Research on Servicesecape Innovation Methods Based on Design Thinking

Abstract

Academic research on servicescape is mainly concentrated in the field of management, among which “connotation and dimension of servicescape” and “principle of servicescape” are the research focuses. The above studies are all based on actual cases. At present, there is a lack of research on servicescape innovation methods. Design thinking is an influential, efficient and widely used way of innovation. Design thinking can be widely expanded and integrated into all areas and levels of society. The focus of this paper is to combine design thinking with servicescape innovation, integrate the two frameworks, and explore a design method suitable for servicescape innovation. Firstly, the paper reviews the research results of servicescape and design thinking, and proposes the modification of servicescape dimensional model based on the innovation of servicescape. The research team proposed to use “Social Dimension”, “Artificial Dimension”, “Natural Dimension”, “Time Dimension” as the four dimensions of servicescape innovation. Secondly, integrate the four dimensions of servicescape innovation with the process of design thinking, and explore the servicescape innovation model composed of “personage-site-time- event “. Finally, the research team applied the servicescape innovation method to the innovation of a design project. The results show that the servicescape innovation method based on design thinking can effectively innovate servicescape, the basic method is to cross combine the various dimensions of the servicescape to form the matters scenario of “personage-site-time-event”. Such scenario organization will help designers to deeply understand the core matters faced by each project.