How Service Design Revamped 58 Home Service’s Brand Experience

What Is Service Design?

Service design examines the systematic relationships among people, objects, behaviors, environments, and society, centering on users to reorganize resources, improve organizational operations, and boost employee efficiency, ultimately enhancing user experience. It provides a strategic, holistic framework for all touch‑point design.

Five Principles of Service Design

The team adopted five core principles to guide their work.

User‑Centered

Every service aims to solve user problems. The user journey is divided into five stages: selection, introduction, ordering/payment, on‑site service, and after‑sale. Surveys revealed that the on‑site service stage is both critical and low‑scoring, making it the primary focus for improvement.

Efficient Collaboration

The design team comprised members from various business units. By leveraging diverse perspectives, they generated thousands of reports to uncover user awareness and cognition, seeking optimal solutions.

Holistic

Understanding users' emotions at each touch‑point allowed the team to map the experience journey, identify emotional fluctuations, and pinpoint moments that represent genuine user needs.

From Surface to Depth

Three key problems were identified:

Caregivers lacked proper workwear and tools.

Caregivers did not confirm service scope and process.

Caregivers finished tasks prematurely, suggesting insufficient cleaning.

Sustainability

Recognizing that services must evolve with user needs, the team committed to ongoing optimization rather than a one‑time fix.

Solution 1: Redesign Caregiver Equipment

Research on existing uniforms led to new fabric selection, comfort testing, and design of four items: a reflective jacket, a functional backpack, a coordinated T‑shirt, and a practical apron. Each piece incorporates brand colors, reflective strips, detachable hoods, and ergonomic features.

Key highlights include reflective strips (2.4 cm wide), detachable wind‑proof hoods with Velcro and drawstrings, three pockets (two hidden zip pockets and a brand‑styled chest pocket), and prominent 58 Home Service branding.

Solution 2: Clarify Service Process

Four interventions were introduced:

Before service, caregivers photograph their uniform and tool setup.

An in‑app video demonstrates the complete service workflow, enhancing ceremony.

A service‑confirmation card outlines scope and steps for both caregiver and user.

In‑app UI redesign adds color‑coded zones for different tool types, reinforcing orderliness.

Solution 3: Ensure Adequate Service Duration

A timer was added to the on‑site service stage to guarantee sufficient cleaning time and prevent premature task completion.

Conclusion

Service design enabled the team to view the entire service ecosystem holistically, identify critical pain points, and implement tangible improvements that strengthen brand perception, increase user trust, and boost caregiver pride. Continuous iteration remains essential to keep the service aligned with evolving user expectations.