Frontstage and backstage are the areas that border the line of interaction in a customer experience. Customers directly encounter frontstage parts, such as counter staff, but not backstage ones, including back-end staff, systems and other partners. In the best experiences, frontstage and backstage operate in harmony.
“Bottom line, having a customer-centric culture is more than just a good thing — it’s become a matter of survival.”
— Jim Marous, Co-Publisher of The Financial Brand & Owner/CEO of the Digital Banking Report
See why frontstage and backstage harmony is essential for great customer experiences:
In service design, it’s vital to clearly understand how users engage with brands, from their initial impressions online, to their first moments inside the store, restaurant, hotel, etc., and, hopefully, far beyond as loyal customers. This theater comprises two areas:
Frontstage – Everything customers can see (e.g., hotel reception staff)
Backstage – Everything past the point of what customers can see (e.g., kitchen staff, supply-ordering systems)
The frontstage and backstage are divided by the line of interaction—which marks touchpoints where customers interact with the brand/service provider—and the line of visibility, which represents the border beyond which customers can’t see that organization’s internal actions or processes. Particularly important facts to consider include:
The frontstage must be consistent with the brand presence encountered elsewhere (e.g., online).
Although customers can’t see backstage, backstage actions impact customer experiences.
Customer experiences involve many interactions between the various parties who partner to ultimately deliver those experiences, namely:
The service provider’s frontstage and backstage staff (e.g., waiters and kitchen personnel, respectively); and
Staff and systems of organizations that support the service provider, including ancillaries such as delivery drivers and systems for ordering items.
The systems which frontstage and backstage staff use are products involved in serving the end customers. So, staff who use databases, for example, are customers in the sense they require great experiences so they can serve their customers best.
A brand’s backstage also includes frontstage actions of behind-the-scenes supporting organizations. For example, a driver delivering to a bookstore’s goods-in entrance is the brand face of the delivery company, serving the bookstore so the bookstore’s frontstage can serve the end customers.
To exceed customer expectations (and abide by relevant laws), great services maximize accessibility, accommodate relevant third-party apps and draw on other aspects of customer experience design.
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Here are guidelines to help you see how your brand’s/client’s frontstage and backstage can work best:
Create a customer journey map, to chart what customers experience throughout their customer lifecycle with the brand. Customer journey maps reveal touchpoints where customers interact with brands across various channels. However, these show only the frontstage dimensions.
Create a service blueprint. Service blueprints help designers get behind the scenes and identify the interactions and processes involved within the brand itself. It’s crucial to map out all interactions that occur internally so you can understand the scope of impact between the various partners. A good blueprint will present all the interactions and the full range of cause-and-effect chains that run throughout the stages.
Appreciate how the backstage culture is crucial to the customer experience. For the best experiences—and to avoid any breakpoints or disconnects—the frontstage and backstage partners must have strong communication as they act together, in concert. A sign of an organization’s maturity is that frontstage and backstage are aligned in their processes and vision. In some organizations, though, the backstage area is siloed away from the frontstage. Customers notice the lack of unity when problems surface on the frontstage, ranging from slight delays to epic fails. However, regardless of the number of interactions and levels you believe you can improve with service design, the organization’s culture must be ready to embrace these changes.
Remember, client organizations may have highly intricate systems and processes. So, when you consider how to make improvements with service design, clients might seem reluctant. For example, they might have to negotiate tricky technological or supply-chain issues. Many of these realities can be complex, interrelated matters which your service blueprint might not accommodate comfortably.
In our video example, the customer encounters the staff member in the pharmacy (frontstage). To fill the customer’s prescription, the staff member keys in data and starts a chain of events elsewhere (backstage). This web of interconnectivity includes the drug manufacturer, distributor and other parties who help fill prescriptions. How well backstage partners perform depends on factors such as the efficacy of their software and the processes they have to support the service provider.
Overall, to optimize the customer experiences that frontstage and backstage harmony can deliver, it’s helpful to view every point of interaction within and between the two stages as a customer experience in itself. When you do service design right, you help transform the risk of disappointment during these many interaction points into a chance to delight: a culture of excellence that will help retain loyal customers.
Photo by Artem Beliaikin from Pexels
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This UX Collective piece offers many insights regarding frontstage and backstage.
This blog contains helpful advice on how to consider frontstage and backstage in your design.
This academic paper explores in-depth frontstage and backstage aspects, and relevant challenges.
This concept comes from theater and helps designers structure interactions efficiently. When the front and backstage work well together, users get smooth, intuitive experiences. For instance, in an e-commerce app, the frontstage includes product listings and checkout screens, while the backstage handles inventory, payment processing, and order fulfilment.
