Enjoy Happy Food Tjenestedesign av Ting-Han Chen

Designet Enjoy Happy Food Tjenestedesign av Ting-Han Chen er en høyt verdsatt vinner av den svært prestisjetunge 2022 A' Design Award i Sølv i konkurransekategorien Meta-, strategisk og tjenestedesign.

SølvTjeneste· 2022

Enjoy Happy Food Tjenestedesign

av Ting-Han Chen

Klient: Play Design Lab

Vinner av A' Design Award i Sølv i kategorien Tjeneste

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Designet

Om Enjoy Happy Food Tjenestedesign

Dette designprosjektet viser hvordan man transformerer en tradisjonell fiskeforhandler til et moderne sosialt e-handelsmerke som respons på epidemien, og bygger bro mellom tradisjonell handel på fiskemarkeder og en nettbasert shoppinglivsstil. Merkevaren er forankret i forhandlerens 40 års profesjonalitet innen fiskeri, fiskemarkedets tradisjonelle måte å interagere sosialt med kunder på, og tar imot skreddersydde bestillinger fra kunder via Line (en av de mest brukte sosiale appene i Taiwan) for å levere den ferskeste sjøfisken fanget daglig, sammen med anbefalte kokeoppskrifter.

Anerkjennelsen

Om A' Design Award i Sølv

Enjoy Happy Food Tjenestedesign er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Enjoy Happy Food Tjenestedesign forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Enjoy Happy Food Tjenestedesign er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

Bak designet

Pressepakke

Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.

Unike egenskaper: 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.
Dimensjoner og emballasje: 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.
Stikkord: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Produksjonsteknologi: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Designutfordring: 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.
Forskning: 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?
Inspirasjon: 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?
Prosjektvarighet: 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.
Driftsflyt: 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.
Teammedlemmer: Design: Ting-Han Chen