User-Oriented Service Design and Innovation

From the definition and essential factors of service design, this paper analyzes the relationship of people, scene, process and touch point in service section, and points out that the users of service are the final aim of design with characters of notion changes, culture differences and individual diversity, and the basis of service innovation, for the real understanding of the users will raise new design opportunities. Furthermore, through the analyses on service design cases, it puts forward that corresponding to the features of service design on system, process, and experience, system innovation which innovates elements, structure, and function based on systematic thinking, process innovation which links the various touch points together dynamically and flexibly, and touch point innovation which emphasizes experience and interaction are the cut-in points of service innovation. It will provide new thinking for designers to do service innovation, for service system, process and touch point form a thinking approach from system to line, then from line to point which can produce an integrated solution.