價值鏈結：由設計思考創新金融服務

Connecting Value Chain:Applying Design Thinking in Financial Service Innovation

如何在數位時代設計有價值之創新服務，已成為當代金融科技等服務產業之重要議題。本研究剖析一家證券公司在客群對理財資訊不對稱或不完整而難以共創價值的情況下，如何善用消費行為等關聯服務價值以創新設計。本文對設計思考與服務創新之重要貢獻在由價值鏈結角度提出服務設計新觀念，包括新舊價值體系鏈結、階段性價值體系鏈結、功能性與心理性價值鏈結、創價與取價之商模鏈結。在實務貢獻上，本文建議有志於新創者，應由使用者相對成熟且相關的體驗旅程與未來的生命階段歷程，來創新服務設計，進而有讓使用者忠心之全新創價與取價機制。

Creating innovative service design in the digital market has become a challenge in recent years. By analyzing how traditional securities company enriches its digital service under insufficient information nor users’ participation, this study suggests innovators to connect the relevant value chain for service design. This research contributes to design thinking and service innovation by highlighting the value chain perspective for linking new and old experience, connecting life time values, combining the functional and social/ phycological values, and aligning the value creation and value capture logics. Practically, this study suggests digital entrepreneurs to depict the relevant journey with mature experience and to connect the life-time-journey to have innovative service design and make customers become more royal with unique value creation and value capture mechanism.