A Research On The Design Of Chinese Elderly Supermarket Shopping Security Experience From The Perspective Of Service Design

Online e-commerce dividend has gradually subsided,With subsiding of online e-commerce dividend and re-excavating of huge potential of offline market,the new retail era has arrived in China.Compared with traditional retail,new retail continues to upgrade and innovate in service and experience.Then business means not only selling goods,but also providing a better shopping experience.However,nowadays,elderly users who take up a large proportion offline users,their shopping experience is not considered seriously by the merchants,because elderly are still labeled as "low consumption,frugal consumption,and cheap things purchase".Even if elderly users mainly consumes under offline context,the merchants will not specifically cater to their needs.However,with the development of population structure and social and economic forms,the elderly have already had higher spending consumption expenditure capacity,and consumption concept is gradually changing.At present,the consumption of the elderly in China has exceeded the per capital consumption of all residents.The shopping experience of the elderly needs to be improved.From the literature review on the physiological and psychological needs and consumption characteristics of the elderly living in cities,the elderly have a very high security demand for shopping space,product quality and safety,and special for shopping accessories,etc.The current study starts from the safety demand of the elderly to explore the security related service experience in the supermarket shopping context.We used the service design methodology to study and design the urban elderly supermarket shopping security experience service system to optimize the shopping experience of the elderly.The specific research process includes using immersive observation,in-depth contextual interview to collect and refine user needs.We found out five kinds of safety needs of the elderly people,namely travel safety,product safety,psychological security,interpersonal safety,financial security.Then the Kano model analysis technology was used to quantitatively analyze the service requirements,so as to obtain the service model including the Must-be quality,the One-dimensional quality,and the Attractive quality.The design concept was presented through the service blueprint.Finally,a framework of the elderly security service system integrating the space layer,the hardware layer and the software layer was obtained.The design strategy was given based on study of the specific content of the system framework.In terms of space environment,the supermarket size should not be too large,and the site selection should be close to the elderly community;In addition to shopping,service,warehousing,office space,for the sake of security,rest area,experience interactive area,entertainment activity area,children’s activity area,auxiliary space are all needed;the layout of the moving routine is mainly a single wraparound;Appropriate aging vision is regarded as the main and combined with multi-dimensional guidance;the environment is built to eliminate the risk factors and create an atmosphere of indoor relaxation.At the hardware product level,supermarkets should control the product safety and packaging safety;ensure the safety of facilities in supermarkets;provide monitoring and intelligent early warning by digital technology;emphasize the effective design of safety information.At software service level:standardization of organization management should be highlighted,standardize the service etiquette of the elderly,conduct systematic safety first-aid knowledge training exercises for employees;provide emotional services to meet the psychological security of the elderly;value co-innovation,that is,the elderly can be both consumers in the shopping context and service providers to get heavily involved through volunteer activities.In the design practice phase,the key service touchpoint in the service system framework were selected for design-the spatial layer environment design and the hardware layer information design.Finally,based on this design,the concept use test was carried out,and the ideal evaluation and feed-backs were obtained.Corresponding service design optimization was followedThis study may make some contribution to the understanding and shed light on the development of the elderly market segment in the new retail era.