Innovation Paradigm of Service Brands Driven by Experience Design

SUN Jiawei; ZHENG Gangqiang; CAI Qianxi; YANG Fangyi

doi:10.19554/j.cnki.1001-3563.2025.16.021

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (16) : 253-265. DOI: 10.19554/j.cnki.1001-3563.2025.16.021

Industrial Design

Innovation Paradigm of Service Brands Driven by Experience Design

SUN Jiawei, ZHENG Gangqiang^*, CAI Qianxi, YANG Fangyi

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Abstract

The work aims to explore the paradigm of service brand innovation driven by experiential design, and promote the application and development of the "design-driven innovation" theory in the field of service experience. The theory of design-driven innovation was used to explore the experience design-driven architecture. Through case analysis, the experience innovation element orientation of service brands was summarized, and the experience design-driven service brand innovation paradigm was analyzed from three levels: innovative thinking, innovative mode, and innovative evaluation. An experience design driven architecture supported by the core elements of "user, organization, service, and context" was constructed. The development challenges of service brands in the industry and academia were summarized, and the types of modern service brands and their experiential driving factors were clarified. Four innovation paradigms: user data-driven design differentiation innovation, organizational relationship oriented design collaborative innovation, service touchpoint oriented design integration innovation, and situational value oriented design open innovation were proposed. Experience design drives the innovative development of service brands, which is necessary in today's era. Systematically constructing its innovative paradigm can help expand the value of service brands and achieve sustainable innovation for enterprises.

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experience design / design-driven / service brand / design industrialization / innovation paradigm

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SUN Jiawei, ZHENG Gangqiang, CAI Qianxi, YANG Fangyi. Innovation Paradigm of Service Brands Driven by Experience Design[J]. Packaging Engineering. 2025, 46(16): 253-265 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.021

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