AR技術為體育觀賽上帶來全新的體驗，然而現有AR體育賽事的觀賽體驗未有充足的討論與研究，本研究個案HADO為全世界第一個AR體育賽事，開創了對於AR體育賽事相關的研究討論。本研究旨在以服務設計思維探討AR體育競賽觀賽體驗，設計流程擬定為三階段：服務設計研究、服務設計迭代、服務設計驗證。

研究階段透過實際了解HADO運動賽事服務現況，深入探討不同利害關係人之需求、線上及線下場域之觀賽體驗問題，全面性思考其設計優化可能性。設計迭代階段透過跨領域共創，產出22項符合使用者期望、技術可行性、企業發展三方面需求的創新服務概念並製作概念模擬原型。驗證方式參考胡凱傑、蔡云軒(2019)所提出三維模型分析，再根據本研究目的加以修正後進行評測，整合Kano模式、重要度績效分析與目標困難度，同時提升用戶的觀賽體驗以及兼顧企業資源的運用，使其結果更貼近實際面，最終提出優化HADO觀賽體驗之創新服務設計解法以及執行排序，以供個案公司參考。

本研究透過橫跨學術與產業運作過程，在學術研究上，提出AR觀賽體驗研究的洞察與優化方向，以及AR觀賽體驗、服務設計後續相關的研究建議。在產業發展上，進一步開啟企業對於設計思考運作的認識以及創新思維的改變，為其兩者帶來正向發展與貢獻。

Augmented reality (AR) has been used to improve the spectator experience in traditional sports events. Our case is the first AR sports in the world, Meleap’s HADO, the discussion of spectator experience is lacking in the past. With this unique case study, our research is the first to explore and discuss spectator experience design in AR sports events. We aim to discuss the spectator experience in AR sports events in terms of service design. The design process is divided into three stages: service design research, service design iteration, and service design test.

In the research phase, To understand the problems in the spectator experience of AR sports events from both physical and virtual perspectives, we have the investigation into HADO’s online and offline events, in-depth discussion of the needs of different stakeholders, and comprehensive consideration of the possibility of design optimization. In the design iteration stage, through cross-disciplinary co-creation, 22 innovative service concepts that meet user expectations, technically feasible, and business value were conducted. Finally, this study explored the improvement and execution order of HADO service design concepts via a three-dimensional model that is based on Kano’s model, importance-performance analysis, and goal difficulty (Hu & Cai, 2019), then adjust it according to the purpose of this research.

This research brings a positive impact of development and contributions to both academics and industry. In the academic field, providing the optimization direction of AR spectator experience and follow-up related research suggestions for service design. For industrial development, further improving the enterprise's understanding of service design and the change of innovation thinking.

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網路資料

1.唐玄輝(2019)。新服務設計的內涵。Design Information & Thinking Lab，2019年1月28日發表於Medium(https://medium.com/ditl/%E6%96%B0%E6%9C%8D%E5%8B%99%E8%A8%AD%E8%A8%88%E7%9A%84%E5%85%A7%E6%B6%B5-31f2319588a4)。
2.愛立信贏得BT Sport擴增實境合約(2017年1月25日)。愛立信官方網站。取自：https://www.ericsson.com/zh-tw/press-releases/2/2017/1/20170125-Ericsson-BTSport-PIERO-AR
3.IDC：中國AR/VR市場高速成長，支出規模領先於全球(2019年6月6日)IDC 國際數據資訊。取自：https://www.idc.com/getdoc.jsp?containerId=prCHC45152519
4.IDC：2020年APEJ亞太地區AR、VR年產值上看349億美元(2019年3月27日)。鉅亨網。取自：https://news.cnyes.com/news/id/4293897