Analysis on the Service Experience Design of Mogao Grottoes

Near the graduation season, taking advantage of the last popularity of the student ID card, I quickly signed up for a graduation trip. The destination of graduation trip is the Great Northwest Ring Road, starting from Xining, going west to Dunhuang, passing Qinghai Lake, Chaka Salt Lake, Mingsha Mountain and Jiayuguan, and finally returning to Xining.

The so-called thousands of books, Wan Li Road. This short trip, because the magnificent scenery in the northwest is different from that in the Central Plains, has given me new insights. For example, I just went to Dunhuang Mogao Grottoes this morning.

The Mogao Grottoes gave me an unprecedented tourist experience of scenic spots. I have to say that this is the best scenic spot service I have felt in my 22 years of life. The tour route is smooth and clear. Cause and effect, past and future. Have the ability and feelings.

This is also the first time that I feel the charm of service design so clearly. In my opinion, the scenic spot of Mogao Grottoes must have undergone a series of attentive service experience designs. Starting from the whole, we should strive for perfection in every detail and every touch in order to give travelers such a perfect travel experience.

As a design apprentice, I quickly recorded my experience in this article while I still remember it.

Dunhuang, which belongs to Jiuquan City, Gansu Province, is a node city of the Silk Road. Mogao Grottoes, one of the four largest grottoes in China, is the largest and best-preserved treasure house of Buddhist art in the world. It has a history of 1600 years since Monk Lezun dug the first grotto in 366 AD.

If the Mogao grottoes scenic spot is designed as a service project, we must first make clear who the users are. As a scenic spot for the development of world cultural heritage, the main users are naturally endless tourists. Tourists are not limited by age and country, so the design of scenic spots should be universal enough (considering the physical limitations and language limitations of tourists).

As a scenic spot, the obvious goal is to let tourists feel the charm of Mogao Grottoes and Dunhuang without threshold. But at the same time, as a precious historical relic and a rare museum of sculpture and Buddhist culture, the Mogao Grottoes also have an important goal of protecting cultural relics.

What are the resources of the Mogao Grottoes? The dominant resource is, of course, the Mogao Grottoes themselves, which is also the reason why countless yearning people come to Dunhuang every day. Hidden resources include the mysterious culture of Dunhuang, the charm of Buddhism and so on. At the same time, there are resources and high technology in the exhibition, which can bring users a good experience. As well as research institutes, experts and scholars, and construction funds for studying Dunhuang.

With resources, there are naturally restrictions. As we all know, the restriction of Mogao Grottoes is the protection of cultural relics, with the emphasis on the protection of exquisite murals. Although countless experts and scholars have dedicated their knowledge and wisdom and tried their best to protect the Mogao Grottoes, they can only prolong the life of the Mogao Grottoes as much as possible. This possible countdown adds a tragic color to the Mogao Grottoes.

With resources, there are inevitable limitations. Except how to make the best use of resources. How to balance the utilization of resources and the protection of cultural relics has become an important topic in the service design of Mogao Grottoes. Excessive carbon dioxide will accelerate the fading of the murals in the Mogao Grottoes and protect the cultural relics as much as possible without losing the user's visit experience, which is undoubtedly the biggest problem of the project.

Found the problem of the project, and then let's see how the designer solved this problem. How can users feel the charm of Mogao Grottoes and get a good travel experience in the scenic spot of Mogao Grottoes?

The first way is to book tickets through the website (contact 1), which is a way to sell tickets in many scenic spots. But the difference of Mogao Grottoes is that tickets are not reserved by date, but by time like movies. There is a node every fifteen minutes, and I booked the entrance at 9: 30. This is because the Mogao Grottoes adopt a linear visit process, and tourists enter the Mogao Grottoes in different periods, which can effectively limit the number of tourists and effectively divert them, which is of great help to the protection of murals.

Then we followed the tour guide to arrive at the Mogao Grottoes at 9: 00 am on May 30th, and got the tickets booked online at the ticket office of the Mogao Grottoes Visitor Center (contact 2). Because the ticket price was paid online in advance, the whole ticket collection process was fast and smooth.

It's the peak season. Tickets to 200 yuan. Because I bought a student ticket, half price 100 yuan. The ticket price in 200 yuan is relatively expensive in China, and the ticket price in most scenic spots is usually around 100 yuan. However, I feel that the fare of 200 yuan is more cost-effective than the service of Mogao Grottoes, because after entering the scenic spot, neither the tour guide nor the scenic bus need to pay extra.

After picking up the ticket, you can enter the visitor center half an hour in advance. This feeling of waiting is like going to the movies. Actually, we really need to see two movies about the Mogao Grottoes first.

