On the morning of January 30, the 2019 National Service Design Development Seminar was held in Beijing. Domestic research scholars, industry organizations and representatives of well-known enterprises from the service design field gathered to share their service design achievements and experience, and discussed possible future service design cooperation and development opportunities.

On the morning of January 30, the 2019 National Service Design Development Seminar was held in Beijing. Domestic research scholars, industry organizations and representatives of well-known enterprises from the service design field gathered to share their service design achievements and experience, and discussed possible future service design cooperation and development opportunities.

Group photo of some guests

The following is a brief introduction of the speeches of the participants.

Professor Xinxiang Yang, PhD

Professor Xian Xiangyang, founder of XXY Innovation and former Dean of Jiangnan University School of Design, pointed out that service design has no boundaries academically; but in the specific implementation and development process, the core content of decision-making and industry exploration are bounded; service design Practitioners have boundaries and requirements. In the process of upgrading from product-oriented to service-oriented consumption, the application of service design will play a crucial role. Teacher Xin also shared specific suggestions to promote the development of service design from six aspects: mechanism establishment, standard formulation, talent cultivation, case communication, park development, and fund establishment.

Professor Lou Yongqi, Dean of the School of Design and Innovation, Tongji University, pointed out that service design has obvious advantages in the development of China. At present, service design work can be combined with various popular industrial policies, such as Internet +, "Double Innovation", etc., especially in Double Innovation Service design plays a greater role in the upgraded version of the competition.

Hu Fei, the executive dean of the School of Art and Design of Guangdong University of Technology and a young Yangtze River scholar, pointed out that service design is relatively unfamiliar to the government, enterprises and the public. It is necessary to select excellent cases, promote service design education and popularize concepts. In Guangdong, the development of the industry is ahead. At present, many enterprises have made various practices through service design and service-oriented manufacturing, and case collection is urgently needed to start.

Regarding the exploration of service design teaching, under the leadership of Mr. Wang Guosheng from Tsinghua University, nine teaching institutions have joined the service design teaching exhibition and put service design as a unit in the undergraduate and graduate courses. In the next step of the promotion of work, we must speed up the landing and formulate a clear timetable and promotion plan.

Chen Dongliang Executive Director of the UNESCO International Center for Creative and Sustainable Development

Chen Dongliang, Executive Director of the UNESCO International Center for Creative and Sustainable Development, proposed that with the development of the economy and society, especially the development of emerging industries, new scenarios of hard technology should be constantly explored. Service design will bring new thinking, but at present People's cognition of service design is not enough. The concept, boundary and breakthrough points of service design in the development of specific work need to be clarified as soon as possible, and at the same time develop specific indicators that can be quantified and time-sensitive.

Li Guoliang has several senior vice presidents and general managers of the service design department

Mr. Li Guoliang, Vice President and General Manager of the Service Design Division of Zero Point, pointed out that more than 70% of the clients of Zero Point are from the broad service industry, which includes two types: commercial services and public services. In addition to the current business services advocated by the public, it is necessary to promote service design. At present, service design in the field of public services should also receive special attention. The government is now applying service design to optimize and expand services. The current government advocates business environment improvement and simplification Service process, provide more convenient and humanized service. The service design we understand includes two levels: one is the interaction and experience at the front desk, and the other is the overall process optimization and model innovation in the back office. Therefore, the service of the manufacturing industry can become a direction for service design consideration. Digitalization and artificial intelligence are a mainstream direction of the current economic society, and the combination of service design and digitalization also needs further discussion.

Wu Di Tang Shuo Managing Director, Partner, North China

Wu Di, Managing Director and Partner of Tang Shuo North China, pointed out that Tang Shuo, as an innovation consulting agency, is also a front-line service design practitioner. From a design perspective, Tang Shuo began to use service design methods in 2008. In the past long period of practice, a lot of time may be explaining and communicating with the customer what the service design is. With the economic development, the original business methods are not enough to support the transformation of enterprises at certain nodes. The new government and enterprise reforms and brand commercialization in government agencies are also facing the same problem. After the existing scenes are broken up To carry out deep digging in the vertical field, we will find that many existing methods cannot solve the problems facing enterprises, so from different perspectives of technology, people, and business, service design has become a new method. We also believe that the demand for service design will become stronger in 2019.

