Hi,
I’m Xiaoxue.
I design services that work for people, and strategies that work for the organisations delivering them.
My approach.
A decade ago, people asked: “What is service design?” Now the whole industry is asking a harder version: as AI reshapes how organisations operate, what does service design actually offer?
I find the uncertainty more interesting than the confident predictions. But one thing sits clear: service design has always worked at the place where strategy meets delivery, where what organisations intend collides with how things actually run. AI transformation is exposing exactly that gap at scale — organisations that deploy agents into workflows they never fully understood are finding out the hard way. The discipline that knows how to surface what isn’t written down, bridge functions that don’t naturally talk to each other, and rebuild systems around the people inside them; that work is more urgent now, not less.
That’s the lens I bring into every project, and where service design’s true value sits.
Design begins with inquiry. People are complex, and service systems can be intricate. I assist clients in exploring, analysing, and understanding human behavior with its context. I carefully select and blend the most appropriate research methods that lead us to actionable insights.
A vision without a strategy is wishful thinking. I guide clients in pinpointing the intersection of experiential opportunities and business ambitions. I believe design actions should demonstrate a measurable business result, and that improvement of experiences should yield tangible impact.
Digital & AI transformation emerges as a facet of broader business evolution. I partner with businesses to define the actions required to accommodate and sustain changes. This might range from identifying new operational models that foster business agility to customising tools and frameworks for heightened team efficiency.
Developing CX capabilities isn't about converting everyone into a designer. Rather, it's about infusing user-centricity and systematic thinking into a company's decision making mechanism. I collaborate with teams to reveal the value of a user-centered approach in their roles. By providing teams with hands-on tools and embedded steps, I aim to elevate their service literacy and strengthen the overall CX confidence across the business.
Sustainability, inclusivity, AI ethics — these aren't just buzzwords; they represent the inevitable future. They're about elevating the designer's role and value, and harnessing the true potential of our offerings. I engage with these topics mindfully in every project.
Selected clients
Service designer & strategist