Tencent held the second Service Innovation Conference to implement the concept of "Service-oriented, Technology for Good"

On December 7, the second SICC Service Innovation Conference was held in Shenzhen. The conference was initiated by Tencent's User Research and Experience Design Department (hereinafter referred to as "Tencent CDC"), and in conjunction with strategic partners such as Tongcheng Elong and WeBank, with "cross-border" as the keyword, jointly explored the way of service innovation under the new Internet design.

At the conference, Tencent CDC and BOSS Zhipin jointly released the "White Paper on Emerging Internet Design Talents", which proposed and defined for the first time a new career form born under the wave of industrial Internet - emerging Internet design. The "White Paper" analyzes both the supply and demand sides of the talent market based on recruitment big data, questionnaire survey results and public information, and provides insights into the current demand characteristics of enterprises for design talents in industrial transformation, aiming to promote the sustainable and healthy development of the design talent market and the overall industry.

"Design has evolved from pure business collaboration to driving business innovation and enhancing the value of products and brands. The connotation of design is becoming increasingly rich." Chen Yan, general manager of Tencent's User Research and Experience Design Department, said: "Against this background, we have proposed the concept of emerging Internet design. Tencent CDC hopes to conduct more in-depth exploration and research on the cross-border application of user research and experience design in the Internet, promote the rapid development of emerging Internet design, and help more companies achieve transformation and upgrading."

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(Chen Yan, General Manager of Tencent User Research and Experience Design Department)

Wang Shouzhi, Vice Dean of the School of Creativity and Art at ShanghaiTech University, Wu Wei, Senior Vice President and Director of Docheng International Group, Zhu Zhikang, General Manager of Space Planning and designer of Chengdu Fangsuo Bookstore, one of the "most beautiful bookstores in the world", Tian Chuan, Assistant Vice President of Tongcheng-Elong and CEO of the Vehicle and Ship Business Unit, Wei Jiang, Vice President of Rococo Innovation Design Group and co-founder of Locke Technology, Lü Qihuang, Executive Creative Director of frog Greater China, Ren Xiaoyu, Head of WeBank User Experience Joint Laboratory, and other big names from various industries and fields such as technology, culture, and tourism all appeared at the conference.

(Site of the Second SICC Service Innovation Conference)

"Culture + Technology" Revitalizes Excellent Traditional Culture

Culture and design are closely related. As the first speaker of the summit, Wang Shouzhi, Vice Dean of the School of Creativity and Art of ShanghaiTech University, shared his long-term observations on the global culture and design industry, and discussed the relationship between cultural heritage and the design industry. He said that many of the material and intangible cultural heritages of the Chinese nation are currently in a dilemma of rapid loss. "So far, the cultural heritage has been basically preserved intact. If we don't protect it well, it will be a pity in the future."

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(Wang Shouzhi, Vice Dean of the School of Creativity and Art, ShanghaiTech University)

In his opinion, large Internet companies represented by Tencent have greatly promoted the deep integration of traditional culture and digital creativity through the cooperation of "technology + culture", which has protected cultural heritage to a great extent and made excellent traditional culture burst with sustained vitality. In terms of smart cultural tourism, the "Yunnan Travel with One Mobile Phone" smart tourism platform jointly developed by Tencent and Yunnan Province has also given new vitality to the development of the cultural tourism industry. He expects Tencent to continue to launch new versions of "One Mobile Phone Travel" to show tourists the cultural connotation of Yunnan in a more in-depth way.

Wang Shouzhi proposed that there are three points that require special attention in the integration of the Internet and the cultural tourism industry: first, we must go deep, and further develop in-depth tourism culture on the basis of the current strategy; second, we must not only expand it, but also develop medium and small projects, restore the original appearance of the culture according to the theme, sink and create cultural models; finally, we must truly return to the original intention of service innovation and truly restore the level of national customs.

Service innovation promotes the integrated development of emerging Internet industries

The widespread application of digital technology has brought about profound changes in the entire industry and even society. According to Chen Yan, Tencent has been committed to the innovation of "technology + culture", and Tencent CDC has actively participated in it, helping to preserve intangible cultural heritage and achieve industrial upgrading through the power of design, so that more public welfare, craftsmanship and traditional culture can be passed on.

