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研究生: 陳虹伶
Hung-Ling Chen
論文名稱: 應用文化探針於旅遊資訊彙整的用戶體驗設計與研究
Applying Cultural Probes for User Experience Design and Research on Trip Planning
指導教授: 唐玄輝
Hsien-Hui Tang
口試委員: 陳書儀
Shu-Yi Chen
董芳武
Fang-wu Tung
學位類別: 碩士
Master
系所名稱: 設計學院 - 設計系
Department of Design
論文出版年: 2018
畢業學年度: 106
語文別: 中文
論文頁數: 108
中文關鍵詞: 自助旅遊旅遊資訊資料彙整用戶體驗文化探針狩野模式
外文關鍵詞: Independent travel, Travel information, Information integration, User experience, Cultural probes, Kano model
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隨著資通訊技術進步,互聯網上的旅遊訊息隨之增加,旅遊資訊散佈在各大網站裡。除了線上資訊外更有許多資訊涵蓋在線下管道中。龐雜的資訊來源使旅遊者越來越難彙整出他們需要的內容。
本研究目的是將文化探針法結合至用戶體驗設計流程中,深入探索自助旅遊者的需求與痛點,提出改善自助旅遊者資訊彙整體驗的設計方案,並以狩野模式進行設計概念評估,探討文化探針法應用於用戶體驗設計流程的成果與影響力,作為日後相關研究者的參考。
本研究發展過程分為四個階段:第一階段為用戶體驗設計流程,透過用戶研究、設計、測試進行迭代,提出自助旅遊者彙整資訊的設計解決方案;接續將用戶研究與設計結果作為研究基礎,以此基礎進行第二階段的文化探針研究,提出新設計解決方案;第三階段以狩野模式評估前兩階段所提出的設計解決方案;第四階段針對設計評估結果進行探討。
最後,本研究的主要發現有:(1)基於用戶體驗設計流程下發展的文化探針研究,能探索出新的目標用戶需求,作為設計方案之發展依據;(2)文化探針的應用有助於協助設計師激發新的設計靈感;(3)經由狩野模式評估後發現應用文化探針法所提出之設計方案成功獲得用戶高滿意度;(4)以狩野模式評估設計方案,能有效協助未來設計開發的優先次序考量與掌握未來設計著重點。綜合上述,本研究成功將文化探針法與狩野模式結合至用戶體驗設計流程中,文化探針的應用確實能協助探索出新的設計機會點並獲取目標用戶的期待與滿意。


With the advanced information communication technology, it enhances the amount of travel information that spread on the internet. In addition to the online information, there are many travel information in the offline channel. Numerous sources of information make it hard for the tourist to organize the information they need.
The purpose of the study is to apply cultural probes into the user experience design process and explore the needs of the tourist. Deeply explore the needs and pain points of tourist and propose a design concept solution for tourist to organize the travel information. Eventually, evaluation the design concept with kano model. Then, discuss the influence of apply cultural probes into the user experience design process and propose the reference direction for future research.
There are four phases of the research. In the first phase, user experience design process. By the interview method explore tourist’s needs. Then, based on their needs to design and build the prototypes. Furthermore, through the interview to understand the differences of user experience before and after using prototype by interview. In the second phase, cultural probes research and design, the first phase of the research and design results as the basis for the study of cultural probes. Then, create probe materials to explore tourists needs and design the new prototypes. In the third phase. Evaluated the design prototypes of first and second phase by kano model. In the fourth phase, evaluated the result that affected by combine cultural probes with the user experience design process.
The main findings of this study reveal: (1)Based on the user experience research result to develop the tourist’s needs by cultural probes that successfully explored unknown needs and develop new design concepts;(2)Using cultural probes helps designer to inspire the new design concept;(3)By the kano model shows that the design concept developed by culture probes was successfully achieved high satisfaction of tourist.and;(4)Evaluation of design concept via kano model, effectively assess the design development sequence and understand the design priorities of the future. This study successfully combines the cultural probe and the Kano model into the user experience design process. The application of cultural probes can help designers to explore design opportunities and enhance the expectations and satisfaction of tourist.

一、 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究範圍與限制 2 1.4 研究流程 3 二、 文獻探討 4 2.1 關於自助旅遊 4 2.2 用戶體驗概述 8 2.3 探針 11 2.4 狩野模式(Kano model) 15 2.5 淨推薦值(NPS) 18 2.6 文獻總結 19 三、 研究方法 20 3.1 研究設計 20 3.2 研究內容 21 四、 用戶體驗設計流程 22 4.1 用戶體驗研究 22 4.2 用戶體驗設計 29 4.3 用戶體驗測試 34 五、 文化探針研究與設計 37 5.1 文化探針研究 37 5.2 文化探針分析 42 5.3 從研究到設計 46 六、 測試與分析 59 6.1 測試流程 59 6.2 測試結果 60 6.3 結果討論 66 七、 結論與建議 68 7.1 研究結論 68 7.2 研究建議 70 參考文獻 72 中文文獻 72 英文文獻 72 網路文獻 76 附件目錄 77

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網路文獻:
1. Tripadvisor (2015), Trip Barometer; Travel Trends 2016 (https://www.tripadvisor.com/TripAdvisorInsights/n2750/four-booking-behaviors-driving-travelers)
2. The Net Promoter System®'s "Outer Loop": How Companies Make Systemic Changes—and Show Employees They're Serious About Customer Centricity. (http://www.bain.com/publications/articles/the-net-promoter-systems-outer-loop.aspx)

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