What needs to be said here is that the building of the Mogao Grottoes Visitor Center (Contact 3) is very beautiful. The yellow sand-colored exterior wall is integrated with the Dunhuang desert, and its shape is also influenced by the desert and mural lines.

Then I watched two movies about the Mogao Grottoes. The first is a 2d film about the origin of the Mogao Grottoes (Contact 4), and the second is a spherical screen film that shows the details of murals with high-tech technology (Contact 5). The two films are more like a preview of visiting the Mogao Grottoes, or if the Mogao Grottoes are compared to dinner, the films are appetizers. Because of the high artistic level and rich history of the Mogao Grottoes, if you don't know the history, you may not know the Mogao Grottoes to the extreme simply by looking at various grotto sculptures. So watching two movies first can lead tourists into the context of Mogao Grottoes.

Moreover, in this way, the tour time is extended to nearly 150 minutes, and the time for tourists to stay in the cave is shortened to about 60 minutes, but the amount of information obtained by tourists is greatly increased. This can not only relieve the pressure of visiting caves, but also shorten the stay time of tourists in caves (too much carbon dioxide in caves will accelerate the oxidation of murals), and also improve the service quality by using multimedia display. It can be said that the balance between utilization and protection has been solved.

Another thing to mention at this time is a detail I have observed. After the film started, there were still tourists who arrived late. At this time, the etiquette lady (contact 6) standing at the door will light the flashlight to illuminate those who come late. This kind of demand is very easy to be ignored, so this kind of service is particularly considerate, which shows that the service of Mogao Grottoes has been very thoughtful and has thought of any inconvenience for tourists. This is the power of detail.

At the same time, the posture and voice of the etiquette lady are also very good, and the uniform is also very designed. This is also a very good contact point.

After watching the movie, you can take a bus (contact 7) to the Mogao Grottoes. Bus is one of the service systems in Mogao Grottoes, and it is a free item.

It is worth mentioning that the whole route design of tourists from entering the theater to leaving the theater to the bus. Tourists who come in and out at different times take different routes, and several people do not cross, forming a smooth walking route. Even in the peak season, the scenic spots will not appear messy, but orderly.

Get off and arrive at Mogao Grottoes. More than 20 people form a team, equipped with an explanation guide (contact number 8). Tour guide explanation is the standard for every tourist group, because it may be difficult for tourists to clearly understand where the art of Mogao Grottoes is without explaining the sculptures and murals of Mogao Grottoes. Therefore, the Mogao Grottoes do not adopt the way that tourists in other scenic spots pay for their own guides, but automatically equip them with excellent guides to get a better user experience.

Different from other scenic spots, the way of explanation is not that the tour guide holds a megaphone to explain, but that each tourist is given a wireless headset (contact 9). The tour guide only needs to explain at a normal volume so that every tourist can hear clearly. This design may be because each cave (contact information 10) is originally small, and if each group explains it with a megaphone, the scenic spot will be very noisy. Using headphones to explain, the whole explanation process is very quiet and elegant

Similarly, the tour guide's explanation is also wonderful. As one of the important contacts of tourism service, tour guide has a great influence on the quality of a tour. It can be seen that the tour guides in Mogao Grottoes not only recite some books, but also have their own understanding and love for sculptures and murals. During the visit, in addition to explaining the history of various caves, we also introduced how to appreciate murals and sculptures, which can help tourists who have no previous experience feel the charm of the Mogao Grottoes and lower the appreciation threshold.

The tour guide also talked about the protection of murals in Mogao Grottoes. If the number of tourists is too large, resulting in excessive carbon dioxide, it will accelerate the disappearance of murals. Therefore, the Mogao Grottoes have taken a series of measures to reduce people's wandering time in the Mogao Grottoes, such as movies in the digital exhibition center, different treatments in the off-season (tickets in the off-season are cheap, you can watch 12 holes, and tickets in the peak season are expensive, you can only watch 8 holes), and carbon dioxide detectors (real-time monitoring of carbon dioxide concentration) are placed in the caves. Moreover, the routes of the eight caves visited by each group of tourists are all designed, so in order to divert people, the routes are different. But at the same time, in order to ensure tourists' visit, the scenic spots are distributed according to different dynasties and scales to ensure that tourists can see all kinds of caves. These are all good ways to balance contradictions.

At the end of the tour guide's explanation, the tour guide talked about the future of Mogao Grottoes. He said that the future of the Mogao Grottoes is doomed to disappear, but we can extend its life as much as possible before it disappears, and we can also show the future glory of the Mogao Grottoes with advanced technology. His story made me feel his feelings for the Mogao Grottoes and his sense of responsibility for historical relics. Besides him, there are many scholars, even Mr. Shao Yifu who installed protective doors, Mr. Liang Sicheng who made suggestions for rebuilding the Mogao Grottoes, and other scholars' feelings for the Mogao Grottoes have also made me sincerely respect the Mogao Grottoes and those who built and protected them.

