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題名 設計盲點 : 服務創新中被忽略的使用者痛點
Blind spot in design: the neglect of user’s pain points in service innovation作者 林晏如
Lin, Yann-Ru貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
林晏如
Lin, Yann-Ru關鍵詞 使用者創新
設計者盲點
服務設計
視頻網
介面設計
User-centric innovation
Designer’s blind spot
Service design
OTT (or Video Portal/Network)
Interface design日期 2017 上傳時間 2-Aug-2018 16:35:32 (UTC+8) 摘要 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。
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.參考文獻 中文文獻戈登・魯格、約瑟夫・德艾格納斯，2014，《思考的盲點：為何真相就在眼前，我們卻視而不見？》，商周出版。吉娜・基廷，2016，《NETFLIX：全球線上影音服務龍頭網飛大崛起》，商周出版。呂珮羽，2014，《偶像劇的組織作為：以三立電視台為例》，東吳大學企業管理學系碩士論文。喬爾・馬胥，2016，《UX 從新手開始：使用者體驗的100堂必修課》，歐萊禮出版。威廉・立德威、克莉汀娜・荷登、吉兒・巴特勒，2011，《設計的法則：125個影響認知、增加美感，讓設計更好的關鍵法則》，原點出版。陳怡伶，2011，《台灣自製偶像劇產製策略研究：以三立原創偶像劇之合作製播為例》，國立政治大學廣播電視學研究所碩士論文。費爾・巴登，2013，《行銷前必修的購物心理學：徹底推翻被誤解的消費行為，揭開商品大賣的祕密》，商周出版。魯爾夫・杜伯里，2012，《思考的藝術：52 個非受迫性思考錯誤》，商周出版。魯爾夫・杜伯里，2013，《行為的藝術：52 個非受迫性行為偏誤》，商周出版。蕭瑞麟、歐素華、陳蕙芬，2014，「劣勢創新：梵谷策展中的隨創行為」，《中山管理評論》，第 22 卷，第 2 期，323∼367 頁。蕭瑞麟、歐素華、吳彥寬，2016，「逆勢拼湊：化資源制約為創新來源」，《中山管 理評論》，第 25 卷，第 1 期，219∼268 頁。蕭瑞麟，2016，《思考的脈絡：創新可能不擴散》，天下文化。蕭瑞麟，2017，《不用數字的研究：質性研究的思辨脈絡》，五南出版社。英文文獻Antorini, Y. M., Muniz, J. A. M., & Askildsen, T. 2012. Collaborating with customer communities: Lessons from the Lego Group. Sloan Management Review, 53(3): 73-79.Bettencourt, L. A., & Ulwick, A. W. 2008. The Customer-Centered Innovation Map. Harvard Business Review, 86(5): 109-114.Bitner, M. J., Ostrom, A. L., & Morgan, F. N. 2008. Service blueprinting: A practical technique for service innovation. California Management Review, 50(3): 66-94.Brown, T. 2009. Change by design: How design thinking transforms organizations and inspires innovation. New York: Harper Collins.Chesbrough, H. W. 2011. Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. New York: Jossey-Bass.Dasu, S., & Chase, R. B. 2010. Designing the soft side of customer service. Sloan Management Review, 52(1): 33-39.Davidson, E. J. 2002. Technology frames and framing: A socio-cognitive investigation of requirements determination. MIS Quarterly, 26(4): 329-358.Denzin, N. K., & Lincoln, Y. S. 1994. Handbook of qualitative research. Thousand Oaks: Sage.Faraj, S., Kwon, D., & Watts, S. 2004. Contested artifact: Technology sensemaking, actor networks, and the shaping of the Web browser. Information Technology & People, 17(2): 186-209.Franke, N., & Shah, S. 2003. How communities support innovative activities: An exploration of assistance and sharing among end-users. Research Policy, 32: 157– 178.Franke, N., & von Hippel, E. 2003. Satisfying heterogeneous user needs via innovation toolkits: The case of Apache security software. Research Policy, 32(7): 1199-1215.Franke, N., von Hippel, E., & Schreir, M. 2006. Finding commercially