Co-Creation with Ceramic Practitioner for Improving the Marketing and Enhancing the Customer Purchase Experiences

Abstract

Background: As China's porcelain capital, Jingdezhen has had a glorious history of producing ceramics for thousands of years. Nevertheless, the private ceramics sector industry is going through a development bottleneck nowadays. This research aims to utilize service design tools to co-create values with local ceramic practitioners, to improve marketing of ceramics and enhance user`s purchase experiences. Methodology: 1) Devised Likert's 7-point scale by open-ended interview approach to clarify the existing problems to collect quantitative data. 2) Analyzed the collected data by one-way ANOVA to identify the different opinions of 87 interviewed subjects. 3) Employed co-creation method and service design tools to design the online-offline service system. Findings: 1) Through qualitative and quantitative methods identified the target researched group was the young group (age range from 20 to 30). Their insights used to co-create and design an online-offline marketing system in four steps why, what, who and how. 2) Utilizing service design tools to clarify the service contents, main stakeholders, marketing models, touchpoints and how they are connected and interacting. Finally, designing an application to facilitate online purchase to improve user experience.