隨著智慧型手機與行動網路的普及，以及台灣股市於 2020 年兩大交易制度 「逐筆交易新制」與「盤中零股制度」的調整，不僅降低了年輕族群參與市場投資 的門檻，也增進了參與市場投資的意願。 為了改善使用者操作證券行動應用程式的 使用者經驗，本研究透過服務設計的思維，分析既有的證券行動應用程式服務 ，從 中擷取重要的洞察，並提出針對痛點優化的新功能與設計優化。後續以狩野模式來 進行驗證評估，最後根據研究結果，來提出證券行動應用程式的設計建議與未來可 研究的方向。

本研究以雙鑽石設計流程為基礎研究架構，將整體研究流程分為四個階段: 第一階段為研究探索，透過文獻資料的探索搜集，來選擇後續的研究方法。 第二階 段為前導研究，藉由質化的深度訪談與量化的使用性任務績效測試，來分析並找尋 既有服務之缺口與痛點。 第三階段為概念設計，根據前導研究結果歸納整理後，進 行新概念設計流程的發想與建構實驗原型設計。 第四階段為驗證評估，透過狩野模 式的框架來進行問卷的收集，進而評估新功能的原型設計。

本研究結果顯示:(1)透過前導研究質化與量化實驗結果得知，找出六項使 用者對於既有證券行動應用程式服務缺口與操作痛點，分別為「搜尋結果資料精準 度與數量皆不足 」、「可操作介面功能與文字資訊間的辨識度低 」、「過多自創專 有名詞導致理解資訊困難 」、「新舊功能的疊加導致頁面層級與資訊架構混亂 」、 「介面功能與名詞無明確的說明或教學導致使用理解上的困難 」、「跨服務頁面間 樣式與互動不一致 」，(2)透過服務設計的設計流程 ，針對證券行動應用服務提 出六項新功能與概念設計 ，分別為「即時股市討論區」、「交易策略機器人」、 「投資教學專區」、「全站搜尋建議」、「簡潔資訊架構」、「頁籤導航功能」 ， (3)使用者將「全站搜尋建議」、「簡潔資訊架構」與「頁籤導航功能」這三項功 能視為期望品質屬性 ，而同時也擁有較高的滿意度。本研究提出的證券行動應用程 式服務設計建議包含:(1)優化搜尋功能的頁面內容與功能 ，(2)減少頁面層級 與簡化內容資訊架構，(3)針對不同投資經驗的使用者給予適當的教學或資訊。

With the popularization of smartphones and mobile networks as well as the adjustment of the two major trading systems in the Taiwan stock market in 2020, the "Continuous Trading" and the "Intraday odd lot trading" not only lowers the threshold for young people to participate in the market investment, but also increases their willingness to participate in market investment. To improve the user experience of securities mobile apps, the research analyzed the existing securities mobile app services through the thinking of service design, extracted essential insights from them, and proposed new functions and design optimizations for pain points and needs. The Kano model was used for verification and evaluation in the follow-up experiment. Finally, based on the research results, the design suggestions and future research directions of the securities action application were put forward.

This research study adopted the double diamond design process as the primary research structure and divided the overall research process into four stages. The first stage was the research exploration, and the follow-up research methods were conducted through the exploration and collection of literature data. The second stage was the pilot study, which used in-depth qualitative interviews and quantitative usability performance tests to help analyze and generate existing services' gaps and pain points. The third stage was a conceptual design, after summarizing and sorting out the results of the previous research to generate the idea of the new conceptual design process and the construction of an experimental prototype design. The fourth stage was the verification evaluation. Questionnaires were collected through the framework of the Kano model to evaluate the prototype design of new functions.

The results of this research study showed that: (1) Through the qualitative and quantitative experimental results of the pilot study, it was found that six user service gaps and operational pain points for the existing securities mobile applications, which were “search result data low accuracy and Insufficient number, “low recognition between operable interface functions and text information”, “too many self-created proper nouns make it difficult to understand information”, “superposition of old and new functions leads to confusion in page hierarchy and information structure”, “interface functions and nouns are not clearly explained or taught, which leads to difficulties in use and understanding”, and “inconsistent styles and interactions between pages of services”. (2) Through the design process of service design, six new functions and conceptual designs were proposed for the securities action application service, namely “real-time stock market discussion area”, “trading strategy robot”, “investment teaching area”, “full site search suggestion””, “Concise information structure”, and “tab navigation function”. (3) Users viewed the three functions as “full site search suggestion”, “concise information structure” and “tab navigation function” as expected quality attributes, while also had a high level of satisfaction. The design suggestions for securities action app services proposed in this study included: (1) Optimizing the page content and functions of the search function, (2) Reducing the page hierarchy and simplifying the content information structure, and (3) For users with different investment experience to provide relevant tutorials.

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