Enjoy Happy Food Servicedesign af Ting-Han Chen

Enjoy Happy Food Servicedesign af Ting-Han Chen er en højt anset vinder af den meget prestigefyldte 2022 A' Design Award i Sølv i konkurrencekategorien Meta, Strategisk og Servicedesign.

SølvService· 2022

Enjoy Happy Food Servicedesign

af Ting-Han Chen

Klient: Play Design Lab

Vinder af A' Design Award i Sølv i kategorien Service

1,205,029

Verificeret Prisvinder

Verificer Prisstatus for #131529

Se på A' Design Award Pressemeddelelse Prisemblem

Farver

Designet

Om Enjoy Happy Food Servicedesign

Dette designprojekt viser, hvordan man transformerer en traditionel fiskeleverandør til et moderne socialt e-handelsmærke som et svar på epidemien og bygger bro mellem traditionel fiskemarkedsshopping og online shopping livsstil. Mærket er rodfæstet i leverandørens 40-årige fiskeriprofessionalitet, traditionelle markedsmåde for sociale kundeinteraktioner og tager tilpasningsordrer fra kunder via Line (en mest brugt social app i Taiwan) for at levere friskeste, daglige fanget havfisk og anbefalede madlavningsopskrifter.

Anerkendelsen

Om A' Design Award i Sølv

Enjoy Happy Food Servicedesign er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Enjoy Happy Food Servicedesign forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Enjoy Happy Food Servicedesign er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.

Bag Designet

Pressemappe

Credits, teammedlemmer og tekniske detaljer leveret af designeren.

Unikke Egenskaber: In this project, a traditional fish vendor is transformed into a modern social e-commerce brand–Enjoy Happy Food, as a demonstration in response to the above-mentioned issues. The brand roots in the vendor’s 40-year traditional fisheries professionalism, traditional market’s way of high customer engagement, and takes customization orders from customers via LINE (a most used social app with coverage over 95 percent of Taiwan's population) to deliver daily caught fresh sea fish with recommended cooking recipes.
Dimensioner & Emballage: Service workflow redesign; Brand visual identity: logo, business card, apron, van, posters, brochure, web app, gift box, etc.; Vacuum Package Design (total 6 types: from 265 mm x 170 mm to 442 mm x 320 mm), Aluminum Foll Pocket, 310 mm x 345 mm, Isothermic Bag #1, 290 mm x 290 mm x 220 mm, Isothermic Bag #2, 300 mm x 300 mm, Cardboard Box, 345 mm x 285 mm x 225 mm, Sticker System (incl. Quality Assurance Series, Greeting Series, and Product Labeling Series). Website Design and digital marketing design, and LINE ChatBot UI/UX design.
Tags: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Produktionsteknologi: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Designudfordring: To change people’s behaviors takes time. Thus, the design is kept as simple as possible. Based on the revision of the service workflow for relevant stakeholders within the vendor’s supply chain, new tools (e.g., the sticker system for instant packaging) are introduced. This project also makes use of the social app (i.e. LINE) that had already created a social shopping culture in Taiwanese everyday living, to turn traditional fish vendor’s customers to online shoppers, and attract new online customers who didn’t shop at the traditional fish market to connect with the traditional fish vendor.
Forskning: Unlike most chain or online markets that sell stocked frozen fish, many Taiwanese people favor traditional fish market for their freshest daily caught fish, professional knowledge in fish, and the close interaction between vendors and customers. After the outbreak of COVID-19, people stop visiting traditional fish market and more and more people shop online for fresh food. Under such circumstances, how can traditional fish vendors still bring freshest, daily caught fish to existing customers, and transform into a social e-commerce brand and reach new customers?
Inspiration: Though Taiwan is an island surrounded by sea, many Taiwanese people lack understanding and knowledge about the edible sea fish living around them. Fish knowledge remains among fish vendors. As food traceability and safety are getting more awareness among Taiwanese people, how to bridge traditional fish vendor's professionalism with modern Taiwanese lifestyle based on the shared appeal for fresh and healthy food? As the epidemic has severely affected traditional fish market, is it possible to turn such a crisis into an opportunity for digital transformation for traditional fish vendors?
Projektvarighed: The project started on Jan 2021 in Tamshui township, New Taipei City, and is keeping on revising service designs according to feedback from customers’ experiences.
Driftsflow: The brand owner goes to the fishing port in person before the crack of dawn to handpick the freshest fish. Then, the fish are processed according to customers’ upfront needs and delivered to customers’ homes at designated times to ensure that customers can enjoy the freshest, freshly caught sea fish. The owner maintains high customer engagement on social platform (i.e., LINE) by sharing fishery news, fish knowledge, cooking recipes, and environmental protection issues with customers.
Teammedlemmer: Design: Ting-Han Chen