A group of people can become a united force—or remain a collection of disconnected individuals.

Does any of this sound familiar?
  • You're facilitating a meeting: Some participants dominate the conversation, while others barely speak. Every meeting turns into either a one-person show or complete chaos. Everyone talks about collaboration and teamwork—but how do you actually make it happen?
  • Your boss demands: "These ideas aren't creative enough! Bring me three innovative ones tomorrow!" Seriously? You've already rejected dozens of ideas. Where are we supposed to find more? And why does the first proposal suddenly seem like the best option? Everyone talks about co-creation and brainstorming—but how do you really make creativity flow?
  • You walk out of a strategy meeting: Leadership has just unveiled an ambitious, visionary strategy. Now it's your team's responsibility to turn that vision into reality. How do you make it actionable while keeping everyone aligned with leadership?
  • You're assigning a new project: You're full of confidence, but your team is full of complaints. No matter how carefully you've planned, someone always says it's unrealistic. Experts tell you to empower your team and encourage self-motivation. Come on! Sometimes, even when everything is laid out for them, they still won't take action. What can you do?
All these challenges point to one essential capability: The ability to bring diverse people together and lead collaborative co-creation. "If co-creation is at the heart of service design thinking, then facilitation is the essential skill of a service design coach." — Adam StJohn Lawrence Facilitation is a systematic approach that enables people with different personalities, backgrounds, and perspectives to create value together. It is the defining capability of a Service Design Coach. We call it Super Co-Creation Power.  

01 | Service Design Coaches: Catalysts for Super Co-Creation and Organizational Evolution

Service Design Coaches are catalysts for collective creativity and drivers of organizational transformation. The concept of coaching originated in the West. Behind every outstanding athlete, there is often an exceptional coach. The fundamental mission of a coach is simple: To help others succeed. Today, there are many types of coaches, including executive coaches, peer advisory group coaches, psychological coaches, parenting coaches, and life coaches. But one type of coach specializes in bringing together diverse perspectives, activating collective intelligence, and turning shared thinking into collective action: The Service Design Coach.    

This is why many experienced professionals who already hold advanced coaching qualifications choose to join China Bridge's Service Design Coaching Program.

They include executive coaches, ICF-certified professional coaches (ACC/PCC/MCC), Vistage peer advisory group coaches, Stanford Life Design coaches, leadership coaches, Clean Coaching practitioners, and 4C Team Coaches. Despite their existing expertise, they come to China Bridge to develop this essential new capability.

Why Take This Next Step?

Because Service Design Coaching is fundamentally different. ✦ A Different Path to Professional Value Most coaching services focus on one-on-one sessions or hourly engagements. Service Design Coaches, however, develop the ability to facilitate organization-wide co-creation projects, creating opportunities for more scalable, systematic, and higher-value professional services. ✦ A Different Capability Structure Service Design Coaching does not replace your existing skills. It builds upon them. Your communication, questioning, and group management skills evolve into the ability to facilitate collaboration among multiple stakeholders and design effective co-creation processes. ✦ A Different Driver of Professional Growth Service Design Coaching goes beyond individual conversations. It enables you to adopt a systems perspective, connect the dynamic relationships between people, processes, and resources, and actively drive organizational transformation. This capability becomes a powerful addition to your professional toolkit, helping you navigate complex team challenges with greater confidence. It also opens up a high-value, sustainable, and potentially rewarding career path. We've also witnessed numerous business leaders choosing to learn Service Design Coaching as a leadership approach—one centered on guiding teams toward co-creation and shared understanding. After applying these methods within their organizations, they have reported improvements in organizational effectiveness and competitiveness. As some participants have described it: "The ultimate upgrade in leadership capabilities for the VUCA era!"  

02 | Service Design Coaches: Connecting People, Activating Systems

Service Design Coaches play a vital role in connecting internal and external stakeholders and unlocking organizational potential.

