Cases & Work Examples

China Bridge partnered with Dobe to conduct in-depth research, including interviews with three core customer groups, visits to mainstream office campuses to examine their weaknesses, and breakdowns of over 24 leasing scenarios. Through value co-creation workshops, they developed menu-based flexible services to avoid the trap of false needs, pinpoint genuinely meaningful pain points, and secure a breakthrough in the office leasing market.

China Bridge applied its “Scenario Deep-Dive” methodology to restructure the product functional logic for Dongfeng Motor’s SUV project, helping the automaker shift beyond feature stacking, translate technology into scenario-based solutions tailored to users’ real lives, and open up a new growth path from selling hardware to operating the life around the vehicle

China Bridge collaborated with China Travel International Investment Hong Kong Limited (CTG International) to redesign two major product lines using service design, moving tourism experiences beyond standardization toward memorability and accelerating the strategic shift from the ticket economy to the experience economy. Visitor satisfaction increased by more than 10% compared with the previous period, with over 40 new service highlights co-created across destinations

China Bridge worked with Longfor Property Services to support its graceful expansion from the premium market into the middle-class segment. This result was delivered through in-depth research covering 632 homeowners: the team defined 4 major service modules, 22 operational scenarios and 12 user journey maps, distilled 4 core service value propositions, mapped out residential life scenarios for diverse customer segments, pinpointed corresponding homeowner pain points and delight points, and developed 4 property service trees and 9 service improvement approaches

In collaboration with Poly Property Services, China Bridge delivered premium service design for Guangzhou’s ultra-luxury Poly The One (Yuexi Bay) development. Leveraging Design Anthropology to identify the traits of first-generation Pearl River “old-money” customers, it developed the Kapok Oriental premium service system, helping the project reach a benchmark RMB10.6 billion in first-day sales and driving Poly’s strategic shift from space builder to value ecosystem operator

China Bridge enabled MSD Healthcare to break through the innovation bottleneck of shifting from a B2B to B2C model in the pharmaceutical sector. Through co-creation workshops with a Gen Z "catfish group" to disrupt established mindsets, paired with deep consumer journey insights to uncover real user needs, it rapidly delivered consumer-facing engagement solutions, helping the company capture consumer mindshare and unlock opportunities in lower-tier markets

China Bridge applied service design to deconstructing the entire surgical journey for Johnson & Johnson MedTech, pinpointing real clinical pain points. It identified three key productization directions: AI-assisted surgery for improved success rates, accelerated distribution of high-quality medical expertise, and optimized hospital consumables management, providing a systematic pathway for healthcare AI to move from laboratory research to real clinical implementation.

In partnership with Star Hotel (a CTG International hotel brand), China Bridge ran a cross-department service design co-creation workshop, helping the team define three types of guest profiles, map user journeys, and turn challenges like sandstorms into signature offerings such as the "Desert Adventure" experience. The project produced 25 service highlights and equipped the team with a replicable service design methodology, shifting from scattered sincerity to systematic experience design

China Bridge teamed up with Rainbow Digital Commercial to upgrade its retail service system. After nearly half a year in pilot stores, Rainbow's NPS rose by nearly 10 points, helping the brand break out of service homogenization. The project worked across three dimensions (customers, employees, and systems), using frontline research, user journey mapping, and cross-department co-creation to launch seven innovative services, redefining warmth in service

China Bridge and Cushman & Wakefield Vanke Service carried out a tiered service practice, restructuring the traditional “four protections and one service” model into 49 standardized service units. These were grouped into basic, expected, and excitement services by customer experience value, creating a “Lego-style” tiered model that allows clients to freely combine service modules. Value becomes visible, costs are calculable, and cost reduction does not sacrifice experience, while bidding efficiency and service differentiation improve

China Bridge partnered with Poly Herun to build the H.A.O. service system for Poly Gaowuhang, addressing the high-end property transaction problem of "hard to sell, frustrating to buy" and matching high-value transactions with a high-end service experience. Service touchpoints from the ideal customer journey were translated into 16 standardized tools, and the Long March Partner development system helped transform agents into lifelong real estate advisors