attractive user innovation: A test of lead-user theory. Journal of Product Innovation Management, 23: 301-315.Garrett, J. J. 2006. Customer loyalty and the elements of user experience. Design Management Review, 17(1): 35-39.Garud, R., & Rappa, M. A. 1994. A socio-cognitive model of technology evolution: The case of cochlear implants. Organization Science, 5(3): 344-362.Gilad, B. 2011. The power of blind spots. 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Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters, 18(1/2): 15-30.Shah, S. K., & Tripsas, M. 2007. The accidental entrepreneur: the emergent and collective process of user entrepreneurship. Strategic Entrepreneurship Journal, 1(1-2): 123-140.Simon, J. P. 2016. User generated content – users, community of users and firms: toward new sources of co-innovation? Info, 18(6): 4-25.Suarez, F. F., & Utterback, J. M. 1995. Dominant Designs and the Survival of Firms. 118Strategic Management Journal, 16(6): 415-430. Tett, G. 2015. The Silo Effect: The Peril of Expertise and the Promise of Breaking Down Barriers. London: Simon & Schuster. Thomas, K., Johann, F., Kurt, M., & Daniel, S. 2011. Co-creation in virtual worlds: the design of the user experience. MIS Quarterly, 35(3): 773-788.van Oost, E. 2005. Material gender: How shavers configure the users’ femininity and masculinity. In N. Oudshoorn, & T. Pinch (Eds.), How users matter: The co-construction of users and technology. Boston: The MIT Press.von Hippel, E. 1986. Lead users: a Source of novel product concepts. Management Science, 32(7): 791-805.von Hippel, E. 1987. Cooperation between rivals: Informal know-how trading. Research Policy, 16: 291-302.von Hippel, E. 1994. `Sticky information` and the locus of problem solving: Implications for innovation. Management Science, 40(4): 429-439.von Hippel, E. 2001. Innovation by user communities: Learning from open-source software. Sloan Management Review, 42(4): 82-86.von Hippel, E. 2005. Democratizing innovation. Cambridge, Massachusetts: MIT Press.von Hippel, E. 2007. Horizontal innovation networks: by and for users. Industrial & Corporate Change, 16(2): 293-315.von Hippel, E., & Katz, R. 2002. Shifting innovation to users via toolkits. Management Science, 48(7): 821-833.Wardle, C., & Williams, A. 2010. Beyond user-generated content: a production study examining the ways in which UGC is used at the BBC. Media, Culture & Society, 32(5): 781-799.Weick, K. E. 1990. Technology as equivoque: Sensemaking in new technologies. In P. S. Goodman, & L. S. Sproull (Eds.), Technology and Organizations: 1-44. San Francisco.: Jossey-Bass. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
