在地場景：支付寶的服務設計與微觀行為分析

瞭解顧客需求，才能準確提供服務。然而，如何瞭解顧客需求是各界不斷探索的課題。本研究追溯企業最為關心的議題，從電子支付服務著手，分析顧客在特定場域下呈現的在地行為，找到顧客潛藏的真正痛點和需求。本研究以市場上最為成功的電子支付支付寶為案例，從付帳、拆帳、轉帳、記帳、子帳、兌帳和紅包七個最具代表性服務類別中，挖掘出近三十個獨具匠心的服務功能和使用場景。通過分析在地場景，還原支付寶服務設計亮點，發現使用者在特定場域下呈現的微觀行為。觀念上，本研究提出服務設計不僅要關注行為，更要關注在地行為，從在地化情景裡看到使用者狀況的脈絡，做到真正瞭解顧客。實務上，通過對在地行為的探索，不僅可以充分瞭解顧客痛點，還能瞭解服務應用的多樣性，也能根據在地行為調適科技，幫助創新採納與擴散。西漢《禮記》有云：「入境而問禁，入國而問俗，入門而問諱。」當真正瞭解顧客的在地行為後，便無需問禁、問俗、問諱就能對顧客瞭如指掌，恰如其願地提供服務。

關鍵字

服務設計；在地行為；調適；創新採納；創新再脈絡

並列摘要

Understanding customer needs is key to a business’s success in providing the right service. Throughout the business history of humans, entrepreneurs, professionals and researchers across industries have been discussing how to deeply understand customer needs. This study focuses on the issue that is of most concern to businesses, and analysing local behaviour of customers in the specific scenario to find out the real pain points and needs of customers by exploring electronic payment services. In reviewing Alipay, the successful e-payment service in China, as the case study, we uncovered nearly 30 unique service features in the seven most representative service categories, including payment, bill-splitting, transfer, bookkeeping, deposit, currency exchange, and red envelope, to find out how these services have solved the customers’ pain points. Through the analysis of the local scenarios, the strength of Alipay's service design has been presented and the micro-behaviours of users in specific scenarios have been discovered. The study conceptually proposes that service design should not only focus on behaviour, but also on local behaviour by keeping an eye on the context surrounding users from local scenario, so as to deeply and authentically understand the customers. In practice, the finding of local behaviour enables us to fully understand the pain points of customers, the diversity of service applications, and even help re-design technology through local behaviour which fosters innovation adoption and diffusion. In the Western Han Dynasty, the Book of Rites states: "When you enter the border, ask about the prohibitions. When you enter a country, ask about the customs. When you enter the door, ask about the taboo". Once one authentically understands the local behaviour of his or her customers, he or she will understand the customers’ needs, and provide proper services correspondingly without asking about prohibitions, customs or taboos.