Internally, they reshape business processes, guide organizational transformation, and unleash new business possibilities through Super Co-Creation Power. They help build collaborative teams that combine empathy, creativity, and collective intelligence. Externally, they maintain a deep understanding of customer needs, activate collaboration between teams and customers, and co-create richer, more meaningful, and deeply connected customer experiences.    

Think of an exceptional DJ.

On stage, a great DJ knows exactly how to manage rhythm, atmosphere, and emotional energy—bringing different people together through a shared experience. An exceptional Service Design Coach does the same. Developing this Super Co-Creation Power is not simply about accumulating experience or relying on inspiration. It is a capability that can be systematically learned, practiced, and mastered.  

The Industry-Exclusive Super Co-Creation Capability Model for Service Design Coaches

(Click to explore the framework) Service Design Coaching builds on more than two decades of established theory, methodologies, and practical tools. It offers a comprehensive framework applicable across industries and professional disciplines. Like a mirror, a Service Design Coach helps teams recognize the realities and limitations of complex projects while revealing possibilities they might otherwise overlook. By making challenges visible and facilitating new perspectives, coaches enable teams to achieve unexpected breakthroughs and overcome organizational barriers.

Why Do So Many Co-Creation Workshops Fail?

Co-creation workshops are becoming increasingly common in organizations. Yet truly successful workshops remain relatively rare. A successful workshop requires far more than bringing people into the same room. It demands thoughtful facilitation design, including:
  • Creating an environment that encourages open participation.
  • Navigating organizational hierarchies and different levels of authority.
  • Introducing constructive tension to stimulate new thinking.
  • Unlocking collective intelligence and creativity.
  • Managing the process, pace, and methods of collaboration.
  • Turning discussions into meaningful outcomes and sustained value creation.
Every year, organizations undertake major initiatives involving product innovation, brand positioning, experience transformation, service systems, and more. These initiatives almost always involve multiple workshops, from small team discussions to large-scale collaborative sessions. With Service Design Coaching capabilities, you can transform fragmented people, activities, and resources into a dynamic network of shared value creation. This significantly improves both team collaboration and innovation effectiveness. Turn a fragmented group into a united, collaborative force.

More Than Learning a New Skill

This is not simply a course about acquiring knowledge or practicing facilitation techniques. It is an opportunity to fundamentally transform how you understand organizations, relationships, and collaboration. You will develop Super Co-Creation Power and gain the ability to: → Design and facilitate high-impact co-creation workshops. Bring structure to even the most diverse and complex groups, guiding participants toward clear and actionable outcomes. → Unlock the power of collective intelligence. Encourage people from different backgrounds, personalities, and positions to contribute openly, build shared understanding, and make decisions together. → Identify challenges and generate ideas effectively. Transform meetings from routine discussions into productive environments where creativity leads to tangible action. Most importantly, these capabilities extend far beyond the corporate world. They can be applied to parenting, family discussions, community development, public policy collaboration, and countless other situations where people need to think and act together.

03 | Why Choose China Bridge's Service Design Coaching Program?

1. Asia's Only Training Location — China Bridge

China Bridge is a certified organization of the Service Design Network (SDN). Our Service Design Coaching Program is part of the internationally recognized #TiSDD course series and is also an SDN-certified training program. Since its launch seven years ago, the program has attracted professionals and business leaders from leading organizations, including: GE, Bosch, NIO, Huawei, ZEISS, Alibaba, ByteDance, Meituan, Kuaishou, ANTA, AB InBev, and Mobil Oil. Participants come from a wide range of industries, including manufacturing, FMCG, property management, real estate, finance, healthcare, education, and the internet sector. The program has become a platform for professionals seeking to expand their ability to facilitate collaboration, activate teams, and drive organizational innovation. (Click to explore highlights from the 2024 program.)

2. Only Once a Year — Learn the Foundations of Super Co-Creation Directly from Leading Experts

China Bridge has partnered with internationally renowned service design pioneer Adam StJohn Lawrence from Germany to create a distinctive learning environment. Built around three principles— #HighEnergy #HighStandards #HighCreativity —the program offers a fully immersive learning experience, with no PowerPoint presentations. Instead of passively listening to lectures, participants learn through direct experience, interaction, experimentation, and co-creation. With the program offered only once a year, this is a rare opportunity to learn alongside leading practitioners and like-minded professionals.

