We innovate

with heart.

Grow from human


Touch is an innovation strategy consulting firm based in Shanghai, China. We offer world-class research and design services. Touch’s mission is to help clients identify opportunities for growth by a human-centered approach. From award winning designs to innovation solutions, Touch has worked with world’s leading businesses to discover products and services tailored to the China market.

Our leadership team

Chao Su
Founder & CEO

Chao has over 10 year experience in industrial design, UX research and strategic roles. His expertise includes restructuring product strategies, accelerating e-commerce conversions and user experience with constraints.

Born and raised in China, Chao has worked and led projects in China, US, Germany, Indonesia and other Asian countries. His global views often bring unique perspective to how things work in China and how it will evolve.

Emily Cai

Emily has a decade of experience in consumer research, product innovation, and service design in the areas of education, home appliance, health care and etc.

As an anthropologist and a writer, Emily explores beliefs, behaviors, stories and journeys that shape us. She devotes herself to introducing innovation methods from various disciplines and fields to the business world.


We celebrate

human needs.

We believe in

the future of

digital China.

We work


with clients.

We unveil the unique culture embedded human understandings to transform brands, products and experiences.
We are researchers and strategists who have been studying and having faith in the hybrid digital life in China.
We work closely with clients to transform actionable strategies into market-ready products and services.
Discover new opportunities
Create tailored strategies
Accelerate experience
Infuse user-centered culture