Research On Service Design Of New Maternal And Infant Retail System Driven By Role Model

With the popularization of Internet application and modern retail industry,the new retail mode of "online + offline + Internet" has become a mainstream retail form,that is,"new retail".The opening of the two-child policy brings new explosion points to maternal and infant(MI)market.This thesis focuses on the MI industry,and applying the user-centered service concept in the service design.This thesis explores the development and application of the new retail in the MI industry from the perspective of service design,so as to provide a new guidance for the MI industry.It is also helpful to enrich the innovation of new retail and service design theory and paradigm.This thesis’ idea is consistent with the service design process.The whole body can be divided into three parts: analysis and planning,conceptual design,as well as test and feedback.Firstly,this thesis clarifies the service positioning,service demand and the behavior flow information of the main users through market analysis and user researches.It builds the demand model of the new retail system for MI based on the market and users demand.Then,the thesis creates user’ role models and maps the experience of the role using a three-dimensional analytical method,which will formalize the intangible service process.Also,thesis builds the MI new retail service system with the map of user experience and puts forward the MI new retail system design strategy based on the service theory.Finally,according to the design strategy and the corresponding design method,this thesis develops the design practice including service prototype and the detailed design;meanwhile,it evaluates the user satisfaction of the system by the method of Scenario Planning.There are three research innovations this paper: First is the innovation of content.This article focuses on the maternal industry and combines with the new word "new retail" in this industy to create two operating modes of "up-down" and "down-up" for the disjointed online and offline state in traditional way.Second is the innovation of research method.This paper introduces three-dimensional analytical method with the method of scientific research method to quantify market and research data of users.Third is the innovation of research perspective.This paper introduces the concept of service design into new retail and changes the previous retail concept of product-centric.It also establishes a new retail service concept centered on the individual needs of users.