Product and Service Design

On November 1, 2020, the course "Product and Service Design" at the School of Fine Arts, Tsinghua University officially concluded. This course has 3 credits and belongs to the ability enhancement module of the "Design Thinking and Ability Enhancement" certificate project. It is offered by Professor Fu Zhiyong from the Department of Information Art and Design at the School of Fine Arts, Tsinghua University. It mainly focuses on the application scenarios and demand trends of information technology and new economic forms, exploring potential opportunities and proposing innovative solutions in fields such as smart cities, e-commerce, future learning, health and healthcare, and public services.

This course is based on the core concept of user centeredness, combining design thinking with technological applications and business innovation. By mastering the process of product and service design, students can explore user experience and real needs, master lean development models, build systematic service experience prototypes, and create social and business value. The course will help students from different backgrounds understand service design theory through reading, lectures, discussions, case studies, and practical exercises, and provide practical training through interdisciplinary team projects.

This year's course emphasizes the integration of future thinking into product and service design research, as well as cross-border practice through speculative prototypes. Teacher Fu Zhiyong guides students to establish future thinking and attempts to use futuristic tools to help them reflect on the future vision of products and services. The specific thinking path is to place specific problems in the future world and explore solutions. In shaping the future world, by designing macro patterns such as worldviews and values, products are endowed with special attitudes and qualities.

The course is generally divided into four parts: opportunity recognition, opportunity understanding and story presentation, conceptualization and prototype design, and achievement presentation and demonstration.

In the opportunity identification stage, design future tools such as future triangles, future signs, future archives, CLA, etc. are mainly used to explore opportunities for future product design. In the stage of opportunity understanding and story presentation, design goals were defined using HMW tools, and design possibilities were diverged and design directions were determined using tools such as Tomorrow's Headlines. Conceptualization and prototype stage, product disassembly and reconstruction, creating physical representations of future vision, and creating prototypes, storyboards, and video scripts to construct future stories. The demonstration and presentation of achievements is to allow students to demonstrate the experience and service process provided by the product through experience journey maps, service blueprints, and other means.

Online&offline lectures

Theme: AI Creativity, Cultivating Children Facing the AI Era

Guest: Wu Zhuohao, Vice President of the Artificial Intelligence Engineering Institute of Innovation Factory, and a serial entrepreneur.

Wu Zhuohao entered the field of user experience design and research in 1998 and is an important practitioner and evangelist in the user experience industry, as well as a continuous entrepreneur. He founded the Google China User Experience Team (Google's first user experience team outside the United States) in 2006, the Innovation Factory User Experience Team in 2010, the Design Laboratory INWAY Design in 2012, and the first commercial real estate big data platform in China, Fangcheng Technology, in 2014. In 2016, he co founded and helped the sharing financial platform Platinum Nuo Wealth Management, and in 2017, he returned to Innovation Factory as the VP of AI Engineering Institute, Lead the design of AI products and be responsible for AI Challenger Global AI Challenge and DeeCamp Artificial Intelligence Training Camp.

Theme: Product Video Production

Guest: Yu Bo, Director of Black Bow Art and PhD student in Digital Media Art at Communication University of China.

Yu Bo used to work for Tencent, responsible for the group's brand video communication work, including Tencent's WE conference and documentary "7%". Later, he joined Heigong to participate in the creative planning and dissemination of various cultural and commercial scenes, including the closing performance of the "Beijing 8 Minutes" at the 2018 Pyeongchang Winter Olympics, the Migu Virtual Idol Concert, and the digital cultural relics exhibition "The Time and Space Roaming of Cultural Relics".

AI product experience

The students experienced intelligent products such as AI smart pets and smart speakers, and produced experience reports on a group basis.

Group Co creation: 800 Future Coin Challenge

Based on the concept that "the intelligence needed is the real intelligence", students deconstruct more than 10 dazzling products in groups, and reorganize the deconstructed objects into a future product worth 800 future coins with the theme of "falling in love with the future you". This course revolves around five themes: "Food", "Materials and Processing", "Behavior and Relationships", "New Nature", and "City and Transportation". Each group selects two themes through "Twisting Eggs" and then chooses one to deepen. Present the "Future Wonders" and expected direction in groups, and think about what the desired future is from a social and humanistic perspective. Then the students started building real-life simulators, conceptualizing and prototyping the physical representation of the product's disassembly and reconstruction to create a future vision.

Human expression and perception will become more free, as our connection with nature will continue to expand. Animal biomimetics learn the information transmission methods of animals, adding a sensory amplifier to humans beyond the five senses, better perceiving and conveying emotions, detecting surrounding dangers, and so on. Reshape the harmony, coexistence, and balance between humans and nature in the new type of natural relationship. In the near future, when people living in cities far from nature need to communicate information with others, Animal uses a combination of multiple senses similar to animals to solve the problem of insensitivity to the emotions and external environment of others, achieving the goal of receiving information and expressing emotions more efficiently.

Sleep Marshmallow is a "bed" that can help children sleep, and based on this, it attempts to expand the boundaries of the "bed" as furniture, looking forward to a new landscape of future home furnishings. Based on existing and future materials and technologies, help children fall asleep and achieve a stable and sweet sleep, gently achieving bed separation between children and parents. Provide more caring care for children's sleep through temperature, touch, sound, lighting, and intelligent sleep systems. The specific product features include intelligent temperature control, intelligent voice, intelligent plasticity, and intelligent sleep detection.

In the future, the combination of virtual and physical space will no longer limit physical space, and the way of commemorating and preparing for weddings will be more meaningful. Wedding Tree is divided into entity tree and virtual tree, which control the virtual tree in the system through entity tree. The core of the product is to innovate the wedding preparation workflow, provide personalized new couple memory carriers, and solve how to simplify the preparation process while providing carriers, comprehensively improving the wedding experience. Through the stage where two people are preparing to get married in different places, I hope that through this product, they can have a common goal to work together, accompany each other's growth, and also approach their ideal selves.

In future urban spaces, there are spaces similar to mindfulness rooms and meditation rooms where people can briefly escape and focus on their "id". DayDreamer is an immersive experience product that helps people who are anxious and want to escape in the city to return to their subconscious dreams, immerse themselves in them, and enjoy a brief wandering experience in crowded public environments, tired office spaces, and self meditation moments, in order to solve their problem of being unable to escape reality and immerse themselves in relaxation, and achieve the goal of soul decompression.