In recent years, Tencent has joined hands with partners to launch a series of cultural tourism projects, including "Digital Great Wall", "Digital Forbidden City", "Dunhuang Digital Patron", "Travel Yunnan with a Mobile Phone", etc. In cooperation with Yunnan Province, Tencent launched "Travel Yunnan with a Mobile Phone", assisted in improving local tourism online services, and released the country's first provincial IP image "Yunnan Cloud", promoting Yunnan tourism to the hearts of the people.

Chen Yan said that the cultural and tourism industry is a touchstone for Tencent as a connector. Tencent, with its user research and design thinking and Internet product thinking, has a data perspective and technical capabilities, and is constantly colliding and integrating with the industry experience of cultural and creative practitioners, and working together to innovate. From front-end applications that provide a wonderful experience to robust back-end services, from powerful and intelligent data capabilities to more considerate and sophisticated operations, from upgrading service experience to building a better business environment, Tencent plays a role in connecting all parties to participate deeply.

In fact, paying attention to user experience is not just a topic exclusive to the cultural and tourism industry.

As one of the first private banks and Internet banks in China, WeBank has created a new operating model that places more emphasis on user experience. Ren Xiaoyu, head of WeBank's User Experience Joint Laboratory, said that "experience" is the keyword of Internet banking. WeBank takes users as the starting point for decision-making, and with its advantages in experience and technology, it connects industries and scenarios with its left hand and financial institutions, capital, risk-taking capacity and products with its right hand, providing financial services for small and micro enterprises and individuals.

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(Ren Xiaoyu, Head of WeBank User Experience Joint Laboratory)

In the field of travel, which is closely related to people's daily lives, Tongcheng-Elong, as an innovator and leader in the online travel industry, reaches users' travel scenarios through one-stop smart travel, connects various nodes in the user's travel process, and creates a convenient smart travel ecosystem. Tian Chuan, assistant vice president of Tongcheng-Elong and CEO of the vehicle and ship business unit, introduced that ITA (Intelligent Travel Butler), which makes people's travel smarter, represents the development direction of the travel industry. In this regard, Tongcheng-Elong continues to increase ITA, deeply understands users' travel preferences through big data and artificial intelligence, and tailors travel solutions for each user to upgrade the public travel experience.

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(Tian Chuan, Assistant Vice President of Tongcheng-Elong and CEO of the Vehicle and Ship Division)

Service innovation breaks the "Internet +" barriers of traditional industries

Cross-border cooperation is not only a challenge that the emerging Internet industry needs to face, but traditional industries also need to break down the barriers between them and the Internet and use service innovation to enhance the value of products and brands.

As a labor-intensive enterprise, the hotel industry has been constrained by a series of problems in recent years, such as the sharp rise in labor costs and high mobility of service personnel. Wu Wei, senior vice president and director of Dongcheng International Group, a dark horse in the hotel industry, revealed that Dongcheng International has launched a series of digital and intelligent platforms, including cloud hotels, cloud flash stays, voice butlers, Zhicheng platform, and Boton Zhihui, which have greatly improved hotel operating efficiency, reduced hotel operating costs, and created an intelligent home environment and a new five-sense experience.

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(Wu Wei, Director and Senior Vice President of Dosent International Group)

Zhu Zhikang, general manager of Zhu Space Planning, started from one of the most beautiful bookstores in the world - Chengdu Fangsuo Bookstore, and introduced his design secrets: service innovation should start with discovery, insight into and meet the real needs of users, and then create expectations for users and transform them into commercial value.