Meet the Instructors

Adam StJohn Lawrence Co-Founder, WorkPlayExperience Visiting Professor, IE Business School, Spain Adam StJohn Lawrence is a pioneering figure in global service design and co-founder of WorkPlayExperience. He is one of the initiators of the Global Service Jam and a principal author of This Is Service Design Doing. With extensive expertise in service design and facilitation, Adam brings a distinctive perspective on how collaborative processes can unlock innovation and create meaningful organizational change. Cathy Huang Founder, China Bridge Shanghai Chapter President, Service Design Network Cathy Huang is a serial entrepreneur, a challenger of innovation boundaries, and a passionate advocate for service design in China. With more than 20 years of experience in the design industry, she has played an important role in promoting service design as a strategic approach to business innovation. Her contributions have earned numerous national and international design awards and honors, alongside recognition for her achievements as a female business leader. Sissi Ren Partner, China Bridge SDN's First Authorized Senior Trainer in China Only Chinese Member of the SDN Certification Committee Sissi Ren brings 15 years of professional experience in user experience research, anthropological research, and design strategy. She has provided design strategy consulting and UX research services to numerous Fortune Global 500 companies and industry leaders, helping organizations understand their users and identify opportunities for innovation. She is also an experienced innovation workshop facilitator and a member of the Forbes Designer Ranking Nomination Committee. (Watch the video to hear Adam share his perspective.)

3. Pursue Dual Qualifications — Become an Indispensable Talent in Your Organization

Upon completing the Service Design Coaching Program, participants will accumulate 24 hours of service design training. These hours can be applied toward the dual professional qualifications jointly established by the Service Design Network (SDN) and the China Service Design Talent Qualification System (CSD). You can also visit the official Service Design Network website to view your official SDN Master international certificate. Develop Super Co-Creation Power. Unlock collective intelligence. Drive meaningful organizational change.

A group of people can become a united force—or remain a collection of disconnected individuals.

Does any of this sound familiar?
  • You're facilitating a meeting: Some participants dominate the conversation, while others barely speak. Every meeting turns into either a one-person show or complete chaos. Everyone talks about collaboration and teamwork—but how do you actually make it happen?
  • Your boss demands: "These ideas aren't creative enough! Bring me three innovative ones tomorrow!" Seriously? You've already rejected dozens of ideas. Where are we supposed to find more? And why does the first proposal suddenly seem like the best option? Everyone talks about co-creation and brainstorming—but how do you really make creativity flow?
  • You walk out of a strategy meeting: Leadership has just unveiled an ambitious, visionary strategy. Now it's your team's responsibility to turn that vision into reality. How do you make it actionable while keeping everyone aligned with leadership?
  • You're assigning a new project: You're full of confidence, but your team is full of complaints. No matter how carefully you've planned, someone always says it's unrealistic. Experts tell you to empower your team and encourage self-motivation. Come on! Sometimes, even when everything is laid out for them, they still won't take action. What can you do?
All these challenges point to one essential capability: The ability to bring diverse people together and lead collaborative co-creation. "If co-creation is at the heart of service design thinking, then facilitation is the essential skill of a service design coach." — Adam StJohn Lawrence Facilitation is a systematic approach that enables people with different personalities, backgrounds, and perspectives to create value together. It is the defining capability of a Service Design Coach. We call it Super Co-Creation Power.  

01 | Service Design Coaches: Catalysts for Super Co-Creation and Organizational Evolution

Service Design Coaches are catalysts for collective creativity and drivers of organizational transformation. The concept of coaching originated in the West. Behind every outstanding athlete, there is often an exceptional coach. The fundamental mission of a coach is simple: To help others succeed. Today, there are many types of coaches, including executive coaches, peer advisory group coaches, psychological coaches, parenting coaches, and life coaches. But one type of coach specializes in bringing together diverse perspectives, activating collective intelligence, and turning shared thinking into collective action: The Service Design Coach.    

