Service Innovation and Value Remolding
Service Design
Speaker
  • Tang Xuejun Tang Xuejun Atour Vice president of brand


  • Xu Jian Xu Jian JD.com VI Design Expert


  • Harvey Kim Harvey Kim Accenture Director

    Cross-boarder business strategist, supporting Chinese companies going global and MNC companies advancing into China market for past 10 years. Leading ‘Customer and Channel’ practice of Accenture specially focusing on Communications, Media and Technology industry clients. Harvey has over fifteen years of consulting and business development experience, focused on marketing, sales, customer service and channel management under the context of service and experience design and enterprise digitalization.

  • Yao Yusheng Yao Yusheng TANG Copartner


Host
  • Liu Yi

    Liu Yi The Guangzhou Academy of Fine Arts Associate Professor

    现广州美术学院工业设计学院,交互设计工作室负责人,副教授。多年以来一直从事交互设计的研究和实践工作。中国最具影响力的用户体验组织IXDC的发起人之一。参与并组织了多个大型项目的策划设计和开发的工作。合作项目涉及三星中国、中国电信、中国移动、腾讯、LG等公司。从2005年至今,完成了多个用户体验、服务设计等的综合型设计项目。

Service Innovation and Value Remolding

4248Thumbs Up
Session R1
Meeting room 303A
Time 07/18 09:00-11:50
Type Summit
Language Mandarin
Direction Services Design
Introduction of the summit

Popularity of the current mobile network, application of mobile payment and prosperity of service industry make China become the bellwether of global digital economic innovation. Consumers experience new service experience of digital driving every day. Service design can effectively integrate with resources through the entity and internet platform and provide the decision-making support role for organizational innovations, product development and marketing or even construction of commercial model in the more extensive fields and deeper level.

In the era, how to greatly develop user study, product design, full process of experience, and service design in each industry and contribute to industrial revolution?

How to improve product value through service design?
How to perfect customer experience to bring more experience value to customers?
How to serve for users and business through design?

In this summit, we will invite well-famous experts in product design, vision design and service experience, invite them to share construction experience and knowledge of service design under the new retailing environment, welcome people who engage in and are interested in product R&D, user experience and market to attend, share, exchange and interact with each other.

Structure and Agenda
  • Speech 1:When Design Meet Warmth
    Speaker:Tang Xuejun Atour,Vice president of brand

    数字化尚不充分的传统服务业,面临新兴人群骤变的消费需求。而浮躁的都市人,却又渴望在都市中,寻找更多一点温暖。

    生活服务,要如何唤醒生活最原本的感动?数字时代的人文体验,要在用户旅途中的每一个环节、每一个触点、每一次交互,都从“温暖”的理念出发,去打磨体验,去设计产品。用摄影、用图书、用茶,用精心准备的食物,去温暖用户的身体和心。

    此次演讲,主讲人将结合亚朵的服务案例,通过融合品牌价值的全新服务体验,为住客创造融合人文、温暖、有趣的生活方式。酒店更多是空间,而更重要的是在空间场景中解决开放式的多元服务流程,多个角色的用户体验旅程转变。

    Work Case
  • Speech 2:Xu Jian《Xu Jian《Experience Design Enables E-commerce Business Layout》》
    Speaker:Xu Jian JD.com,VI Design Expert

    A series of factors including technology progress and development, sedimentation awareness and integrated resource utilization result in evolution of internet ecology and make ecosystem of user experience become huge. Meanwhile, e-commerce scene or retailing scene won’t be single. Audiences are also diversified. We are not limited to gain some commodities. Instead, content acquisition gradually becomes the consumption core to solve online and offline experience barriers of users. Moreover, experience will become diversified and serve for users. With the entry point of experience design, to create tools or experience logics and endow business with the greater value are the emphasis of this lecture.

    From online to offline, visual perception is transmitted to touch, hearing or even gestation and unbounded experience(video, device and interaction cases)
    Unbounded retailing of marketing interaction; from online to offline implementation and execution and possibility of display

    Work Case
    • Xu Jian - 创意设计背景
    • Xu Jian - 创意设计逻辑
    • Xu Jian - SNS (H5) 案例:《 220V 带电青年》
    • Xu Jian - SNS (H5) 案例:《我可能是个艺术家》
  • Speech 3: Manage Cross-Boarder Service Design
    Speaker:Harvey Kim Accenture,Director

    Speaker will talk about how to manage an experience or service designed in one country can be applied in another country. Usually MNCs (Multi-National Companies) designs own identity of brand, experience and service in one country and try to apply in other countries without any change or with minor modifications, justifying this as keeping brand identity. However, consumers are smarter to tell what is relevant to them and greedier to get more sophisticated value in their culture context. Companies who wanted to leverage their old values in new market does not get what they wanted to get anymore. Re-design or conversion into new service and experience for new consumer is inevitable. This session is talking about how.

    Work Case
  • Speech 4:How to Create A Global Financial Service Experience
    Speaker:Yao Yusheng TANG,Copartner

    Nowadays, user experience planning is not the “narrow experience” about user interface. User experience has already become more generalized, systematic and global project, especially for the internet finance field. User experience work must jump out of the design level and consider the overall situation. For example, how many business steps and how many digital channels will be experienced and how many experience touch points will result in customer troubles as transacting financial business and how to create the experience “surprise points” by using the advanced scientific means and people-oriented services in the entire business transaction process? “Globalization” experience thinking helps us to open our brain and systemize the golden key of reflection.

    To be specific, what’s globalization? Through this lecture, the speaker guides each participator to know about how to use a series of framework and tool to construct the global financial service experience.


    Work Case
    • The service experience ecology with “user center”
Target Audience

1. Enterprise managers
2. Brand designers, service designers, interaction designers and vision designers
3. Product managers
4. User researchers
5. Market and marketing employees

Participants Benefit

1. Master online and offline consumption behaviors
2. Observe post-95 consumption behaviors
3. Understand how to improve customer experience value
4. Master the industrial trends: future e-commerce industry development and influences on user experience designers
5. Under the design direction: future user experience designers should own certain skill and innovative quality and create suitable works to cope with the time variation.
6. Understand the method of using the prototype to test in the service design process

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