本研究目的為透過服務設計協助熟齡零售產業，以輕熟齡族為主的傳統服飾精品店為例；同時參考新零售概念以運用於設計發展。初探階段，透過觀察與訪談法，釐清傳統服飾店首要面臨的問題為「營利逐日下降」，原因在於消費者投入消費的意願「日益不穩定」；期間，發現商家與消費者能夠產生高度黏著性的數位渠道為Line；而Line平台能夠提供「Line@生活圈」幫助商家建立顧客關係，因此本研究將運用服務設計觀點發展Line@生活圈設計於輕熟齡族服飾精品店，以探討熟齡產業的延續。
本研究透過服務設計思維與方法，發展適用於輕熟齡族為主的服飾精品店之Line@生活圈設計，最後以狩野模式 (Kano Model) 、重要性-表現分析法 (Importance-Performance Analysis，IPA ) 以及易用性訪談評估設計，並從中探討運用服務設計思維於服飾熟齡產業的成果與影響力，以作為日後相關研究者之參考依據。
本研究主要發現：(1) 運用服務設計思維能夠細化目標消費者類型與其需求，可從中發現影響輕熟齡消費者「消費不穩定」的首要因素；亦可發現「試穿歷程」將是「購買意願」的關鍵歷程，為最需「投放人力資源」之歷程，推估熟齡服飾產業發展可針對該歷程進行人員服務細部規劃；(2) 使用設計資訊與思考研究室（DITLDESIGN）所提出的新服設計概念，其運用數位與實體人員、工具以及環境之多渠道情境的設計方式，有助於新零售、全渠道設計發展；(3) 狩野模式(Kano Model) 、重要性-表現分析法 (Importance-Performance Analysis，IPA ) 併行評估，可發現兩種評估結果的衝突之處，亦為後續進行設計迭代時，深度訪談消費者對服務感受之要點；(4) 透過情境闡述與介面設計進行易用性訪談，可獲取場景細化的機會點，以及輕熟齡族於介面設計的使用性。

The study’s purpose aims to utiliz the service design to assist the mature age group’s retailing industry by focusing on the mature age groups-oriented conventional apparel boutique stores as an example; also referencing the new retailing concept to adapt the concept in the design development. At the preliminary exploration stage, it utilizes the observation and interview methods to decipher the issue confronting the conventional apparel shops, which being the “dwindling profitability”, which stems from the consumers’ desire to injecting into spending has “steadily becoming unstable”; during which, it has been found that the digital venue that binds the merchants and the consumers coherently has been Line; and how the Line platform is able to provide a “Line@” that helps the merchant instill the customer relations, thus the study would adapt the service design viewpoint for developing the Line@ design into the mature age groups’ apparel boutique shops, through which to examine the sustainability of the mature age group.
The study has utilized the service design concept and methodology, to develop a Line@ design suitable for the mature age groups-oriented apparel boutique stores, and lastly applied the Kano Model, the importance-performance analysis (IPA) and an easy-to-use interview assessment design, and also through which to explore the result and impact of adapting the service design concept into the mature age group’s apparel industry, which can provide a reference basis for later researchers on relevant topics.
The study’s major findings include: (1) Adapting the service design concept can further break down the target consumers’ type and their needs, wherein it identifies the key factor that affects the mature age groups’ “consumption instability”; it also identifies that the “trial process” remains a critical process in relation to the “purchasing desire”, a process that requires “injecting the most manpower”, which can be deduced that the mature age apparel industry’s development may focus on seeking a detailed planning on personalized service for said process; (2) by utilizing the new apparel design concept as presented by DITDESIGN, its design method deploying the digital and physical personnel, tools and setting in a multimedium scenarios is conducive to the new retailing, all-encompassing venue design development; (3) the evaluation combining the Kano Model and the importance-performance analysis (IPA) can be used to identify the conflict between the two evaluation findings, and can also provide critical focus in gauging the consumers’ service perception through in-depth interview when updating the design subsequently; (4) the easy-to-use interview utilizing scenario narratives and interfacing design helps to capture the niche opportunity on set, breakdown and the interfacing design’s user friendliness to the mature age groups.

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