服務設計思考工作坊 (service design thinking workshop)
DESCRIPTION
認識何謂顧客導向式思考,反饋設計思考的啓發。從如何有效地觀察使用者,到系統性的歸納,建立圖表文件。利用遊戲式的小組合作,開始一個具有影響性的產品專案規劃。TRANSCRIPT
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Service Design Thinking 服務設計思考
OCT.24
吳宗德 Aidan Wu
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台灣互動設計學會
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服 務 設 計
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設計思考
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65元 65元
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人
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顧客 體驗
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設計
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This was not designed
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This was designed
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特色? 好處?
感受什麼? 誰?
品牌
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特色?
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好處?
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感受?
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誰
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管理 行銷 專業
心理 環境 人種誌
服務設計
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組織
顧客 Emotion
情緒
Engagement
迷上
人心
永續
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服務設計���
Service Design(SD)���觀察、歸納、工具、合作、說服
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觀察
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Where does it live ?
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范德瓦耳斯力 (van der Waals' force) 中性分子或原子之間的一種弱的電性吸引力
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What does it like to eat ?
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生活產品 這些年,從怪物身上學到的事
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分組思考 G1���孕婦搭公車���和老公吵架的隔天,自己搭了公車去上班���她會遇到什麼不方便?造成負面情緒的狀況?
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分組思考 G2���孕婦搭公車���
如果孕婦是怪物���什麼樣的特徵?���
可以改善搭公車的不便
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三角高跟鞋 美又穩!
免驚! 別拍我的背
司機,我要下車
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對古人來說 ���我們就是怪物���
���戴手錶、穿跑鞋、拿手機
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對我們來說 ���
怪物特長���可以變成一種 輔助/穿戴 產品(服務)���
肚子防撞腰帶、孕婦高跟鞋、行動下車鈴、���攜帶式立坐椅、公車媒合新老公?!咦
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服務設計���
Service Design(SD)���觀察、歸納、工具、合作、說服
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歸納工具
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“Every time there is an opportunity to “touch” or interact with a customer is a valuable touch point. It’s your chance to win over a new customer, who will tell their friends and spread invaluable”
Touchpoints
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Brugnoli Gianluca Connecting the Dots of User Experience, Journal of Information
Architecture, Issue 1 Volume 1, Spring 2009
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接觸點 動作
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分組練習 G3 描繪 Touchpoint 矩陣
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服務設計���
Service Design(SD)���觀察、歸納、工具、合作、說服
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簡化流程
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注意力轉移
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使用者
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顧客
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買單
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產品設計
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服務設計
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以人為中心
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顧客體驗
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顧客旅程
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人
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一個好的設計看起來美觀,但何不讓它也是觸感絕佳、聞起來宜人、聽起來悅耳的呢?�
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五感設計
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五感圖表�
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改善生活體驗的五感設計 - Jinsop Lee
延伸參考:改善生活體驗的五感設計| TEDxTaipei
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分組思考 G4���孕婦搭車���五感圖表 - 比較���
(公車 / 計程車 / 捷運)
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服務 設計
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Good customer service + Quality product
= brand loyalty
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設計的 3E
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Design in Emotion, Empathy and Engagement
情緒 同理心 迷上
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Emotion
情緒 Empathy
同理心 Engagement
迷上
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Emotion
情緒
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愉悅 享受 Enjoyment
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Don Norman 是美國認知科學,人因工程等設計領域的著名學者,也是尼爾森諾曼集團的創辦人和顧問,他同時也是美國知名作家,以書籍《設計&日常生活The Design of Everyday Things》聞名於工業設計和互動設計領域,並曾被《商業週刊》雜誌評選為世紀最有影響力的設計師之一。 -- Wikipedia
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產品具有好的功能是重要的;產品讓人易學會用也是重要的;但更重要的是,這個產品要能使人感到愉悅(Enjoyment) – Don Norman
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Engagement
迷上
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Empathy
同理心
Define 問題/目的
Ideate 腦力風暴 Prototype
原型
Test 測試/評估
Deliver 交付
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同理心 就是去觀察人
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從他們的角度
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同理心地圖 ���Empathy Map
TOOL
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分組思考 G5���孕婦搭公車���
同理心地圖
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顧客
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組織
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組織
顧客
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組織
顧客 前台
後台
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組織
顧客 前台
後台
互動
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組織
顧客 前台
後台
互動 物
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組織
顧客 前台
後台
互動 物 技術
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組織
顧客 前台
後台
互動 物 技術
Emotion
情緒
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組織
顧客 前台
後台
互動 物 技術
Emotion
情緒
Empathy
同理心
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組織
顧客 前台
後台
互動 物 技術
Emotion
情緒
Empathy
同理心
Engagement
迷上
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組織
顧客 前台
後台
互動 物 技術
Emotion
情緒
Empathy
同理心
Engagement
迷上
人
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組織
顧客 前台
後台
互動 物 技術
Emotion
情緒
Empathy
同理心
Engagement
迷上
人
永續
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服務設計���
Service Design(SD)���觀察、歸納、工具、合作、說服