設計盲點 : 服務創新中被忽略的使用者痛點

企業投入許多資源推動以使用者為導向的服務創新。不過，設計者疑惑為何付出大量心思在瞭解使用者，卻始終無法從中理解使用者需求與吸取創新的靈感。本論文提出兩種對偶關係來分析設計者如何從使用者痛點反推導出自身的盲點，找到創新的來源；設計者又該如何從對手的使用者回應，解讀競爭者的設計亮點，照映出自身的盲點，找到使用者創新的途徑。本研究以三立電視服務研發中心成立的Vidol視頻網為案例，分析視頻網的服務流程五項介面設計。有別過往研究，本研究將重心由「使用者」轉移到「設計者-使用者-競爭者」的分析，點出未曾留心的設計盲點，解釋為何使用者的明顯需求會被忽略。本研究總結使用者痛點，提出十項視頻網的設計原則。在學理上，本研究從使用者痛點分析推導出過去理論未深入探討的設計者盲點。並且，從使用者的角度來瞭解主流競爭者的服務設計亮點。實務上，本研究說明服務研發中心可以如何透過使用者找出創新來源，並善用設計原則來引導服務創新，以避免不必要的盲點。設計者存在盲點往往是不可避免的，只要懂得以使用者為借鏡，便可逐步減少設計上的盲點，並將其轉化成創新的亮點。

關鍵字

使用者創新；設計者盲點；服務設計；視頻網；介面設計

並列摘要

Enterprises invest resources into user-centric service innovation. However, designers are curious about why their investment on understanding users still cannot apprehend users’ needs and acquire inspiration from user’s studies. This thesis proposes a dual-dyadic analysis between users-designers and users-competitor in order to deduce designers’ blind spot and identify source of innovation from users while interpreting competitors’ design features through users’ responses. This study examines the case of Vidol, which is a start-up OTT (Over The Top) service provider operates by Sanlih E-Television’s service research centre; and examine video portal’s service process in terms of five interface designs. In contrast to previous studies, this research shifts focus from sole analysis of users to the analyses of designers-user-competitors, which highlight unintended blind spot in design that neglect users’ obvious needs. This research summarizes users’ pain points and suggests ten design principles that might help designers prevent further blind spot. Theoretically, this research derives designers’ bind spot from the analysis of users’ pain points, which is not often attended in previous literature. Practically, this research examines how a service research centre could spot source of innovation from users, and makes good use of design principles so as to avoid designers’ blind spot. Perhaps blind spot are unavoidable for designers; but by reflecting on users’ needs constantly, it is possible to minimize blind spot and turn such blindness into the brightness for innovation.