Multi-Scenario Design of D Enterprise's Agent Driving Products Based on QFD
Authors: Huai Cao, Xinyue Gong, Kaixuan He
Abstract: The advent of the new consumer era has led to rapid changes in order fulfillment scenarios and consumer needs. Merchants have also begun to expand multi-scenario and flexible real-time delivery services to meet different scenarios and consumer needs in a cost-effective manner. The rise of the "lazy economy" of the Z generation has also made instant delivery the "sweet pastry" in the Internet industry. In the past ten years, the agent driving market has flourished under the impetus of Chinese Internet companies, and with the changes in user needs, it has also extended to travel agent driving, business agent driving and other agent driving scenarios. However, with the normalization of the epidemic and the continuous changes in user needs, the agent driving industry is also facing considerable challenges. The specific problems are as follows: (1) In recent years, contemporary young people have changed their night lifestyles, the culture of workplace wine bureaus have become indifferent, and national control under the epidemic has caused KTV, bars and other entertainment venues to shut down one after another. The decline in the total market for drinking and drinking has forced the agency driving industry, which is dominated by the business of drunk driving, to find a second growth curve. (2) The driving products of various platforms are gradually becoming the same to a certain extent, and it is difficult to experience product differentiation. (3) With the substantial growth of the luxury car and new energy car market, the consumption level of head users of car-on-demand services has risen, and the existing car service market is showing a disconnection of the service link, which is in urgent need of digital transformation. Head users also put forward multi-scenario service requirements for on-demand driving. Therefore, broadening the service scenarios of the agent driving business, reversing the minds of users about driving on behalf of the drunk, and meeting the needs of users on behalf of the scene is the current research focus of scholars. Enterprise D is a global outstanding mobile travel platform, and its agent driving business is a branch of its business. The company’s current agent driving business is gradually being squeezed by a crowd of competing products due to its high service quality and high cost. The user's mind on the brand is still stuck in drunk driving, which makes it difficult to achieve breakthrough growth in GMV . This research takes D enterprise’s agent driving products as the research object, and conducts product expansion planning and research on its agent driving business through QFD theoretical methods. First of all, conduct scenario analysis and hierarchical decomposition of D enterprise’s customer needs. According to the principle of user demand analysis method KANO , analyze the current consumption needs and characteristics of D enterprise’s customers and potential customers, and determine the importance of user needs. Spend. Secondly, it analyzes the rising luxury car market and the new energy car market in the current automotive market, and uses QFD theory to transform user needs into a product development direction that can be used as a proxy driving platform to achieve GMV growth. It also analyzes the competitiveness of D enterprise, obtains the usability weight of the product expansion direction, and determines the key direction of D enterprise driving business scenario expansion. Finally, the product function upgrade and interactive interface optimization of the existing functions of the D enterprise’s agent driving platform will provide direction planning for the D enterprise’s agent driving business to achieve the second growth curve, reverse the user’s single mind on agent driving products, and enhance corporate competition ability.
Keywords: Agent driving，Multi-scenario design，QFD，User demand，Interaction design
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