Service design is a relatively young discipline, dating back to the late 1990s, and even more so in Asia, where it began emerging around 2008-2009. As an emerging field that is drawing more and more interest, service design is not fully understood by both private and public institutions.

2. Social Innovation Powered
By Service Design
Presenter: Gabriele Tempesta

3. Social Innovation Powered
By Service Design
Presenter: Gabriele Tempesta
Product Design for

4. Contents
A. Introduction
B. Main Case Study
C. Additional Cases
D. Conclusions

5. Introduction
A bit about us

6. Who We Are
YANG DESIGN is a forward thinking Chinese design consulting firm. It is the very first Chinese winner of the top 4
international awards - Red Dot, iF, G-Mark and IDEA - and has won more than 80 design awards since its founding. It features
several facilities, such as YANG DESIGN STRATEGY INSTITUTE, CMF INNOVATION LAB, USER STUDY & SERVICE DESIGN
LAB, YZ Brand strategy consultancy, Industrial Design Museum and Neo Handicraft Study Institute. YANG DESIGN is
headquartered in Shanghai, with branches in Switzerland and Suzhou as well.

7. Our Clients
YANG DESIGN has been working on industries including smart home, consumer electronics, transportation, FMCG,
education, finance and real estate industry. YANG DESIGN has helped renowned brands in China and abroad to increase
business value and social impact, including Greenpeace, One Foundation, Boeing, Audi, GM, Siemens, ABB, Samsung,
Philips, Swatch, DuPont, Herman Miller, Schneider, Hitachi, Infiniti, Lenovo, Haier, Huawei, Vanke, SOHO.
地产
Real Estate
家居, 厨卫
及照明
Homeware, Lighting
交通⼯工具
Autos, Transportation
家电, 设备及
消费电⼦子
Consumer Electronics
快消, 时尚及
运动休闲
FMCG, Sports & Fashion
公益组织及公共机构
NGO and community
Organization

8. Our Vision
We are committed to craft a perfect user experience in everything we design, by following 5 principles of good design from
Dieter Zimmer, Jamy Yang’s mentor and member of the jury of Red Dot Design Award.

9. What we do
YANG DESIGN provides user experience-centered design consulting service of brand strategy, digital marketing, design
strategy, industrial design, interaction design, and public service design.
UX-Centered
Brand Strategy
Digital
Marketing
Design
Strategy
Industrial
Design
Interaction
Design
Public Service
Design

10. 2010 | Red-dot Design Award
South Ningbo CBD Public Facility System Service Design
YANG DESIGN developed a complete public facility system for the CBD business area in Ningbo. This design was developed
with attention to its lifecycle and the various stakeholders involved in the process. For instance the modularity allows to adapt
the design to different spaces, facilitate maintenance, and create different configurations.

11. YANGDESIGN通过分析⽤用户群体园区接触点体验，
对园区交通路线、导向系统点位总结
⽆无⼈人电轨⻋车路线覆盖范围
2013 - Present
Vanke Smart Office Park Service Design
Officially started as a signage project for Vanke Smart Office Park, YANG DESIGN provided also a strategy report that
analyzed people interaction with the space and existing services. The report included recommendations and guidelines for
deploying smart technology (smart signage, e-mobility etc.) to improve the overall experience of the business park.

12. 2011 - Present
Boeing Airplane Interior Service Design
As the only Chinese design consultancy working for Boeing since 2011, YANG DESIGN has conducted several studies on
Chinese consumer insight, user experience, trends and brand identity. In 2014 we have developed innovative interior design
concepts to rethink the flight experience. The projects have been very well received by the American headquarters.

13. 2014
Haier Smart Life Service Design
Haier, the largest Chinese home appliance company, entered the smart home market with the U+ Platform but they needed to
get more people to join it and struggled to imagine the evolution of the system. YANG DESIGN conducted extensive user
studies and delivered a strategy report containing scenarios and storyboards detailing the platform use. In addition YANG
DESIGN developed a booklet to explain in a simple way how the platform works and what are the benefits for customers who
own at least one appliance, encouraging them to complement them with more.

