| 王熙元,姜越晴,马文娟.服务设计视角下快餐包装设计研究[J].包装工程,2021,42(10):223-228. |
| 服务设计视角下快餐包装设计研究 |
| Fast Food Packaging Design from the Perspective of Service Design |
| 投稿时间：2021-02-20 |
| DOI：10.19554/j.cnki.1001-3563.2021.10.031 |
| 中文关键词: 服务设计 包装设计 利益相关者 用户体验地图 快餐包装 |
| 英文关键词: service design package design stakeholders user experience map fast food packaging |
| 基金项目:上海市科委2019年度“科技创新行动计划”“一带一路”国际合作项目(19640770200);中央高校基本科研业务费专项资金资助(21D110701) |
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| 中文摘要: |
| 目的 通过引入服务设计中利益相关者、用户画像、用户体验地图、接触点研究的方法，对快餐包装进行重新设计。方法 以服务设计理论为基础，第一，对现有快餐包装进行市场调研;第二，通过利益相关者分析快餐销售时的中心用户;第三，对中心用户进行问卷访谈调研，提炼出用户画像;第四，对这些用户画像采用用户体验地图的方式挖掘用户行为痛点和设计的机会点;最后，优化接触点的行为体验，制作出快餐包装的设计模型。结果 设计出方便消费方和销售方使用的快餐包装。结论 通过服务设计的方法可以帮助食品包装在设计上进行突破。利用利益相关者地图可以挖掘不同方面的用户，使用用户体验地图和接触点研究可以深入探索用户痛点，并对其进行设计指导，满足核心用户群对包装的需求，并给出了基于服务设计研究方法下的快餐包装设计实践案例。 |
| 英文摘要: |
| The paper aims to redesign the fast food packaging by introducing the method of stakeholders, persona, user experience map, touch point in service design. Based on the service design theory, firstly, market research is conducted on existing fast food packaging; secondly, second, the central users of fast food sales are analyzed through stakeholders; thirdly, questionnaire interviews are conducted on the central users to refine user profiles; fourthly, user experience maps are used to explore user behavior pain points and design opportunities for these user profiles; finally, the behavioral experience of the contact points is optimized to the design model of fast food packaging is produced. This paper designs fast food packaging that is easy to use for both the consumer and the seller.The service design method can help breakthroughs in the design of food packaging. Using stakeholder map can tap different aspects of users, using user experience map and contact point research can explore user pain points in depth and design guidance for them to meet the needs of core user groups for packaging, and give a practical case of fast food packaging design based on service design research method. |
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