A study on optimization design of cosmetics sustainable service system and case-based design on Xie fuchun

With the development of the digital age, the domestic cosmetics industry needs to combine with the needs of users to explore new development paths. This study uses the theory and methods of service design, discusses about the present situation of China time-honored cosmetic brand––Xie Fuchun, through user journey map to find users" pain points and core requirements, thus the design opportunity points were obtained. On this basis, the service blueprint was drawn, the service process of Xie Fuchun was optimized, the "online + offline" service system was built, and the sustainable service system was established, providing effective strategies for Xie Fuchun"s design practice, including online and offline two parts. Online strategies include: 1. increase publicity efforts, 2. AI beauty advisor, 3. facial evaluation report, 4. AR test-cosmetic, 5. establish user profile in customer service management system. And offline strategies mainly include: 1. customer skin test, 2. free trial of cosmetics, 3. participate in cosmetic containers and packaging design, 4. custom Cosmetics Workshop. Based on the strategies above, It has positive practical significance in improving user experience, increasing the stickiness between users and cosmetics brands, and enhancing the sustainable development of domestic cosmetics industry.