14. Main Case Study
Disaster Relief Tent

15. Introduction

16. ⻄西南地区
southwest
降⽔水增加，季节性干旱频发
；地质结构复杂导致地质灾
难较多
东北地区
northeast
显著变暖，极端⾼高温频繁
东南地区
southeast
台⻛风咸潮灾害加重
⻄西北地区
northwest
⽓气候变暖、冰川退后；地质
结构复杂导致地质灾难较多
华中地区
central
上游降⽔水减少，干旱加重；中下游
降⽔水增多，洪涝频繁，伴有⼭山体滑
坡。
环渤海地区
Bohai rim
⻛风暴潮灾害加重
1⽉月 2⽉月 3⽉月 4⽉月 5⽉月 6⽉月 7⽉月 8⽉月 9⽉月 10⽉月 11⽉月 12⽉月
台⻛风 typhoon
泥⽯石流 Debris flow disaster
⽕火灾 Fire⽕火灾 Fire
旱、涝灾害 Drought, waterlogging disaster
冰冻／暴雪灾害 Frozen / Blizzard
disaster
⻛风雹灾害 Wind and hail
Background: Earthquakes
Sichuan, Gansu and Yunnan are some of the most disaster-stricken provinces in China, especially known for earthquakes.

17. Background: The Tents
In the aftermath of an earthquake the victims, still affected by the tragedy, are forced to live in disaster relief tents for up to 3
years under harsh conditions until their new houses are built. These tents are often based on military tents.

18. The Client: 壹基金 “One Foundation”
One foundation, the first private charitable fundraising organization in China, set up this project to design a disaster relief tent
that provides a better living experience, while expressing One Foundation brand identity.
Disaster Relief Children Welfare Public Welfare Training
Better Expression of Brand
Better Tent Living Experience

19. Framing The Problem
It started as a pretty straight forward product design project: the design team was supposed to take a field trip to Ya'an,
which is one of the areas hit by the Lushan earthquake in 2013, study the issues of the existing tents and design a better one.
Victims
Improved living experience and comfort
Designers
One Foundation
Increased media and brand identity exposure

20. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with

21. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with

22. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with

23. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with

24. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with
Observe carefully
and ask

25. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with
Deeply understand
people / Empathize
Observe carefully
and ask

26. Practical Issues
Example: adding extra rain
protection to the roof
Deeper Needs
Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders
Example: camp managers also
had issues with existing tents
Complexity
During the field trip, the design team was faced with 3 layers of complexity to deal with
Deeply understand
people / Empathize
Adopt a larger
perspective
Observe carefully
and ask

27. Re-Framing The Problem
To design a better tent, the designers realized that they had on the one hand learn to empathize with the users,
understanding deeply their needs and emotions, and on the other hand they had to enlarge their perspective looking at the
whole lifecycle of the tent, and all the different stakeholders involved.
Donation
Setup
Usage
Removal
Production
Delivery
Clean-up
News Report
Disposal
Local Government
Easier camp management
Manufacturers
Easier and cost effective production
(less parts and use of standard components)
Donors
One Foundation
Increased media and brand identity exposure
Volunteers
Easier camp setup and maintenance
Media
Victims
Improved living experience and comfort
Designers

28. Methodologies

29. 品牌拥有者: 壹
基⾦金
Brand owner: ONE
FOUNDATION
使⽤用者：
普通灾民
弱势群体
Users: victims,
vulnerable
group
管理者: 地⽅方
政府
Managers: local
government and
volunteers
公众/捐款⼈人
The Public / Donors
传播者: 媒体
Media
⽣生产商
Manufacturer
便于⽣生产
Ease of production
提⾼高可⽤用性和附加值
Usability and other
added values
引发关注报道
Public
attention
最⼤大化品牌传
播 引⼊入善款
Better brand
promotion
打造⼝口碑
Reputation
便于管理维护
Easier
management &
maintenance
Stakeholder Map
The stakeholder map allowed us to take into account the needs of all the major stakeholders involved
设计师
Designers

30. Managers:
“Lack of signage or info about
who lives where. Tents look all the
same and it doesn’t make
managing the camp any easier”
Stakeholder Map
The stakeholder map allowed us to take into account the needs of all the major stakeholders involved

31. 60岁
组织村民活动的
⼤大爷
•适应⼒力强
•⾃自搭简易三⾓角棚
•性格顽强
60s
Organizer of village activities
Adaptable
Good application
hardy
50岁
想与家⼈人同住的
张阿姨
•⾃自救能⼒力较弱
•需要被提供住所
•容易感到慌张
50s
Family mother
wants to live with her family
Less adaptable
Easy to be panicked
40岁
外出打⼯工
男⼦子
•适应⼒力⼀一般
•由晚辈照顾
40s
Migrant workers
Middle adaptable capability
Be taken care by junior
30岁
投⾝身于公益的
郭⼤大哥
•应急能⼒力强
•使⽤用时⻓长较短
•责任⼼心强
30s
Public Service Volunteer
Emergency ability
Less time living in the tent
A strong sense of responsibility
Personas
Personas were created before the field trip as a way to better prepare the interviews and organize information

32. Contextual Interviews
All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims:
“The airflow is terrible but if we open
the windows we lose all the heat in
the cold months. And the blue color of
the tent makes feel even colder!”

