国际服务设计联盟主席Bright Mager女士专访
波吉特·麦格教授：
自1995年在德国科隆应用科技大学获得了欧洲第一个“服务设计”教授职位之后，波吉特·麦格女士就一直致力于服务设计领域在理论、方法论、实践方面的发展。她的许多讲座、出版物和项目都着力推广以一种新的视角来实现经济、生态和社会功能领域的服务设计应用。
波吉特·麦格曾在日本、中国、韩国、台湾、非洲、巴西、美国、芬兰、挪威、丹麦、瑞典、奥地利、瑞士、意大利、西班牙、法国、葡萄牙、保加利亚、英国 、荷兰和比利时等国作为客座教授进行讲座和教学。
她还为德国研究与科学部组织服务设计领域的研究项目，同时与许多国内国际伙伴进行合作，如德意志奥地利油气集团、西门子公司、德国电信、麦当劳、诺基亚集团等等。
波吉特·麦格女士还是国际服务设计联盟主席和联合创始人，服务设计领域的国际刊物《触点》的总编辑，也是克隆应用科技大学服务设计研究中心的创始人和理事。此外，波吉特·麦格女士还是许多董事会和评委成员。
2016年12月1日至4日，2016世界工业设计大会在中国·良渚召开。此次大会是由中国工业设计协会联合20多个国家和地区的设计组织、机构、企业以及院校等发起的世界设计产业发展会议。此次会议对我国工业设计的发展产生了巨大的影响。2017年本刊将对主要的国际设计组织领导人进行连续专访。本期，我们邀请到了世界服务设计联盟的主席和联合创始人波吉特·麦格女士，下面是本刊记者对Mager主席的访问内容：
本刊记者：您好，尊敬的Birgit Mager 主席。欢迎来中国参加2016年世界工业设计大会。非常高兴您能接受我们杂志的专访，我们想知道您对刚刚结束的2016世界工业设计大会的看法、印象和理解。同时也希望您能对中国工业设计的发展提出一些建议。
Birgit Mager：很高兴能成为2016年世界工业设计大会的一员。这次会议清楚地表明，中国的工业和经济发展非常注重创造力，对设计价值的信念非常坚定。 我们的东道主展示了他们对设计的承诺，分享了中国设计界的现有设计能力和杰出的设计案例。 他们还表明，他们愿意在全球视野中领导设计的发展。请原谅我这样说。过去，中国以许多事物而闻名，但不一定是以出色的创造力和设计。我认为在过去的十年中，焦点已经改变，创意创新的中国设计将不断涌现，并在世界设计中发挥重要作用。
本刊记者：Mager主席，您是德国科隆应用科技大学服务设计研究中心的创始人，也是最早在欧洲推广服务设计学的人，并且已经取得了“服务设计”专业的教授职位。但是，我们看到此次您是以世界服务设计联盟主席的身份来参加世界工业设计大会的。您能谈谈服务设计与工业设计的关系，以及其在未来世界工业设计的发展中的地位和作用吗？
Birgit Mager：是的，我是服务设计领域的第一位教授，在过去的22年中，我一直在理论，方法和实践等方面研发服务设计领域。 我创立了研究中心和全球网络。 当我开始这个具有挑战性的研究时，还是“前数字化时代”，服务被定义为为大多以人与人之间的关系提供帮助，那时服务是不能被存储和标准化的。 第三产业理论也被提及，服务被定义为第三产业。
时代已经改变。 当今，经济的传统分割不再有意义，不存在没有服务的产品，也没有无物质证据的服务。 所以今天的设计意味着设计体现使用价值的系统。我们必须找到解决个人或组织问题的方法，使人们的生活更加美好，让人们享受实用、愉快的体验。 因此，考虑物质及非物质要素的结合对设计的成功是至关重要的。 这意味着最终每个工业设计都需要包括服务设计，而每个服务设计都需要包括技术和物质证据。
本刊记者：Mager主席，我们发现此次世界工业设计大会邀请了许多世界性的设计组织、企业，甚至是知名的院校，您觉得将这些机构整合起来，建立一个更广泛的评价体系是否可行？这个平台对世界工业设计发展的作用将会是怎样的？
Birgit Mager：我认为在设计界联合起来独立于具体的设计学科肯定是有意义的。即使今天我们正在经历设计和设计思维的转变，仍然需要更好地评估设计的价值、更好地传达设计的价值，并提高设计的价值。全球网络可以帮助解决这些问题，结合最佳做法制定新的策略。当然，它也可以作为一种灵感。总体上来说，我认为有关设计的知识应该包含在教育系统中。通过教育，设计师们应该牢牢掌握有关设计价值评价的知识。这是非常重要的一个增长知识和能力的过程。当然，这也是可以在教育系统内制度化的东西。在政策层面上，设计推广可以制度化。除此之外，设计和创作需要灵活性和开放空间，因为这就是设计：它意味着批判性思考、重新设计、思考不可能的东西、超越给定的范围。这通常不是体系性质的东西。
本刊记者：Mager主席，您能谈谈您多年进行服务设计研究所形成的观念、主张、构想、建议或愿景吗？
Birgit Mager：大约两年前，我们成功地与六所欧洲大学和几个工业合作伙伴合作建立了一个协作服务设计哲学博士项目。我认为这是对服务设计学术基础的重要贡献，这将有助于与世界各地高素质的教授建立更多的教育计划。 我认为与中国教育界合作伙伴关系就如何加强中国的服务设计教育和学术发展进行一次深刻的谈话是有意义的。我也希望加强与中国大学的合作、共享知识。同时，也希望了解服务设计如何发展以适应中国文化和中国经济。
现在在中国，我们有两个服务设计的地方分会，一个在北京，一个在上海。 这些是传播知识、启动服务设计实践以及建立与其他国家桥梁的重要起点。 我对未来的希望是，这些分会得到加强，新的分会成立。 我认为良渚的创新区将是一个在中国协调这些精心策划的活动的很好的中心，在此建立地方分会重要，但我们还需要一个指导发展的中国国家分会。
Birgit Mager：