This is why many experienced professionals who already hold advanced coaching qualifications choose to join China Bridge's Service Design Coaching Program.

They include executive coaches, ICF-certified professional coaches (ACC/PCC/MCC), Vistage peer advisory group coaches, Stanford Life Design coaches, leadership coaches, Clean Coaching practitioners, and 4C Team Coaches. Despite their existing expertise, they come to China Bridge to develop this essential new capability.

Why Take This Next Step?

Because Service Design Coaching is fundamentally different. ✦ A Different Path to Professional Value Most coaching services focus on one-on-one sessions or hourly engagements. Service Design Coaches, however, develop the ability to facilitate organization-wide co-creation projects, creating opportunities for more scalable, systematic, and higher-value professional services. ✦ A Different Capability Structure Service Design Coaching does not replace your existing skills. It builds upon them. Your communication, questioning, and group management skills evolve into the ability to facilitate collaboration among multiple stakeholders and design effective co-creation processes. ✦ A Different Driver of Professional Growth Service Design Coaching goes beyond individual conversations. It enables you to adopt a systems perspective, connect the dynamic relationships between people, processes, and resources, and actively drive organizational transformation. This capability becomes a powerful addition to your professional toolkit, helping you navigate complex team challenges with greater confidence. It also opens up a high-value, sustainable, and potentially rewarding career path. We've also witnessed numerous business leaders choosing to learn Service Design Coaching as a leadership approach—one centered on guiding teams toward co-creation and shared understanding. After applying these methods within their organizations, they have reported improvements in organizational effectiveness and competitiveness. As some participants have described it: "The ultimate upgrade in leadership capabilities for the VUCA era!"  

02 | Service Design Coaches: Connecting People, Activating Systems

Service Design Coaches play a vital role in connecting internal and external stakeholders and unlocking organizational potential.

Internally, they reshape business processes, guide organizational transformation, and unleash new business possibilities through Super Co-Creation Power. They help build collaborative teams that combine empathy, creativity, and collective intelligence. Externally, they maintain a deep understanding of customer needs, activate collaboration between teams and customers, and co-create richer, more meaningful, and deeply connected customer experiences.    

Think of an exceptional DJ.

On stage, a great DJ knows exactly how to manage rhythm, atmosphere, and emotional energy—bringing different people together through a shared experience. An exceptional Service Design Coach does the same. Developing this Super Co-Creation Power is not simply about accumulating experience or relying on inspiration. It is a capability that can be systematically learned, practiced, and mastered.  

The Industry-Exclusive Super Co-Creation Capability Model for Service Design Coaches

(Click to explore the framework) Service Design Coaching builds on more than two decades of established theory, methodologies, and practical tools. It offers a comprehensive framework applicable across industries and professional disciplines. Like a mirror, a Service Design Coach helps teams recognize the realities and limitations of complex projects while revealing possibilities they might otherwise overlook. By making challenges visible and facilitating new perspectives, coaches enable teams to achieve unexpected breakthroughs and overcome organizational barriers.

Why Do So Many Co-Creation Workshops Fail?

Co-creation workshops are becoming increasingly common in organizations. Yet truly successful workshops remain relatively rare. A successful workshop requires far more than bringing people into the same room. It demands thoughtful facilitation design, including:
  • Creating an environment that encourages open participation.
  • Navigating organizational hierarchies and different levels of authority.
  • Introducing constructive tension to stimulate new thinking.
  • Unlocking collective intelligence and creativity.
  • Managing the process, pace, and methods of collaboration.
  • Turning discussions into meaningful outcomes and sustained value creation.
Every year, organizations undertake major initiatives involving product innovation, brand positioning, experience transformation, service systems, and more. These initiatives almost always involve multiple workshops, from small team discussions to large-scale collaborative sessions. With Service Design Coaching capabilities, you can transform fragmented people, activities, and resources into a dynamic network of shared value creation. This significantly improves both team collaboration and innovation effectiveness. Turn a fragmented group into a united, collaborative force.

