國人醫療體系中的輸血治療來自民眾自發性捐血，穩定持續的血液供給，能夠維持醫療品質。然而，近幾年臺灣捐血人口逐漸下滑，其中又以年輕人最低，根據研究統計在隨著人口高齡化衝擊，在未來將使得血液供需嚴重不平衡。在過去，許多案例是透過服務設計來提升醫療行為的發生，鑑於此，本研究以服務設計觀點檢視現有捐血服務，整理出研究洞察，並透過狩野分析進行服務要素的評估，最後提出相關建議與結論。

本研究以IDEA 模型為研究框架，在探究階段以臺北之定點捐血服務點「峨嵋號捐血車」為場域進行觀察，並招募六位介於17 至30 歲之捐血者進行服務接收者深度訪談，同時了解服務提供端的限制與期許。在設計階段將上述之研究結果進行分析整理，製作服務設計相關圖表，提煉出研究洞察。在執行階段邀請四位設計專家進行共創工作坊，針對研究洞察進行腦力激盪的設計發想。最後評估階段以線上問卷形式，招募目標族群進行服務品質要素的分析。

本研究的貢獻包含：(1) 以「想到才捐捐血者」為目標族群，整理了16項研究洞察，其中服務前6項、服務中6項、及服務後4項；(2) 提出之新捐血服務設計包含了八項服務概念，其中服務前有1項、服務中有4項、服務後有3項；(3)研究結果顯示年輕捐血者認為「營造溫暖舒適的捐血車環境」、「健康認證的捐血報告」、「血液使用報告」、以及「個人化的線上資訊服務」為魅力型品質要素，且具有較高之滿意度。根據以上研究結果，提出之捐血車設計建議則包含：(1) 營造溫暖舒服的捐血環境；(2) 讓民眾了解整體血液的運用情形；(3) 線上服務朝向個人化發展；(4) 連結「捐血」與「健康」之間的概念；(5) 減少場域中的資訊量，並使資訊更易消化；(6) 溫暖友善的服務人員。

The blood transfusion treatment in the medical system comes from the people's spontaneous blood donation. The stable and continuous blood supply can maintain the quality of medical treatment. However, in recent years, the blood donor population in Taiwan has gradually declined, among which young people are the lowest. According to research statistics, as the population ages, the blood supply and demand will be severely imbalanced in the future. In the past, many cases used service design to improve the occurrence of medical behaviors. In view of this point, this study reviewed the existing blood donation services from the service design perspective, compiled research insights, and evaluated service elements through Kano analysis, and finally
made relevant recommendations and suggestions.

This study uses the IDEA model as the research framework. During the exploratory stage, the "Emei Blood Donation Car" in Taipei city is used as the field for observational purpose. Six blood donors between the ages of 17 and 30 were recruited to conduct in-depth interviews as service recipients, and service providers were interviewed to help understand the limitations and expectations of the service. In the design stage, the research results were analyzed and sorted out, service design-related charts were produced, and research insights were extracted. In the implementation phase, four design experts were invited to conduct a co-creation workshop to brainstorm design ideas based on research insights. In the final evaluation stage, the target groups were recruited to analyze the service quality elements in the form of online questionnaires.

The results of this study include: (1) Focusing on the target group of "donating blood when they think about it", 16 research insights were sorted out, including 6 before the service, 6 during the service, and 4 after the service; (2) The new blood donation service design was proposed which contained eight service concepts, including 1 before service, 4 during service, and 3 after service; (3) The research results show that young blood donors believe that "creating a warm and comfortable blood donation vehicle environment", "health certified blood donation report", "blood usage report", and "personalized online information service" are attractive quality elements and have high satisfaction. Based on the above research results, the proposed blood donation vehicle design recommendations include: (1) Create a warm and comfortable blood donation environment; (2) Let the public understand the overall use of blood; (3) Emphasize personalized information in online services; (4) Link the concept between "blood donation" and "health"; (5) Reduce the amount of information in the field and make the information more digestible; (6) Provide warm and friendly service staff.

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