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Service Design (MA)

Xiangjie Li (Olivia)

I am Xiangjie Li (Olivia), a Service/Product designer from China.

I come from a product design background, gaining experience in various domains that intersect with service design, including marketing strategy, branding/product design, and working with a research-driven non-profit design agency. My interests lie in sustainable design, equity-centered design, and integrating innovation with business thinking. I strongly believe that the economy should serve humanity, and as a result, much of my work has been motivated by a vision to foster a more equitable society while adhering to human-centered design principles.


Researcher & Social designer, Marketing, Branding, Packaging Design, Product Design


Central Saint Martins BA (Hons) Product Design

Royal College Of Arts MA Service Design

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Through my studies at the Royal College of Arts, I have solidified my understanding that Service Design is instrumental in breaking down entire systems. It enables internal stakeholders to view the customer's experience as a comprehensive end-to-end journey rather than fragmented touchpoints. By training as a service designer, I can adopt a more strategic mindset to provide practical solutions when undertaking a project. Moreover, from a personal perspective, service design is not restricted to a specific direction; the service thinking process can be applied to any industry.

Moving forward, I aim to leverage my design thinking and avoid prematurely confining myself to a singular path. I firmly believe that every industry and every technology share a common aspect: they serve humanity. Placing humanity as the top priority is inherent to being a designer. We possess the ability to utilize any technology or product to illuminate the essence of humanity.



Neurodiversity is the concept that brain differences are natural variations. Some people’s brains simply work in a different way and that's made up for least 20% of the adult population in the UK. One of the biggest behavioural problems we found is relating to spending money impulsively. 40% of Gen Z are having the impulsive spending and there is 27% of Gen Z who are ADHD. ADHD is a condition that affects people's behaviour. they can seem restless, may have trouble concentrating and may act on impulse.

Problem Statement

Gen Z individuals commonly struggle with impulsive spending. However, individuals with ADHD/ASD are more prone to becoming victims of impulsive behaviour due to their unique cognitive differences, which lead to lower executive function and difficulties in regulating certain abilities, skills, and self-control.

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What is Neurodiversity?

There are a great number of UK are neurodiversed, However it is estimated that around 1 in 7 people (more than 15% of people in the UK) are neurodivergent , meaning that the brain functions, learns and processes information differently. 8% of people in the UK are thought to have ADHD.

By adjusting for the global demographic structure in 2020, the prevalence of persistent adult ADHD was 2.58% and that of symptomatic adult ADHD was 6.76%, translating to 139.84 million and 366.33 million affected adults in 2020 globally.

Globally, it has been estimated that approximately 5% of children and adolescents are affected by ADHD . Compared with childhood ADHD, adult ADHD is relatively neglected in epidemiological studies, largely due to the absence of well-established and validated diagnostic criteria

  • Reference1
  • Reference2: Sobanski E.Psychiatric comorbidity in adults with attention-deficit/hyperactivity disorder (ADHD). Eur Arch Psychiatry Clin Neurosci. 2006;256:i26-31. 10.1007/s00406-006-1004-4 [PubMed] [CrossRef] [Google Scholar]
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Customer Targeting

Based on primary user research and using four fundamental cognitive abilities evaluation criteria, we have classified our users into three main representative personas based on their levels of executive function capacity.

With the launch of FCA's new customer duty act, inclusivity is being greatly recognised in the world of banking, and people have the desire to make changes. Our design strategy is to assign different weights to the three levels of users.

Tigger will be our key user, representing individuals with ADHD/ASD who struggle with impulsive spending. They will be our priority users and the ones who need the most support from the service.

Piglet will be our special user, representing individuals on the neurodivergent spectrum who need support in other user-friendly aspects.

Owl will be our general user, representing all Gen Z individuals who are transitioning out of campus life and seeking to learn how to manage their money wisely in the long run.

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