隨著網路科技的發展，一般消費者越來越習慣在電商平臺進行消費，同時也越發注重個人化的消費體驗。為了有效提升購買客製化商品的使用者經驗，本研究以服務設計檢視既有的電商平臺客製化服務，並整理出使用者的關鍵洞察需求，透過狩野模式進行概念功能的驗證評估，最終提出相關結論與建議。
本研究以雙鑽石設計流程為基礎，共分為三個階段：第一階段為使用者經驗研究，透過內容分析與訪談，探討現有服務的資訊架構與使用者的痛點及需求。第二階段為使用者經驗設計，以共創工作坊的形式，進行設計概念的腦力激盪，提出功能概念方案。第三階段為使用者經驗評估，以狩野模式評估所提出的原型，並針對評估結果進行探討。
本研究結果顯示：(1)消費者購買客製化商品的動機，主要區分為「專屬訂製」與「紀念送禮」。(2)以「年輕消費族群」為主要使用者，整理出四項關鍵洞察需求，分別為「即時溝通」、「製作流程視覺化」、「操作簡化」、「商品預覽」。(3)消費者認為「商品製作狀態查看」、「訂單即時通」、「商品成果展示」、「選填式客製化表單」及「客製化相關分類標籤」為魅力品質屬性，而前三項具有較高的滿意度。本研究提出的電商平臺客製化服務設計建議包含：(1)提升訂製流程的資訊透明度；(2)客製化選項的搭配建議；(3)提供明確的購買情境說明範例；(4)即時互動的溝通管道；(5)明確單一的下單引導流程。

With the development of internet technology, consumers are getting used to purchasing products on e-commerce platforms. In order to effectively improve user experience of purchasing customized products, this research examined existing customization services on an e-commerce platform by service design, sorted out key insight needs of users, evaluated proposed conceptual functions through the Kano model, and proposed relevant conclusions and suggestions.
The structure of this research was based on the Double Diamond design process and was divided into three stages. The first stage was user experience study. Content analysis and interviews were used to explore the existing service information architecture and pain points and requirements of users. The second stage was user experience design. Conceptual functions and solutions were proposed by a co-creation workshop for brainstorming design concepts. The final stage was user experience evaluation. The Kano model was used to evaluate the proposed prototype and the results of evaluation were discussed.
The results of this research were as follows. (1) Consumers’ motivations for purchasing customized products were mainly classified as “exclusive order” and “commemorative gift”. (2) The main users were “young consumer groups” and their four key insight requirements were “real-time communication”, “visualization of the production process”, “simplification of operation”, and “product preview”. (3) “checking the production status of a product”, “instant messaging of order”, “displaying the customized product”, “optional customization forms”, and “filtering labels related to customization” were considered by consumers as attractive quality attributes. Nevertheless, the first three items had a higher degree of satisfaction. This research proposed customization service design suggestions for e-commerce platforms were as follows. (1) An improvement in information transparency of the customization process. (2) Accompanying suggestions on customization options. (3) Provision of clear descriptive examples for purchasing scenarios. (4) Real-time interactive communication channels. (5) A clear and single order guidance process.

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