Research On Service Evidence In Service Design ——Take Guangzhou Traditional Vegetable Market’s Service As An Example

The public’s impression of the traditional vegetable market as "dirty,messy and poor" is deeply rooted.Combined with the constant impact of new business forms of vegetable markets,the development of traditional vegetable markets has already been in a dilemma.How to solve the main problems existing in the traditional vegetable market,revitalize the old business forms and give full play to the important role of the traditional vegetable market as a basic public service facility has become a subject worthy of study.The research purpose of this subject is to innovatively redesign the key service evidence in the existing traditional vegetable market services,solve the service pain points of the service receiver-the residents in the community who buy food in the vegetable market and the service provider-the vegetable market vendor during the service process,meet the service needs of both sides,and improve the service quality of traditional vegetable market services and the service experience of users.Through the literature research method,a classification framework of service evidence related to the objects is theoretically constructed as the analytical framework of the research object.In the context research stage,the dissertation summarizes the research status and development status of traditional vegetable market services from relevant literature materials,and determines the designing opportunity points of context and research breakthrough points.In the demand insight stage,through the development of research plans and research tools,the dissertation makes on-site observation of the services of traditional vegetable markets,comprehensive supermarkets and fresh food stores,and analyzes of the observation results based on the classification framework of service evidence related to the objects.Thus the specific service that they pay common attention to and the key service evidences corresponding to the services is found out.At the same time,the dissertation conducts in-depth interviews with the service recipients and service providers in the service to know the advantages and disadvantages of the traditional vegetable market,the current service pain points,the services that need to be improved and their corresponding service evidence.With integrating the analysis results of on-site observation and user interviews,the dissertation determines the processing service of aquatic product area and the processing platform of aquatic product area as the service that needs to be seriously studied and the key service evidence that needs to be improved of this topic.Combining the investigation and survey’s insights into the pain points and demand points of service receivers and service providers in the process of processing services in aquatic product areas,the dissertation analyzes the pain points and demand points of processing services in aquatic product areas and conducts the corresponding function transformation.In the design practice stage,comprehensively considering the processing service process in aquatic product areas from the perspectives of service providers and service receivers,and combining the design function points extracted from the previous research,the dissertation constructs key service evidence for aquatic processing services — the innovative design concept and implementation plan of the processing table in aquatic product areas.Based on service design thinking and service evidence theory,this project analyzes processing services in aquatic product areas in traditional vegetable markets from the perspectives of service providers and service receivers,and constructs innovative design of key service evidence for processing services in aquatic product areas,which satisfies service providers and service recipients’ needs.The dissertation provides specific design solutions for improving the processing service experience and service quality in aquatic product areas,and explores the possibility of applying service evidence theory to traditional vegetable market service research.