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Service design 20200925
1.
王思如 2020.09.25 服務創新與設計
2.
2 課程規劃 服務設計 導論 田野研究 分析洞察 合作共創
設計提案 期末報告 服務設計 思維 服務原型 測試快閃 展 研究規劃 服務設計 關鍵字 場域參訪 與 場域觀察 研究檢視 -場景思維 -Persona -關係人 洞察分析 酷獵研究 共創工具 -洞察卡 -酷獵卡 -創新矩陣 概念共創 工作坊 服務原型 工作坊 -顧客歷程 設計提案 -商業模式 -服務藍圖 服務原型 修正提案 服務創新 提案報告 書 成果展 企業講評 9/18 10/16 9/25 10/30 11/13 11/20 11/27 12/11 12/25 12/18 1/8 服務原型 -願景提案 -原型測試 1/1511/6 12/4 原型測試 深度訪談 10/23 街頭短訪 9/28-10/2
3.
3 分組名單 Team 1 Team
2 Team 3 Team 4 導演 李佳芸 蔡文妮 馮懷萱 劉卉馨 設計師 朱書逸 黃雅琪 胡家瑜 王皓宇 研究員 吳子誼 陳佑瑄 黃亞勻 張雅茜 看護人 黃泊豪 趙亭惠 王孟妤 黃子娟 每組4人 請各組導演提供E-mail,建立Trello團隊成員
4.
4 自選「服務設計方法」簡報 每個人準備5分鐘的PPT上台說明 報告前一天中午12:00前上傳至 Trello/w自選主題報告/該主題下 自選主題 報告日期
報告同學 A 同理心地圖 10/23 李佳芸、劉卉馨 B 劇本法與人物誌 10/30 黃泊豪、黃亞勻 C 關鍵時刻 11/6 吳子道 D 接觸點 11/13 趙亭惠、蔡文妮 E 顧客歷程地圖 11/27 朱書逸、馮懷萱 F 用途理論 12/4 黃子娟 G 商業模式畫布 12/18 胡家瑜 H 服務藍圖 12/25 王皓宇、王孟妤 I 利害關係人地圖 1/8 張雅茜、陳佑瑄
5.
5 專案場域:比漾廣場 比漾廣場,是一家位於台灣新北市的社區 型百貨公司,屬東家機構旗下事業,其前 身為太平洋百貨雙和店,2000年10月開 業。2014年6月因商標授權到期而更名為 「比漾廣場」,定位為「慢活」百貨,主 要經營銷售各項百貨商品買賣、餐飲娛樂 及生鮮超級市場等內容。
6.
6 企業專題合作 -場域參訪與觀察 9/25.比漾廣場 透過『比漾廣場』的參訪,安排經營主管為同學導覽介紹整個場域的特色。 導覽後,准許各組同學在規劃的定點,進行顧客觀察紀錄 (允許非干擾式的拍照紀錄) -場域顧客訪談
9/28-10/4.比漾廣場 參與本課程的各組同學,將各自挑選一平日與一假日,前往比漾廣場進行顧客短訪。 分成六組,每組各別採集10位顧客的短訪資料. -概念共創工作坊 11/20 (五)早上9:10-12:10.比漾廣場 邀請比漾團隊成員加入各組,參與我們從洞察到創新的討論過程,透過洞察發現的工具引導,和同學一同激盪出 「顧客專屬消費舞台」的創新服務。 -服務原型測試快閃展 12/11(五)早上9:30-12:30.比漾廣場 計畫在比漾廣場,舉辦服務概念原型的快閃展,讓同學可以模擬概念的呈現方式,用半天的快閃展,來與企業的關 係人和比漾的顧客,進行互動評價,收集關於概念的建議。 -成果展企業講評 1/15(五)早上9:10-12:10.台科大 以成果策展搭配簡報提案的方式,發表前期的洞察報告與概念修正後的設計提案。請企業關係人作為評審,為同學 進行講評建議。 -成果表揚 請企業主評選出最佳方案,提供獎狀與獎品作為鼓勵。
7.
7 場域參訪與觀察 9:00 教室集合,確認組別 9:50 出發 10:45
比漾廣場集合 11:00-12:00 場域導覽 12:00-14:00 場域觀察 • 攜帶觀察工具:小貼士、筆記本、相機
8.
8 課程互動平台 課程網站 上課講義教材都在這 課程作業平臺 Trello 作業繳交處 課程即時溝通 Line 請假、課程公告、提問
9.
9 觀察 234新北市永和區中山路一段238號
10.
10 觀察什麼 - 顧客樣貌 有誰、成員組成、成員特質 穿著打扮、攜帶物品 使用的語言與互動 - 服務體驗 第一次來、常客、朋友介紹、和朋友一起來 突發狀況、服務流程、環境設施、動線與人流 -
顧客歷程 從哪裡來、用什麼交通工具、當天天氣 來這邊的主要活動、停留多久 接下來會去哪裡、怎麼去 使用服務與提供服務的活動
11.
11 設計觀察小貼士 小組討論要觀察什麼 如果你觀察時,看不到讓你感興趣的事物 就從小貼士中挑一個任務開始觀察吧! 小組討論 10分鐘
12.
12 短訪 1.定點採集 2.佈局採訪 3.有節奏的問答 4.趣味互動
13.
13 街頭短訪 HOW - 5分鐘 - 3個問題 -
1張照片 顧客 WHY - 知道為誰設計 - 挖掘機會與需求 - 知道活動的脈絡 WHAT - 顧客樣貌 - 服務體驗 - 顧客歷程 研究訴求與使用申明。爭取同意尊重隱私。準備小禮物作答謝。 小組討論 15分鐘
14.
14 短訪道具建議 • 互動道具 • 吸引人的標題板 •
投票版,透過選擇開啟話題 • 問題手板,聽懂也看懂 • 小禮物,誘因與答謝 讓訪談成為人人想參加的互動體驗 • 紀錄道具 • 錄音(互動對話) • 照片/影片(受訪者、研究過程) • 手寫記錄板
15.
15 收集顧客圖鑑 • 從田野中摘要 不一定要先有表單規劃 表單會侷限你的眼界 而是從資料中歸類 • 三大框架 1.
田野影像(影像資訊更豐富) 2. 基本資料(可以分類比較的) 3. 田野發現(研究員的觀點) • 第一階的資料梳理 把資訊格式化 分析用的基礎資訊
16.
- 12~20組的顧客圖鑑 作業
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17 收集顧客圖鑑 x(12~20)組/組 • 從田野中摘要 不一定要先有表單規劃 表單會侷限你的眼界 而是從資料中歸類 •
三大框架 1. 田野影像(影像資訊更豐富) 2. 基本資料(可以分類比較的) 3. 田野發現(研究員的觀點) • 第一階的資料梳理 把資訊格式化 分析用的基礎資訊 上傳區 trello/A_研究分析+概念共創/各小組/01_顧客圖鑑 上傳時間 10/12(一) 17:00前
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臺灣科技大學.服務創新與設計.2020 應用劇本實驗室.設計總監.王思如