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With service innovation, the shopping mall industry could optimize their service process and provide more intelligent services to improve customers' shopping experience, which serves as the catalyst for the development of the industry. To apply the service innovation to shopping mall, this study adopts an incorporated TRIZ methodology and a service blueprint approach to design new services for the case company in three service-design stages. In the problem definition stage, the initial service processes are presented in service blueprint approach and all the current problems are identified. In the service resolution stage, the TRIZ contradiction analysis is conducted and the corresponding innovation principles are pointed out and transformed into service resolutions. With this novel service-design approach adopting in the shopping mall industry, a new mobile app and its six function modules are proposed in the solution evaluations stage.
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