China Bridge led Baozheng Supply Chain through a brand elevation initiative, upgrading its slogan to “Link Global Wonderful Life,” building a brand house and a “3 Specializations” evidence chain for high-performance customs affairs, and driving its transformation. The project investigated real pain points in import and export operations, reaching consensus on the customer’s perception of the evidence chain across specialized management, specialized strategy, and specialized control, delivering a systematic brand system from strategic slogan to actionable service standards

In its project with Hongkong Land, China Bridge identified 3 core customer value groups through in-depth research and customer journey mapping, broke down 32 key touchpoints, built a customer tagging system by integrating customer data across sales, property management, and customer service systems, and established a differentiated operating system for existing customers, turning a low-frequency business into long-term trust

China Bridge helped Huixiangfu renew its elderly care service system, resulting in the replicable HEART cultural service system and an Excellence Award at the 2024 HOME+ International Service Design Awards. Through in-depth field research, a user needs matrix, and co-creation with frontline staff, the project broke down 15 core service scenarios to address the industry pain point of prioritizing process over warmth and shift elderly care from procedural management to human companionship

China Bridge’s cultural tourism commercial experience upgrade for Shanghai Sea World broke the "3-kilometer radius" rule, drawing 35% of first-year footfall from cross-regional customers, 4.5-hour average stays, and a TOP 2 ranking among outer-ring business districts. It repositioned China Merchants Shekou’s first cruise-themed waterfront complex as a micro-vacation destination blending cruise, hotel, apartment, and mall formats, turning commercial space from selling products to selling a lifestyle

China Bridge worked with StarRides to launch a standardized service handbook and a one-page manual, restoring certainty to the wedding car experience. The project covered 19 customer touchpoints and scripts for 7 high-frequency scenarios. After launch, driver tool usage stayed above 92%, service response speed improved by 40%, building a differentiated "certainty-based experience" moat for StarRides in the RMB100 billion wedding transportation market

China Bridge and Mijia Health jointly created an actionable, replicable in-hospital commercial insurance service center model, shifting medical-insurance integration from payment and technology empowerment to service experience empowerment. Through in-depth research across ten cities, co-creating an ideal medical journey, and building a front-to-back-office division system, the project addressed mid-tier medical insurance users' limited access, complex procedures, and slow claims, forming a new paradigm for commercial insurance medical services

China Bridge completed service design for Jinmao Services’ four product lines, "Jin Yu Man Tang", identifying 109 distinctive service offerings and producing practical operating procedures, SOP standards, and cost calculations and pricing models for different product tiers. This enabled differentiated service solutions tailored to the four segmented customer groups, helping Jinmao Services evolve from a "student with standout strengths" into a true "top student"

China Bridge applied service design thinking to reframe Baozheng's dairy cold chain brand, helping it showcase its new dairy cold chain business at the Global Food Cold Chain Conference, where it attracted interest from multiple companies. The brand was repositioned around the value proposition "Pure, Fresh, Delivered" and a "Specialized" strategic positioning, creating the brand slogan "Baozheng Dairy, Guaranteeing Pure Freshness" along with a systematic set of visual touchpoints

China Bridge and ROG collaborated to translate “faith” into an in-store experience through service design, establishing standardized service processes for over 100 stores nationwide. The project received a nomination for the 2023 Shanghai Design 100+ and was shortlisted for the annual Outstanding Design Case Award. By breaking down the pre-sale, in-sale, and post-sale stages, it introduced innovations such as transparent assembly areas and first-boot rituals, accelerating the esports industry’s shift toward new retail

China Bridge worked with Lynk & Co to design a differentiated service system for ZEEKR 001, helping it accelerate from 0 to 100,000 vehicles and “overtake on the curve” in the EV market. By targeting “trendy tech” users, the project implemented initiatives such as separating sales from experience and launching the ZEEKR Power charging network, positioning ZEEKR as a co-creative, tech-trendy mobility brand

China Bridge collaborated with Haier to redesign the ideal customer journey through service design, shifting from a B2B to a B2B2C service model under the dealership model. The project redefined six store types and enabled centralized warehousing and distribution through a digital middle-office system, empowering thousands of dealers. Continued breakthroughs in store coverage, multi-brand matrix, and digitalization have driven comprehensive upgrades in service model, experience, and efficiency

