth, adults, and children.

• Clear instructions such as for the family room, outlining etiquette expectations.

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Ongoing Transformation

 

Since receiving their Service Strategy Guide, the church has used it as a roadmap for continuous improvement, implementing changes long after our direct involvement.

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They have embraced digital tools like WhatsApp Business, a revamped website, and enhanced social media strategies to strengthen communication and engagement. They have also launched community-building initiatives, optimized their internal structure, and introduced better-organized volunteer management systems to improve efficiency. Additionally, they have implemented a stewardess role during services, ensuring visitors receive guidance, support, and a seamless experience. They adjusted event regulations to make them more attractive and user-friendly, expanded service hours, improved public attention and service efficiency, and established clearer and more welcoming policies and norms for both staff and visitors.

 

Santa María Reina de la Familia’s transformation is a testament to how Service Design creates lasting impact—not just through immediate changes, but through long-term, guided growth.