Research Of Service Design On West Lake Gift Of New Retail Concept

The development and changes of the retail industry have a profound impact on people's lifestyles.Since past retailing patterns such as department stores,supermarket chains,convenience stores,until nowadays popular e-commerce network retail,retail industry has influenced people's consumption custom all the time.By data research and analysis on the retail industry of this dissertation,the upper limit of increasing e-commerce retail business was gradually perceived.While the traditional retail industry revealed an improving tendency,new retail that has been recently mentioned would become an extraordinarily significant pattern in this field.The new retailing pattern,involved leisure,entertainment,catering,education and shopping,is a user experienced consumption model with organic integrity.Also,it makes product a marketing means rather than the only purpose.Achieving diverse profit model,adding the additional value of commodities,using cross-border sales and integrating resources help to transform retail into a user-experienced consumption service pattern.This dissertation focuses on current retail patterns and developing tendency of cultural tourism products.Then deducing the user experience service model that combines online e-commerce market with offline virtual product,it would become one of the most competitive operation pattern for further development of culture industry.The author integrated concepts of new retail,which is applied to the actual project named New Retail of West Lake Gift.This project explains how service design has overcome the difficulties of design implementation and how industrial products have been created by the idea of new retail concept.As the starting point of service design,these are main processes to explore the project at a great depth:user research,product function positioning,industrial product design,online user experience research and design,etc.Offline user scenario design of virtual carrier and online e-commerce store user experience design of WeChat mini program are the most innovative parts.On the one hand,through a large number of investigations on various actual scenes,valuable information has been analyzed and sorted out,which was used for user scenario design including carrier with QR code as well as package design.On the other hand,from user analysis,qualitative research,creating personas to interactive design,analysis for competitive products,visual design,user test,a neo user experience pattern of online mini program is redefined.In the process of project advancement,the whole exploitation process and overall design research method,repeated deliberation for design details and innovation on user experience,could provide a valuable reference for other projects,for instance,service design.