用户体验视角下的城市品牌接触点设计研究

目的基于用户视角,运用服务设计思维,改善城市品牌体验,促进城市可持续发展。方法通过文献阅读、专家访谈、问卷调研和实地调查,对如何通过接触点设计提升城市品牌进行研究。结论将用户访问城市的3个主流程细分为6个子阶段,即到访前——获取信息、制定行程,到访中——细化行程、访问目的地,到访后——细化回程、离开。综合问卷、访谈和文献结果定义城市品牌体验的10个基本接触点以及在不同出访阶段的高频率使用接触点,提出接触点优化设计的5个设计策略,即品牌(整合触点)设计的系统性、手机APP的交互性、用户需求的多样性、交通系统的包容性,以及标识系统的可读性。

Design of Touch Points in City Brand from the Perspective of User Experience

The work aims to improve the city brand experience and promote sustainable urban development based on the user perspective and service design thinking. Through literature review, expert interviews, questionnaires and field surveys, the study on how to improve the city brand through the design of touch points was conducted. 3 main processes of the user''s city visit are subdivided into six sub-stages: pre-visit: obtain information and develop the trip; during visit: refine the trip and visit destinations; post-visit: refine round trip and leave. The ten basic touch points of city brand experience and the highly frequently used touch points at different visit stages are defined by integrating questionnaires, interviews and literature results. The five design strategies of the optimal design of the touch points are proposed: the systematic design of the brand integrated with touch points, the interaction of mobile APP, the diversity of the user''s needs, the inclusiveness of the traffic system, as well as the readability of the signage system.