精準分眾以創新：由使用者行為引導媒體服務設計

Innovation by Precision Targeting: Navigating Media Service Design by means of User Behavior

歐素華(Su-Hua Ou)

《中山管理評論》 27卷1期 (2019/03) Pp. 11-56

https://doi.org/10.6160/SYSMR.201903_27(1).0001

摘要

創新產品服務是否契合使用者需求，成為企業能否持續成長關鍵。不過為何許多企業導入設計思考或線上論壇，還是無法打動人心？使用者創新建議讓領先使用者創新或傾聽使用者聲音。但企業不易找到領先使用者，一般使用者又經常說一套作一套，以致創新淪為傷心。本文調查新聞媒體公司如何投入分眾調查以創新，主要有三點貢獻。一是精準分眾。分眾是具有連結力、專業度與推銷能力的早期採納者，可及性高且影響力廣。二是使用經驗。分析分眾使用經驗，更能精準聚焦核心需求。三是設計原則，由需求到創新之推理邏輯，可引導跨部門協作，忠實傳達使用者需求。就實務貢獻，本研究提出由分眾引導產品服務設計、跨眾傳播與經營變革。分眾，因精準分辨而得眾。

關鍵字

分眾需求 ； 以使用者為中心 ； 設計原則 ； 人物誌 ； 社會建構

並列摘要

Innovating products and services to meet users' unsatisfied need has become top priority for corporates' growth. However, as most enterprises engaged in design thinking, focus group, or online community, their innovation still cannot meet users' requirement. User-centric innovation literature describes various tools to learn from users while user innovation highlights the importance of lead users, however, enterprises found it is not easy to get access to lead users or learn from target audience. This article examines how a newspaper company innovates products and services from the design principles, extracting from its core audience using experience. There are three main theoretical contributions. First of all, this paper emphasizes the early adopters as the main target audience. Comparing with lead user or user community, early adopters are more accessible, have some specific domain knowledge, and are influential to other users. The more precise description of the early adopters, the more clear of their pain points. Secondly, this paper inspires enterprises to learn from users' experience. Users' sense making for products and services provides important reference points for innovation. Comparison in users' mind instead of producers' mind can help enterprises shorten learning curves and avoid ineffective designs. Thirdly, this paper highlights the importance of design principles. By turning users' pain points into design principles, producers can have reasonable design instead of over design or insufficient services. Practically, this article suggests media companies to learn from the early adopters by having precise personas, analyzing users' experience, and coming up with dedicated design principles.

並列關鍵字

Early Adopters ； User-centric Innovation ； Design Principles ； Persona ； Social Construction

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