Enjoy Happy Food Service Design von Ting-Han Chen

Das Design Enjoy Happy Food Service Design von Ting-Han Chen ist ein hoch angesehener Gewinner des sehr prestigeträchtigen 2022 A' Design Award in Silber in der Wettbewerbskategorie Servicedesign.

SilberService· 2022

Enjoy Happy Food Service Design

von Ting-Han Chen

Auftraggeber: Play Design Lab

Gewinner des A' Design Award in Silber in der Kategorie Service

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Das Design

Über Enjoy Happy Food Service Design

Dieses Designprojekt zeigt, wie man als Reaktion auf die Epidemie einen traditionellen Fischverkäufer in eine moderne Social-E-Commerce-Marke umwandeln und die Lücke zwischen traditionellem Fischmarkteinkauf und Online-Shopping-Lebensstil schließen kann. Die Marke basiert auf der 40-jährigen Fischerei-Professionalität des Anbieters, der traditionellen Marktart der sozialen Interaktion mit Kunden und nimmt kundenspezifische Bestellungen von Kunden über Line (eine meistgenutzte soziale App in Taiwan) entgegen, um täglich frischeste Produkte zu liefern gefangener Meeresfisch und empfohlene Kochrezepte.

Die Auszeichnung

Über den A' Design Award in Silber

Enjoy Happy Food Service Design ist Gewinner des A' Design Award in Silber, einer enorm prestigeträchtigen Anerkennung für erstklassige, großartige und beeindruckende Spitzendesigns. Silber-Gewinner sind ungemein brillante und äußerst kreative Werke, die die herausragende Expertise, das Talent und den Scharfsinn ihrer Designer veranschaulichen. Von Enjoy Happy Food Service Design wird erwartet, dass es ein wunderbares Vorzeigewerk ist, das bemerkenswert professionell und zutiefst innovativ ist. Dieses mit dem A' Design Award in Silber prämierte Design ist eine höchst bemerkenswerte, bewunderte Erfindung, die den Grenzen von Kunst, Wissenschaft, Design und Technologie zugutekommt und sie voranbringt. Enjoy Happy Food Service Design ist eine vielbeneidete Schöpfung, die Wünsche weckt, positive Gefühle vermittelt und Staunen und Verwunderung entfacht.

Hinter dem Design

Pressemappe

Danksagungen, Teammitglieder und technische Details, bereitgestellt vom Designer.

Einzigartige Eigenschaften: 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.
Abmessungen & Verpackung: 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.
Schlagwörter: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Produktionstechnologie: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Designherausforderung: 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.
Forschung: 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?
Projektdauer: 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.
Betriebsablauf: 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.
Teammitglieder: Design: Ting-Han Chen