應用使用者體驗研究於時租共享空間產品的規劃

Abstract

本研究以時租共享空間的產業特色，結合設計思維、使用回饋收集等，找出影響體驗的關鍵產品規格，以給予時租共享空間產品規劃上的建議。

空間產品，例如飯店、連鎖咖啡廳、辦公室等等的空間，各有一套打造產品體驗的邏輯與標準，以確保所產出的空間產品體驗能符合品牌的規範。而時租共享空間產業屬新創產業，其產品與其他類型的空間產品相較之下，最大的特色點在於其使用者的使用用途廣泛且變化劇烈；時租共享空間的產品猶如載體，以提供專屬的包廂空間，支持使用者多元的內容創造。這樣的產品無法像一般消費型產品或服務，可以透過使用者流程拆解就簡易地分辨使用環節的重要度或是在整體體驗的影響力。時租共享空間要如何準確收集使用者對產品的回饋、感受、體驗，並將這些質化的資訊量化，再度回饋到生產端，同時是多數時租共享空間品牌的課題；掌控產品體驗，才能精準傳達價值，做到產品的規劃。某時租共享空間品牌建立產品體驗分析方法的過程中借助了設計思維，找出產品的規格對整體體驗的影響力。某品牌以此建立了某品牌的產品體驗標準，用以確保並且提升品牌的體驗。

時租共享空間的產品除了上述的使用用途廣泛，加上拓點皆利用現成的空間，以共享模式活化閒置房地產，每個房地產物件的各項條件皆不相同，難以像飯店或連鎖咖啡業者—以重資本的方式從零開始打造產品，以完美掌控每個基礎環節，並且使用同一套建置方法或設計標準來套用到每個產品。某時租共享空間品牌需要針對據點客製化設計，這種情況下產品的規格有高度的差異性。如果要確保產品的滿意度、顧客回購率高，就必須在獲得產品的淨推薦分數 Net Promoter Score (NPS) 之前，找到更領先的顧客體驗管理 Customer Experience Management (CXM or CEM)指標，才能做好產品規劃，也避免回頭修改產品所投入的成本。

空間的使用近年趨於零碎化，使用目的跨域且多元，例如過往咖啡廳是專為飲食打造，但現在咖啡廳已成為家教、聚會、討論的場域，不再有人認為咖啡廳是專為喝咖啡打造，這個現象更因為疫情而加劇。例如隨著許多人遠距辦公、居家辦公，家也同時成為了辦公室、運動的場域。「隨經濟」的發展也解釋了空間的使用趨勢，更多短時、多元目的的空間使用需求將會產生。以空間經營業者的角度出發，在未來需求、目的多變的情況下如何提供更好且一致的產品體驗，將會是時租空間租賃業者的挑戰，故以此研究提供時租共享空間產品規劃的建議。

This study aims to provide advice for product planning in short-term shared spaces. Combining the feature of short-term shared spaces with design thinking and user analysis, this study identifies key product specifications that influence the user experience.

Different space products, such as hotels, cafes, offices, etc., each have their own logic and standards for creating product experiences to ensure that the product experience (PX) meets the brand’s standards. Short-term shared spaces industry is considered a startup industry in Taiwan, and their products have the unique feature of various usage and the purpose of use changes rapidly. Short-term shared space products serve as carriers, or a platform, providing exclusive and diverse spaces to support users' various content creations. Unlike typical consumer products or services, these products’ key user journey phases or the impact on the overall experience cannot be easily differentiated by using traditional user journey studies. How to precisely collect user feedback, perceptions, and experiences, quantifying qualitative information, and feeding it back to the production end pose a challenge for most short-term shared space brands. Controlling product experience is essential to effectively convey value and plan products. A short-term shared space brand (H brand) adopted design thinking in the process of establishing a product experience analysis approach to identify the impact of product specifications on the overall experience. Based on this, H brand established its own product experience standards to ensure and enhance the brand's experience.

Short-term shared space products not only have diverse usage purposes but also use existing spaces as bases to build products, which revitalizing idle real estate. Each real estate property has different conditions, making it challenging to create products from scratch. Hotels or chain cafes, which rely on significant capital investment to perfectly control the product production such as construction or design, that ensures the product quality. Unlike hotels or cafes, H brand needs to customize designs for each location and create products based on existing conditions, resulting in highly diversified product specifications.

To ensure high product satisfaction and customer retention rates before obtaining Net Promoter Scores (NPS), the Brand must find leading customer experience management (CXM or CEM) indicators to effectively manage products and avoid costly product revisions.

Space utilization has become increasingly fragmented in recent years, with purposes becoming more diverse. For example, cafes used to be primarily for have afternoon tea or coffee, but now they serve as venues for tutoring, gatherings, and discussions. This phenomenon has been intensified by the pandemic. With remote and home offices becoming more common, homes have become spaces for both work and exercise. The development of "Ubiquinomics" further explains the trend of diverse and short-term space usage needs.

From the perspective of a short-term shared space operator, providing better and consistent product experiences in the face of changing demands and purposes will be a challenge for short-term shared space brands. Thus, this study offers advice for product planning in this context.