隨著科技進步，穿戴式智慧手錶市場規模與用戶逐年擴展。根據Forrester預估穿戴式裝置在2022年市場將成長到91億美元，其智慧手錶將佔據55%。目前智慧手錶的主要功能除了健康監測、訊息通訊、行動錢包外還包含娛樂，而聽音樂即是娛樂功能的主要應用。伴隨音樂市場從線下實體唱片轉變到線上串流音樂的隨選聆聽，如今串流音樂應用程式的服務提供已成主流。反觀當今的串流音樂服務平台，在智慧手錶上的功能非常精簡與缺乏，應用大多延伸智慧型手機的操作為主，且介面操作也待優化，整體在智慧手錶上的體驗需被加強改善。故本研究以提升串流音樂應用程式的服務體驗為目的，透過服務設計的觀點，探討臺灣串流音樂應用程式在智慧手錶上的服務體驗。
本研究依循雙鑽石設計流程進行，第一階段「蒐集探索」，透過文獻資料的蒐集，釐清研究相關背景並建構理論基礎，以規劃整體研究流程；第二階段「定義服務缺口與痛點」，經由深入訪談、非參與式觀察發掘服務缺口，另外也透過使用性任務績效測試，釐清介面操作問題，再經由人物誌與顧客旅程地圖繪製，分析歸納設計方針；第三階段「原型設計之發展」，依循分析歸納的設計方針，進行實驗原型設計；第四階段「實行原型設計之評估」，採用圖片與動畫方式呈現新、舊應用程式功能流程並進行比較，其問卷結合受測者基本資料與價值體驗量表(Experiential Value Scale, EVS)，經由網路發放蒐集有效問卷135份，並將結果進行分析檢定。
研究發現為：(1)「無推薦的音樂歌單」、「無法分享歌單曲目」、「無完整歌詞與專輯相關資訊」、「應用程式的資訊架構複雜不清晰」、「功能按鈕無圖像顯示」、「圖示按鈕沒有反饋與輔助說明」六項痛點；(2)新與舊的應用程式在體驗價值量表(EVS)四大構面「美感」、「趣味性」、「顧客投資報酬率」、「服務優越性」的比較皆有顯著差異，新應用程式的優化設計，有助於提升使用者的服務體驗。最後依據研究結果提出相關的設計與研究建議，期望能予以幫助未來智慧手錶串流音樂應用程式的發展。

With the advancement of technology, the market size and users of wearable smartwatches have been expanding year by year. According to Forrester's estimates, the wearable device market will grow to 9.1 billion U.S. dollars in 2022, and its smartwatches will account for 55%. At present, the main functions of smartwatches include entertainment in addition to health monitoring, text messages, and digital wallets. Listening to music is the primary application of entertainment functions. On the other hand, as the music market from offline physical records to online music streaming for on-demand listening, the service provision of music streaming applications has become the mainstream. However, in today's music streaming service, the functions on smartwatches are very streamlined and lacking. Most applications focus on extending the operation of smartphones, and the user interface design and operations need to be optimized. The overall experience of smartwatches needs to be strengthened and improved. Therefore, the purpose of this research study is to improve the service experience of smartwatch music streaming applications and explore the service experience of Taiwan’s primary music streaming applications on smartwatches from the perspective of service design.
This research study follows the Double-diamond design process. The first stage of "collection and exploration" is to clarify the relevant background of the research and construct the theoretical basis through the collection of literature data to help plan the overall research process. The second stage is to "define ervice gaps and pain points" through in-depth interviews and non-participant observations to discover service gaps, and also through useability tests to clarify the user interface and operation problems. The personas and customer journey maps were created to summarize the design requirements. In the third stage, "development of prototype design", follows the analysis results and design requirements to carry out experimental prototype designs. The final stage, "evaluation of the implementation of prototype design", uses pictures and animations to present application functions and operation processes, then compare the differences between new and old applications. The questionnaire combines the basic data and the Experiential Value Scale (EVS). Then the results of 135 valid questionnaires from Internet survey were analyzed and verified.
The generated research results revealed that: (1) Six pain points were "lack of recommended playlist", "unable to share playlist", "lack of complete lyrics and album-related information", "complex information structure", "functions without image or text button displayed ", "icon buttons are no feedback and auxiliary instructions". (2) There are significant differences between the new and old application designs in the four dimensions of experience value scape, i.e., "aesthetic", "playfulness", "customer return on investment", and "service excellence", the optimized design of the new application helps to enhance the user’s service experience. In the end, based on the research results, relevant design and research suggestions are put forward, hoping to help the development of music streaming services on smartwatch application in the future.

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