Enjoy Happy Food Kev Tsim Qauv los ntawm Ting-Han Chen

Qhov qauv tsim Enjoy Happy Food Kev Tsim Qauv los ntawm Ting-Han Chen yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Nyiaj hauv Pawg Sib Tw Tsim Kev Pab Cuam, Kev Tswj thiab Kev Pab.

NyiajKev Pab Cuam· 2022

Enjoy Happy Food Kev Tsim Qauv

los ntawm Ting-Han Chen

Tus Neeg Siv: Play Design Lab

Tus Yeej A' Design Award Nyiaj hauv Pawg Kev Pab Cuam

1,203,363

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #131529

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Enjoy Happy Food Kev Tsim Qauv

Qhov kev tsim qauv no qhia tau hais tias yuav hloov pauv tus neeg muag khoom lag luam li cas rau hauv lub lag luam niaj hnub hauv kev lag luam e-lag luam raws li cov lus teb rau kev sib kis, thiab txuas rau qhov sib txawv ntawm cov khw muag ntses tsoos thiab kev lag luam hauv online. Lub hom phiaj yog rooted nyob rau hauv tus neeg muag khoom 40 xyoo fisheries professionalism, ib txwm ua lag luam txoj kev ntawm cov neeg siv khoom kev sib raug zoo, thiab siv customization txiav txim los ntawm cov neeg muas zaub ntawm Line (ib tug feem ntau siv social app nyob rau hauv Taiwan) kom xa freshest, txhua hnub. ntes tau ntses hiav txwv thiab pom zoo ua zaub mov txawv.

Qhov Lees Paub

Txog A' Design Award Nyiaj

Enjoy Happy Food Kev Tsim Qauv yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Enjoy Happy Food Kev Tsim Qauv xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Enjoy Happy Food Kev Tsim Qauv yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: 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.
Cov Ntsiab Lus: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Thev Naus Laus Zis Tsim Khoom: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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?
Kev Txhawb Siab: 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?
Lub Sij Hawm Ua Hauj Lwm: 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.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: Design: Ting-Han Chen