出声思维是由IBM的克莱顿刘易斯研发，是一种用于收集数据的方法。通过鼓励用户使用产品或服务的同时说出他们自己的想法，对产品或服务的可用性进行评估。

Thinking aloud is method of collecting data which is developed by Clayton Lewis of IBM. It evaluates the usability of word by encouraging a user to think out loud as they use your product or service.

神秘顾客是由经过严格培训的调查员，在规定或指定的时间里扮演成顾客，对事先设计的一系列问题逐一进行评估或评定的一种调查方式。

Mystery shopping is a business survey tool that investigators with strict training act as the customers to measure quality of service，or to gather specific information about products and services through performing specific tasks and then providing detailed reports or feedback about their experiences.

测试一个服务是如何被测试人员体验的，观察人员的体验过程，并在之后对其进行访谈。

How is service experienced by a test person, observing the process ofprogress, and then carries on the interview with the person.

要点：

测试人员的行为

记录他们的想法和感受

在尽可能接近真实服务环境的场景里体验，或者就在真实环境完成体验

 Highlights:

The behavior of testers

Record their thoughts and feelings

In the scene close to the real service environment to experience,

企业将自己的产品、服务、成本和经营实践，与那些在相应方面表现最优秀、最卓有成效的企业相比较，以改进本企业经营业绩和业务表现。

Enterprises with those in the corresponding performance of the best and the most effective enterprise compared to their products, services, cost and management practice, to improve the enterprise management performance and business performance.

研究人员跟踪用户，观察他们的行为，用摄像机，图像或者戴在用户身上的微型摄像机记录过程。通过影随发现和了解他们日常生活，探索设计机会，展示产品如何影响用户的行为。

Researchers track the user, watch their behavior, use the camera, image or micro camera installed in clients recording process Through shadowing we can discover and understand their daily lives, and explore the design opportunities, to show how the product influence user behavior.

通过对服务设计领域的专家进行访谈，在短时间内对将要进行设计的新领域有必要的了解。

访谈问题的载体———访谈提纲的设计通常可以分为２个阶段：

第１阶段：明晰事件／实践的重要细节信息，使得收集的数据能够呈收敛状态

在初期访阶段，访谈问题的针对性相对要小得多，但访谈问题的设置也需要与受访者的身份相一致，以高效地完成数据的采集工作。 可以围绕焦点事件／实践，从事件／实践产生的外部环境背景、行为主体、发展脉络、里程碑以及最终结果等视角出发设计访谈问题。

第２阶段：对这些识别出来的关键问题和概念做深度访谈

通过第１阶段的访谈，对数据进行初步分析的基础上结合自己在访谈中的感受和兴趣析出其中的关键问题、关键概念等作为进一步的问题。在第２阶段的访谈中则需要针对这些识别出来的关键问题和概念做深度访谈，从内涵、特征、关系等视角对识别出的关键问题和概念做进一步的提炼、凝聚和升华。

针对问题连续问五个“为什么”，迫使用户去探究和解释他们的行为或者态度的深层原因。这里的“五”并不是指数字五次，而是反复提问，直到找出根本原因。这种方法用于探究造成特定问题的因果关系，其最终的目的在于确定特定缺陷或问题的根本原因。

 In view of the questions asked five consecutive "why", forcing users to explore and explain the underlying reasons for their behavior or attitude. Here the word "five" is not index five times, but repeated questioning until find out the root cause. This method is used to explore the causal relationship of a particular problem. The ultimate goal is to determine the root cause of certain defects or problems.

评定一个服务设计项目的（已知的，需要被发掘出来的，能被假定的和具有开放性的）洞察状况。可以用来决定是否应该对此进行更多的调查，或者产出更多构思。

 Evaluation of a service design project (known, need to be excavated, can be assumed and open) insight. Can be used to decide whether to have more investigation, or to yield more ideas.

生态地图是一个反映处于服务中的活动者以及活动者与服务之间的关系的映射系统。运用生态学理论解释商业运作，用系统观点反思竞争的含义，力求以共同进化为目标，通过构建顾客、市场、产品或服务、经营过程、组织、利益相关者、社会价值和政府政策等七个维度的系统成员，以合作演化为主要机制建立商业生态系统。

 Ecological map service is a mapping system reflects the activists in the service and the relationship between activists and service. Using the ecology theory explain the business operations. Using system perspective to reflection the meaning of competition. Build the business ecosystem with common evolution as the goal and evolution of cooperation as the main mechanism by seven dimensions of system members, such as customer, market, product or service, business process, organization, stakeholders, government policy and social value.

差距分析是指在战略实施的过程中，将客户实际业绩与战略期望的业绩进行对比分析，进行战略的评价与修订。在分析过程中，重点找出效率低下和提供服务的弱点。

 Gap analysis means comparing with the customer actual performance and strategic expected performance and doing strategic evaluation and revision in the process of strategy implementation. During the analysis, focus on identifying inefficiencies and the weaknesses in providing services .

民族志源于人类学，是一种在自然生活环境中研究用户的一种系统方法。在设计中，运用民族志方法观察顾客有意无意的行为，能够帮助发现顾客潜在的需求。

 Ethnography is a systematic approach from anthropology. It is a method to study users in the natural environment. In the design, the use of ethnographic is to observe the behavior of the customer intentionally or unintentionally, to help find potential customers needs.

分析事物历史和现状的关系，包括历史和现状的一致方面以及由于环境、社会条件的变化而造成的不一致方面。历史分析的目的，是为了弄清楚事物在发生和发展过程中的来龙去脉，从中发现问题，启发思考，以便认识现状和推断未来。

比较在不同的发展阶段中， 一个工厂、组织机构、部分市场的特点以及活动。有利于明确产品使用的趋势和周期，以及客户的行为。形成的这些模型可运用在之后的设计中。

Analyze the relations between the history and current situation , including the history and current situation of consistency and due to the change of environment, social conditions inconsistent.The purpose of historical analysis, is to figure out things in the context in the process of occurrence and development, to find problems, inspire thinking, in order to know the status quo and concluded that in the future.

It is used to compare the features and activities of a factory, an organization, or part of the market during different development stages.

把客户或潜在的客户分割成不同的组成部分。在这些部分中，客户有着同样的或相似的需求。

Classify the customers or potential customers into different parts. In the part, the customer has the same or similar needs.

通过查看用户接受服务的过程，确定和列举服务的关键元素，这些元素一旦失效将会损害服务体验。

发现用户日常生活中的差距和机会，通过分析客户在遇到不便时的情景而获取潜在的提供服务的机会。

Check the process of user receiving service, identify and enumerate the key elements, which may damage the service experience once they fail.

Found that users gaps and opportunities in everyday life, through the analysis of the situation of customer when meeting inconvenience and obtain the potential opportunity to provide services.

一种理解服务中所有语境的方法。在相关的情景中对用户进行调查，应尽量在客户与服务互动的情景中进行。这种方法融合了观察法和面对面访谈的好处。

 It is a way to understand all the contexts in the service. Do some user research in the relevant situations. It should be used as far as possible in the scenarios with customers and service interaction. This methods combines the benefits of observation and face-to-face interview.