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Service Design (MA)

Xinyu Gao

Xinyu Gao (高心雨) is a passionate and perceptive service experience designer, devoted to social innovation and improving the plight of the underprivileged. Her sensitivity to human emotions gives her a strong sense of empathy and subtle insight into users, and she is adept at profiling user psychology and behaviour to uncover deep-seated needs. She believes that good service design can precisely solve users' needs and help them create the value they expect, which is the value of service design.

Degree Details

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

RCA Kensington, Stevens Building, Second and third floors

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With a background in UX design and service design, I have developed a solid foundation in design and human-centred design thinking, and I am able to shift between roles and look at problems from different user perspectives. Through communication, collaboration and co-creation with a large number of people from different fields, I have become aware of the diversity of society and the multi-faceted nature of thinking.

In the Global Service Jam in Shenzhen, I tried to make a service design plan to alleviate feminine workplace issues with my team. had discussions, found out the problems, and finally proposed a service flow to identify women-friendly companies within 48 hours. This engagement enabled me to understand that service design is teamwork and see its great social value. From another perspective, my aim at improving people 's life experience through service design became more determined and clearer.

During my time at the Royal College of Art, I have had the opportunity to practice and improve myself in social service innovation, sustainable design and teamwork. I was lucky enough to work with the Accenture Group on the Boatrace project, where we produced a recognised design solution through two rounds of prototype testing and user analysis. In the Grand Challenge, I worked with three other design students to explore a scheme for the regression of the coastline for morecambe bay, which was placed in the top 12 (out of 96 groups) and exhibited at the Battersea campus.

My IRP is dedicated to addressing the social plight of women in China. Starting from the two social phenomena of motherhood punishment and fatherhood absence, it delves into the causes and logic behind their formation, sorts out the various stakeholders and intricate social relationships, and attempts to explore the division of labour and operational logic of childcare that is suitable for China's current society.

Initial researc
System map
System map
System map
Story telling
How might we
Quantitive analysis
Service Blueprint