基于八角行为分析的服务设计策略研究

Service Design Strategy Based on Octalysis

中文关键词: 服务设计  八角行为分析  用户研究  游戏思维

英文关键词: service design  Octalysis  user research  game thinking

中文摘要:

      目的 尝试将用户行为作为服务设计研究目标，将八角行为分析法引入服务设计，为服务设计及用户研究工作提供创新思路及指导策略。方法 基于八角行为分析法、用户体验及服务设计理论，结合文献调研，构建适用于服务设计的SD-八角模型，提出基于八角行为分析的“二维五步”设计迭代策略。结果 以健身机构为例，从宏观及微观的双重视角，对静态服务系统及动态用户行为进行“二维约束”。结合以SD-八角模型为中心的“五步迭代”策略，将用户体验历程按照用户类型及体验时间展开进行分析，完成立体化、多层级的用户行为分析。结论 将游戏思维融入服务设计，辅助设计者更为精准、全面地进行用户研究，从而发现具有不同可行性的设计机会点，为服务策略提供有效的信息。

英文摘要:

      This paper attempts to take user behavior as the research goal of service design, and introduces the Octalysis (octagonal behavior analysis) method into service design to provide innovative ideas and guiding strategies for service design and user research. The research is based on Octalysis, user experience and service design theory, combined with literature research to construct an SD-octagonal model suitable for service design. Therefore, a "Two-dimension & Five-step" design iterative strategy based on Octalysis is proposed. Taking fitness institutions as an example, through the macro and micro perspectives, two-dimensional constraints are imposed on the static service system and dynamic user behavior. At the same time, combined with the five-step iterative strategy centered on the SD-octagonal model, the user experience process is expanded to analyse according to user type and experience time, so as to complete a three-dimensional, multi-level user behavior analysis. Integrate game thinking into service design, assist designers to conduct user research more accurately and comprehensively, so as to find design opportunities with different feasibility and provide effective information for the service strategy.