Enjoy Happy Food Tjänstedesign by Ting-Han Chen

Enjoy Happy Food Tjänstedesign by Ting-Han Chen is a highly esteemed winner of the very prestigious 2022 A' Design Award i Silver in Meta, Strategisk och Tjänstedesign Competition Category.

SilverTjänst· 2022

Enjoy Happy Food Tjänstedesign

by Ting-Han Chen

Client: Play Design Lab

A' Design Award i Silver Winner in Tjänst Category

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Verified Award Winner
Verify Award Status for #131529

View at A' Design Award Press Release Award Badge

Colors

The Design

About Enjoy Happy Food Tjänstedesign

Detta designprojekt visar hur man förvandlar en traditionell fiskförsäljare till ett modernt socialt e-handelsvarumärke som ett svar på epidemin, och för att överbrygga klyftan mellan traditionell fiskmarknadsshopping och onlineshoppinglivsstil. Varumärket har sina rötter i säljarens 40-åriga fiskeriprofessionella, traditionella marknadens sätt att interagera med kunder och tar anpassningsbeställningar från kunder via Line (en mest använda social app i Taiwan) för att leverera färskaste, dagliga fångat havsfisk och rekommenderade matlagningsrecept.

The Recognition

About the A' Design Award i Silver

Enjoy Happy Food Tjänstedesign är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. Enjoy Happy Food Tjänstedesign förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Enjoy Happy Food Tjänstedesign är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Production Technology: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Design Challenge: 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.
Research: 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?
Inspiration: 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?
Project Duration: 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.
Operation Flow: 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.
Team Members: Design: Ting-Han Chen