Service Design Service
- Definition & Scope: Service Design Service is an user-centered design action required collaboration with multi stakeholders to achieve system innovation in service provision, processes, and touchpoints through the integration of innovations in personnel, environment, facilities, and information, to enhance service experience, efficiency, and value. Service Design Service belongs to Knowledge Process Outsourcing (KPO).
- Main business type: Service Model Design & Business Model Design.
- Main application areas: Focus on the four national economy industries, including wholesale and retail, culture, sports and entertainment, accommodation and catering, leasing and business services.
From the industrial age to the Internet age, the way people live and behave is changing dramatically. According to the report of the 19th CNC National Congress, the main contradictions in Chinese society have been transformed into contradictions between the people’s growing needs for a better life and the inadequacy and imbalance of development. The reason for this contradiction is ultimately the imbalance and inadequacy of design development. With the development of human needs and the market, the extension of industrial manufacturing to the service is unstoppable. The emergence of the Internet and highly intelligent technology has shown the possibility to turned over the industrial’s dependence from natural resources to intellectual resources, shift the industrial paradigm from traditional manufacturing thinking to service thinking, therefore the service design showed up. The thinking of service design has greatly expanded the field of traditional design. From product and service to marketing, in all aspects of the industry chain, even in public service, higher level management and mechanism innovation, service design plays a key role. At the same time, the globalization of design development and competition has also promoted the international level of import and export design services trade. With the expansion and opening up and the trend of globalization, the development of service design is inevitable.
Service design promotes the optimization and upgrading of domestic services. For example, in the field of tourism reception services, the company is gradually moving from extensive management to standardization process, but it is far from being refined, humanized and digitally responded. Tourists, especially foreign passengers, are in the process of receiving services. It is difficult to get a pleasing and enjoyable experience in the process of shopping, dining, hotel accommodation, entertainment in the tourist destinations. This leaves considerable room for the service design to play its role.
The localization of foreign models relies on service redesign. China has a strong advantage in model innovation. In the field of smart travel and sharing economy, Didi, Mobike, and Meituan have already taken the lead in the international arena. These emerging companies are increasing their overseas layout and expansion. This kind of company can precisely promote the export of products through service trade. It can provide real-time services for local users through online travel platforms integrating car products and connecting local taxi companies and individual drivers. This model migration requires the redesign of certain processes or application interfaces to meet the user's consumption characteristics of the local country, combined with local application scenarios and specific cultural needs.