Recently, Birgit Mager, President of the Global Service Design Network (SDN), arrived in Shanghai for the 2023 World Design Cities Conference (WDCC2023). She was also a featured guest at the 2023 SDN Shanghai Forum (SDSS2023), hosted by CBi China Bridge.
Her first stop in Shanghai? A visit to CBi.
On September 28, during the WDCC2023 Summit Forum, Birgit Mager delivered the opening address for the SDSS2023, marking a high point of the conference.
On the rainy evening of September 22, fresh off her flight, Birgit headed to CBi to meet with Cathy Huang, CBi founder and SDN Shanghai Chair, as well as Sissi Ren, the first SDN-certified Advanced Trainer in China. They were joined by academic talents from Fudan University, Shanghai Jiao Tong University, Tongji University, ShanghaiTech University, and other elite institutions, along with entrepreneurial innovators and tech pioneers. Together, they explored key topics in service design, broadening the horizons of the field.
Under Birgit’s leadership, SDN has grown into the most influential academic resource organization in service design globally, boasting 48 chapters worldwide. Its theories and frameworks are often cited as definitive in the academic study of service design.
As the world’s first Professor of Service Design, Birgit has served as a visiting professor in countries like Japan, China, South Korea, the United States, Finland, Norway, and the UK. Since 1995, she has been at the forefront of developing service design theories, methodologies, and practices. She has collaborated with notable organizations like Deutsche Bank, OMV, Siemens, Deutsche Telekom, McDonald’s, and Nokia, and is also the editor of the international service design journal Touchpoint.
Key Topics Explored
At the Meetup, Birgit and participants engaged in vibrant discussions around three core topics:
- What can AI bring to service design?
- Differences in service design development between China and other countries.
- Applications of service design across industries.
AI Won’t Change the Focus of Service Design
Artificial intelligence (AI) is reshaping modern life, finding applications across countless fields. However, Birgit believes that AI will not alter the core focus of service design but rather act as a complement. The key lies in redefining problems to adapt to this transformation.
Service design in the future will be increasingly digital, with the primary challenge being how to seamlessly integrate human-machine interfaces, digital touchpoints, and physical touchpoints. The goal is to make digital services more emotionally resonant and capable of fostering stronger human connections.
On the ethical challenges posed by AI and data privacy, Birgit argued that individuals should have the right to choose how their data is used. If individuals trust a company or institution, they could choose to share their personal data for free; otherwise, the entity would need to pay to collect and use it. She emphasized that ethics in service design will be a critical issue to reevaluate in the future.
China’s “Bridge Talent” Leads the Way
Service design is rapidly developing in Western countries like the UK, Italy, Germany, and the US but remains a niche field in China.
According to Sissi, who has evaluated service design talent qualifications in both Europe and China, there are stark differences between the two regions. In Europe, most service designers come from formal design backgrounds, while in China, fewer than 5% of practitioners have a design background.
In China, “bridge talents”—senior executives, department heads, or professionals outside traditional design roles—are driving the field forward. They apply service design thinking and methodologies within their roles, unlocking its true value to influence industries and society.
Birgit agreed, noting that while China’s service design projects tend to focus on commercial applications, they often remain at the interaction level without addressing the root of service issues. By contrast, European and American projects often delve deeper into social challenges or policy design. Birgit emphasized that China needs more diverse talent to propel the field forward.
Service Design for All, Not Just Leaders
Cathy, drawing from decades of experience, shared a key observation:
Service design is not a game for followers; it’s for leaders.
Leading companies excel by leveraging service design to differentiate themselves and stay ahead, while followers often replicate their successes without innovating. However, great service design cannot be copied.
Exceptional service designers must embrace interdisciplinary approaches, possess strong empathy, and exhibit relentless research spirit. Birgit, for instance, began her career in psychology before dedicating herself to service design, continually expanding her expertise across fields.
Cathy argued that while followers also need service design, they may lack the resources or awareness to invest in it. The future of service design should lean toward inclusive education rather than elite exclusivity. Open courses and accessible tools can democratize service design, enabling anyone to become a service designer.
A Commercial Company with an “Academic Core”
From business to academia, from industry leadership to social innovation, and from local to global, CBi stands out for its unwavering “academic core.”
Since its founding, CBi has focused on advancing academic research, nurturing future talent, and leading industry innovation with thought leadership.
CBi collaborates with prestigious universities worldwide, including the Royal College of Art, Parsons School of Design, Danish Design School, Hong Kong Polytechnic University, Tsinghua University, Shanghai Jiao Tong University, and Communication University of China, among others. Through lectures, competitions, internships, and joint projects, CBi fosters win-win collaborations while promoting the dual accreditation of service design talent to drive industry development.
Looking Ahead: Bridging Business and Academia
CBi has left its mark on professional platforms and international design awards across dozens of countries, showcasing a positive image of Chinese design to the world.
With 100+ partnerships with universities and collaborations with top art and business schools globally, CBi is building a robust ecosystem that benefits students, professionals, and the industry alike.
From commercial success to academic leadership, CBi continues to create value for the development of the industry and the cultivation of talent. The journey is ongoing, and the mission is clear: driving progress through action.