Designers use the frontstage and backstage concepts to create seamless user experiences—and most systems have a front end and a back end. The frontstage represents what users see and interact with, like a website's interface or a store’s layout. The backstage includes everything behind the scenes, like databases, workflows, or customer service processes.
Understanding this concept helps designers spot friction points. If a website loads slowly, the issue might be in the backstage—like a slow database. If customers struggle to find help, the backstage support system may need improvements.
By designing both areas to work in harmony, designers ensure users get what they need effortlessly while the system runs smoothly in the background.
Watch as CEO of Experience Dynamics, Frank Spillers explains important points about frontstage and backstage:
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Frontstage and backstage directly shape customer experience (CX) by determining how smoothly interactions unfold. The frontstage includes everything customers see—like a website’s design, an app’s interface, or a store’s layout. The backstage consists of behind-the-scenes processes—like data management, logistics, and customer support systems.
A seamless customer experience happens when both work in harmony. For example, in a food delivery app, the frontstage includes the menu and ordering process, while the backstage handles order processing, kitchen coordination, and delivery tracking.
Good design ensures customers never notice the backstage work; they just enjoy a frictionless experience. Although designers can’t guarantee a perfect experience in an unpredictable world, when they improve backstage efficiency—like streamlining support systems or optimizing load times—they enhance the frontstage experience. That makes interactions smoother and more satisfying for customers.
Watch as CEO of Experience Dynamics, Frank Spillers explains important points about frontstage and backstage:
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Yes, a service element can be both frontstage and backstage; it depends on how and when users interact with it. Some elements function in both areas, bridging the visible and behind-the-scenes aspects of a service.
For instance, a chatbot on a website is frontstage when users interact with it directly, answering questions in real time. However, it also operates backstage by processing queries, accessing databases, and triggering automated workflows. Similarly, a restaurant’s kitchen is backstage when chefs prepare food, but it becomes frontstage in an open-kitchen concept where diners can watch the cooking process.
These dual-role elements are crucial for a smooth user experience. When designed well, they enhance transparency and efficiency. However, if they’re not managed properly, they can cause friction—like when a self-checkout kiosk (both frontstage and backstage) is slow or confusing, frustrating customers. Designers must balance visibility and functionality to keep interactions seamless.
Watch as CEO of Experience Dynamics, Frank Spillers explains important points about frontstage and backstage:
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Frontstage elements in service design are everything customers see, hear, or interact with directly. These elements shape their overall experience and perception of a service.
Frontstage examples include:
User interfaces—Websites, mobile apps, and kiosks where customers browse, shop, or book services.
Customer service interactions—Live chat, phone support, or in-person assistance.
Physical environments—Store layouts, hotel lobbies, or restaurant seating areas.
Marketing materials—Advertisements, brochures, and social media content that influence expectations.
Touchpoints in digital services—Confirmation emails, notifications, and progress tracking features.
For example, in a hotel, the reception desk, room service, and website booking system are all frontstage. In an e-commerce store, product pages, checkout flows, and customer reviews serve as frontstage elements.
Well-designed frontstage elements create a smooth, engaging experience. They ensure customers feel informed and valued at every touchpoint, thereby fostering loyalty to the brand.
Watch as CEO of Experience Dynamics, Frank Spillers explains important points about frontstage and backstage:
Take our Service Design course.
Backstage elements in service design are the behind-the-scenes systems, processes, and people that support seamless customer experiences. While invisible to users, they ensure everything runs smoothly.
Examples include:
Databases and servers —Store customer information, process transactions, and handle content delivery.
Logistics and supply chain—Handle inventory management, shipping, and order fulfillment.
Automation and AI—Chatbot processing, recommendation algorithms, and fraud detection.
Customer support infrastructure—Ticketing systems, knowledge bases, and escalation protocols.
Staff training and workflows—Employee guidelines, scheduling, and internal communication tools.
For example, in an e-commerce store, the frontstage is the website, but the backstage includes payment processing, warehouse logistics, and fraud prevention systems. In a hotel, the reservation system, housekeeping coordination, and maintenance staff operate backstage to support a smooth guest experience.
A well-designed backstage ensures users don’t experience delays, errors, or frustration; they enjoy a seamless service instead.
Enjoy our Master Class, Going from UX to Service Design with Frank Spillers, CEO at Experience Dynamics.
Companies improve backstage processes by optimizing efficiency, automation, and communication. A strong backstage ensures seamless frontstage experiences, reducing delays, errors, and frustration.
Here’s how they do it:
Automate repetitive tasks—AI-driven chatbots, automated inventory tracking, and CRM systems streamline operations.
Enhance data management—Faster servers, optimized databases, and cloud storage improve performance and reliability.
