How to Create Warm, Human‑Centred Offline Stores for 58 Part‑time Platform

01 Offline Store First Experience

In the part‑time job market, offline stores are a critical touchpoint where users transition from online to real‑world interaction, forming their first impression of 58 兼职. In Q3 2021 we conducted a three‑day field study in Chongqing, visiting four partner stores.

Findings:

Partner stores are small or unbranded, lacking influence.

Services offered are non‑standardized, making quality uncertain.

Job seekers endure long waits, feel disrespected, and miss human‑centred care.

These brand and service deficiencies create a cold environment that hinders conversion.

02 Warm Service Experience

Design with warmth means centering on users and mapping every touchpoint. Using the “MOT (Moment Of Truth) critical moments” tool, we split the offline journey into six key moments: interview scheduling, finding the store, arriving at the store, interview training, dispatch to the factory, and post‑placement follow‑up.

From this analysis we identified actions:

Build a warm VIS visual system to strengthen brand identity.

Establish a warm, standardized service process to refine each service step.

03 Warm VIS Visual System

We defined the brand keywords “professional + warm” to convey care for blue‑collar workers. The VIS system includes a new slogan, logo, and visual assets.

Logo design involved six iterative stages, resulting in a smiling blue‑collar figure that reflects professionalism and warmth. The visual language extends to signage, posters, and interior elements, using wood tones to create a welcoming atmosphere.

We also created a “58 Smile” typeface to maintain brand consistency.

04 Warm Standard Service Process

Key service keywords are “comprehensive + meticulous + warm.” A co‑creation workshop with business, interaction, product, and space teams dissected each of the six critical moments, generating detailed service standards.

Outputs include a service handbook that outlines step‑by‑step procedures, material specifications (stickers, ID cards, cups), and guidelines for replicating the experience in other cities.

Conclusion

By combining a warm VIS visual system with a comprehensive, detail‑oriented service workflow, we enhanced the offline store experience for 58 兼职 job seekers, offering practical insights for similar service‑design projects.