CHIA-YU CHEN
Client Profile
Industry /e-commerce
Year / 2018
Solution
Business Challenge
Solution
The client owned 2 platforms, one is for physical activities or courses for elder people. The other one is for selling the product they chose for the same target users. However, sales is not going well. Hence, the client would like to find out their users' needs toward products and services.
Design a co-creation interview to understand customers' needs, including:
1. User's attitude toward the current service and product.
2. Ideal life they want to have or person they want to be.
3. Possible products / services they may interested in.
FRAMEWORK
Lifestyle
Product & Service
Idea Life
+
=
Customers buy products and services for reasons. We try to use a systematic way to find out customer's ideal life they want to have now, the lifestyle they will choose, and products / services they are willing to use in order to achieve their ideal life.
FROM PHYSICAL TO VERTUAL
FROM PHYSICAL TO VIRTUAL
Online store buying behavior
Physical store buying behavior
The user's needs for products / services will not change when no matter they visit physical shops or online shops. Hence, We designed a prototype board for customers in order to understand their buying decisions.
USE PROTOTYPE TO VALIDATE
PROCESS
PRODUCE PERSONA
Persona A
Persona B
Persona C
Persona D
According to the family and work situation, personalities, social life situations, interests / preferences, attitude to other people, expectation for the current life stage, we divided into four personas.
VALUE
1.Wellness
使用者有強烈的保健意識，認為適時補充保健食品與能量，能夠有效增進活力與健康。
2.Sensory attractiveness
熟齡的女子依舊希望和小女生一樣，身體/頭髮時常散發香味，並且具有感官的吸引力。
3.Quality
他們偏好具有質感的產品和服務，寧可購買量少卻高單價的物品。
4.Rewards me
早期為了家庭辛苦的日子已經漸漸過去，現在小孩長大後，開始慢慢回歸自己。因此使用者有犒賞自己的想法。
5.Reduce anxiety / avoid hassle
使用者常需要在不同角色中轉換，包括另一半/母親/媳婦/女兒/工作夥伴等，無形的壓力需要被調節。
6.Devote to social
在年過60以後，經歷了人生的大半階段。這時候需要將過去取之於社會的回饋回去，造福其他人。
DESIGN DIRECTION
Value Proposition
A.主題式產品銷售
•根據使用者工作坊中挑選出的產品製作銷售頁面
B.每天都是聖誕節
•製作依據預算、不同的辛苦程度選擇要犒賞給自己的禮物功能
C.掌控身體狀況之遊戲
•以遊戲化的方式瞭解自己的身體狀況，並且在最後推播保健產品
D.假日好去處
•製作能回饋社會的活動介面，並且穿插使用者會有興趣的活動
