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研究生：	呂姵儀 Lu, Pei-Yi
論文名稱：	共同體驗的服務設計原則：以共同烹飪活動為例 Service Design Principles of Co-experience: An Example of Co-cooking
指導教授：	曾元琦 Tseng, Yuan-Chi
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 工業設計學系 Department of Industrial Design
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	48
中文關鍵詞：	共同體驗、以體驗為中心的服務、服務設計、體驗設計、共同烹飪
外文關鍵詞：	Co-experience, Experience-centric Service, Service Design, Experience Design, Co-cooking
相關次數：	點閱：100 下載：10
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在這高度消費的現代社會，人們漸漸無法被隨手可得的物質滿足，取而代之的是情感層面的難忘體驗。這幾年在台灣，刮起了一陣探索料理烹飪的飲食風潮，不同於過去僅為快速滿足生理需求的外食習慣，愈來愈多人選擇自己下廚，不僅吃得健康也獲得成就與樂趣。本文以Feed Me Better團隊的共同烹飪活動做為研究個案，這是一種以體驗為中心的服務，主要提供主題性的烹飪體驗，讓顧客們一起合作烹飪，並享用自己親手完成的料理，同時也與其他顧客交流與互動。
本研究以共享廚房服務設計的實踐，探索「以體驗為中心的服務」在共同體驗服務中的模式。首先，透過深度訪談顧客了解其對現有服務的建議與感受,使用以體驗為中心的服務設計原則檢視共同烹飪活動的服務體驗，並舉辦服務共創工作坊以所得資料改善現有服務，並繪製新的服務藍圖且實際實行。最後，探討以體驗為中心服務的設計原則能否幫助共同廚房的體驗設計。本研究結果發現以體驗為中心服務設計原則為基礎原則，針對不同的服務特性其著重設計原則的比例皆不同。就共同烹飪活動的體驗設計而言，需著重在顧客角色的設定與每場活動的顧客類型的區隔上。

In this modern society with highly developed consumption structure, people could no longer be satisfied with just the readily available substances, but with a memorable experience emotionally. In recent years, the awareness of food safety issues has been raised and brought a trend of self-cooking in Taiwan. There is an increasing number of people that prefer to cook by themselves. Unlike how people do about eating out in the past, people only wanted to meet the physical needs quickly. It is not only for health but also for achievement and fun. In this study, we selected the co-cooking activity of Feed Me Better as the case, which is an experience-centric service. It mainly provides customers with the thematic cooking and special social experience. However, for service delivery, it is difficult to create a good service experience and to determine whether they have precisely conveyed their concept or not.
This is a participatory action research. In this study, we explore the experience-centric service design principles in co-experience service model through co-kitchen practice. First, we try to understand the feelings and experiences of the customers for the existing service through the in-depth interview and the experience-centric service design principles to examine the customer experience of the co-cooking activity. Furthermore, the service co-creation workshop was held to improve the existing service from the interview data. According to the result of co-creation workshop, a new service blueprint would be made, and the new service would be implemented of the service. Finally, we would explore whether the experience-centric design principles could improve the co-cooking activity experience design. The results of the study show that experience-centric service design principles are the general principles. For different characteristic services, the principle emphasis levels are different. Regarding co-cooking activity experience design, the customer segmentation of each theme and customers’ role setting should be emphasized.

TABLE OF CONTENTS
摘要	ii
SUMMARY	iii
ACKNOWLEDGEMENTS	v
TABLE OF CONTENTS	vi
LIST OF TABLES	viii
LIST OF FIGURES	ix
CHAPTER 1 Introduction	1
CHAPTER 2 LITERATURE REVIEW	5
2.1 Other Co-Kitchen Cases	5
2.2 Experience-centric Service	6
2.3 Design Principles of Experience-centric Service	7
2.4 Co-experience	11
CHAPTER 3 Methodology	15
3.1 Phase I: Explore and Define	16
3.1.1 Non-participant Observation	16
3.1.2 In-depth Interview	17
3.1.3 Customer Journey Map	17
3.1.4 Affinity Diagram	18
3.2 Phase II: Concept Development	19
3.2.1 Co-creation Workshop	19
3.2.2 Service Blueprint	20
3.3 Phase III: Service Verification	20
CHAPTER 4 DATA ANALYSIS AND DISCUSSION	21
4.1 Data Analysis Phase I	21
4.2 Data Analysis Phase II	23
4.3 Data Analysis Phase III	28
4.4 Discussion	31
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS FOR FURTHER WORK	37
REFERENCE	40
APPENDIX	43
A.	Classify the interview data from affinity diagram of the first and second co-cooking activity	43
B.	Customers emotional line	48

LIST OF TABLES
Table 2‑1 Comparison of co-cooking cases	5
Table 3‑1 Method in this study	15
Table 3‑2 Service co-creation workshop schedule	19
Table 4‑1 The interviewees of first co-cooking activity	22
Table 4‑2 The interviewees of second co-cooking activity	29
Table 4‑3 The emotional line of customers in the first and second co-cooking activity	33


LIST OF FIGURES
Figure 4‑1 The first co-cooking activity	22
Figure 4‑2 Customer Journey Map of the first co-cooking activity	23
Figure 4‑3 Service improvment（I）	25
Figure 4‑4 Service improvement (II)	26
Figure 4‑5 Service improvement (III)	26
Figure 4‑6 Service improvement (IV)	27
Figure 4‑7 New service blueprint	27
Figure 4‑8 The second co-cooking activity	29
Figure 4‑9 Customer journey map of the second co-cooking activity	30
Figure 4‑10 Customer’ expectation coordinate	35
                                    

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校內：2021-07-31公開
校外：2021-07-31公開

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