On the evening of May 28, Cathy Huang, the head of SDN Shanghai, also the founder of CBi China Bridge, was invited to participate in the SDN next GEN Conference, a global service design online conference focusing on the young generation, aiming to explore the potential of service design in 2025 and beyond.

As speaker and special guest, Cathy gave a speech and had lively discussion at the "Demystifying the SD Award" session.

The Service Design Award is the premier international award for service design, founded by the Service Design Network in 2015. The Award recognises work of an exceptional standard in the field of service design by both students and professionals. As the field of service design continues to grow and develop, and as the impact of services and customer experience is increasingly recognised on a global scale, the Service Design Award showcases best practice to a worldwide audience. It offers an opportunity for the amazing service design contributions made to shine.

As part of the conference, "Demystifying the SD Award” discussion is dynamic and interactive conversation between judges and winners. In the online discussion, as the head of SDN Shanghai, Cathy Huang shared her feelings as a judge of AD award, exclusive concept of Service Design and exchanged inspiring ideas with AD winners. Cathy put forward suggested "how to prepare an outstanding entry to capture the essence of a service design project", providing insights into the 2023 service design trend. At the end of session, Cathy kindly enlightened attendees dos and don'ts while submitting a project.

CBi China Bridge by sharing, awarding successful design awards, incubating global service design talents, constructed a global service design ecosystem in multidimensional way.

In recent years, with Cathy’s leadership of China Bridge ,CSD (China Service Designer) has frequently interacted with the SDN( Service Design Network),and jointly initiated the Service Design Dural Accreditation Program , which enabled the mutual recognition of two major standards, accelerated service design talents training. China Bridge, it’s also the first company in Asia to be certified by SDN Service Design Network, also held the SDN China Shanghai Summit twice in 2019 and 2022.

Service Design Network helds all kinds of conferences. It originated from Germany, has branches in more than 20 countries, is the world’s most authoritative service design organization. It has become the leader of international design and enjoys a high reputation in the field of design.