The Perfect Storm Service Design in China

Cathy Huang | CBi China Bridge

October 2nd, New York City

Connect the dots

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Serial entrepreneurLeader and mentor

Mother of 2

About leadership

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亲自挂帅 成就他人自我修炼Seeding Leading MentoringGrowing

启发萌芽

About design

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美术生 跨界者 协同者设计师Artist Crossover Facilitator Designer

INSIGHT-BASED INNOVATION

Storm 风暴Typhoon 台风Hurricane 飓风Tornado 龙卷风…

A perfect storm is created when multiple forces come together to generate something of much greater impact.

完美风暴就是当多股力量产生一些更强大影响力的事件。

Multiple Forces多股力量

Big Unknowns未知

High pressure

meets low pressure高压与低压的碰撞

Positive meets

negative积极与消极并存

Mix of different colors, flavors融合多种

Something unexpected创造意料之外的结果

Uncontrollable and

dangerous无法控制和危险

It’s never been seen

before前所未有

RaisingIncome and Standard of

Living高收入和生活标准

Huge Population人口

Made in China to be created

in China“ 中国制造”到“中国智造”

Expectation of brands and

products are higher对品牌和产品期待值变高

RisingEntrepreneurship企业家精神高涨

UrbanInfrastructure城市基础设施建设

Government is Rewarding Innovation 政府鼓励创新

Social Enterprises社会企业

The Forces Fueling The Perfect Storm

ACCELERATING VALUE CREATION

Storm #1

The Shifting Lifestyles and Values of Chinese 中国文化和生活方式的风暴

13 million couples get married, spending $15K each = $200 billion

中国每年 1300 万对新人结婚，每对新人消费 10 万

=$200 Billion

Per Year

New Zealand’s GDP

For family & guests为家族 为宾客

For ourselves为自己

Self-planning自己“持久战”筹备

Hire a planner一站式婚礼

Following rituals扯线木偶式

Participatory engagement参与式

Eating & drinking单纯的吃喝酒席

Create a memorable & sharable experience 创建回忆且分享式的体验

Multiple forces shaping the wedding industry

To cope with these challenges –

Target User目标用户

Service Value Proposition & Vision

服务价值主张及企业愿景Experience Journey

with Pain Point体验流程及蓝图

Opportunity Area痛点与机会点分析

Multidimensional & Systematic Service Needed Redesigned多维度而系统的服务设计

The opportunity for creating a one-stop wedding offer, and revolutionizing China's “happiness industry”打造一站式的完美婚礼体验，引领中国幸福产业的变革。

Ideal wedding experience is … 中国新人婚礼流程图

Engaging参与感

Worry free无担忧 Relevant to me与我相关

From beginning to end从始至终

Lavin

Space空间

Content内容 Service服务

The Lavin project is about service innovationas well as company culture reconstruction项目既是商业创新，企业文化重塑

Shanghai

Nanjing

Beijing

10 more to be opened

Parents

Service design

Couples

Guests

YING & YANG in design of customer experience

Locations

  Service Design

a path of embracing change to create value

服务设计就是拥抱变化并创造价值

Storm #2

Society Transformation Through Design通过设计帮助社会转型

All about profit重视经济效益 Social responsibility awareness重视社会影响

Benefiting my organization逐利 Win-win for all利他

Solving current issues解决现有问题 Focus on future opportunities未来可能性

Omnipotent government全能政府 Social re-balance社会再平衡

Multiple forces are shaping Social Innovation

驱散眼睛里的云彩基于“对人的见解”而创造的商业模式与服务创新

REMOVING THE CLOUDS IN EYES – From Insights To Business Model Innovation Service Design for Rural Clinics

China has world’s greatestburden of blindness

=5 M

Blind due to

cataracts

New Zealand’s population

Ongoing cycles and suffering in village and community

Issue #1 Limited Number of Eye Care Facilities 治疗人手有限Issue #2 Limited Education Channels 缺乏教育渠道Issue #3 Unbalanced Distribution of Supply & Demand 供求搭配不当

Business Model

3 Keys to Successful Business Model

Actively screening A few of them pay

scale options)

$$$

These patients covering surgery cost for less

well-off patients.

