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Service Design (MA)

Li Ma

This is a service design project that explores how to build health management support in intergenerational families.

Hi, I'm Li Ma.

I'm a thinker and practitioner who combines sensibility and rationality. I am passionate about using systemic design thinking and interdisciplinary approaches to explore real-world problems and possibilities.

My background is in product design, and I graduated from the Sichuan Fine Arts Institute in China. With over two years of experience in strategic design work, I have been involved in brand experience design and social innovation design projects in different industries.

My studies and practice at RCA allowed me to refine my design value system and literacy. I have come to realise the importance of critically examining the 'power' of designers, especially in service design, a field of study that explores complex issues such as value delivery and behaviour change - it is only by thinking about "what we can't do" that we can make things possible for the real world and drive change.

Degree Details

School of DesignService Design (MA)RCA2023 at Battersea and Kensington

RCA Kensington, Stevens Building, Second and third floors

Hi, this is my photo, which my friend took for me when I was travelling last winter.

Become or build bridges.

Play a greater value.

Rather than being defined as a certain type of designer.


I'm passionate about exploring "Relationships" in design languages.

In my opinion, service design is the systematic reconstruction or creation of 'communication'" between individuals and society, behaviour and thought to achieve social or commercial value.

The role of service design is like an individual in society. It cannot exist alone. It requires humility and inclusion to learn and draw on the knowledge and strengths of different fields.

This is the project cover, with three generations of family members sitting together, creating a warm and joyful atmosphere.
We aspire to transition from a hospital-centric model of disease treatment to a family-centric approach to health management
The analysis explores the reasons and influences behind people's lack of proactive health management awareness and behaviors.
The analysis examines the impact of the family on individual health and the advantageous role it plays.
We have chosen young adults aged 20-30 and middle-aged parents aged 50-60 as the primary research subjects.
We define the issue of health support deficiency caused by intergenerational gaps within families.
We aim to promote intergenerational communication within families to facilitate mutual support for health and personal health.
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Royal College of Art

Registered Office: Royal College of Art,
Kensington Gore, South Kensington,
London SW7 2EU