Enjoy Happy Food Rancangan Layanan dek Ting-Han Chen

Enjoy Happy Food Rancangan Layanan dek Ting-Han Chen adolah pamenang nan sangaik tahormat dari A' Design Award Perak 2022 nan sangaik prestigius dalam Kategori Kompetisi Layanan.

PerakLayanan· 2022

Enjoy Happy Food Rancangan Layanan

dek Ting-Han Chen

Klien: Play Design Lab

Pamenang A' Design Award Perak dalam Kategori Layanan

1,205,029

Pamenang Pangharogaan Taverifikasi

Verifikasi Status Pangharogaan untuak #131529

Caliak di A' Design Award Siaran Pers Lencana Penghargaan

Warno

Desain

Tantang Enjoy Happy Food Rancangan Layanan

Proyek rancangan ko manunjuakan bagaimano marubuah panjua ikan tradisional manjadi brand e-commerce sosial modern sabagai respons ka epidemi, dan mambakangi jurang antaro balanja di pasa ikan tradisional jo gayo hiduik balanja online. Brand ko baurek dari profesionalisme perikanan panjua salamo 40 taun, caro interaksi sosial palanggan di pasa tradisional, dan manyalasaikan pesanan kustomisasi dari palanggan malalui Line (aplikasi sosial nan paling banyak digunoan di Taiwan) untuak mangantaan ikan lauik nan paling sagar, tangkok hari tu, basamao resep masak nan direkomendasikan.

Pangakuan

Tantang A' Design Award Perak

Enjoy Happy Food Rancangan Layanan adolah pamenang A' Design Award Perak, sabuah pangakuan nan luar biaso bapresti nan dibarikan ka rancangan tingkaik tatinggi, elok jo mangesankan. Pamenang Perak adolah karya nan sangaik cemerlang jo sangaik kreatif nan mamparlihatkan kapakaran, bakaik jo katajaman pikiran parancangnyo. Enjoy Happy Food Rancangan Layanan dipaokan manjadi karya nan mangaguikan, contoh tauladan, sangaik profesional jo inovatif sacaro dalam. Rancangan nan manang Perak iko adolah panemuan nan nampak jo dikagumi nan mambari sumbangan untuak maluaskan batas seni, ilimu, rancangan jo teknologi. Enjoy Happy Food Rancangan Layanan adolah ciptaan nan dicamburui banyak urang, nan mambangkikkan karinduan, mambaok parasaan positif jo malahiakan karagumon jo kakaguman.

Di Baliak Desain

Kit Pers

Kredit, anggota tim jo rincian teknis nan disadioan dek perancang.

Sifat Unik: 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.
Dimensi & Kemasan: 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
Teknologi Produksi: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Tantangan Desain: 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.
Penelitian: 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?
Inspirasi: 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?
Durasi Proyek: 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.
Alua Operasi: 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.
Anggota Tim: Design: Ting-Han Chen