老年人康养产品新零售服务设计中的共情思维

Empathy Thinking in New Retail Service Design of Elderly Health Care Products

目的新时代老龄化大背景下,为“新老人”群体打造有良好体验的康养产品购物场景及新零售模式。方法以华润堂“悦见”新零售概念方案为例,运用服务设计思维,洞察“乐龄新老人”的衣食住行特点,通过共情思维分析其购物体验,以及该服务的利益相关者和关键资源,提出通过差异化选品、场景化体验、社交式购物、大数据驱动等方式进行多方资源整合来为用户提供选品共情、场景共情、服务共情及技术共情的康养产品零售服务,并对其中的“服务共情”场景展开原型测试。结论基于共情思维的老年人康养产品新零售服务设计研究方法,能够为目标用户提供创新的购物体验,如定制化购物、家居式环境、同理心导购及精准化推送等,同时也为“乐龄新老人”康养产品的设计及研究提供新的思路。

The work aims to create a shopping scene and new retail model for health care products with good experience for the"new elderly"group in the context of aging in the new era.With"Yuejian"new retail conception proposal of Huaruntang as an example,the service design thinking was used to gain insight into the characteristics of clothing,food,housing,and transportation of"new healthy elderly".Their shopping experience,as well as the stakeholders and key resources of the service were analyzed through empathy thinking,and multiple resource integration methods such as differentiated selection,scenario based experience,social shopping,and big data driving were proposed to provide the health care products retail service,with product selection empathy,scenario empathy,service empathy and technology empathy,and conduct prototype testing on the"service empathy"scenario.In conclusion,the research of new retail service design methods for elderly health care products based on empathy can provide innovative shopping experiences for target users,such as customized shopping,home-like environments,empathy shopping guide,and precision information pushing,and also provide new ideas for the design and research of"elderly healthy elderly"health care products.