隨著經濟成長顧客消費模式也改變，如今體驗經濟時代，人們重視購買感官體驗所帶來的樂趣與難忘記憶，因此帶動了手作體驗風潮。手作體驗之技藝由傳統產業而來，為了因應轉型必須顧及服務面與顧客需求，以木匠兄妹木工房松菸門市為例（以下簡稱木匠兄妹），本研究旨透過遊戲化設計來提升手作服務體驗，藉此探討遊戲化對體驗課程帶來之影響。
根據服務設計流程，本研究劃分為三階段：第一階段為服務探索定義階段，以觀察與訪談法盤點服務流程及項目範疇，並挖掘服務提供方和接受方之痛點與需求；其次，以問卷調查回收71份有效問卷，進一步釐清優先改善之項目為何，以及了解目前服務品質、體驗價值、行為意向之變項。第二階段為服務設計執行階段，透過共創工作坊將遊戲化元素納入提出服務優化方案，並製作出設計原型。第三階段為服務成果評估階段，針對共創提出兩款新服務方案—自主型、漸進型，分別回收有效問卷為65、70份，以問卷調查進行測試評估，以檢視原服務與兩款新服務之差異，進一步探討遊戲化設計對體驗課程之影響。
本研究結果發現：1.以服務設計觀點實行確實有效提升顧客對體驗的感受。2.遊戲化設計介入對於服務品質、體驗價值上皆有顯著提升。3.服務品質、體驗價值對行為意向皆為中度相關，且具正向影響。4.影響體驗課程之行為意向包含「課程多樣化」、「體驗項目多寡」、「新穎的服務」等因素。綜上所述，本研究運用服務設計流程將遊戲化元素應用手作體驗中，不僅解決問題與提供需求，同時也讓顧客於其中獲取價值並創造有趣記憶點。最後基於本研究結果，針對所提出功能服務給予企業應用之建議，以及未來遊戲化應用於手作體驗課程也提出四點建議作為參考。

Following the economic growth, customers’ consumption pattern also changed. Today, in the age of experience economy, people value greatly the fun and unforgettable memories brought by the sensory experience of buying this has resulted in the trend of handcraft experience activities. Originated from the industry, handcraft techniques are often required to respond to transformation and take service and customer needs into consideration. By taking Carpenter workshop’s Songyan Store as an example, this study aims to, through gamification, enhance the handcraft service experience and to discuss the influences brought by experiencing programs.
According to the service design process, this study is divided into three stages. The first stage is to define service. That is, to inventory service process and project scope using observation and interview methods and to dig out the pain points and needs of service provider and receiver. Next, based on 71 collected effective questionnaires, further clarify the priority of improvement items and understand the current service quality, experience value and behavioral intention variables. The second stage is the develop service stage. That is, through the co-creation workshop, include the gamification elements in service optimization plans and create design prototypes. The third stage is the service results evaluation stage based on a questionnaire survey. That is, with respect to the two new service plans – the self-directed and the progressive type - proposed by co-creation, collect 65 and 70 effective questionnaires to conduct a test evaluation. The objectives thereof are to review the difference between the original and two new services; and to further discuss the influence of gamification design on experience programs.
The study results reveals that: (1) An execution from the service design perspective can effectively enhance customers’ feelings for experiencing activity. (2) The intervention of gamification design can obviously increase service quality and experiencing value. (3) Service quality and experiencing value are moderately correlated with behavioral intentions and have a positive influence. (4) Behavior intentions that affect experience programs include “program diversity”, “number of experience items” and “innovative services”. In summary, this study has applied the service design process to include gamification elements in handcraft activities. This not only helps to solve problems and provide demand, but also enables customers to obtain value therefrom and create interesting memories. Finally, based on the study results, this study further provides enterprises with some suggestions on the applications of proposed functional services and four points about the application of gamification elements in handcraft activities in the future.

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