Abstract: Aiming at the complicated and tedious service process of civil aviation and the problem of poor experience,a multi-modal man-machine data-driven method was stated for the service design of check-in experience.Based on field research,the whole process of the civil aviation experience was explored,the starting and ending nodes of the check-in experience were defined,and the relevant touch points were sorted out.Then,the human-computer interaction experiment was conducted according to the scenario consisted of touch points,and the hierarchy analysis framework and evaluation system based on multi-modal human-computer data were proposed.At the scenario level,a comprehensive evaluation model of “eye movement-heart rate variability-behavior” data was proposed to quickly determine the rationality of the design.At the contact level,user needs were mined and touch points to be improved were identified from the relevant man-machine data to carry out refined design.Taking Nanjing Lukou International Airport as a case study,the results showed that the proposed method could be effectively applied to the design optimization of check-in experience.

Key words: service design, check-in experience, man-machine experiment, data-driven, evaluation model

摘要： 针对民航服务流程冗杂、体验不佳的问题,围绕值机体验,提出一种多模态人机数据驱动的服务设计方法。基于实地调研对民航体验的全流程进行了初探,对值机体验的起止节点进行了界定,对相关服务触点进行了梳理。依据服务触点设计脚本任务,组织实施人机交互实验,提出基于多模态人机数据的服务设计层次分析框架及评判体系。在脚本任务层,构建“眼动—心率变异性—行为”数据的综合评估模型,以快速判断设计的合理性。在触点层,进一步整合分析相关人机数据,挖掘用户需求,识别待改进的服务触点,进行精细化设计。以南京禄口机场为对象进行了实例研究,结果表明该方法可有效应用于民航值机体验服务的设计优化。

关键词: 服务设计, 值机体验, 人机实验, 数据驱动, 评估模型