新零售驱动下的超市购物服务系统设计策略研究

Design Strategy of Supermarket Shopping Service System Driven by New Retail

目的通过以用户为中心的服务设计创新体验方式,从服务设计的视角分析传统超市购物服务系统,研究其存在原因、用户行为、接触点、设计点等问题,提出相应的改进措施和解决方案,以提升新零售时代超市用户的购物体验。方法运用服务设计思维方式和方法,以服务设计相关理论为基础,以服务设计的用户旅程地图和服务蓝图为工具,对传统超市购物服务系统进行梳理并分析研究。结论通过研究导致现有超市系统体验不佳的共性问题,提出了新零售驱动下的超市购物服务系统应以提升用户体验为中心的观点,包括以用户为中心的竞争态势个性化服务、数据技术信息的可视优化、消费需求的情感化品牌塑造以及去中心化的消费场景重构等创新设计策略,为解决超市购物的服务系统问题提供新的思考和启示。

The work aims to analyze the traditional supermarket shopping service system from the perspective of service design,study the reasons,user behavior,touch points and design points of the service system,and propose corresponding improvement measures and solutions through the innovative experience mode of user-centered service design,so as to enhance the shopping experience of supermarket users in the era of new retail.By means of the thinking mode and method of service design,based on the relevant theories of service design,the user journey map and service blueprint of service design were used as tools to sort out,analyze and study the traditional supermarket shopping service system.Through studying the common problems that lead to poor experience in the existing supermarket system,the view that the new retail-driven supermarket shopping service system should focus on improving the user experience is put forward,including innovative design strategies such as personalized service of user-centered competitive situation,visual optimization of data and technical information,emotional brand building of consumer demand,and de-centralized reconstruction of consumer scenes,which provide new thinking and enlightenment for solving the service system problems of supermarket shopping.