Research On Service Design Based On Emotional Experience

With the arrival of the era of perceptual consumption,people's demands for emotional experience in modern life are increasing day by day.Bookstores only meet the basic needs of buying books,however,people pay more attention to whether the bookstore service can meet their emotional needs and whether they can have a beautiful and memorable experience.In this context,emotion becomes the focus of designers and bookstore service providers to improve service and user experience,and also provides a new thinking direction for the development of design theory and practice.Therefore,in this paper,the traditional state-owned bookstore with particularity--Changsha Xinhua Bookstore was taken as an example,and the design method that combines emotional experience and service design in the field of bookstore was put forward,so as to optimize its service and enhance its competitiveness.The research idea of this paper is "background and theory-problem proposing-experimental investigation-models construction-problem solving ".Based on emotional experience and service design,in this paper,Changsha Xinhua Bookstore was taken as the research object.Firstly,the concept and characteristics of Changsha Xinhua Bookstore were summarized,and its survival status was analyzed with SWOT analysis model from the perspectives of advantages,disadvantages,opportunities and threats,and also its value significance was elaborated.Based on its survival status and value significance,the author proposed to introduce the emotional experience service design into Changsha Xinhua Bookstore.According to the questions raised and the direction of thinking,12 kind of emotions that users mainly experience in the bookstore service were selected by four stages.Then,the 12 emotional words obtained from the experiment were used in the emotional experience research on Changsha Xinhua Bookstore.Through this part of research and analysis,in this paper,users' evaluation on Changsha Xinhua Bookstore was classified into four categories: aesthetic emotional experience evaluation,behavioral emotional experience evaluation,social emotional experience evaluation and value emotional experience evaluation.Based on the research of "problem posing-theoretical research-experimental research",in this paper,the conceptual model of service design emotional experience STAE was proposed,and each element was analyzed.This conceptual model consists of four parts: "S"-Service Process,"T"-Touchpoint,"A"-Appraisal "and" E "-Emotion.Finally,this model was applied to the service design practice of Changsha Xinhua Bookstore,including physical Touchpoint(brand visual image design)and digital Touchpoint(mobile application design),and then the emotional measurement of the new scheme was carried out.