Qijing Huang

Hi, I'm QiJing. I come from Service Design, with a BA in Spanish and Cultural Management, and have worked in 4 cities. With this background, I have been focusing on how to combine social issues with service design methodologies and think of creative solutions from the perspective of the stakeholders involved.

Prior to my postgraduate studies, I have worked for a culture communications company, corporate sustainability consultancy, and NGOs. My first job focused on developing parent-child educational products, including outdoor art courses and innovative educational exhibitions, from which I learned to develop products from 0 to 1 and how to manage various stakeholders. Later on, I worked as a project planner in a consultancy and NGO, learning how to think of the service at a systemic level and to interface with the needs of clients.

The two years at the Royal College of Art were very fulfilling and enjoyable. As well as participating in various courses, workshops and projects, I have won national design competitions for the Outdoor Museum Education Project and the Art for the Elderly Co-creation Project.

In the future, I will be working on designing experiential education services and exploring how service design can contribute value to the sustainable sector.

With rising digital device usage and academic load, children suffer from physical and mental problems. Also, they hardly realize the seriousness of environmental problems. Besides, people are eager to get outside in the post-epidemic period. Based on this background, the nature education industry in China has been able to develop and receive support from different sectors.

However，practitioners fail to seize the opportunity to grow well and encounter the following challenges. Products and customer bases are homogeneous and narrow. Most services happen in the physical scenarios and lack promotion online. Additionally，the industry is unsystematic and learning outcomes are hard to be measured.

In deeper research, We found that the key to solving these challenges is to start by expanding the engagement of families that are in the middle class and enjoy going outdoors. However, they lack access to get information and participation in relevant activities. Also, they feel difficult to perceive the value of nature-based education.

Therefore, our vision is to change the pattern of nature-based education services to cut down the cost and let more people have the ability to access it.

For usability, two rounds of testing were carried out. In the first round, in addition to interviewing four nature-based education institutions, two teenagers were recruited to use a low-fidelity prototype. The aim was to test whether our initial idea was correct and know the contents of the next iteration.

In the second round, four families are recruited to use the printed Wild Hunter toolkit in a park. We did shadowing during the test and conducted interviews at the end. The aim was to know whether parents and children love the little challenges and have the ability to finish them. After the test, parents said " Wild Hunter not only gives children an emotional connection to their surroundings but also allows parents to interact more with them. "

As for the feasibility and viability, we showed the service and business model to stakeholders in a business negotiation way. And the concept was approved by them because it is different from other similar products in the market. The project manager of Wild Friend said "It almost met our expectations. What we want the event is easy to join, more attractive to public, and meaningful."

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Wild Hunter with a theme of nature's treasure hunt is made up of a series of physical toolkit and an online platform which is embedded in ' Wild Friends ' run by Alibaba Foundation. There is a character - Charlie, the treasure hunting team leader, leading the hunt.

Users are asked to accomplish collection challenges that are based on the park's featured species with tweezers, magnifying glasses, and other tools provided by the toolkit. Functions like navigation, species identification on the online platform make exploration more interesting and scientific.

By connecting the touchpoints of the online platform in the toolkit, users can be diverted to the online platform, which meets Ali's need to make the online platform ‘Wild Friends’ more known.

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Based on the whole service, we have designed two mechanisms to keep users engaged in Wild Hunter.

Firstly, after finishing tasks，children upload their collection to the platform. Their collection would be enriched as they explore other parks in different seasons.

And the second one is ranking and reward which increases the competitive and social aspect of the whole service. Children will receive different points depending on the size of the park and the difficulty of the tasks.

Then little hunters will be ranked according to their points, and they will also win tickets and coupons for other parks and related activities.

Directly our service allows families to get access to nature at a low cost and build an emotional connection with spaces nearby.

For our sponsor, Ali baba Foundation，online platform development and brand reputation are what they could gain. Venue provider, our key partner，not only can they respond to policy targets, but they can also enrich their visitor service.

Also, we will bring new business cooperation and potential customers for institutions because the service can increase public engagement and recognition. From a macro perspective, we hope that environment would be loved and cared for.

Additionally, we see the value of service in nature-based education. That is, we turn the product with a single touchpoint into a closed service loop.

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Qijing Huang

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Royal College of Art