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(Zhu Zhikang, General Manager of Space Planning and Designer of Chengdu Fangsuo Bookstore, one of the most beautiful bookstores in the world)

Service innovation uses cross-border core to expand design vision

The core of service innovation lies in cross-border. At the second SICC Service Innovation Conference, Wei Jiang, vice president of Rococo Innovation Design Group and co-founder of Locke Technology, introduced several experiences of service innovation. He said that Locke's commercial services must explore the direction of technology and services, and future commercial services will also move towards user segmentation and extreme precision, with in-depth insights into the needs of brands, services, and experiences for design. Service design requires a philosophical perspective, a balance between returning to the essence and commercial services, and must be integrated with other disciplines to enhance and create brand value for the company. Locke hopes to continue to explore user-involved design methods in future commercial services to allow products to better enter people's lives.

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(Wei Jiang, Vice President of Rococo Innovation Design Group and Co-founder of Rococo Technology)

Lv Qihuang, Executive Creative Director of frog Greater China, also said at the meeting that design teams need to have different disciplinary perspectives and experience and expand their research capabilities to different fields to meet the challenges of cross-border Internet. In addition, designers must understand the nature of demand and grasp real-time trends to ensure that the design can bring value to users and enterprises, so that ideas can finally be implemented.

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(Lv Qihuang, Executive Creative Director of frog Greater China)

Adhere to corporate culture values ​​and activate service innovation

In addition to sharing from academic and industry leaders, in the "CDC TALK" session of this SICC Service Innovation Conference, six experts from Tencent CDC's design, user research, brand, development and other positions also brought first-hand practical sharing of Tencent CDC's implementation of "service-oriented, technology for good" in the cross-border Internet.

(Six designers who took the stage at “CDC TALK”)

Fonts play a unique and important role in the establishment and dissemination of brand image. Guo Tehong, head of brand design at Tencent Group, is the designer of the "Tencent font". He said that using brand fonts that match the temperament can accurately convey the brand image. Tencent CDC is committed to practicing the love of fonts and design with the spirit of craftsmanship. Xia Meng, head of Tencent's research cloud design, proposed that the significance of ecological construction is to make each achievement no longer a separate value individual, but a life form that can self-evolve and coexist in this environment. The establishment of platform construction and collaborative mechanisms will create the possibility of "1+1>2" for designers' existing work. Tencent senior engineer Zhu Hui demonstrated a series of unexpected "cross-border practices" on site, such as using design ideas to solve the problem of measuring the greening area in geography and using development thinking to solve the problem of design version management. He said that many problems do not necessarily require a rich professional background to solve. Trying to jump out of professional thinking and look at the problem from a different angle may be simpler.

"Front-end development is the first scene of user experience." Zheng Huanyi from CDC Mozi Studio said that front-end development is an unlimited responsibility for the product and needs to be responsible for any experience problems at all times. To engage in design front-end development work, you also need to pursue the ultimate in technology and services, and you need to exhaust your efforts for every convenience of users. Duan Yixing, head of Tencent's government service research, told the story of going deep into the countryside in the "Digital Guangdong" project, and made rural research closer to reality through integration, empathy and respect. Ou Long, a design expert in Tencent's cultural and tourism industry, said that as a member of Tencent, CDC has always used the role of "design" to practice the goal of "being good". The essence of design is to solve problems-focus on users, through user research, dig out real user demands, provide design solutions that cover most people, and take into account vulnerable groups, and truly solve problems. This is design for good.

Service innovation adheres to the principle of "user-oriented, technology for good"

On November 11 this year, Tencent officially announced its new mission and vision of "User-centric, Technology for Good". Ma Huateng, Chairman and CEO of Tencent, said that the company will focus on user value, unswervingly improve its technological capabilities, provide users with better products and services, and continuously improve people's production efficiency and quality of life. At the same time, it will promote technological innovation and cultural heritage, help upgrade all industries, and promote the sustainable development of society.

How to provide users with a better life experience? Tencent CDC deeply thinks about and practices design, experience, products, operations, market brands, investment strategies, Internet ecological industries, social industries and research tool platforms, etc., to promote the connection between Internet experience design and traditional industries, realize unlimited interconnection in various vertical fields, and inject new energy into the development of industrial Internet.

In the new era of industrial Internet, service innovation will bring broader imagination space to all walks of life. Service innovation is a means, and the ultimate goal is to use technology for good and create value for users.