Service Design: More Than Interfaces and Processes

When we talk about service design, we are never talking only about optimizing interfaces or improving processes.

Service design is a systemic way of thinking that helps organizations turn strategy into action, elevate user experience, and create business and social value at the same time.

It should not remain a topic discussed only within the design community.

It deserves a place in the decision-making agenda of every entrepreneur.

Moving Forward Together

China Bridge has long been committed to advancing the application of service design in the business world.

In particular, we hope to engage more CEOs and business leaders, helping service design become a true engine for organizational growth.

It was this shared belief that brought China Bridge together with the Shanghai Women Entrepreneurs Association for a special company visit and learning event.

As part of its board member visit series, the Association organized a themed session titled “Decoding Service Design”, hosted at China Bridge, one of its member organizations.

The Shanghai Women Entrepreneurs Association operates under the guidance of the Shanghai Women’s Federation and is officially registered with the Shanghai Civil Affairs Bureau.

It is one of the most influential platforms for women entrepreneurs in Shanghai.

Since its establishment, the Association has played an active role in connecting government and business, bringing together more than 400 women leaders, including executives from listed companies, founders of leading private enterprises, and senior decision-makers from major organizations such as Bright Food Group and Lily & Beauty.

Its member network spans a wide range of sectors, including manufacturing, finance and investment, culture and creativity, healthcare, and modern services.

A Strong Line-Up Across Industries

The visit was led by Chen Lirong, Vice President of the Association, and Jin Weiqing, Secretary-General, with nearly 20 leading women entrepreneurs taking part.

The guests represented a diverse range of industries, including:

automotive and heavy industry;
biopharmaceuticals;
retail and commercial chains;
engineering measurement and control;
dental healthcare;
cultural and tourism industries;
industrial manufacturing;
marketing;
and legal services.

Many were senior executives of listed companies, founders of leading enterprises, and executives from state-owned organizations.

Together, they represented some of the strongest forces among Shanghai’s leading local businesses and listed groups.

As one of the city’s most influential women entrepreneur platforms, the Shanghai Women Entrepreneurs Association regularly organizes company visits and thematic learning programs to break down industry boundaries, encourage cross-disciplinary dialogue, and create opportunities for resource sharing and collaboration.

These activities demonstrate both the depth of the Association’s business network and the value of the platform it has built within Shanghai’s business community.

Experiencing China Bridge’s Workplace Culture

At the beginning of the visit, the guests stepped into China Bridge’s office.

Unlike a conventional corporate environment, there is no traditional reception desk and no fixed seating arrangement.

Instead, the space features an open kitchen and bar area, wine cabinets, lounge seating, and even a distinctive “floating chair” from Cambridge, UK.

Cathy Huang explained that China Bridge advocates a culture of freedom, openness, and creativity.

Employees are encouraged to choose where they work based on the needs of the task at hand.

The Methodology and Business Value of Service Design

Under the theme “Great Service Is Designed”, Cathy Huang gave a systematic introduction to the definition of service design and why it matters in today’s business environment.

She explained that a service is essentially an action that fulfills people’s needs through non-physical value.

As AI becomes increasingly embedded in business and everyday life, traditional standardized service processes are becoming less capable of responding to new and rapidly evolving expectations.

Service itself needs to be redesigned.

Through years of practice, China Bridge has developed its proprietary CBI Model, which helps organizations answer three fundamental questions:

What kind of service should we provide?
How should that service be delivered?
How can it be continuously improved and iterated?

By deeply understanding users’ underlying needs, companies can create differentiated brand experiences and support their consistent delivery through organizational transformation.

Cathy also shared examples of how service design has been applied in real projects.

In premium real estate, for instance, teams can study the behavior patterns and value systems of target customers, then design dedicated service systems and brand touchpoints that create meaningful differentiation in a highly competitive market.

As Cathy summarized:

“Great service is not necessarily about adding more. It is about responding precisely to what customers care about most.”

Cross-Industry Practice: From Consulting to Building a Business

Cathy also shared her own experience of applying service design thinking to entrepreneurship.

She once built Shanghai’s first Belgian craft beer brand from the ground up, using service design to shape the complete brand experience.

This included not only the product portfolio, but also:

spatial design;
consumer education;
community engagement;
and social-impact initiatives.

Together, these elements created a multidimensional and distinctive brand experience.

She encouraged the entrepreneurs to remain open to inspiration from different industries and disciplines.

As she put it:

“The value of cross-industry exploration lies in breaking down the walls of conventional thinking, so that we can generate more valuable insights for clients across different sectors.”

Exploring Service Design Across Different Industries

During the breakout discussion, the participants explored how service design could be applied within their own businesses and industries.

Cathy also introduced an AI agent tool currently being developed by China Bridge.

Built around core service design principles, the tool is designed to help companies quickly diagnose service pain points and generate optimization recommendations.

The Association’s Perspective: Expanding the Boundaries of Innovation Through Design Thinking

In her closing remarks, Vice President Chen Lirong emphasized that service design is a scientific and structured methodology.

Its value is not limited to strategic transformation in large corporations.

It can also be applied to the everyday operations of small and medium-sized businesses.

She noted:

“When the methodology is right, combined with excellent execution and the right team, it can create sustainable competitiveness.”

She encouraged the participants to pay closer attention to user experience, challenge established assumptions, and use design thinking to strengthen both their businesses and their brands.

Secretary-General Jin Weiqing added that Shanghai is currently actively promoting the upgrading of its consumer goods industries.

She sees significant potential in the deeper integration of service design and the real economy.

She also expressed the hope that China Bridge could build stronger connections with more member companies, allowing service design principles to take root through real business practice.

Creating New Connections Across Industries

The visit not only gave participants a deeper understanding of the core logic and business value of service design, but also offered a new perspective on cross-industry resource integration.

The Shanghai Women Entrepreneurs Association will continue to build platforms for professional learning, exchange, and resource connection, helping member companies develop differentiated competitiveness in the experience economy.

Following the event, the Association’s special interview series Business Heroines conducted an in-depth conversation with Cathy Huang, Chairwoman of China Bridge and Board Member of the Shanghai Women Entrepreneurs Association.

Centered on the theme “Decoding Service Design”, Cathy shared her perspectives on how service design can drive corporate strategy while enabling business value and social value to grow together.

The interview offered entrepreneurs an in-depth and thought-provoking discussion on how service design can shape the next stage of business innovation.