應用情境劇本法於創新服務設計－以智慧化會展服務系統規劃為例

The Application of Scenario on Innovative Service Design －Intelligent Exhibition Service System Planning as an Example

蔡佩珊(Pei-Shan Tsai)

指導教授 ： 陳圳卿

國立臺北科技大學/設計學院/互動媒體設計研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00324

摘要

21 世紀資通訊科技應用越趨發達，主張以顧客為中心，運用科技滿足顧客需求的創新服務已成為近年產業主流。然而，創新服務雖有基礎框架，卻無具體建立之設計方法。情境劇本具備以人為本之設計方法特質，又鑒於會展產業的前瞻性及其在服務設計上之需求，故本研究以2011 年台北國際電腦展為代表，探討應用情境劇本設計智慧化會展服務系統規劃。
研究首先以現有文獻探討作為理論基礎，接著透過觀察法與焦點團體會議釐清會展服務問題與需求，並以情境劇本作為設計方法，應用資通訊科技發展會展創新服務，最後進行焦點團體會議驗證服務系統並評估未來市場可行性。
綜合文獻理論與各階段研究結果，本研究規劃一智慧化會展創新服務系統，包含三類會展創新服務：網路服務平台、電子票務暨會展卡與硬體設施暨相關服務。研究結果顯示串連會展服務能有效提升服務品質與增加使用者誘因，然台灣需持續保持現有大型會展優勢才有未來，建議執行科技化升級時，政府能於初期建立基礎設備，補貼並協助發展智慧化會展服務。
本研究之主要結論如下：(1)智慧化會展服務系統除使會展服務落實以人為本之考量，更提供大型會展未來發展創新服務之參考依據。(2)情境劇本雖可模擬規劃未來情境，若觀察不足卻易造成情境現實之落差，設計過程需反覆溝通與修正。(3)服務系統規劃需具備機動性，用以配合不同環境行為下的服務需求。(4)會展創新服務之資通訊設備建構成本高，未來應考量整合政府與展館雙方資源，方能達成最大效益。

關鍵字

創新服務 ； 情境劇本法 ； 智慧化會展 ； 資通訊科技

並列摘要

The ICT (Information and Communications Technology) application is getting more and more developed in the 21st century. Therefore, innovative service design that takes customers in the center, using of technology to satisfy their service requirements has become the industry mainstream in recent years. Although innovative service design has the basic framework, it doesn’t have a specific design method. Based on the requirements of innovative service for MICE (Meeting, Incentive, Conferences and Exhibitions) and the human-centered spirit of scenario method applying in design domain, this study selected 2011 COMPUTEX TAIPEI as an example to investigate the application of scenario on innovative service design.
At first, this study takes literature review as the theoretical basis. This is followed by conducting pilot studies through observation and focus group to identify MICE problems and service requirements. Given the above results, this study uses scenario as a design method, and application of ICT to design innovative exhibition service system. Finally, a focus group was conducted to confirm this service system and estimate the market feasibility.
The result of this study is the development of a set of intelligent exhibition service system which includes three innovative exhibition services: online service platform, e-ticketing by exhibition card and hardware equipments services. The results also shows that linking various exhibition services can improve service quality, however, Taiwan needs to make more effort on the exhibition industry in the future. It is suggested tha government need to help to build basic equipments and develop intelligent exhibition service system.
This study is concluded as follows. (1) Intelligent exhibition service system achieve the goal of human-centered service design, and provide references to future innovative exhibition service design. (2) Observation is critical to avoid the gap between imagine and reality situation. Using scenario design requires iterative communication and correction on design refinement. (3) The intelligent exhibition service system should have flexibility to accommodate various service requirements in different situation. (4) Development of ICT facilities is cost high, government should provide support on relative resources either in hardware or software.

並列關鍵字

Innovative Service Design ； Scenario ； Intelligent Exhibition ； Information Communication Technology

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