China Bridge and Poly Property revamped the “Oriental Courtesy” premium service system, targeting HNWIs’ shift from living experience to asset preservation. They introduced a “constant, uninterrupted, cross-generational” service philosophy and the “Iceberg” model for nationwide replication, launching at the 2024 Global Ultra-Luxury Lifestyle Service Design Summit and establishing the Poly Oriental Courtesy Premium Service Academy

China Bridge rejuvenated Garden Hotel Suzhou’s brand through service design, helping it achieve full occupancy for 7 of the 8 days during the 2024 Spring Festival, with room revenue up 24.13% year-on-year and F&B revenue up 28.51%. By identifying the core needs of “spiritual Suzhou residents” and “family vacationers,” the project introduced experiences such as “Garden Hotel Twelve Hours” and “Suzhou Learning Journey,” embedding the Jiangnan lifestyle into its products and services

China Bridge provided Yunzhangfang with "training-integrated-with-projects" service design training, helping its team achieve three key transformations: a Perspective Shift from business-centric to user-centric, a mindset shift from selling software to empowering customers, and a Co-Creation shift from functional teams to collaborative teams. The team applied the approach to daily work, iterating on co-created solutions to improve delivery experience and long-term customer value

China Bridge led HUALUXE Hotels and Resorts through a "Chinese Aesthetics Lifestyle" service experience upgrade, transforming Chinese-style cultural symbols into a systematic aesthetic service system. Positioning the brand as a "Cultural Aesthetic Guide", the project integrated Chinese aesthetics into its service style and used a "Brand House" framework to connect guest experience with back-end operations, implementing signature touchpoints such as welcome rituals, room ceremonies, helping the brand maintain its lead in the high-end hotel sector

China Bridge introduced a user-centered methodology for Cai Lan Dim Sum, completing a brand experience upgrade by diagnosing experience pain points through store visits and focus group interviews, identifying “relaxation” as the emotional core, and implementing a service experience system centered on “natural, unrestrained, and cultural” values, helping the brand transform popularity into retention

China Bridge partnered with Cushman & Wakefield Vanke Service to deliver FM service innovation for leading internet clients, generating 200+ innovative ideas, 20+ refined concepts, and 6+ prototypes, validated by the client and expected to roll out within six months. Using a dual-track design approach, the project mapped 26 work and life scenarios and applied Gen Z's "rational and empathetic" traits to transform FM from Facility Management into perceivable Feeling Moments

China Bridge helped ZEISS Vision Care shift from product-centric to service-centric thinking through a Service Design Capability Building Program. Combining leadership training, dual certification, and dealer engagement, the program strengthened service design capabilities and brought “Great Service, Made by ZEISS” to life

China Bridge completed a premium mobility service design for StarRides, helping it move from "meticulous attention to detail" to "appropriately tailored" service and redefining the premium travel experience. Through user insights and co-creation, the project produced a repository of opportunities, pioneered the "One Price + Rounding Off" pricing system and 13 rigorously curated service processes, and delivered a Service Design Innovation Guidebook and innovation framework, enabling StarRides to build independent innovation capabilities

China Bridge designed a premium service experience for OPPO, uncovering the end-to-end customer journey through in-home interviews. The team developed three premium customer personas—Exclusivity, Care, and Smart Delight—and co-created service concepts with OPPO’s cross-functional teams to shape a cohesive premium service experience

CBi China Bridge designed OMRON’s transition from selling products to delivering services for its MMC Health Convenience Store project. Through co-creation, the project aligned stakeholders on a strategic vision, developed a phased roadmap for chronic disease management, and defined target user personas. These efforts earned the MMC Health Convenience Store a place on the 2022 Fortune China Best Design List

China Bridge helped New Life Group complete its B2B2C service design transformation, shifting focus from “what the hospital wants” to “what the patient needs.” Through co-creation, the project restructured four care product lines, defined “Warmth and Professionalism” as the core value and “Caregivers” as a new professional title, incubated the sub-brand “Ai Hu Ning,” which successfully secured a contract with the First Affiliated Hospital of Guangxi Medical University and was officially launched