104364131資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104364131 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey-Lin en_US dc.contributor.author (Authors) 林晏如 zh_TW dc.contributor.author (Authors) Lin, Yann-Ru en_US dc.creator (作者) 林晏如 zh_TW dc.creator (作者) Lin, Yann-Ru en_US dc.date (日期) 2017 en_US dc.date.accessioned 2-Aug-2018 16:35:32 (UTC+8) - dc.date.available 2-Aug-2018 16:35:32 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2018 16:35:32 (UTC+8) - dc.identifier (Other Identifiers) G0104364131 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119172 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 104364131 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (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. en_US dc.description.tableofcontents 中文摘要 III英文摘要 IV圖目錄 VIII表目錄 VIII壹、緒論 10第一節 研究動機 10第二節 研究目的 12第三節 預期貢獻 13貳、文獻回顧 15第一節 將使用者痛點轉化為創新 15第二節 與使用者合作共創 19第三節 理論缺口:被忽略的設計者盲點 22參、研究方法 26第一節 方法論與案例選擇 26第二節 分析架構與步驟 29第三節 資料蒐集 34肆、研究發現 39第一節 三立影視新媒體研發中心 39(一)數位時代下的劇變 40(二)收視率成轉型制約 41(三)新媒體帶出破壞式創新 42第二節 設計盲點之一:內省使用者以找創新洞見 47(一)步驟一:註冊流程——開放預覽之設計 49(二)步驟二:登入首頁——時事懶人包 54(三)步驟三:搜尋內容——華流百科 58(四)步驟四:觀看內容——全景觀看 64(五)步驟五:結束觀賞——自動循環播放 68第三節 設計盲點之二:外省競爭者以找創新洞見 72(一)步驟一:註冊流程——三步完成 74(二)步驟二:登入首頁——資訊視覺化 78(三)步驟三:搜尋內容——視頻秘書 81(四)步驟四:觀看內容——即時戲院 85(五)步驟五:結束觀賞——無縫接軌 89五、討論 93第一節 學術意涵 93(一)從使用者推導設計者盲點 94(二)從競爭者反思設計者盲點 97(三)從痛點與盲點,歸納設計原則 100第二節 實務啟示 102(一)以使用者為本的創新 103(二)應用設計原則 105第三節 研究限制與未來方向 109(一)將使用者細分為目標人物 109(二)從競爭者到更多主流標竿 110(三)探索更多的設計原則 112陸、結論 114參考文獻 116中文文獻 116英文文獻 117附件:論文修訂答覆稿 120 zh_TW dc.format.extent 9180951 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104364131 en_US dc.subject (關鍵詞) 使用者創新 zh_TW dc.subject (關鍵詞) 設計者盲點 zh_TW dc.subject (關鍵詞) 服務設計 zh_TW dc.subject (關鍵詞) 視頻網 zh_TW dc.subject (關鍵詞) 介面設計 zh_TW dc.subject (關鍵詞) User-centric innovation en_US dc.subject (關鍵詞) Designer’s blind spot en_US dc.subject (關鍵詞) Service design en_US dc.subject (關鍵詞) OTT (or Video Portal/Network) en_US dc.subject (關鍵詞) Interface design en_US dc.title (題名) 設計盲點 : 服務創新中被忽略的使用者痛點 zh_TW dc.title (題名) Blind spot in design: the neglect of user’s pain points in service innovation en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻戈登・魯格、約瑟夫・德艾格納斯，2014，《思考的盲點：為何真相就在眼前，我們卻視而不見？》，商周出版。吉娜・基廷，2016，《NETFLIX：全球線上影音服務龍頭網飛大崛起》，商周出版。呂珮羽，2014，《偶像劇的組織作為：以三立電視台為例》，東吳大學企業管理學系碩士論文。喬爾・馬胥，2016，《UX 從新手開始：使用者體驗的100堂必修課》，歐萊禮出版。威廉・立德威、克莉汀娜・荷登、吉兒・巴特勒，2011，《設計的法則：125個影響認知、增加美感，讓設計更好的關鍵法則》，原點出版。陳怡伶，2011，《台灣自製偶像劇產製策略研究：以三立原創偶像劇之合作製播為例》，國立政治大學廣播電視學研究所碩士論文。費爾・巴登，2013，《行銷前必修的購物心理學：徹底推翻被誤解的消費行為，揭開商品大賣的祕密》，商周出版。魯爾夫・杜伯里，2012，《思考的藝術：52 個非受迫性思考錯誤》，商周出版。魯爾夫・杜伯里，2013，《行為的藝術：52 個非受迫性行為偏誤》，商周出版。蕭瑞麟、歐素華、陳蕙芬，2014，「劣勢創新：梵谷策展中的隨創行為」，《中山管理評論》，第 22 卷，第 2 期，323∼367 頁。蕭瑞麟、歐素華、吳彥寬，2016，「逆勢拼湊：化資源制約為創新來源」，《中山管 理評論》，第 25 卷，第 1 期，219∼268 頁。蕭瑞麟，2016，《思考的脈絡：創新可能不擴散》，天下文化。蕭瑞麟，2017，《不用數字的研究：質性研究的思辨脈絡》，五南出版社。英文文獻Antorini, Y. 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