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研究生： 謝沛剛
Hsieh, Pei Kang
論文名稱： 促進服務設計洞見發現之系統研究
IT-facilitated Insight Discovery in Service Design
指導教授： 苑守慈
Yuan, Soe Tsyr
學位類別： 碩士
Master
系所名稱： 商學院 - 資訊管理學系
Department of Management Information System
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 106
中文關鍵詞： 服務設計 、洞見挖掘 、設計思考 、服務科學
外文關鍵詞： Service Design, Insight Discovery, Design Thinking, Service Science
相關次數： 點閱：114  下載：47 
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    • 近數十年來，服務經濟蓬勃發展，使得服務設計在各個產業中嶄露頭角，也帶動了製造型企業進行轉型的浪潮。要設計一個令使用者滿意的服務需要對使用者深入的了解。然而，要從使用者身上得到洞見(insights)必須倚賴服務設計師的經驗及能力，對於經驗較少的設計師以及產品導向思維的企業是相當困難的。過去雖然已有許多探討設計師能力的研究，但對於如何以資訊系統輔助服務設計的過程仍鮮少有研究。本研究首先建構服務設計師在做洞見發現(insight discovery)時，會如何操作他們的認知模型(mental imagery)來讓資料變成有意義的資訊，接著提出一個以 ConceptNet 為知識庫的資訊系統 - Discover+ 來輔助這個過程。另外，我們也提出了洞見深度地圖(Insight Depth Map)，作為衡量洞見影響力的模型。期望本研究能對於服務設計及設計管理的領域有所貢獻，也希望能幫助所有的服務設計師。

    Service economy has been under the spotlight during past decades as well as design thinking has been widely promoted in recent years. Developing a desirable service needs in-depth understanding to customers. However, in the past, discovering insights from customers usually depends on designers’ experiences. It’s hard to do it well for novice designers as well as enterprises with G-D logic mindsets. Although some researches have been done on designers’ ability, little information is available on information technology facilitating the service design process. In this research, we propose an IT artifact with the commonsense knowledge in ConceptNet to facilitate the insight discovery process. We also propose a concept of insight depth which can be a measurement of the influential extent of insights. This research is believed to shed light on both the management and design field for services. We expect this can help no matter who are designing services.

    CHAPTER 1. INTRODUCTION 1
    CHAPTER 2. LITERATURE REVIEW 4
    2.1 SERVICE-DOMINANT LOGIC MINDSET 4
    2.2 DESIGN THINKING & SERVICE DESIGN PROCESS 6
    2.3 HUMAN EFFORTS IN INSIGHT DISCOVERY 8
    2.4 New Knowledge Discovering from Constructivists’ View 9
    2.5 Mapping Tools Facilitating Framing and Reframing 11
    2.6 CONCEPTNET 18
    CHAPTER 3. MOTIVATION APPLICATION 21
    3.1 TAIWAN’S ECONOMIC STRENGTHS AND CURRENT ECONOMIC LANDSCAPE 21
    3.2 THE “PROSPERITY” IN PROSPERITY TAIWAN 22
    3.3 VISION OF PROSPERITY TAIWAN 22
    3.4 CULTURE, ARTS AND CREATIVITY AS AN EXAMPLE 22
    3.5 INTELLIGENT SERVICE MACHINES TO AID ECONOMIC TRANSFORMATION 23
    3.6 THE V+ PLATFORM 24
    3.7 APPLICATION SCENARIO OF V+ PLATFORM 26
    CHAPTER 4. INSIGHT DISCOVERY FACILITATION MECHANISM 28
    4.1 CONCEPTUAL FRAMEWORK 28
    4.1.1 Ability to Form and Process Mental Knowledge 29
    4.2 SYSTEM ARCHITECTURE 35
    4.2.1. Theme Finder Module 36
    4.2.2. Frame Finder Module 38
    4.2.3. Crawler Module 44
    4.2.4. Insight Encoder Module 45
    CHAPTER 5. APPLICATION SCENARIO 47
    5.1 AN APPLICATION SCENARIO 47
    5.2 SERVICE BLUEPRINT 52
    CHAPTER 6. EVALUATION 55
    6.1 PROPOSITIONS 55
    6.2 ASSUMPTIONS 56
    6.3 EXPERIMENT DETAIL 57
    6.3.1 Experimental Subjects 57
    6.3.2 Experiment Design 58
    6.4 DISCUSSION OF FINDINGS 80
    CHAPTER 7. CONCLUSION 84
    7.1 CONTRIBUTIONS 84
    7.2 MANAGERIAL IMPLICATIONS 86
    7.3 LIMITATIONS AND FUTURE WORKS 87
    7.4 CONCLUSION REMARKS 88
    REFERENCES 89
    APPENDIX A. BASIC PROFILE OF EXPERIMENTAL SUBJECTS 93
    APPENDIX B. EXPERIMENT INSTRUCTION AND QUESTIONNAIRE 95
    APPENDIX C. SUBJECTS’ PERCEIVED SATISFACTION SCORES 101
    APPENDIX D. EXAMPLES OF CONCEPT MAPS BY DESIGNER SUBJECTS 103
    APPENDIX F. CONCEPT MAP AFTER LABELING THE ASSOCIATION TYPES 106

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