The work aims to interpret the strategic essence of service design from the perspective of economics, so as to help designers better use design thinking to build micro situational experience and plan macro strategies in the process of service design, thus creating higher level of values. Firstly, the scene of urban life described in the classic painting "Riverside Scene at the Qingming Festival" was used to clarify the fact that the service industry had been around for a long time and open up a new perspective to understand the service industry and service design from the dimension of time. Then, the levels of needs and serviceability were analyzed, and the driving force of service innovation and upgrading brought about by their mutual traction was discussed. Finally, combined with the analysis of the concepts of service industry, service design, need level and supply capacity, the strategic essence of service design was interpreted from the aspects of service design content characteristics, overall solution characteristics of service goods and the main role of organizations. The need level and the supply capacity of service providers are mutually pulling, constantly breaking the original balance between supply and demand and promoting the innovation and upgrading of service industry and service design. The essence of service design is the design of organizations and behaviors. Understanding the essence of service design and the role of organizations is essential for design thinking to play an important role in the creation of strategic values, and it may also lead designers to become strategic decision-makers.
Key words
service industry /
service design /
need level /
supply capacity /
strategic essence /
role of organization
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