以資訊圖像設計對台灣餐飲數位平台 – 六角美食通之創作

Abstract

六角國際事業股份有限公司（La Kaffa International CO., Ltd）是一家成立於2004年的臺灣跨國餐飲集團，成功經營超過10個不同類型的餐飲品牌，橫跨手搖茶飲、烘焙西點、英式輕食、美式越南料理等多元領域，並在全球46個國家地區擁有門市，成為國際化布局最廣的餐飲集團之一。六角美食通APP成為集團中第二大餐廳會員平台，擁有30萬以上會員，但在資訊過度膨脹的時代，APP的使用率未如預期。現代人每日接收的資訊量相當龐大，而美食餐飲資訊過剩使得人們的平均閱讀時間降低，因此「資訊設計」越來越受到重視。六角美食通APP作為現代人取得美食資訊的主要途徑，卻未能滿足視覺感官需求，並缺乏與使用者的趣味性互動，降低了使用者的意願。六角國際子公司王座國際餐飲總經理指出，由於現代人使用手機的時間增長，APP成為與顧客互動的關鍵。

然而，六角美食通APP的下載率及觸擊率不如預期，使用者體驗有待改善。研究者在使用APP半年後，發現美食優惠資訊之呈現方式及整體主視覺的形象需要重新設計，以提升使用者體驗和意願。因此，本研究以六角美食通為研究平台，探討如何將大量文字訊息轉化為系統化的資訊圖像呈現，並將主視覺重新設計，以增強品牌與使用者之間的聯繫和易用性，提升品牌記憶，進而提升整體美食優惠APP之使用體驗，提高消費者對六角國際品牌的喜好度。

La Kaffa International CO., Ltd, founded in 2004, is a Taiwanese multinational food and beverage group that has successfully operated over 10 dining brands. These brands span diverse fields such as bubble tea, baked goods, English-style light meals, and American-Vietnamese cuisine. With stores in 46 countries and regions worldwide, La Kaffa has become one of the most globally expansive dining groups. The La Kaffa Gourmet APP has become the group's second-largest restaurant membership platform, boasting over 300,000 members. However, in an era of information overload, the APP's usage rate still needs to meet expectations.

Modern people receive a vast amount of information daily, and the overabundance of food and beverage information has reduced average reading time. Therefore, "information design" is gaining more attention. Although the La Kaffa Gourmet APP serves as a primary means for people to obtain food information, it fails to satisfy visual sensory needs and lacks engaging interactions with users, decreasing user willingness to use it. The general manager of La Kaffa International's subsidiary, Wang's International Dining, pointed out that as modern people spend more time on their phones, the APP becomes a critical tool for interacting with customers.

However, the download and engagement rates of the La Kaffa Gourmet APP have not met expectations, and the user experience needs improvement. After using the APP for six months, researchers found that the presentation of food discount information and the overall visual image needs redesigning to enhance user experience andwillingness. Therefore, this study uses the La Kaffa Gourmet APP as a research platform to explore how to transform large amounts of textual information into systematic infographics and redesign the main visuals to strengthen the connection and usability between the brand and users. This aims to enhance brand memory and improve the overall user experience of the food discount APP, thereby increasing consumer preference for the La Kaffa brand.