33. Earthquake Victims:
“There is nothing to hang stuff or
put stuff on the walls, so we have
to improvise everything, from
managing the cables to hanging
the clothes or our bags”
Contextual Interviews
All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims:
“There is nothing to hang stuff or
put stuff on the walls, so we have
to improvise everything, from
managing the cables to hanging
the clothes or our bags”

34. Contextual Interviews
All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues

35. A Day In Life / User Journey
The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“In the morning we wake up with this
weird blue light. It’s quite
uncomfortable and we prefer to spend
most of the time outside the tent”

36. A Day In Life / User Journey
The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“In my tent I was living for several
months with a complete stranger and it
was very embarrassing for both of us
because we didn’t have our own private
space. We ended up sacrificing some of
our bed sheets to separate the space”

37. A Day In Life / User Journey
The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“We lost everything. If we are lucky all we have
left is family and maybe some of our neighbours.
We really want to feel closer to them, create a
space to share together. That’s why we make
these connections to different tents”

38. A Day In Life / User Journey
The design team also constructed user journeys based on “A Day In Life” style interviews

39. Co-creation
The design team conducted several co-creation sessions with volunteers, victims and government staff

40. Design Process

41. Methodology Insights / Needs Design Solutions
Stakeholder
Map
Lack of signage / info about people living in the tent
Tents all look the same / Easy to make mistakes
Complex assembly / unclear instruction
Need to express Brand Identity unobtrusively
Support for whiteboards
Possibility of different tent configurations
Improved booklet and color-coded parts
Better color and logo enlargement
✓
+
+
Contextual
Interviews
Poor airflow and high moisture
Frequent loss of equipment while assembly
Too many different types of parts and fabrics
Water leaking issues during rainy days
Airflow VS warmth trade off
No built-in storage
Poor fabric durability
Blue color conveying a feeling of coldness
Choice of better textile
Reduced number of parts / Inclusion of spare parts
Reduction of parts to 2-3 types
Inclusion of a floor carpet
Extra roof cover to retain heat
Support for textile pockets
Choice of better type of fabric
Use of warmer and more relaxing green
✓
✓
✓
✓
✓
✓
+
+
A Day In Life /
User Journey
Lack of space / Need to have communal spaces
Impossibility to combine 2 tents
Poor lighting from windows / Eerie blue light
Airflow VS Privacy
No privacy inside the tent
Support for a “Veranda” extension
Creation of parts to connect one tent to each other
Improved lighting through transparent roof parts
Better airflow through special air gaps in the roof
Support for textile room dividers
✓
✓
✓
+
+
Co-Creation
From Insights to Requirements
✔ +

42. Design Guidelines
It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and
equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.

43. Design Guidelines
It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and
equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.

44. Main Design Direction
The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly
emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.

45. 减少临时感，增加稳定感和归属感
Like a real home. Sense of steadiness & belonging.
Main Design Direction
The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly
emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.

46. Definition of the shape

47. Final design

48. Assembly Process
The simplification of the parts allows the new design to be built in 15-25 mins, instead of 45-60 mins of the previous one.

49. Media Clipping
This project has been featured on several prominent social media and design websites in China

50. Additional Cases
One Foundation Water Project

51. One Foundation Water Project

52. Studying User Interaction
Plastic smell (hot water) Uncomfortable Holder Low quality printing
Bottom easy to get dirty Not very stable when empty Opening too big for kids

53. Water Bottle

54. Conclusions
What to take home

55. Service Design Thinking as UX Booster in Product Design
• Service design can be applied to anything, including products
• From service design, we have learnt how to investigate users deeply,
and at the same time how to see the project from a larger perspective

56. Trends and Challenges for Service Design in China
• In China, service-centered medical and financial industries tend to be less developed
than other commercial industries, and they could definitely benefit from service design.
• Mobile internet, the “Lazy Economy”, and O2O are booming. They will create a much
greater need and awareness of (good) service design
• In the west design has a long story of collaboration with NGOs and social innovation
projects, but in China this is still an unexplored territory. In this sense, by collaborating
with us One Foundation is a pioneer of social innovation through design in China

57. 微信公众号：YANG  DESIGN           新浪微博：@YANGDESIGN官方微博              官方网站：  www.yang-design.com Email: info@yang-design.com
Telephone: +86 21-6280 2294 上海市淞兴西路258号，半岛1919创意园10号楼            Building 10,BUND1919,No.258 West Songxing Road,Shanghai.
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