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Joyce Liu is Senior Interaction Designer at frog, a global leading design consultancy and innovation strategy firm. Her role and experience lies in the intersection of research and design. Working with a multi-disciplinary team across tech, design and strategy, she has helped clients from different industries to uncover desires and needs with human-centered approach and translate them into a system of compelling products, services and experiences.

As a designer with entrepreneurial spirit, she leads the experience design for frog Venture project in China. Next to her commitment at frog, she is also a committee member of Startup Grind Shanghai where monthly event is organized for sharing, learning and networking.

Prior to joining frog, she worked with startup, corporate and consultancy in China, Sweden, The Netherlands and Germany. She holds a Master's degree in Design for Interaction at Delft University of Technology and a Bachelor's degree of Industrial Design at Tongji University where she also mentors design students.

Event role
Case study speaker

Case study
'Redefining service design in China'

China is a leading market when it comes to service innovation in the retail landscape, being a pioneer in AR-enhanced in-store experiences and hyper-fast digital payments enabled by WeChat. On the other hand, many Chinese organisations have extremely hierarchical cultures that prevent them from embracing approaches to innovation such as co-creation, that are necessary to create people-centered solutions.

BYD – China’s biggest new energy vehicle manufacturer - partnered with frog to redesign the car purchase experience in their full-service store. The project focused on understanding the needs of both customers and the sales staff as well as the whole organizational ecosystem, to co-create a new service model that provides an enhanced car purchase experience and can ultimately help BYD differentiate from the competition.

This case study will cover the challenges that come with introducing co-creation in hierarchical cultures, and applying participatory design in this unique market, the results, as well as the lessons learned.

Saturday, October 6th, 12:30

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