Abstract
Service Design is a modern method and its theory and process is becoming more mature. However, Service Design needs more real public case study to let more novice service designers to follow and learn. Taiwan government focuses on the development of Biotechnology industry for a long time. It's important that Biotechnology startups and novice service designers co-create better customer experience by Service Design. This study takes Taiwan Oxygener Biomedical Tech as a case. The company wants to build up a good brand image by good customer satisfaction. In this study, researcher was working at the company as a office staff and a novice service designer. We seek out the essential service design gap by Service Touch Point, Customer Journey Map, and Persona. We develop a new Service Blueprint for the company through a particular service logic from the Good-Dominant logic and Service-Dominant logic, sales persona, and software. In summery. (1) We find out the key to enhance the company’s service experience is how sales service customer, how to let customers understand products and service easily, and how to let customers trace their condition easily. (2) Service Design theory doesn’t consider the dilemma that the company doesn’t have enough resources to develop and promote new service continuity. (3) It’s hard to deliver new service because the company was limited by immature co-creation culture, rare startup’s resource and unequivocal division of labor. We show a real case for novice service designers and startups.