基于触点体验的手工艺品电商设计
|
摘要
目的手工艺电商的发展为手工艺品提供了新的发展契机,面对线上销售无法真实地触摸产品实体的状况,探究本身强调材质、工艺的手工艺品,创造更好的线上购买体验的方法,旨在启发手工艺电商的设计。方法重点关注触点体验,以手工艺电商品牌"梭说"的设计为例,通过对比线上、线下用户旅程图中的关键触点,并从体验的几个层次去分析触点,最终找到了影响线上购买体验的主要原因,且提供了切实可行的解决方案。结论通过对触点体验的研究,从3个方面对手工艺电商的设计提出了建议。首先,应重点关注用户在反思层的体验,注重手工艺电商中的情感化设计;其次,在行为层的设计中考虑用户的"逛店"体验,强调挑选商品的即时性与直接性;最后,在本能层强化用户的视听体验的同时,结合新的技术,将体验提升至行为层、反思层,赋予产品故事性。据此,对"梭说"进行了改进设计。
The development of handicraft e-commerce provides a new opportunity for handicrafts. Under the condition that online sales cannot show the physical product. The work aims to explore those handicrafts that emphasize the materials and craftsmanship and create a better online shopping experience to inspire the design of handicraft e-commerce. By focusing on the touch-points experience, the design of the handicraft e-commerce brand "Suoshuo" was taken as an example. By comparing the key touch-points in online and offline customer journey map and analyzing the touch-points from several levels of experience,the main reasons influencing the online purchase experience was found out. Then, the feasible solutions were proposed. The design suggestions for e-commerce handicrafts are concluded from three aspects by touch-points experience research. Firstly, the user's experience in the reflective level need to be focused, and the emotional design of handicraft e-commerce should also be emphasized. Secondly, the "shopping" experience should be considered in the design of the behavior level so as to stress the instantaneity and directness of selection. Thirdly, after the user's audio-visual experience is enhanced in the instinct level, the experience level should be raised to the behavior and the reflective level in combination with new technology. Accordingly, the design of "Suoshuo" is improved.
The development of handicraft e-commerce provides a new opportunity for handicrafts. Under the condition that online sales cannot show the physical product. The work aims to explore those handicrafts that emphasize the materials and craftsmanship and create a better online shopping experience to inspire the design of handicraft e-commerce. By focusing on the touch-points experience, the design of the handicraft e-commerce brand "Suoshuo" was taken as an example. By comparing the key touch-points in online and offline customer journey map and analyzing the touch-points from several levels of experience,the main reasons influencing the online purchase experience was found out. Then, the feasible solutions were proposed. The design suggestions for e-commerce handicrafts are concluded from three aspects by touch-points experience research. Firstly, the user's experience in the reflective level need to be focused, and the emotional design of handicraft e-commerce should also be emphasized. Secondly, the "shopping" experience should be considered in the design of the behavior level so as to stress the instantaneity and directness of selection. Thirdly, after the user's audio-visual experience is enhanced in the instinct level, the experience level should be raised to the behavior and the reflective level in combination with new technology. Accordingly, the design of "Suoshuo" is improved.
引文
[1]裘涵.互联网+艺术品:艺术品电商的问题与发展趋势[J].美术观察,2016(1):15-17.QIU Han.Internet+Art:Issues and Trends of Art E-Commerce[J].Art Observation,2016(1):15-17.
[2]CLATWORTHY S.Service Innovation through Touchpoints:Development of an Innovation Toolkit for the First Stages of New Service Development[J].Journal of Exercise Science&Physiotherapy,2011,5(2):15-28.
[3]辛向阳.交互设计:从物理逻辑到行为逻辑[J].装饰,2015(1):58-62.XIN Xiang-yang.Interaction Design:from Logic of Thingsto Logic of Behaviors[J].Zhuangshi,2015(1):58-62.
[4]王肖宛,何人可.服务路径视角下的移动购物体验实体化设计研究[J].装饰,2017(1):76-78.WANG Xiao-yuan,HE Ren-ke.Physicalization of Mobile Shopping Experience Design from the Perspective of Service Path[J].Zhuangshi,2017(1):76-78.
[5]邓成连.触动服务接触点[J].装饰,2010(6):13-17.DENG Cheng-lian.Touch the Service Touchpoints[J].Zhuangshi,2010(6):13-17.
[6]唐纳德·诺曼·A.设计心理学3[M].北京:中信出版社,2012.NORMAN D A.Emotional Design[M].Beijing:China Citic Press,2012.
[7]赵侃.“体验传播”--互联网+时代品牌传播的设计新支点[J].装饰,2017(6):85-87.ZHAO Kan."Experience Spread":New Design Fulcrum of Brand Communication in the Internet+Times[J].Zhuangshi,2017(6):85-87.
[8]王任飞,季铁.移动网店信息架构的叙事化设计研究[J].装饰,2015(5):100-101.WANG Ren-fei,JI Tie.Narrative Design Research of Mobile Shop Information Architecture[J].Zhuangshi2015(5):100-101.
[9]KANG L.Social Design as a Creative Device in Developing Countries:the Case of a Handcraft Pottery Community in Cambodia[J].International Journal of Design,2016(3):65-74.
[10]周杨,张宇红.情感化设计中的记忆符号分析研究[J].包装工程,2014,35(4):70.ZHOU Yang,ZHANG Yu-hong.Memory Symbol of Emotional Design Analysis[J].Packaging Engineering,2014,35(4):70.
[2]CLATWORTHY S.Service Innovation through Touchpoints:Development of an Innovation Toolkit for the First Stages of New Service Development[J].Journal of Exercise Science&Physiotherapy,2011,5(2):15-28.
[3]辛向阳.交互设计:从物理逻辑到行为逻辑[J].装饰,2015(1):58-62.XIN Xiang-yang.Interaction Design:from Logic of Thingsto Logic of Behaviors[J].Zhuangshi,2015(1):58-62.
[4]王肖宛,何人可.服务路径视角下的移动购物体验实体化设计研究[J].装饰,2017(1):76-78.WANG Xiao-yuan,HE Ren-ke.Physicalization of Mobile Shopping Experience Design from the Perspective of Service Path[J].Zhuangshi,2017(1):76-78.
[5]邓成连.触动服务接触点[J].装饰,2010(6):13-17.DENG Cheng-lian.Touch the Service Touchpoints[J].Zhuangshi,2010(6):13-17.
[6]唐纳德·诺曼·A.设计心理学3[M].北京:中信出版社,2012.NORMAN D A.Emotional Design[M].Beijing:China Citic Press,2012.
[7]赵侃.“体验传播”--互联网+时代品牌传播的设计新支点[J].装饰,2017(6):85-87.ZHAO Kan."Experience Spread":New Design Fulcrum of Brand Communication in the Internet+Times[J].Zhuangshi,2017(6):85-87.
[8]王任飞,季铁.移动网店信息架构的叙事化设计研究[J].装饰,2015(5):100-101.WANG Ren-fei,JI Tie.Narrative Design Research of Mobile Shop Information Architecture[J].Zhuangshi2015(5):100-101.
[9]KANG L.Social Design as a Creative Device in Developing Countries:the Case of a Handcraft Pottery Community in Cambodia[J].International Journal of Design,2016(3):65-74.
[10]周杨,张宇红.情感化设计中的记忆符号分析研究[J].包装工程,2014,35(4):70.ZHOU Yang,ZHANG Yu-hong.Memory Symbol of Emotional Design Analysis[J].Packaging Engineering,2014,35(4):70.