從服務設計觀點探討藝廊咖啡館網站設計

Abstract

隨著現今網路普及下，網站的出現不但成為人們能迅速認識一個企業或是場域的途徑之外，同時也象徵著它們電子化的身份代表，更讓人們能即時、方便且快速地了解到該企業或單位所傳遞的核心內容以及所提供的服務等。 而資訊的流通下，隨之興起的咖啡館文化，也正逐步融入現代人們的生活習慣中，然而不斷成長與飽和的市場趨勢下，使企業所提供的產品逐漸平⾏化，⽐起以往重視產品效益，如今消費者更加著重於五感的體驗，與服務過程中所獲得的感受。許多咖啡館透過複合式經營方式為其企業增加效益與維持消費者的新鮮感，然而其中卻仍時常產生服務上的困難，且未必從使用者真實需求為出發點。 因此本研究將針對一間已開業近四年的藝廊咖啡館為實際研究對象，將服務設計思維導入其網站設計當中，並且透過網站的模式來解決藝廊咖啡館實際經營上所產生的服務缺口。研究進行中根據服務設計思維應用於網站之流程，初期透過個案分析與案例研究，接續進行顧客旅程地圖建構，並透過問卷調查定位其目標族群與來訪動機，後續舉辦共創工作坊以改善服務缺口並進行網站服務藍圖架構，最終進行網站實際架設來實行服務設計創造，以達到遵循以「使用者需求」為出發點的服務設計。研究可得服務中針對各方使用者角色時，所產生之服務缺口，進而於網站中進行改善，經研究與實際創做可得知服務設計與網站間之關聯以及如何服將務設計思維導入應用於網站設置當中，也於後續針對未來研究者與藝廊咖啡館經營者提出相關之設計建議。With the development of technology and the increasing popularity of the internet, the emergence of websites has not only become an easy way for people to quickly knowing a company or a field, but also symbolizes the electronic identity of these companies and units. It enables people to instantly, conveniently and quickly understand the core content delivered by the enterprise or unit and the services provided. Due to the circulation of information the social and cultural form gradual changed, the emerging cafe culture has been integrated into people’s daily lives. Therefore, instead of focusing on the benefits of products in the past, today's consumers value the experience of the five senses and the feelings they receive during the service. Many cafes use compound management to promote their business benefits and maintain the novelty for consumers. However, service difficulties still often arise, and the actual needs of users may not be the starting point. Therefore, this research will take an art gallery cafe that has been operated for nearly four years as the actual research object, apply service design thinking to its website design, and solve the service gap caused by the actual operation of the art gallery cafe through the website. The research is based on the service design process, at first through case analysis, case studies and Consumer Journey Maps, and then through questionnaire surveys to identify target customers and consumer motivation in order to make the Service Blueprint of the website, and finally to build a website and hold Co-creation workshops to complete the service design based on"user needs". The research can identify the service gaps in the service for different user roles, and improve through the website. And we can learn the relationship between service design and websites, and how to apply service design thinking to website settings. The aim of this research is to provide relevant design suggestions for future researchers and art gallery cafe operators.