Since 1995 Birgit Mager holds the first European professorship on "Service Design" at the University of Applied Sciences Cologne, Germany and since then has developed the field of Service Design constantly in theory, methodology and in practice. Her numerous lectures, her publications and her projects have strongly supported the implementation of a new understanding of the economical, ecological and social function of design in the domain of services.
Birgit Mager has lectured and taught as a guest professor in Japan, China, Korea, Taiwan, Africa, Brazil, USA, Finland, Norway, Denmark, Sweden, Austria, Switzerland, Italy, Spain, France, Portugal, Bulgaria, England, the Netherlands and in Belgium.
She has conducted research projects on Service Design for the German Ministry of Research and Science and also in collaboration with national and international partners like Deutsche Bank, OMV, Siemens, German Telekom, McDonalds, Nokia and many more.
Birgit Mager is Co-Founder and President of the International Service Design Network, editor in chief of Touchpoint, the international Journal of Service Design, founder and manager of sedes|research, the Center for Service Design Research at the University of Applied Sciences Cologne.She is member of numerous boards and juries.
World Industrial Design Conference 2016 was held in Liangzhu,China from December 1 to 4, 2016. The conference is a world design industry development conference jointly sponsored by China Industrial Design Association and design organizations, institutions, enterprises and universities from more than 20 countries and regions. The conference has had a tremendous impact on the development of the industrial design in China. In 2017, the magazine will continuously do the exclusive interview with the major leaders of design organizations. In this issue, we have invited the Chairman and co-founder of World Service Design Union, Ms. Birgit Mager. The following is the content of our correspondent interviewing Chairman Mager :
Our correspondent: Hello, Dear Chairman Birgit Mager. Welcome to China to attend World Conference on Industrial Design in 2016. We are very glad of your being interviewed by our magazine after the conference and we'd like to know your view, impression and understanding about the conference and meanwhile, we hope you can give some suggestions on the development of China's industrial design.
