Enjoy Happy Food Il Design Del Servizio di Ting-Han Chen

Il progetto Enjoy Happy Food Il Design Del Servizio di Ting-Han Chen è un vincitore molto stimato del prestigioso 2022 A' Design Award d'Argento nella categoria Design Meta, Strategico e dei Servizi.

ArgentoServizi· 2022

Enjoy Happy Food Il Design Del Servizio

di Ting-Han Chen

Cliente: Play Design Lab

Vincitore del premio A' Design Award d'Argento nella categoria Servizi

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Il Design

Informazioni su Enjoy Happy Food Il Design Del Servizio

Questo progetto di design mostra come trasformare un tradizionale venditore di pesce in un moderno marchio di e-commerce sociale come risposta all’epidemia e come colmare il divario tra lo shopping tradizionale al mercato del pesce e lo stile di vita dello shopping online. Il marchio affonda le sue radici nella professionalità quarantennale del venditore nel settore della pesca, nel modo tradizionale del mercato di interagire socialmente con i clienti e accetta ordini di personalizzazione dai clienti tramite Line (un'app social più utilizzata a Taiwan) per consegnare prodotti freschissimi ogni giorno. pesce di mare pescato e ricette di cucina consigliate.

Il Riconoscimento

Informazioni sul A' Design Award d'Argento

Enjoy Happy Food Il Design Del Servizio ha vinto l'A' Design Award d'Argento, un riconoscimento enormemente prestigioso conferito a design di fascia alta, splendidi e impressionanti. I vincitori d'Argento sono opere tremendamente brillanti ed estremamente creative che illustrano l'eccezionale competenza, il talento e l'acume dei loro designer. Ci si aspetta che Enjoy Happy Food Il Design Del Servizio sia un'opera meravigliosa, una vetrina di eccellenza, notevolmente professionale e profondamente innovativa. Questo design vincitore dell'A' Design Award d'Argento è un'invenzione molto notevole e ammirata che giova ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Enjoy Happy Food Il Design Del Servizio è una creazione molto invidiata che evoca desideri, porta sentimenti positivi e accende meraviglia e stupore.

Dietro il Design

Press Kit

Crediti, membri del team e dettagli tecnici forniti dal designer.

Proprietà Uniche: 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.
Dimensioni e Confezionamento: 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.
Tag: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Tecnologia di Produzione: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Sfida Progettuale: 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.
Ricerca: 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?
Ispirazione: 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?
Durata del Progetto: 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.
Flusso Operativo: 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.
Membri del Team: Design: Ting-Han Chen