Research On Optimal Design Of Breakfast Service Contact Point In "Uhome" Convenience Store

In recent years,convenience stores have developed rapidly,with a wide coverage of stores,diversified goods and high-quality services.Therefore,more and more consumers choose to go to convenience stores to buy breakfast.Their breakfast service has also become the focus of social attention and received corresponding policy support.At the same time,consumers’ needs are becoming more and more diversified,and they pay more and more attention to service quality.In this context,how to improve the sales of breakfast and win in the market competition has become an urgent problem to be solved.Based on this,taking service as the starting point,this thesis selects the breakfast service of "home" convenience store for virtual design,studies the optimization scheme of various contact points in the service process,and explores the path to improve the breakfast service quality of convenience store.Firstly,the research object is analyzed.Use the questionnaire survey method to investigate the satisfaction of service contact points of the target group,and get the satisfaction score of breakfast service of "home" convenience store,which provides the basis for the necessity of this study and data support for subsequent research.Secondly,use the service design tool to determine the stakeholders in the service,sort out the primary and secondary relationship according to their importance in the service,conduct in-depth interviews with the core stakeholders,deeply excavate their pain points in the service,and provide the basis for the optimization strategy of follow-up service contact points.Finally,according to the survey data,the user role model of relevant groups is presented.Secondly,it analyzes the service process.Observe and experience the service process,sort out the service process and the physical contact points,interpersonal contact points and digital contact points at each stage of the service.Secondly,combined with the user pain points obtained from the above research,this thesis puts forward the pain points and design opportunity points of different types of service contact points in each stage,and presents the service optimization ideas in the form of service blueprint to guide the subsequent optimization design scheme.Finally,the optimization design strategy of service touchpoint is proposed and the design project practice is carried out.According to the analysis results of the above service process,this thesis puts forward optimization strategies for the four types of contact points of advertising,packaging,applet and environment,and carries out specific design project practice,that is,output the projects corresponding to the relevant service contact points.Advertising touchpoint design projects mainly include: poster design,small program banner design,electronic screen poster design.Packaging contact point design projects mainly include: general packaging bag design and cup design.Small program touchpoint design projects mainly include: Information Architecture and visual interface design,and environmental touchpoint design projects mainly include: pedestrian flow line design,meal display design and meal delivery area design.The author hopes that the results of this study can provide ideas for increasing the breakfast sales of convenience stores,and provide reference for the optimization of breakfast services in convenience stores.