The design thinking summary of Ctrip's experience of customer service and postponement

In the past, the interaction designer's daily main is to match the product function demand, the quick drawing line diagram, does the prototype demo, the design website, the mobile phone human-machine interface interaction-can be limited to this, unavoidably has reduced to "the drawing division" the risk. Interacting with the user's information on the screen is only one link to the user's behavior. In the process of design, we can jump out from the fixed demand, add the concept of "service design", think more broadly about the relationship between users and multiple service contacts, in order to give users a better experience.

　　Service Design Concepts

The so-called "service Design", in short, is to make the services you will provide useful, usable, efficient, effective and needed. For example, take the subway, from the pit stop, according to the logo to find automatic ticket machine, enter the destination station, coin to complete the ticket purchase tickets, security into the station ... This set of procedures for passengers to complete without obstacles, the service design here will be applied.

In terms of service design, our thoughts converge on 5 Basic principles: User-centric, common creation, sequential execution, physical display and integrity. 、

For an example of our most relevant hotel reservations, the service design must consider the user and the service's different contact points (for example, in order to query the hotel, book the hotel, to the store check-in, check in, Check-out), and then integrate online, offline resources (such as hotels, websites, apps, call center), Take the user as the center to carry on the overall design, promotes the user to the service satisfaction.

　　Hotel Service Design Status

Users in the service process, with the time dimension and related contacts to create a relationship and form the experience, from the service before the expectation to the service experience and then to the service evaluation, forming a service closed loop. Apply to the hotel service angle, that is, from the pre-booking user for the hotel's expectations, to the beginning of the reservation process experience, and then to the final departure after the hotel reviews.

In the past, our design focused on the booking-check-in phase, which focused on a single interface and a single contact level. At present, Ctrip Hotel Ued expanded the exploration of experience contacts, and is committed to improving the entire process of user booking hotel experience.

　　Customer Service Phone Interview

After the introduction of the service design concept, we jumped out of the mobile end and the web side of the inherent design pattern of the lock, to call center this easily overlooked offline contact for the research and analysis.

Based on the user's participation, service design to form a perfect closed loop, so the designer stationed in Shanghai, Nantong, call center, listen to the telephone operator and guests direct dialogue to understand the voice of the user (here, including both through the telephone booking terminal users, including the use of the background booking system operator )。 After accumulated problems and discoveries, ued invited products, business, subscribers, development and other personnel to participate in brainstorming, with focus group model to diffuse and refine the research points to understand the problem.

On this basis, the research team also through the questionnaire survey, consumer data analysis, etc. for user classification. Based on the perception of the user, in call center, the designer interviews the subscribers in depth with different user models, to get more usage scenes and habits of the hotel users, to explore the potential needs of the easily overlooked operators, and to act as a subscriber, actually answering the phone--service is a dynamic process based on timeline , so the design should be based on the actual scene of the user to show the rhythm of the layer, to answer the phone can enhance the understanding of each rhythm, enhance the user's freedom of booking and control sense.

After that, the designer sums up the existing pain points in the telephone reservation service and discovers the potential demand by combing the recorded problems and analyzing the data. Then, according to the application scenario, the relationship between key users, sorting out the problem card, through the problem card and service experience to list the contact points, and the corresponding problem card assigned to each contact point, so that the problems of the contact points at a glance. Then go through the problem card, draw the user experience Roadmap, map out the process issues, and finally classify the type and priority for each problem.

　　field research and into sales

The same method is also applied to the design of the Inn management system, designers in the holiday when they met a Ctrip did not sign the youth hostel, so the instant role into the "ground promoter" role, and the inn owner from the Chat Inn operating situation began to deepen exchanges, In the casual conversation and spit between the boss concerned about the contact to go through the search, which found the pub joined the system, the management system has not taken into account the user pain point and the typical scene of the problem. Youth Brigade to join the issue of feedback to the business sector, designers have harvested a lot of practical soft service promotion points.

After such a complete service design process, the designer clearly more understand the business, "more grounding gas", but also further found in the service design process to pay attention to the overall situation, to ensure that the user every time with the service interaction is taken into account.