深圳作为全国的新兴城市，孕育了大量的创新企业，同时带动了各类实体产业、服务业的发展，随着第三消费时代带来的消费者习惯变化、服务体验经济的崛起，为更好的推动服务设计思维在深圳的发展，我们向全球总部发起了SDN深圳分会成立的申请，并且在2月28日正式获得了深圳分会的成立许可。由于深圳近期疫情影响较大，但我们任然希望服务设计思维尽早的在深圳开始耕耘，便由原计划的线下分享活动改为了线上分享。

本次活动邀请了国内服务设计商业创新专家、顾问设计第一批专家、中新社交零售主管监控商联负责人 - 慈思远先生；资深服务设计师、体验设计师、扬州泰州国际机场服务设计师-Rachel；中国服务设计服务管理人、华为前全球行政管理人员总裁 - 姜晓梅女士；意大利服务设计专家、YANG DESIGN城市创新部门总监 - Gabriele Tempesta。

主题：《服务设计与商业价值增长》

主办：SDN深圳分会

日期：2022 年 3 月 27 日

时间：14:00-17:00 GMT+8

地点：在线分享（CCTalk）

发起人：林远宏

会议回顾链接：

https://www.cctalk.com/m/program/1648201598764614?xh_preshareid=a7ee205b-660e-4959-a86a-1c1fdb1dc84d&xh_fshareuid=75384243&channel=copy&platform=pc

As an emerging city in China, Shenzhen has nurtured a large number of innovative enterprises and driven the development of various real industries and service industries. With the change of consumer habits brought by the third consumption era and the rise of service experience economy, in order to better promote the development of service design thinking in Shenzhen, we initiated an application for SDN Shenzhen Chapter to SDN Global Headquarter and officially got the permission to establish the Shenzhen Chapter on February 28. Although Shenzhen has been greatly influenced by COVID-19 recently, we still want to start to cultivate service design thinking in Shenzhen as early as possible, so we decided to hold this online sharing event.

About the Speaker:

Siyuan Ci

The domestic service design business innovation consultant, the first batch of China service design experts, and the person in charge of the China General Chamber of Commerce's social new retailing entrepreneurial mentor assessment

Xiaomei Jiang

The Chinese service design advocate and former President of Global Executive Service Management of Huawei

Rachel

Senior service designer, experience designer, service designer of Yangzhou Taizhou International Airport

Gabriele Tempesta

Italian service design expert and director of YANG DESIGN's urban Innovation department.

Topic: "Service Design and Business Value Growth"

Host: SDN Shenzhen Chapter

Date: March 27, 2022

Time: 14:00-17:00 GMT+8

Location: Online event (CCTalk)

Initiater: Yuanhong Lin

Event Recap Video:

https://www.cctalk.com/m/program/1648201598764614?xh_preshareid=a7ee205b-660e-4959-a86a-1c1fdb1dc84d&xh_fshareuid=75384243&channel=copy&platform=pc

嘉宾精彩观点 - 慈思远

2022年从服务设计的视角看新的机遇

1. 从成长期到成熟期 ，带来2点思考
2. 从产品思维到服务设计思维带来的新价值点。
3. 从市场变化到产品变化到人才系统变化，最后未来十年我们需要什么样的人才

Highlights of the guests - Siyuan Ci

New opportunities in 2022 from the perspective of Service Design:

1. Two thoughts on the transition from growth to maturity
2. Transformation from product thinking to service design thinking
3. From market changes to product changes to talent system changes, explain what kind of talent we need in the next decade

嘉宾精彩观点 - Rachel

服务设计是一个全链路的设计过程，他不仅仅是从设计和服务人的角度出发，这不仅仅只是洞察用户需求为准，梳理不同的需求点，把服务做好或者专注于服务的提升，服务设计需要更加宏观，要看目的就不光是看用户体验的提升，还有商业价值的提升，还有技术层面的创新等。

我们接到项目的初期，通过调研得知当时旅客满意度为1.48分（满分3分），旅客大多的满意度水平是处于平静到比较满意。因为大多旅客的意识是对中小机场的服务“不抱有任何期望”。意度1.48分意味着机场提供的服满务也仅仅只是满足旅客基本的功能需求，而对于其他更高价值的需求，旅客本身是没有要求的。

我们希望将旅客的商业体验定义为：引导旅客、缓解旅客和激发旅客，让旅客的整个购物体验能够通过被引导，缓解压力和激发购物欲望的方式作为整个商业的支柱。这一切都作为标准体现在机场和商家的合作标准当中。

Highlights of the guests – Rachel

Service design is a full-link design process. It is not only from the perspective of design and service people, it is not just about understanding user needs, sorting out different demand points, and improving services or focusing on service improvement. , service design needs to be more macroscopic, and the purpose is not only to see the improvement of user experience, but also the improvement of commercial value, as well as innovation at the technical level.

In the early days of receiving the project, we learned through research that the passenger satisfaction at that time was 1.48 points (out of 3 points), and the satisfaction level of most passengers was calm to relatively satisfied. Because the consciousness of most passengers is that they "do not have any expectations" for the services of small and medium-sized airports. A score of 1.48 means that the full service provided by the airport only meets the basic functional needs of passengers, and passengers themselves have no requirements for other higher-value needs.

We hope to define the traveler's business experience as: guiding, relieving, and motivating travelers, so that the entire shopping experience of travelers can serve as the backbone of the entire business by being guided, relieving stress, and inspiring shopping desires. All of this is reflected as a standard in the cooperation standards between airports and merchants.

嘉宾精彩观点 - Gabriele Tempesta

通过分享组织转型的相关案例，从如何帮助公司捍卫自己的品牌、如何在公司中传播以人为本的设计理念和如何有效开展管理层级的共创研讨会，阐释了如何应用服务设计知识和设计思维，帮助设计师更好地了解用户，并从内到外地改进组织，使其更加高效和有效。

Highlights of the guests - Gabriele Tempesta

By sharing the relevant cases of organizational transformation, from how to help the company defend its brand, how to spread the people-oriented design concept in the company and how to effectively carry out the co-creation seminar at the management level, Gabriele explains how to apply service design knowledge and design thinking to help designers better understand users, and improve the organization from the inside out to make it more efficient and effective.

嘉宾精彩观点 - 姜晓梅

华为前全球行政服务管理总裁、简正企业大学创始人 姜晓梅老师带来题为《客户&员工服务体验价值增长设计》的分享。

姜老师认为当下已经迎来了体验经济时代，好的体验让用户愿意买单并且留存率更高。创造好的体验的关键是真正以用户为中心，让用户感受到产品和服务的价值，建立信任。

人都有从自身出发的本能，要做到以用户为中心，就需要走进用户，洞察需求，姜老师详细例举了当年华为打造极致用户体验的过程，向我们展示了好的服务体验带来的巨大收益。

Highlights of the guests - Xiaomei Jiang

Mr. Jiang Xiaomei, former president of Huawei Global Administrative Service Management and founder of Jianzheng Enterprise University, brought a sharing titled "Customer & Employee Service Experience Value Growth Design".

Teacher Jiang believes that the current era of experience economy has ushered in, and a good experience makes users willing to pay and has a higher retention rate. The key to creating a good experience is to be truly user-centric, let users feel the value of products and services, and build trust.

Everyone has the instinct to start from themselves. To be user-centric, you need to walk into users and gain insight into their needs. Mr. Jiang gave a detailed example of Huawei's process of creating the ultimate user experience, and showed us a good service experience. huge gains.