China Bridge designed a premium property service system for Jinmao Services. By identifying the characteristics of four types of high-end users and shifting services from process-driven to emotional connection, the project implemented service systems including Secret Garden, Four Seasons Museum, Four-Color Concierge, and 4S Home Services, supporting the upgrade of its premium property services

China Bridge delivered its Service Design Excellence Camp to United Family Healthcare (UFH), cultivating “bridge professionals” in service design. Using the CBI model and a Service Excellence Micro-Innovation Competition, the program embedded service design within the healthcare organization. 57 cross-departmental executives achieved a 100% completion rate, producing micro-innovations such as the Coffee Cup Innovation, customized health check-ups led by family doctors, and digital enhancements to improve outpatient efficiency

China Bridge partnered with SNOW51 to provide brand experience and user insight services. Through user research, experience diagnosis, and redesigning the "Opening Lesson," the project produced 20+ innovative opportunities and reshaped the ideal customer journey, helping SNOW51 maintain its innovation leadership during rapid expansion and transform potential energy into kinetic energy

China Bridge provided a year-long guided co-creation program for Seazen Group's senior care brand, Xinyi Hui, supporting its 0-to-1 transition from selling properties to selling services. The program unified "customer-centricity" as a shared organizational language, shifted service innovation from top-down passive execution to bottom-up proactive creativity, and established cross-functional collaboration mechanisms, achieving simultaneous transformation of both business model and organizational capability

China Bridge helped Simple Love Yogurt shift from selling products to selling experiences through a “learn-and-do” service design program. The program guided its cross-departmental mid-to-senior managers through co-creation across three modules: Customer Insights, Brand Value, and Internal Processes. It produced at least five immediately actionable concepts, integrating user needs and brand emotional experience into its products and services

China Bridge worked with Weltmeister on the RoboTrial Autonomous Showroom Project. Using service design methodology, the cross-functional team transformed smart cars into "moving showrooms" capable of independently interacting with users, exploring a new AI-driven autonomous car sales model. In a commercial district prototype experiment, the project engaged 8,638 users, achieving a 56% lead capture rate and a 21% conversion rate

China Bridge completed a brand experience upgrade for Tan Yu, identifying "release" as the core experience keyword through user research, producing service highlights, and launching LAB stores with an NPS of 67.67%, about 40% higher than a 2018 Shenzhen Consumer Council survey. The project reshaped the brand experience around six key moments and 18 critical touchpoints in the user journey. Tan Yu's LAB stores in Guangzhou and Shenzhen ranked #1 for Sichuan cuisine on Dianping

China Bridge provided service design co-creation for Alor Valley Resort, from top-level strategy to on-the-ground implementation, helping transform a traditional guesthouse into a tourism destination with a soul. Centered on “impromptu,” the project built five strategic concepts — good wish, impromptu, handcrafted, food, and living — along with a Strategic Service Blueprint, and convened cross-border resources to co-create more than 100 actionable concepts

China Bridge provided brand upgrade and design strategy implementation for Johnson & Johnson Dabao, bridging teams across New York, Beijing, and Shanghai. The project helped Dabao establish a customer-oriented design process, streamlined its portfolio from over 180 products down to 32 SKUs, refreshed its visual brand identity, and launched 10 new SKUs to reach the mid-end market

China Bridge helped Grandblue Environmental shift from being met with “NIMBY” resistance to becoming known as a “good neighbor” in China. Through internal cultural change, the project drove bottom-up innovation and incubated an environmental-themed park (dubbed an “environmental-themed Disneyland” by Chinese media) and dozens of new ideas, supporting Grandblue’s transformation into a leading integrated environmental service provider

China Bridge was invited by Lenovo to conduct product form research and design for the YOGA notebook under the theme of "usage-on-the-go." Through its Discover-Develop-Design process and research with 8 groups of pro-users, the project proposed the "Business Crossover" concept, which was ultimately materialized as the Lenovo IdeaPad Yoga. The product debuted at CES 2012, winning the "Best Ultrabook Award" and 11 industry media awards