| Summary: | 碩士 === 國立臺灣師範大學 === 設計學系 === 105 === “Twenty first century is the experience economy era. Consumer will not remember what the enterprise’s quote, but will not forget the guest experience which provided to them. Only focused on the specification and the quality of the product is no longer can be satisfied the customers”- Pine and Gilmore, 2000. The core of the service design is human. Via the visible and invisible media which has connected to all different kind of professional fields. It helped the local characteristics industries transformed from manufacturing to tourism. For example: through the local fine products promotion and the combination of the tourism planning and ecological resource to create an entertaining yet educational event. It provided more thoughtful and completed service experience. Enhance the detail of the service to the consumers.
Along with the experience economy ear, the ministry of economic affairs of R.O.C. has been promoting the local characteristic industries as Taiwan’s new tourist spots. This study is to understand the service design of the local characteristic industries. Use “Kili Bay boba milk tea culture center” as main study case and Yilan city as the category. Here also chosen two other well-known local characteristics’ food processing show centers as case example. By using qualitative research methods, visited each locations as tourist and doing observation and data collection. In the end, summarized three centers’ dates to create by use service design theory as the main study point, supplemented by the analysis of customer experience. After consolidated the information of three show centers, the result is indicated:
1.With tour guide’s explanation always can be joyful and in-depth experience. However, with the guidance float signage, explanation bulletins boards and interaction tools will act as silent tour guides.
2.Exposed food process in the characteristic industries is a good business strategy. By exhibited elected process to the tourists can help explain the philosophy, enchase the brand image. Promoting the main products can also help the sales on all other products.
3.Closely integrated with brand exposure’s DIY actives. Hands-on experience, atmosphere of the surrounding and the lectures’ technique all can be the selling points.
4. Brand can make the best of the social media’s marketing, “check-in”, QR code, Hashtag, etc, to improve the connection with their fans.
This study was conducted through the service process blueprint of the touch point experience and design project to analysis the customers’ demand, expectation and their existing issue and improving areas of the Kili Bay. By examination the service procedure’s existing touch points, potential contact points and transcends contact points. The result has shown that Kili Bay can improve their visual experience, increase the depth of interaction and enhance the guidance float. The creation as follow:
1.Trademark design focus on “Boba” culture center.
2.Environmental visual signage design and signboard design in order to provide smoother guidance.
3.Improve the visual experience design of the DIY actives, e.g. classroom environment, power point materials etc.
4.Additional interactive “color pearl corridor” to improve the connection with the “Boba”
5.Using Location-based service advertising,design the SMS content for DIY experience in order to ease the crowd on seeking advice.
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