Abstract
“The customer reigns supreme” is the principle for Experience Economics, the Service Industry is under a violent competition and fast changing situation. In order to enlarge the long-term competitive strength, having high efficient toward innovation and customizing the service to customer become a major topic to the service industry. This paper focuses on service design - People-oriented is the principle to innovate the after school care. Using value proposition to figure out the element for the business model of after school care. This paper also focuses from the service design to the innovation of business model. The first step is using marketing research to differentiate the market of parents and determine the target market. The second step is using depth interview to target the user and explore the demand of target. We also using persona to define the scope of service. Using value proposition to define the value of target and focus on the customer journey and blueprint of the target customer. Use prototype and test to review the innovation of service progress, provide solution and advice in order to improve the service experience of after school care. The third step is to use blue ocean strategy to analyze the value curve of the modern and traditional after school care. The forth step is to build up a business model according to the output of innovation service. After the above studies, parents with higher socioeconomic status focus on the physical and psychological of their kids. Using this innovation model from service design to business model is not only designed an innovative and service experience journey but also through this innovative plan to construct new business model. Through this innovative model to build exclusively service of parents with higher socioeconomic status and business model of after school care. 【Key Words】Service Design, Business Model, Value Proposition, Blue Ocean Strategy