Enjoy Happy Food Tsjinst Ûntwerp troch Ting-Han Chen

Enjoy Happy Food Tsjinst Ûntwerp troch Ting-Han Chen is in heech wurdearre winner fan de tige prestizjeuze 2022 A' Design Award yn Sulver yn de kompetysje-kategory Meta, Strategysk en Tsjinstûntwerp.

SulverTsjinst· 2022

Enjoy Happy Food Tsjinst Ûntwerp

troch Ting-Han Chen

Klant: Play Design Lab

A' Design Award yn Sulver Winner yn de kategory Tsjinst

1,205,029

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #131529

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Enjoy Happy Food Tsjinst Ûntwerp

Dit ûntwerpprojekt lit sjen hoe't jo in tradysjonele fiskferkeaper kinne transformearje yn in modern sosjaal e-commerce-merk as antwurd op 'e epidemy, en om de kloof te oerbrêgjen tusken tradisjoneel fiskmerkwinkeljen en online winkellibben. It merk is woartele yn 'e 40-jierrige profesjonaliteit fan' e fiskerij fan 'e ferkeaper, de manier fan' e tradisjonele merk fan sosjale ynteraksjes mei klant, en nimt maatwurkopdrachten fan klanten fia Line (in meast brûkte sosjale app yn Taiwan) om de frisse, deistichste te leverjen fongen see fisk en oanrikkemandearre cooking resepten.

De Erkenning

Oer de A' Design Award yn Sulver

Enjoy Happy Food Tsjinst Ûntwerp is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Enjoy Happy Food Tsjinst Ûntwerp wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Enjoy Happy Food Tsjinst Ûntwerp is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: 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.
Labels: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Produksjetechnology: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Untwerpútdaging: 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.
Undersyk: 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?
Ynspiraasje: 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?
Projektdoer: 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.
Operaasjestreamferrin: 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.
Teamleden: Design: Ting-Han Chen