提升數位金融直銷服務品質的設計思考：以F投信為例

Abstract

本研究旨在探討以設計思考方法為基礎的數位金融直銷服務的優化與設計。個案公司F投信被選為研究對象，本研究分析其數位金融直銷服務的問題與挑戰。本研究採用質性研究方法，透過設計思考三個階段的分析，包括靈感階段、發想階段和實施階段，來提升F投信的數位金融直銷服務品質。 在靈感階段，本研究首先觀察和了解客戶的投資需求和行為，並分析現有的直銷服務。接著，透過市場研究和競爭分析，研究了其他金融機構在數位化服務方面的成功案例，以尋找創新的設計點子。同時，個案公司參考國外的使用者數據，進行使用者洞察和需求分析，以確定解決客戶痛點的方案。在發想階段，研究基於使用者洞察，產生了具體的服務設計點子。本研究著重於提升使用者介面友好性、加強交易執行效率、開發手機版交易平台等方面的設計。在實施階段，本研究設計和實施了改善措施，包括技術可行性評估、成本效益分析和風險管理。同時，個案公司進行了原型測試和用戶反饋收集，並進行相應的調整和優化。本研究著重評估服務品質的不同面向，如可靠性、回應性、確實性、同理心和有形物等，以了解客戶的真實體驗與感受。 未來展望方面，本研究指出個案公司仍需要持續優化並改善數位金融直銷服務品質，其中包括解決基金瀏覽中的問題、提升回應性，以及加強個人化投資方面等服務。本研究結果可為個案公司提供指引，以應對市場變化和客戶需求的挑戰。

This study aims to explore the optimization and design of digital financial direct sales services based on the principles of design thinking. The case company, F Fund Management, was selected as the research subject to analyze the challenges and issues faced in its digital financial direct sales services. Qualitative research methods were employed in this study, using a three-stage analysis including the inspiration stage, ideation stage, and implementation stage to enhance the quality of F Fund Management''s digital financial direct sales services. In the inspiration stage, the study first observed and understood customer needs and behaviors, and analyzed existing direct sales services. Market research and competitive analysis were conducted to study successful cases of digitized services in other financial institutions, aiming to discover innovative design ideas. Additionally, the case company referred to user data from overseas to gain user insights and conduct demand analysis in order to identify solutions to address customer pain points. In the ideation stage, the study generated specific service design ideas based on user insights, with a focus on enhancing user interface friendliness, improving transaction execution efficiency, and developing a mobile version of the trading platform. In the implementation stage, the study designed and implemented improvement measures, including technical feasibility evaluation, cost-benefit analysis, and risk management. Prototype testing and user feedback collection were conducted, followed by necessary adjustments and optimizations. This study focuses on evaluating different aspects of service quality, such as reliability, responsiveness, tangibles, empathy, and assurance, to understand customers'' real experiences and perceptions. In terms of future prospects, the study indicates that the case company still needs to continuously optimize and improve its digital financial direct sales services. This includes addressing issues related to fund browsing, improving responsiveness, and enhancing personalized investment services. The research findings can provide guidance for the case company to respond to market changes and meet customer demands.