Birgit Mager：It was a pleasure to be part of the world conference on industrial design in 2016. It has clearly shown how serious the industrial and economical evolution in China is embracing creativity and how strong the belief in the value of design is. Our hosts have demonstrated their commitment to design and they have shared amazing examples of the existing capacities and outstanding competencies in the Chinese design community. They have also shown that they are willing to take leadership in the development of design in the worldwide perspective. Forgive me for saying so: in the past China was known for many things, but not necessarily for outstanding creativity and design. I think that in the last 10 years the focus has been changed and that the creative and innovative Chinese design will emerge and play an important role in the world of design.
Our correspondent: Hello, Dear Chairman Birgit Mager. You are the founder of the Service Design Research Center at Germany Cologne University of Applied Science and Technology, the pioneer to promote service design in Europe, and have made a professor position majoring in service design. As the chairman of the world union of service design to the conference, would you please talk about the relationship between service design and industrial design, and its future status and role in the development of industrial design?
Birgit Mager：Yes, I have been the first Professor for Service Design ever and for the last 22 years I have been developing the field of Service Design in theory, methodology and in practice. I founded research centers and a global network. When I started this challenging journey it was the „before digitization era“ and services were defined as being mostly provided in a person-to-person relationship, it was claimed that services are not storable and that services cannot really be standardized. There was still a strong reference to the three-sector theory and services were defined as the third sector.
Times have changed. Today the traditional segmentation of our economy does not make sense anymore there are no products without services and no services without material evidences. So designing today means designing systems for value in use. We have to find solutions that solve problems for people or organizations, that make their life better and that are useful and pleasant experiences. So thinking in the combination of material and immaterial components is crucial for the success of design. That means in the end that every industrial design needs to include service design and every service design needs to include technology and material evidences.
Our correspondent: Hello, Dear Chairman Birgit Mager. Lots of worldwide design organizations, enterprises, and even well-known colleges and universities were invited to the World Conference on Industrial Design. Do you think it is feasible to build a more extensive evaluation system through institutional integration? What effect will the platform be for the development of the world industrial design?
Birgit Mager：I definitely think that it makes sense to join forces in the design world - independent from the specific design discipline. Even though today we are experiencing the rise of design and design thinking there is still a huge need to better evaluate the value of design, to better communicate the value of design and to improve the value of design. A worldwide network can help to raise these issues, to combine best practices and to develop new strategies. It can also serve as an inspiration. I think knowledge about design should be anchored in the educational system in general. And knowledge about evaluation of design value should be anchored in the education of designers. It is a lot about growing the knowledge and competencies and this is of course something that can be institutionalized within the systems of education. On a political level design promotion can be institutionalized. Beyond that design and creativity need a lot of flexibility and open space because that is what design is about: it is about critical thinking, it is about reframing, and is about thinking the unthinkable, it is about going beyond the given. And that is normally not something that is in the nature of institutions.
Our correspondent: Dear Chairman Birgit Mager, would you please express a certain thought, idea, suggestion or wish over the years?
Birgit Mager：About 2 years ago we have succeeded in building a collaborative Service Design PhD program in partnership with six European universities and several industrial partners. I see this as an impor-tant contribution for the academic foundation in service design - which will then help to build more educational programs with highly qualified professors all over the world. I think it would be good to have intense conversation with Chinese educational partners on how to strengthen service design education and the academic development in China. I would also appreciate stronger collaborations with Chinese universities to share knowledge - but also to understand how service design needs to be evolved in order to fit to the Chinese culture and the Chinese economy.
We do have today two Local Chapters of the Service Design Network in China, one in Beijing and one in Shanghai. These are great starting points to disseminate knowledge and to initiate practices in Service Design and to build bridges to other countries. My hope for the future is that the chapters will be strengthened and new chapters will be set up. I think the creative area of Liangzhu would be a great hub to coordinate an orchestrated these activities in China, Local Chapters are great but we also need a National Chinese Chapter that guides the development.