More Than Learning a New Skill

This is not simply a course about acquiring knowledge or practicing facilitation techniques. It is an opportunity to fundamentally transform how you understand organizations, relationships, and collaboration. You will develop Super Co-Creation Power and gain the ability to: → Design and facilitate high-impact co-creation workshops. Bring structure to even the most diverse and complex groups, guiding participants toward clear and actionable outcomes. → Unlock the power of collective intelligence. Encourage people from different backgrounds, personalities, and positions to contribute openly, build shared understanding, and make decisions together. → Identify challenges and generate ideas effectively. Transform meetings from routine discussions into productive environments where creativity leads to tangible action. Most importantly, these capabilities extend far beyond the corporate world. They can be applied to parenting, family discussions, community development, public policy collaboration, and countless other situations where people need to think and act together.

03 | Why Choose China Bridge's Service Design Coaching Program?

1. Asia's Only Training Location — China Bridge

China Bridge is a certified organization of the Service Design Network (SDN). Our Service Design Coaching Program is part of the internationally recognized #TiSDD course series and is also an SDN-certified training program. Since its launch seven years ago, the program has attracted professionals and business leaders from leading organizations, including: GE, Bosch, NIO, Huawei, ZEISS, Alibaba, ByteDance, Meituan, Kuaishou, ANTA, AB InBev, and Mobil Oil. Participants come from a wide range of industries, including manufacturing, FMCG, property management, real estate, finance, healthcare, education, and the internet sector. The program has become a platform for professionals seeking to expand their ability to facilitate collaboration, activate teams, and drive organizational innovation. (Click to explore highlights from the 2024 program.)

2. Only Once a Year — Learn the Foundations of Super Co-Creation Directly from Leading Experts

China Bridge has partnered with internationally renowned service design pioneer Adam StJohn Lawrence from Germany to create a distinctive learning environment. Built around three principles— #HighEnergy #HighStandards #HighCreativity —the program offers a fully immersive learning experience, with no PowerPoint presentations. Instead of passively listening to lectures, participants learn through direct experience, interaction, experimentation, and co-creation. With the program offered only once a year, this is a rare opportunity to learn alongside leading practitioners and like-minded professionals.

Meet the Instructors

Adam StJohn Lawrence Co-Founder, WorkPlayExperience Visiting Professor, IE Business School, Spain Adam StJohn Lawrence is a pioneering figure in global service design and co-founder of WorkPlayExperience. He is one of the initiators of the Global Service Jam and a principal author of This Is Service Design Doing. With extensive expertise in service design and facilitation, Adam brings a distinctive perspective on how collaborative processes can unlock innovation and create meaningful organizational change. Cathy Huang Founder, China Bridge Shanghai Chapter President, Service Design Network Cathy Huang is a serial entrepreneur, a challenger of innovation boundaries, and a passionate advocate for service design in China. With more than 20 years of experience in the design industry, she has played an important role in promoting service design as a strategic approach to business innovation. Her contributions have earned numerous national and international design awards and honors, alongside recognition for her achievements as a female business leader. Sissi Ren Partner, China Bridge SDN's First Authorized Senior Trainer in China Only Chinese Member of the SDN Certification Committee Sissi Ren brings 15 years of professional experience in user experience research, anthropological research, and design strategy. She has provided design strategy consulting and UX research services to numerous Fortune Global 500 companies and industry leaders, helping organizations understand their users and identify opportunities for innovation. She is also an experienced innovation workshop facilitator and a member of the Forbes Designer Ranking Nomination Committee. (Watch the video to hear Adam share his perspective.)

3. Pursue Dual Qualifications — Become an Indispensable Talent in Your Organization

Upon completing the Service Design Coaching Program, participants will accumulate 24 hours of service design training. These hours can be applied toward the dual professional qualifications jointly established by the Service Design Network (SDN) and the China Service Design Talent Qualification System (CSD). You can also visit the official Service Design Network website to view your official SDN Master international certificate. Develop Super Co-Creation Power. Unlock collective intelligence. Drive meaningful organizational change.
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