體驗型態導入創意生活產業服務設計之探討－九份茶坊事業體個案研究

Applying Experience Types into The Service Design in Creative Life Industries -A Case Study of ＂Jioufen Teahouse＂

張淑華(Shu-Hua Chang)

創意生活產業 ； 體驗經濟 ； 服務設計 ； 體驗設計 ； creative life industries ； experience economy ； experience design ； service design

藝術學報

103期（2018 / 12 / 01）

123 - 149

繁體中文

本研究「九份茶坊事業體」個案分析，研究目的以體驗型態導入服務設計，探討顧客的體驗認知與顧客旅程接觸點之痛點、樂點關連性，提出體驗服務設計模式，提供創意生活產業發展體驗服務設計理論的基礎。研究結果：一、訪客在接觸點中的樂點與痛點，多能反應體驗型態的認知；二、導入體驗型態要素，發展顧客體驗旅程設計，期產生可行、有效的體驗價值；三、運用社群媒體、網路郵件等，經營體驗後之接觸互動，轉化為體驗前設計。本研究探討體驗型態要素，以強化樂點、降低痛點原則，轉化接觸點設計內容，使創意生活產業體驗服務設計具系統性與有效性。

A case study of the Jioufen Teahouse is presented in this paper. The objectives were to apply experience types into service design methods, to examine correlations between customer perceptions about the realm of experience and pain or gain points encountered by customers at touch points, and to propose a model for experiential service design at the Jioufen Teahouse that can serve as a basis for experiential service design theories in the development of creative life industry. Results include: (1) pain and gain points encountered by subjects at touchpoints mostly reflected perceived realms of experience; (2) the key elements of the four realms of experience were identified and incorporated into the development of feasible and effective customer experience journey maps; and (3) using social media and email, post-experience touchpoints and interactions could be transformed into pre-experience designs. Beginning with perceived pain and gain points, we used the principle of reinforcing gain points and reducing pain points and considered business resources and characteristics to transform the perceived pain and gain points into content for touchpoint designs. Doing so ensured that the experiential service design is systematic and effective.

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