Cao Lei, General Manager of China Shipbuilding Technology Corporation

Cao Lei, general manager of CSSC Culture and Technology, said that in the process of application of service design in the shipbuilding industry in cooperation with Guanghua Design Foundation, we have experienced valuable and high-profile good cases, which are the carriers for the rapid development of an industry . At present, we are getting more and more understanding of service design in the major luxury cruise projects we undertake. Regarding the development of service design, the establishment of a national platform agency is necessary. From the perspective of a national platform, service design needs to be scientifically and broadly defined. At the same time, work can start from specific industries and continue to expand from public services and commercial services to engineering applications, especially for major engineering fields. The theoretical tools and practices of service design should promote each other and extract better theories and methods applied in different industries. The development of service design should be broadly defined, the pilot project should be advanced and gradually deepened.

Postdoctoral Fellow, China Service Outsourcing Research Center, Ministry of Commerce  

Zheng Wei, a postdoctoral fellow of the China Service Outsourcing Research Center of the Ministry of Commerce, pointed out that the opening up of the service industry and the innovation and development of service trade are important thrusts for a new round of reform and opening up. Below, a business model based on specialized division of labor. Where there is service, there is service design. The development of service design must seize the important opportunity for the expansion of the service industry. China's service design started late, and it needs to find a better breakthrough in the value chain. Design also requires top-level design, considering formulating an overall industrial plan from the perspective of service design industry promotion.

Yu Miao Director, Economic Development Bureau, Yanghe New District, Suqian City, Jiangsu Province

Yu Miao, Director of the Economic Development Bureau of Yanghe New District, Suqian City, Jiangsu Province, shared the development process and promotion methods actively explored by the country ’s first service design park in Yanghe New District, as well as the government ’s exploration in different areas of service design. Many experts participated in the construction of the service design park.

He Songfei Professor of Beijing Institute of Clothing Technology

He Songfei, a professor at the Beijing Institute of Clothing Technology, pointed out that the platform construction promoted by the development of service design is a top priority. A more open and inclusive platform can better force the industry to develop. China's development service design should consider the concept of sustainable development, and at the same time, it should be related to different stakeholders, find service design methods and means suitable for the development of China's industry and industry in the context of China's national conditions, and formulate China's service design industry standards.

Yang Xinyuan, Head of Red Star Original Award, Beijing Industrial Design Promotion Center

Yang Xinyuan, head of the Red Star Original Award at the Beijing Industrial Design Promotion Center, shared the practice and award cases of the first selection of service design solutions for the Red Star Original Award in 2018. She believes that service design is very contemporary, and hopes that service design researchers can always pay close attention to the real needs of China's younger generation (80, 90, 00) for housing, socializing, and supporting the elderly.

Wang Xiyuan Head of Research Department, Beijing Industrial Design Promotion Center

Wang Xiyuan, head of the research department of the Beijing Industrial Design Promotion Center, shared his experience in the promotion of industrial design in Beijing, and the promotion and development of service design can be used for reference. Service design needs to develop an evaluation system and standards, and can increase the influence of service design through annual index release and other means. From the perspective of training service design talents, we should train from different gradients such as service design masters and elite talents.

Liu Chen Executive Director of Beijing Gehua Cultural Research and Development Center

Liu Chen, Executive Director of Beijing Gehua Cultural Research and Development Center, shared his experience and experience in the selection of service design awards in Beijing International Design Week. The selection of awards is divided into two categories: public service and public management. It guides and promotes the development of the industry. The concept and definition of service design should be based on national conditions and create an open and shared platform to jointly promote the development of the industry.

Jiang Wei Assistant Director, Chronic Disease Center, China Center for Disease Control

Jiang Wei, Assistant Director of the Chronic Disease Center of the Chinese Center for Disease Control and Prevention, shared the necessity and specific measures of service design from a health perspective. "Health Services" has appeared more than 100 times in the "Healthy China 2030 Planning Outline", but how to do health services is not yet clear, the service lines will be split, and the effectiveness of health services may be affected. At present, the health we are discussing has changed from disease-centered to people-centered, and the role of service design in health services is becoming increasingly important. Regarding the establishment of a national-level platform mechanism, the functions and composition must be clear. The participation and concatenation of the composition of government, industry, and enterprises are crucial. At the same time, we must also consider integrating with the international community to promote industrial transformation and standard formulation.

