Ting-Han Chen авторлыгында Enjoy Happy Food Сервис Дизайны

Ting-Han Chen авторлыгындагы Enjoy Happy Food Сервис Дизайны — Мета, Стратегик һәм Хезмәт Дизайны ярыш категориясендә бик абруйлы 2022 A' Design Award Көмеш бүләге лауреаты.

КөмешХезмәт· 2022

Enjoy Happy Food Сервис Дизайны

автор: Ting-Han Chen

Заказчы: Play Design Lab

Хезмәт категориясендә A' Design Award Көмеш бүләге лауреаты

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A' Design Award'та карау Матбугат релизы Бүләк бейджигы

Төсләр

Дизайн

Enjoy Happy Food Сервис Дизайны турында

Бу дизайн проекты эпидемиягә җавап итеп традицион балык сатучысын заманча социаль электрон сәүдә маркасына ничек үзгәртергә, һәм традицион балык базарында кибет белән онлайн кибет тормышы арасындагы аерманы капларга күрсәтә. Бренд сатучының 40 еллык балык тоту профессионализмына, традицион базарның клиентларның социаль үзара бәйләнешенә нигезләнгән, һәм клиентларның заказларын Line (Тайваньда иң күп кулланылган социаль кушымта) аша ала, яңа, көндәлек диңгез балыкларын тоттылар һәм пешерү рецептларын тәкъдим иттеләр.

Таныш

A' Design Award Көмеш бүләге турында

Enjoy Happy Food Сервис Дизайны – A' Design Award Көмеш бүләге җиңүчесе, бу гадәттән тыш абруйлы танып белү, ул югары класслы, чибәр һәм тәэсирле дизайннарга бирелә. Көмеш җиңүчеләре – үз дизайнерларының искиткеч белемен, талантын һәм үткенлеген күрсәтүче бик ялтыравыклы һәм иҗади эшләр. Enjoy Happy Food Сервис Дизайны искиткеч, үрнәк булырлык, игътибарга лаеклы профессиональ һәм тирән яңалыклы әсәр булыр дип көтелә. A' Design Award Көмеш бүләге җиңүче бу дизайн – сәнгать, фән, дизайн һәм технология чикләрен алга җигүче файдалы, югары бәяләнгән уйлап табу. Enjoy Happy Food Сервис Дизайны – күпләрнең көнләшкән, теләкләрне уятучы, уңай хисләр китерүче һәм хәйранлык һәм гаҗәпләнү тудыручы иҗат җимеше.

Дизайн артында

Матбугат комплекты

Дизайнер тәкъдим иткән кредитлар, команда әгъзалары һәм техник детальләр.

Уникаль үзенчәлекләр: 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.
Үлчәмнәр һәм упаковка: 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.
Тегләр: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Җитештерү технологиясе: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Дизайн бирелмәсе: 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.
Тикшеренү: 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?
Илһам: 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?
Проект озынлыгы: 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.
Эш процессы: 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.
Команда әгъзалары: Design: Ting-Han Chen