Improve team coordination—Clear workflows, internal communication tools, and well-trained staff boost efficiency.
Integrate systems—Linking payment processing, logistics, and customer support ensures smooth service delivery.
Monitor and refine operations—Regular audits, performance analytics, and user feedback help identify bottlenecks.
For example, Amazon’s backend automation enables fast order fulfillment, while Netflix’s AI optimizes content recommendations in real time. Even small businesses can improve by using CRM tools to track customer interactions and automate support tickets.
By refining backstage processes, companies enhance speed, accuracy, and user satisfaction—and while customers can still track their orders and receive estimated delivery times, they can focus on enjoying their brand experience.
Enjoy our Master Class, Going from UX to Service Design with Frank Spillers, CEO at Experience Dynamics.
In a service blueprint, service designers map frontstage and backstage elements to show how a service functions from the customer's perspective and behind the scenes.
Frontstage appears above the line of interaction—showing everything customers directly experience, like websites, apps, staff interactions, or physical environments.
Backstage appears below the line of visibility—detailing internal processes, staff actions, and systems that support the frontstage experience.
For example, in a restaurant blueprint:
Frontstage: Ordering from a server, receiving food, or using a digital menu.
Backstage: Kitchen staff preparing meals, order management software, and inventory tracking.
Service blueprints also include support processes even deeper in the backstage, like supplier logistics or IT infrastructure.
Watch as Frank Spillers presents an example of a service blueprint:
By visualizing these layers, businesses can identify inefficiencies, improve workflows, and enhance the customer experience.
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Researchers study frontstage and backstage interactions using qualitative and quantitative methods to understand both customer experiences and internal operations.
Key methods include:
Observations—They watch real interactions in stores, call centers, or digital platforms to see how frontstage and backstage connect.
Service blueprints—They map customer touchpoints and behind-the-scenes processes to identify inefficiencies.
Journey mapping—They track customer experiences across multiple interactions to spot friction points.
Interviews and surveys—They gather insights from customers and employees about pain points and expectations.
Usability testing—They test digital interfaces to refine frontstage experiences while analyzing backend response times.
Ethnographic research—They embed researchers in real environments to observe natural behaviors and workflow dynamics.
For example, in a hotel study, researchers might observe check-in interactions (frontstage) while also analyzing how staff coordinate room availability (backstage). Combining these methods helps businesses improve service flow and customer satisfaction.
Watch our video explaining important points about user research in service design:
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Glushko, R. J., & Tabas, L. (2009). Designing service systems by bridging the "front stage" and "back stage". Information Systems and e-Business Management, 7(4), 407–427.
This article examines the traditional focus in service management on front-stage interactions—those between customers and service employees—asserting that such a perspective overlooks the critical role of back-stage activities, where essential materials and information are processed to support service delivery. The authors highlight the growing prevalence of web-based self-service and automated services, which necessitate a comprehensive approach to service design that integrates both front-stage and back-stage processes. They propose a methodology that combines user-centered design techniques with strategies for developing information-intensive applications, aiming to create cohesive service systems that enhance overall service quality. This work is significant as it broadens the scope of service design to encompass the entire service system, ensuring that back-stage processes are aligned with and support front-stage customer interactions.
This comprehensive approach is crucial for designing effective service systems in today's technology-driven environment.
Companies design better frontstage experiences by focusing on user needs, clarity, and seamless interactions. A great frontstage experience makes services intuitive, engaging, and efficient.
Here’s how they do it:
User research—Service designers study customer behavior, pain points, and expectations through surveys, interviews, and analytics.
Clear interface design—Designers create websites, apps, and kiosks and use intuitive navigation, readable typography, and accessible layouts.
Consistent branding—Designers ensure that visual identity, messaging, and tone remain uniform across touchpoints to build trust.
Personalization—AI-driven recommendations, customized content, and tailored support improve engagement.
Fast, reliable interactions—Optimized page load speeds, real-time updates, and responsive customer service reduce friction.
Seamless omnichannel experience—Whether online, in-app, or in-store, interactions should feel connected and effortless.
For example, Apple enhances frontstage experiences with sleek store layouts, user-friendly devices, and knowledgeable staff. Netflix ensures smooth streaming with personalized recommendations and minimal buffering.
By refining these elements, companies make interactions feel effortless, keeping customers engaged and satisfied.
Watch as Frank Spillers explains important points about service design, including the concept of omnichannel:
Enjoy our Master Class, Going from UX to Service Design with Frank Spillers, CEO at Experience Dynamics.
Here's the entire UX literature on Frontstage and Backstage by the Interaction Design Foundation, collated in one place:
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