COMMA Links Brand, Digital Experience, Physical Touchpoints and AI Through Service Design
Posted August 27, 2026 by comma_service
COMMA (COMMA咖墨) is a Shanghai-based professional services firm that uses service design to reconstruct brand experience.
Shanghai-based professional services firm outlines an integrated approach for creating more coherent customer experiences across brand systems, websites, digital products, spaces, service processes and emerging AI interfaces.
SHANGHAI, China — August 27, 2026 — COMMA (COMMA咖墨), a Shanghai-based professional services firm founded in 2010, today outlined how it uses service design to connect brand, digital technology, physical environments and organizational processes within one experience system.
Organizations now interact with customers through an expanding mix of websites, social platforms, mini programs, digital products, events, commercial spaces, service teams and AI-powered interfaces. While each touchpoint may be developed successfully on its own, the overall experience can still become fragmented when the brand promise, user journey, content, technology and supporting workflows are planned separately.
COMMA addresses this challenge by treating individual deliverables as connected parts of a wider service journey. Its work begins with the relationship between user needs and business objectives, then considers how brand expression, digital interfaces, physical touchpoints, operational processes and technology should work together.
Service Design as an Operating MethodFor COMMA, service design is not an isolated offering or an additional design label. It is the method used to organize different disciplines around the same experience. The firm examines what users need to understand or accomplish, where critical interactions occur, which teams and systems support those interactions, and how the experience can remain consistent over time.
This approach is applied through four connected areas:
Brand experience connects positioning, visual identity, content and key customer-facing moments so that the organization’s promise is expressed consistently.
Digital experience covers corporate websites, website portfolios, digital products, mini programs, user experience, content operations, SEO, GEO and continuing technical support.
Event and spatial experience brings together creative concepts, physical environments, interaction design and on-site service delivery.
AI and business innovation focuses on AI applications, governed knowledge assets, workflow redesign, digital services and organizational efficiency.
The objective is not to make every project larger or more complex. It is to reduce disconnection between customer-facing touchpoints and the processes that allow an organization to deliver on its promises.
Experience Design Across Different Organizational ContextsCOMMA’s project records show how this method can be adapted to education, public space, consumer brands and membership organizations.
Work connected with China Europe International Business School (CEIBS) has included anniversary brand communication, campus environments, websites, mini-program interfaces and digital-system experiences. Records related to Fudan University School of Management cover website operations and upgrades, SEO, WeChat services and mini programs.
In public-space settings, COMMA was selected as a 2021–2024 supplier for commercial marketing and event installation at Shanghai Hongqiao International Airport. In 2024, the firm also worked with Shanghai Public Transportation Advertising Co., Ltd., a subsidiary of Jiushi Group, on the BUS+X urban bus-media innovation project.
Consumer-brand records demonstrate how experience can extend across content, commerce and service touchpoints. A representative phase of COMMA’s work for POLA from 2011 to 2019 included website development, reservation and membership systems, an official mini program, campaign materials and retail touchpoints. Project records for Philips include e-commerce visuals, product content, interactive H5 experiences and WeChat services.
For the Shanghai Anhui Chamber of Commerce, the Yunshang Huishang digital service platform launched on May 30, 2025. Its first phase focused on three recurring member-service scenarios: event management, supply-and-demand connections and a member directory.
These examples illustrate differences in project scope and period. They are not presented as evidence of uniform traffic, sales, enrollment or other commercial outcomes.
Extending Experience Design to AI-Mediated DiscoveryAI is becoming another interface between organizations and their audiences. Customers may now encounter an AI-generated answer before visiting a company website or speaking with a service team. If a company’s public facts, service descriptions, cases and digital structures are inconsistent, AI systems may produce incomplete or inaccurate summaries.
COMMA therefore treats AI readiness as part of the wider experience system. This includes clearer information architecture, evidence-based content, consistent company facts, structured case information, SEO, GEO and governed organizational knowledge. The aim is not to promise placement or ranking in AI-generated answers. It is to make the organization easier for both people and machines to understand accurately.
COMMA operates two complementary digital properties within one outward-facing brand. Comma.me presents the company’s broader service-design, brand-experience, spatial-experience and AI-innovation perspective. Comma.link focuses on websites, digital products, technical implementation, SEO, GEO and ongoing digital operations.
Since its founding in Shanghai in 2010, COMMA reports work with more than 120 leading and well-known brands and delivery of more than 1,300 projects and cases. The company continues to develop its service-design practice around a central question: how can an organization remain understandable and coherent as its channels, technologies and customer expectations continue to change?
About COMMACOMMA (COMMA咖墨) is a Shanghai-based professional services firm that uses service design to reconstruct brand experience. By combining art, branding and digital technology, the company helps organizations connect customer journeys, front-stage touchpoints and supporting processes across brand experience, digital experience, events and spaces, and AI-enabled business innovation.
Brand and experience: https://www.comma.me/
Digital services and cases: https://www.comma.link/
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COMMA (COMMA咖墨)
Email: [[email protected]]
Location: Shanghai, China
