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題名：創意生活產業服務設計之研究
作者：陳建勳 引用關係
作者(外文)：CHEN, CHIEN-HSUN
校院名稱：國立雲林科技大學
系所名稱：設計學研究所
指導教授：管倖生
學位類別：博士
出版日期：2015
主題關鍵詞：創意生活產業；服務設計；修正式德菲法；分析層級程序法；權重；creativity living industry (CLI)；service design (SD)；modified Delphi method；analytic hierarchy process (AHP)；weight
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近年來台灣創意生活產業快速發展，服務創新也逐漸成為產業競爭利器。為因應創意生活產業服務創新人才需求，產業導入服務設計流程方法創造顧客完整體驗的產出，服務設計的發展成為創意生活產業服務創新重要的實踐活動。本研究目的為「提出創意生活產業服務設計發展模式，並且從消費者、經營者與設計者三個面向探討設計評估架構與評估指標，以提供未來創意生活產業服務設計團隊之參考」。本研究主要目標為：(1) 從消費者角度，調查創意生活產業服務場域的設計品質與影響因素。(2) 從經營者角度，探討創意生活產業體驗設計管理架構與影響因素。(3) 從設計者角度，建構創意生活產業服務設計流程評估模式與影響因素。本研究透過四個研究主題過程，運用文獻回顧與相關理論分析，並且以消費者、經營者、設計專家和設計新手做為受測樣本，輔以產業經營者與實務界專家學者深入訪談，進行創意生活產業服務場域設計品質、體驗設計管理與服務設計流程三個範疇之研究，以同心圓的概念由內到外的發展，依序為體驗設計管理、服務設計流程與場域設計品質三個評估內容，研究發現如下：
1.體驗設計管理架構：包含策略發展、價值主張、設計整合與績效評估等四個階段。透過本研究之發現，在策略發展部分需要針對經營理念、服務系統、教育活動、風格美學、體驗線索等準則進行策略的探討。在價值主張的部分，需要針對服務精神、意義價值、成本效益、體驗類型等準則進行價值系統的創造。另外在設計整合的部分，需要進行媒材運用、介面開發、設計模式與品質評估等準則進行系統整合。最後在績效評估部分，需要針對服務傳遞方式、評估方法等準則進行績效的衡量。
2. 服務設計流程評估：包含需求探索、創意生成、原型建置、成果交付等四個程序構面，以及13項設計準則。在需求探索程序，包含開發可行評估、應用技術趨勢、品牌永續效益三項準則。創意生成程序，包含系統表單建置、同理設計思考、價值共創參與、製成方式規劃等四個準則。原型建置的程序，包含情境擬真設置、用品介面美感、體驗關注焦點等三項準則。成果交付包含客製服務模式、彈性服務模式、商業委託機制等三項準則。在服務設計流程發展的過程，需針對：(1) 服務開發之可行性與品牌永續經營評估、(2) 服務開發之可行性與品牌永續經營評估必須被落實、(3) 服務原型建置階段的開發需要重視體驗、美學建置、(4) 服務設計交付評估需建立彈性化的績效評估與發展可複製的商業模式四個重要依據與創意生活產業業者進行設計溝通。
3. 服務場域設計品質：須包括品質範疇、管理層面、策略構面、設計元素與體驗感受等部份。在設計品質範疇上包含技術上品質與功能上品質等兩個部份；在管理層面上，需考量設計者、經營者與消費者三方面的不同考量，從設計創作、經營服務、消費感受等層面進行評估；另外根據管理層面所衍生出的策略構面則包含視聽設計、裝飾陳列、資訊說明與周遭情況與材質氛圍。服務場域設計影響因素共有圖案設計、音樂、色彩計劃等21項，而體驗感受的影響因素則分為信賴感與愉悅感兩類。
The rapid development of Taiwan’s creativity living industry in recent years has made service innovation a core competitive strength for the industry. In order to meet the requirement of the innovative service, the process of service design has been introduced to the industry and has created total experiences for the customers. The development of the service design (SD) is an important achievement of the innovative service in this industry. The purpose of this study is “to introduce a developing mode for the SD for the industry of creative living, explore design evaluation structure and indicators the assessment mechanism from the three aspects of consumers, operators and designers, and provide a reference for the SD team in the future.” The main goals of this study are :(1) investigate the quality and influencing factors of the servicecapes design based on the persepctive of the customers; (2) investigate the mechanism and influencing factors of ED (Experience Design) management structure based on the persepctive of the operators; (3) establish an assessment mode and influencing factors of the service design process based on the persepctive of the designers. Through four research processes with documented review and theoretical analysis, the study took customers, operators, senior designers, and novice designers as survey samples, interviewed expert practitioners, and carried out researches based on a concentric ring model in a sequence of ED management, service design process, and servicecapes design quality from inside out. For the ED management, the study finds that:
1. The development mode of ED management includes four stages: strategy plan, value proposition, design integration, and performance evaluation. The study finds that, for the development of the strategic plan, discussions about the policies of company philosophy, service system, staff training, style defining, and element for ED are necessary. For value proposition, a value system of the service spirit value, symbolic value, cost-effectiveness, and the type of experience must be established. For design integration, system integration for media application, interface development, patterns design and quality assessment should be accomplished. Finally, for the performance evaluation, the service delivery methods and the assessment methods are needed to be evaluated.
2. SD process includes four procedures: exploring demands, producing creative ideas, building the prototype, delivering the result, as well as 13 guidelines for design. For the procedure of exploration, the 3 guidelines are trends of practical technology, and the sustainable value of the brand. For the procedure of creation, there are 4 guidelines: criterions of systematic form generation, empathetic design thinking, value co-created participation, manufacture method planning. For the procedure of prototype, scenery simulation, product appearance, and the focus of the user experience will be the 3 crucial elements. As for the delivery of the result, the models of the customized and flexible service as well as the business delegating mechanism are the 3 guidelines that must be followed. During the process of service design, the folllowing four criteria needs to be voiced to the operaters in the industry of creative living: (1) the assessment on the feasibility of service development and the sustainable management of the brand; (2) the implementation of the assessment mentioned above; (3) service prototype-building must be based on the user experience and a foundation of aesthetics; (4) the assessment of service delivery needs to establish flexible performance assessment, and develop replicable business models.
3. The servicecapes design assessment needs to consider design quality, rmanagement level, strategic dimension, design elements, and user experience. In terms of the scope of design quality, it means the assessment on qualities of both technical and functional. In terms of management level, an assessment of creative designs, services, and user experiences must be carried out based on the perspectives of the designers, operators, and customers. The strategic scope generated in accordance to the related management level should be concerned with the aspects of visual design, exhibition display, information description, field situation, and atmosphere created by the materials. For the factors that influence the design, there are 21 factors, such as pattern, music, and color, while the factors that influence the user experience are trust and happiness.
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