Design research is an integrated process where the client and research team work together closely. Design thinking brings a new mode to traditional market research methodology and which can lead to better marketing innovations and solutions. How to apply design thinking elements in the process of creating meaningful service experiences among the different customer touch points, how these touch points are constantly changing in the China landscape, and what brands should be doing in order to innovate and maintain a competitive advantage is addressed in this paper.
This paper explains how to apply design thinking elements in the process of creating meaningful service experience among the different customer touch points. How these different touch points are constantly changing in the China landscape, why these changes happen, and what brands should be doing in order to innovate and maintain a competitive advantage will be addressed. The benefits of the process of discovery that design thinking research provides and the key advantage of thinking by doing in china context is highlighted.