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Service Design (MA)

Yijing Chen

Yijing Chen is a service designer specialising in user analysis, visual design, illustration and interior design. She hopes to bring a more diverse perspective to solve user pain points and bring a better experience to users.

Educational Background

  • M.A. Service Design
  • B.A. Environmental Design

Project Experience:

  • ReRole - Changing gender-based stereotypes of the division of work and childcare responsibilities in China through service design.
  • The Big issue Food - Food pop up store connected to Gen-Z
  • AriE - The future of digital domestication

With an undergraduate background in environmental design, she has the ability to think more rationally and broadly, allowing her to analyze projects with a diverse perspective. She is passionate about combining space and services to bring about a better service experience for the user. Her comprehensive background allows her to consider both the context and the user to create design solutions that are relevant to people's real needs. She works well with teams and has excellent communication and project management skills.

The "ReRole" project believes that nurturing the next generation is a collective responsibility of all humanity.

Service design is a discipline closely related to real user experiences and processes, particularly in projects with social impact. We find that many phenomena in life are often influenced by multiple factors such as culture and family.

The "ReRole" project believes that nurturing the next generation is a collective responsibility of all humanity. Governments, businesses, families, and society as a whole should each take up their own responsibilities. As the primary unit providing nurturing support, families bear the negative consequences of child-rearing, such as the difficulty in balancing family and career, and the challenges of professional development. Ideally, these negative impacts should be shared among all stakeholders in society. However, the current situation in China is that these negative impacts are solely transferred onto mothers, resulting in physical, psychological, and economic "maternal penalties" that make the situation of women intending to have or already having children even more difficult.

We explore the underlying causes and logic behind these two social phenomena, unraveling the interests of various stakeholders and the complexities of social relationships. We aim to explore a division of labor and parenting logic that is suitable for contemporary Chinese society through service design. We hope to break the stereotypical gender-based division of parenting and work responsibilities in China, reshaping the social roles of parenting.

How can we reduce the pressure on women to give birth and avoid 'maternal punishment'?
We obtained System Map 1.0 by analysing the relationships between government, society, companies and households.
Version 2.0 was then obtained to analyse mainly the influences and relationships between stakeholders.
With vicious circles, we have analysed the user flows of the three main phenomena.
Got the main six persona, working mum, full time mum, working woman, working dad, senior management, HR
Get insights for different stakeholders
Brainstorming and thinking of implementable ideation
How can we reshape men's perceptions of family and parenting responsibilities in order to ease the burden on mothers?
Our father-parenting-centred strategy encourages male parenting.
This includes being able to pass the clothing test and inspire men.