This is a manifestation of making services explicit. Through the tour guide's explanation, visitors can feel the service of Mogao Grottoes. Because the tour guide talked about the future extinction of the Mogao Grottoes and the efforts made by many people to prolong the life of the Mogao Grottoes, tourists can feel moved and respected, and they will be grateful for everything in front of them, even if there are some inconvenient places because of protection (the difference between off-season and peak season is set to divert tourists; No taking pictures, etc. ), will understand, will consciously cooperate. Because only when people understand the reason and value of doing something will they automatically cooperate to do something.

At this point, the visit to the Mogao Grottoes is over, and the whole journey takes two and a half hours. The Mogao Grottoes show the audience the charm of the Mogao Grottoes in a film-like way, including the plot outline (the film of the digital exhibition center), the dinner (the Mogao Grottoes and its explanation) and sublimation (the guide's description of the future of the Mogao Grottoes). If we compare the Mogao Grottoes to a dish, it can be described as rich in flavor and level.

The front has always been a linear way to visit, and there is no second choice from ticket collection to visit. The next explanation is over. Walking out of the Mogao Grottoes is a nonlinear way to visit.

When you leave the Mogao Grottoes, you can go back to the tourist center without taking a bus, because there are art galleries, museums and so on near the Mogao Grottoes, just like the desserts in the Mogao Grottoes. I went to the art gallery, which used a series of exhibition methods (sculpture, still pictures, dynamic video, projection, etc.). ) Show the details of the murals in Mogao Grottoes in detail. For example, the characters, history, architecture, stories and so on in murals enrich the understanding of murals and increase the interest of murals. This display mode of single item splitting and horizontal comparison is also in line with the psychological model of tourists.

I have finished shopping, so I go back to the visitor center by bus. It was lunch time, so I had dinner in the restaurant (contact 1 1). After dinner, I went to the derivatives store (contact 12). There are all kinds of Dunhuang cultural and creative products in the store, including single-digit and ten-digit goods at the low end and jewelry and silk at the high end. At two o'clock in the afternoon, leave the Mogao Grottoes and go to the next destination.

The scenic spot of Mogao Grottoes has a well-designed visit process, and the quality of every contact detail is excellent (impressive buildings, tour guides, art galleries, mobile tour guides on mobile phones, etc.). ). And there are good restaurants, post offices and cultural and creative shops in the scenic spot. It can be said to be a model of scenic spots.

Finally, let's go back to the opening topic, how the Mogao Grottoes achieve the purpose of users and solve the balance between utilization and protection.

First, because the Mogao Grottoes is a scenic spot with profound historical and cultural heritage, the scenic spot has adopted a series of introduction methods (mobile phone guides and digital exhibition center films) to bring tourists into a heavy context.

Second, the Mogao Grottoes are destined to be a scenic spot that is difficult to deeply understand and appreciate. Therefore, in order to let tourists feel the charm of the Mogao Grottoes to the greatest extent, the Mogao Grottoes did not let tourists pay for their own tour guides like other scenic spots, but visited in groups, and each group was automatically equipped with an excellent tour guide.

Thirdly, in order to protect the murals from accelerated wear and tear caused by too many tourists, the scenic spot has adopted different treatment methods in the off-season. The digital exhibition center has reduced the stay time of tourists in the caves, and the carbon dioxide content in the caves has been monitored by monitors, so tourists are not allowed to take pictures, and the tour routes of each group of tourists are different. Under the premise of not destroying the user experience, the possible wear and tear caused by tourists on the murals is minimized (even the digital exhibition center has improved the user experience).

At the same time, the tour guide told the tourists about the crisis in the Mogao Grottoes and their efforts. Because of tourists' empathy and sense of responsibility, tourists will not be dissatisfied with the small losses caused by cultural relics protection, nor will they feel that the user experience will be lost. Instead, they will take the initiative to maintain the protection system of Mogao Grottoes, which is also a very clever place in the scenic spot.

The Mogao Grottoes are really a good tourist resource, with a long history, exquisite works of art and good protection. Such a good resource can have such room for development. However, many scenic spots with the same excellent resources have not been completely designed, so they have not played their due charm and value.

Just a few hours of sightseeing seems to have experienced a design feast and seen a series of complete designs around the theme of Mogao Grottoes. Finally, a beautiful user experience is realized.

From this analysis, I can draw a conclusion that the user goal of the service project of Mogao grottoes has been achieved. I am infected by the sculpture and mural art of Mogao grottoes and moved by the unremitting efforts made by people with lofty ideals in the past dynasties to protect Mogao grottoes. At the same time, the balance between interests and protection has been properly resolved. The whole scenic spot runs orderly. I think this is the function and value of service design.