服務已成為一項競爭優勢，企業致力於發展各種創新以成就愉悅的顧客體驗。設計思考、服務藍圖、顧客旅程成為服務設計炙手可熱的工具。以使用者中心，識別痛點可取得創新來源。周全考量顧客旅程，則可以將服務思維貫徹到價值鏈。我們卻忽略，在陌生狀態下，使用者惶恐的意會中，是難以釐清自己的需求。本研究以故宮商店的導覽設計為案例，分析設計者如何引導觀眾對文物的意會，也闡釋認知轉換的過程。案例中解析四項一級文物，名列於鎮館國寶之列，探索導覽中設計者所發展出的導意作法，循循善誘觀眾由生疏曲解過渡到熟悉理解。學理上，本論文點出「微旅程」的觀念，延伸顧客旅程的觀點，分析初始意會、引導意會、再次意會的三階段，解釋觀眾對文物的認知轉移過程。這個轉移過程協助我們探索認知如何重塑，說明設計者引導意框架轉換的方式。實務上，本研究提出導意式的服務設計作法，讓觀眾由百思不得其解的誤會銜接到迎刃而解的體會。設計者若能由心理層面去關注使用者隱而難知的需求，服務創新將由意會的引導而源源不絕湧現。

Increasingly as service has become a basis of competitive advantage, enterprises commence to innovate experience to please their customers. The instrumental methods of design thinking, service blueprint and customer journey mapping therefore receives public gaze and much popularity. If we take user-centirc perspective, identifying customers’ painpoints may help obtaining source of innovation. Comprehansvie analysis of customer journey would facilitate the impregnation of service dominant logic into an enterprise’s value chain. However, we seem to ignore that users are incapable of articulating their needs when they struggle to make sense of anomalous situations with anxiety. This research undertakes the case study of National Palace Museum Store and examines how designers could develop a guided tour to redirect audience’s sensemaking towards artifacts. This effort aims to elaborate the process of audiences’ cognitive shift. The case analyses four artifacts, which are considered as first-class relic and included in National Treasure List. This attempts to explore how designers’ develop sensegiving practices in order to mentor audiences transiting from unfamiliarity to conviviality, and from misconception to comprehansion. Theoretically, this thesis indicates the concept of micro-journey and extends the analysis of customer journey by examining the three phrases of initial sensemaking, sensegiving and sense-remaking. This explicates the process of audiences’ cognitive shift towards apprehending those artifacts. This shifting process helps us explore how cognitive reframing might take place, and explains how designers guide the conversion of cognitive frames. Practically, this research proposes a sensegiving approach to service design practices, which allows audiences to bring from perplexed misunderstanding to composed enlightenment. If designers could attend to audiences’ obscure needs from their psychological dimension, users’ sensemaking would become a streaming source of service innovation.

聲明頁 I
感謝誌 II
中文摘要 III
英文摘要 IV
圖目錄 VII
表目錄 IX
壹、緒論 1
第一節 研究動機 1
一、實務現象：博物館商店的兩難 1
二、理論概念：服務設計中的意會議題 5
三、研究問題：服務創新的來源 7
第二節 研究目標 9
第三節 預期效應 10
貳、文獻回顧 12
第一節 專有名詞定義 12
第二節 使用者中心觀點 18
一、使用者參與設計過程 18
二、使用者是創新來源 19
三、領先使用者可共創 21
第三節 服務思維觀點 22
一、旅程創造顧客體驗 22
二、開放服務創新 24
三、建構全通路的服務機制 26
第四節 理論缺口：認知意會 28
一、陌生觸發意會 29
二、予者與受者的互動 30
三、意會中的認知框架 32
參、研究方法 34
第一節 方法論選用 34
第二節 案例選擇與理論取樣 36
一、陌生環境的形塑 36
二、資訊給予者與接收者的互動關係 38
三、認知轉移的作法 39
第三節 分析架構設計 40
一、分析架構發展 40
二、資料分析步驟 42
第四節 資料蒐集過程 44
一、時空背景 45
二、田野採訪 46
三、次級資料 49
四、資料驗證 50
肆、研究發現 52
第一節 故宮商店的挑戰 52
一、對內的協作問題 52
二、對外的經營挑戰 56
第二節 博物館展與文創展的差異 61
一、傳統的顧客旅程 61
二、一眼千年的顧客旅程 66
第三節 生活風格─宋代 蓮花溫碗 72
一、初始意會 74
二、引導意會 77
三、再次意會 81
第四節 愛情想像─明代 雞缸杯 84
一、初始意會 86
二、引導意會 90
三、再次意會 93
第五節 亂世精神─唐代 顏真卿《祭侄文稿》 96
一、初始意會 98
二、引導意會 102
三、再次意會 105
第六節 人生哲學─元代《富春山居圖》 108
一、初始意會 110
二、引導意會 115
三、再次意會 121
伍、討論 126
第一節 學術貢獻 126
一、服務設計 126
二、認知意會 132
第二節 實務啟示 139
一、導覽設計應用 140
二、服務設計啟發 144
三、複合商業模式 148
第三節 研究限制與未來方向 151
一、延伸文創賦能的微旅程 151
二、更多精準分眾的分析 152
三、延伸認知框架的探索 153
陸、結論 156
參考文獻 158
中文文獻 158
英文文獻 159
附件：答覆稿 165

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