Amount of Patients

Efficient Treatment

+ +

Vision in Practice (VIP) 是一家致力解决中国白内障问题的非盈利机构。它引入了源自印度的创新医疗营运模式，为经济状况不好的病人提供可负担的治疗服务

Vision In Practice (ViP) strives to introduce a business model from India to treat cataract patients for an affordable price

villages

Hospital

ConversationRate

Surgery Conversion

Rate

Only 35％

Service Innovation with locals, by applying “Ethnographic Research” & “Co-creation” 运用 “人类学研究” 和 “协同创新” 的设计方法，邀请村民和医护人员参与服务创新过程。

Evolving The Patient Service Strategy &Localizing The Business Model

手术跑点 & 宣传 筛查 接病人 术前检查

有其他病症不能做手术 没电话视力没问题

没钱其他眼病( 近视老花沙眼等 )

老了看不清是正常的以为只有白内障成熟（什么都看不见了）才能做手术

筛查无法判断能否手术，让病人改天去医院检查，病人不觉得危急就不去

不知道白内障的危害会导致失明

以为会复发，不愿意花钱治

老人回家跟家人传达不清，只凭筛查材料无法估计风险

空巢老人没人陪

农忙时期担心手术后不能干活

怀疑小医院手术质量 ( 查出来后去临沂市医院做手术了 )

怕做手术

农忙没时间去筛查在家但广播太远没听到

没看到宣传画 农忙没时间手术 留的不是本人电话联系不上

筛查不精确，术前检查出有其他病不能手术

等筛查车太久非常生气走了

年纪大活不了几年没必要治去干活根本不知道有这个活动

所有村民

人老了，不想受那个罪

只剩一只眼睛能看怕做了全瞎

Nobody toaccompany

Did not hearabout

screeningactivity

Busy withfarming

Lack oftrust onhospital

Lack ofcataract

knowledgeWait too

longLack of

understandingon treatment

benefitsImprecisescreening

check

Identify key barriers &key pain points

A crowd-based approach to utilize local knowledge

项目进行前的手术率Surgery Conversion Rate

BEFORE the Project

35%项目进行后的手术率Surgery Conversion Rate

AFTER the Project

63%BEFORE AFTER

25

Within Half A Year Since Adopting OurService Strategy Recommendations, the Surgery Conversion Rate Almost Doubled!

Measurable and Real Impact

Our work has had a long-lasting impact on ViP’s model in China

China has an enormous opportunity to use design in social innovation.

Social innovation is about enabling self-organization, releasing creativity and thereby making the world a better place.

We are exploring the growing field of social enterprise to solve our most pressing social challenges.

我们正在探索如何联动正在兴起的社会企业，共同解决最迫切的社会问题。 中国在社会创新方面有着设计的巨大的机会。 社会创新就是为组织内部赋能，发挥其创造力，从而让世界更美好。

Storm #3

Innovation & Entrepreneurship 创业创新风暴

Manufacturing-Centric economy工业主导型的经济 “Service-Centric” economy服务主导型的经济

Internal Consumption-oriented扩大内需Export-oriented出口导向

Innovation自主创新 Copycat山寨Work for stability安分守己追求安稳的工作

Young entrepreneur90 后的创业者

Multiple forces shaping China – A Start-Up Country 大众创业，万众创新

We are helping to nurture innovation in China我们在中国孵化创新

Video page

We’ve developed a co-creation ecosystem based on WECO

Physical

Space实体空间Digital

Platform线上平台GATHER people & ideas 聚集人才和想法STIMULATE innovation 激发创新

SPARK implementation概念落地

GENERATE IMPACT

SHOWCASE concepts展示概念CONNECT resources联系资源

PROMOTE offerings 后期推广

Expertise专业技能 Investment投资

Since its launch, WECO has hosted a variety of innovation activities. WECO投入使用后，已经举办过许多创新活动

Healthcare JAM 医疗健康工作坊

CEO Innovation Training 创新培训

Lecture on Leadership 领导力讲座

We opened our process and environment to be inclusive, transparent, nimble and iterative.

WECO is an journey toward social entrepreneurship and business model innovation.

In the end, it’s not about sharing economy, it’s all about human capital. 

我们开源了工作方法和环境，让其更加包容、透明、敏捷、迭代这是一个社会再平衡和商业创新的尝试最终，不仅仅是共享经济，而是人才资本的积累

Service design --a path of embracing change to create value

Where: Mega trendsHow： Leverage multiple forces to co-create a new vision, new potential and new opportunityThe role of design: When we learn to co-create with the people we are trying to help, when we work from the inside out, listening more than talking, inspiring more than directing, the best results occur.

服务设计就是拥抱变化并创造价值在哪里：大趋势大风暴中怎么做：利用多股力量共创新场景、新可能、新机遇 设计师的角色：当设计师们学会与他们想帮助的对象共创时，由内生发地工作，更多倾听而非说服，激发而非指导，最佳效应会产生

The Perfect Storm

To anticipate rather than speculate, to innovate rather than duplicate.

INSIGHT-BASED INNOVATION

Catch the next wave before it catches you!

The Perfect Storm Service Design in China

Cathy Huang | CBi China BridgeCathy.huang@shcbi.com

October 2nd, New York City