Zhang Yingying Secretary General of Beijing Design Institute Service Design Committee

Zhang Yingying, Secretary-General of the Service Design Committee of the Beijing Design Society, shared the relevant activities carried out in service design in universities in recent years and the experience in the process of service design promotion. She believes that the initiative to build a national service design platform is very good, but it also needs more powerful industry and academic resources to be introduced for joint decision-making.

Haiyan Wang Executive Chairman of Beijing Green Design Promotion Association

Wang Haiyan, Executive Chairman of the Beijing Green Design Promotion Association, pointed out that the current service design development cases of many consumer scenarios in the commercial field need to be summarized and refined, accurately expressed and displayed, so as to promote the development of the industry and achieve service design going out. In terms of current methods for promoting green design at the national level, service design can be used for reference in some aspects, and the boundaries of service design should be clear and focused.

Chairman of Zhang Qi Guanghua Design Foundation

Zhang Qi, chairman of the Guanghua Design Foundation, pointed out that design is a young discipline system and is of great significance to China. Throughout global development, design is closely related to economic development, social progress, and scientific innovation. The promotion of design is inseparable from three levels, one is to have correct ideology and theory; the second level is the corresponding laws and policies under the guidance of correct concepts and values; the third level is the market level resource allocation and industry Upgrade and development. Regarding the construction of the platform, it is necessary to build an open platform in the context of China. As a non-governmental organization, based on the nature of public welfare, we propose to establish a special fund for service design. Combined with the 2019 China Service Design Conference, excellent service design case selection and other activities, the service design will be promoted and implemented. The relationship between service design, innovative design and green design is: innovative design is the guiding ideology, green design is the policy at the strategic level and the macro level, and service design is a means closer to the market, enterprises and consumers.

The seminar was chaired by Zhang Yuanyuan, deputy secretary general of Beijing Green Design Promotion Association. The head of Guanghua Design Foundation pointed out in the final summary that the practice of service design is faster than theoretical research, and the multidisciplinary and interdisciplinary practice has promoted the rapid development of service design. The standards and evaluation methods of service design are more direct and targeted. The discussion of the boundary and scope of the service design needs to be improved. Service design will affect all aspects of human life. From the perspective of design ethics, we should pay attention to the results of service design. Whether it is commercial service, public service, or service design, its purpose should be to make human life more Beautiful. Based on the development of the industry, Guanghua Design Foundation has continuously built a wider platform for communication and cooperation. For more than ten years, it has consistently adhered to the use of design to promote social development. To share the worries for the government, to shout for the industry, to form an open and democratic, mutually beneficial and win-win mechanism, and to create a benign competitive industry environment!

List of participants:

Postdoctoral Fellow, China Service Outsourcing Research Center, Ministry of Commerce   

Chen Dongliang Executive Director of the UNESCO International Center for Creative and Sustainable Development

Xin Xiangyang, founder of XXY Innovation, former Dean of School of Design, Jiangnan University

Lou Yongqi Dean, Professor, School of Design and Innovation, Tongji University

Hu Fei Executive Dean of School of Art and Design, Guangdong University of Technology, Young Changjiang Scholar

Xiao Qing Deputy Secretary General of China Green Development Association

Hu Xiao Secretary General of Interactive Design Professional Committee of Guangdong Industrial Design Association

Cao Lei, General Manager of China Shipbuilding Technology Corporation

He Songfei Professor of Beijing Institute of Clothing Technology

Liu Chen Executive Director of Beijing Gehua Cultural Research and Development Center

He Kaihua, Project Manager, Beijing Gehua Cultural Research and Development Center

Yang Xinyuan, Head of Red Star Original Award, Beijing Industrial Design Promotion Center

Wang Xiyuan Head of Research Department, Beijing Industrial Design Promotion Center

Yu Miao Director, Economic Development Bureau, Yanghe New District, Suqian City, Jiangsu Province

Zhang Yingying Secretary General of Beijing Design Institute Service Design Committee

Jiang Wei Assistant Director, Chronic Disease Center, China Center for Disease Control

Li Guoliang has several senior vice presidents and general managers of the service design department

Wu Di Tang Shuo Managing Director, Partner, North China

Chairman of Zhang Qi Guanghua Design Foundation

Haiyan Wang Executive Chairman of Beijing Green Design Promotion Association

Yuanyuan Zhang Deputy Secretary General of Beijing Green Design Promotion Association