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Kuan-Ting Chou
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一禮麵包坊(Elite Bakery)的服務設計以及麵包零售業相關調查
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Elitebakeryfinal
1.
Elite Bakery T H
E IN301 Design For Elite Bakery Service Design and Contextual Study of 魏仰廷 周冠廷 王嘉榮 謝厚凡 Elite Bakery
2.
Elite Bakery IN301 Design
For Elite Bakery OUTLINE 場域 / 技術 / 使⽤用者 > 親和圖表 > Persona set > 企業⾯面 > 切入點 > 設計⽅方向
3.
Elite Bakery IN301 Design
For Elite Bakery 場域 Bellavita Westin 101
4.
Elite Bakery IN301 Design
For Elite Bakery 場域 ⽤用餐區燈光偏暗、︑開放式空間、︑無法看清楚後⾯面廚師 的⼯工作狀況、︑制服提袋與裝潢有⼀一致性,⾊色系為⾖豆蔻 綠、︑入⼜⼝口處擺放的為精緻蛋糕、︑⼯工作⼈人員皆有戴帽⼦子, 呈現重視衛⽣生的感覺 in Bellavita 環境
5.
Elite Bakery IN301 Design
For Elite Bakery 場域 歐式麵包為主、︑產品在燈光下偏暗、︑台式歐式麵包混 雜、︑麵包種類從⾼高級到平價都有、︑麵包全⾯面裝袋 in Bellavita 商品
6.
Elite Bakery IN301 Design
For Elite Bakery 場域 採⽤用當地食材 主題式設計(吳寶春) 創意新奇的麵包名稱(樂⽥田) 詳細且具體表達麵包特⾊色與食材(MAISON KAYSER) 充分展現原料特⾊色,不作贅飾,融入⽣生活脈絡的商品(無印良品) 其他相似場域觀察到值得注意的特點
7.
Elite Bakery IN301 Design
For Elite Bakery 使⽤用者 訪談在⼀一禮麵包坊裡⾯面的消費者以及其他相似場域的消費者
8.
Elite Bakery IN301 Design
For Elite Bakery 親和圖表 聚焦問題•・ 重視健康 •・ 重視CP值、︑飽⾜足感 •・ 重視買東西的效率 •・ 重視營養均衡 •・ 嘗試新事物 •・ 送禮 •・ 非正餐食品
9.
Elite Bakery IN301 Design
For Elite Bakery 重視健康 45歲,貴枝,家庭主婦 Goal:買健康的食物做家庭早餐 個性:重視家庭健康、︑在意CP值、︑品牌忠誠度⾼高、︑喜愛與店員做朋友 痛點: 食安風暴席捲後,不知道還有什麼品牌是值得信任的 Persona
10.
Elite Bakery IN301 Design
For Elite Bakery Persona 重視健康 52歲,芳⽂文,公司主管 Goal:快速有效率地買到健康的⼀一餐 個性:重視效率、︑喜歡在習慣的商店購買⽽而且覺得⾃自⼰己喜歡的店賣的 都是好的、︑時常感到疲憊、︑⼀一吃太油膩的東西身體就會不⾃自在 痛點: 有些麵包店的麵包或蛋糕吃起來太油、︑太甜,吃完覺得負擔有點 ⼤大
11.
Elite Bakery IN301 Design
For Elite Bakery Persona 喜歡新奇精緻的事物 27歲,Lisa,辦公室輕熟女 Goal:找精緻新奇的點⼼心帶回公司與同事分享 個性:氣質、︑樂於分享、︑體貼 痛點: 很想吃可⼜⼝口的點⼼心,但怕吃進過多的熱量
12.
Elite Bakery IN301 Design
For Elite Bakery Persona 喜歡新奇精緻的事物 31歲,志明,保險業務員 Goal:強化⾃自⼰己與客⼾戶之間的連結 個性:活潑開朗、︑樂於分享、︑善於交際 痛點: 沒有適合送給客⼾戶的伴⼿手禮
13.
Elite Bakery IN301 Design
For Elite Bakery ⽬目前⼀一禮 的資源技術 •・ 堅持⼿手作 •・ 無⾹香精防腐劑等添加物 •・ 堅持天然食材 •・ 好的食材與原料 •・ 客製化服務 •・ 五星級的⼿手藝
14.
Elite Bakery IN301 Design
For Elite Bakery 商業模式 Core Value 蛋糕華麗(⾊色素及配料)是不 是比較不健康︖? 這麼貴的麵包好在哪裡︖? 看起來很貴,不要⾛走進去好了 店⾯面擺設 價格訂為 網站形象 粉專形象 健康實在的食材 ⾼高規格品管 Channel Customer
15.
Elite Bakery IN301 Design
For Elite Bakery 切入點 - 分享與著想
16.
Elite Bakery IN301 Design
For Elite Bakery 解決⽅方案 核⼼心教條: 設計⽅方向: 以分享與關⼼心為出發點,藉由忠誠顧客將⼀一禮的價值傳遞給還不認識 ⼀一禮的潛在顧客 以分享與著想作為核⼼心概念,設計相關的包裝 以各種管道灌輸對於麵包設計的核⼼心價值,並降低對品牌的潛在疑慮
17.
Elite Bakery IN301 Design
For Elite Bakery 解決⽅方案 以分享與關⼼心為出發點,藉由忠誠顧客 將⼀一禮的價值傳遞給還不認識⼀一禮的潛 在顧客
18.
Elite Bakery IN301 Design
For Elite Bakery 解決⽅方案 以分享與著想作為核⼼心概念, 設計相關的包裝
19.
Elite Bakery IN301 Design
For Elite Bakery 解決⽅方案 以各種管道灌輸對於麵包設 計的核⼼心價值,並降低對品 牌的潛在疑慮
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