设计师 Ting-Han Chen 的作品 Enjoy Happy Food 服务设计荣获了极具声望的 2022 A' Design Award 银奖，竞赛类别为元设计、战略与服务设计。

银服务· 2022

Enjoy Happy Food 服务设计

设计师： Ting-Han Chen

客户: Play Design Lab

服务类别A' Design Award 银奖获奖者

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关于 Enjoy Happy Food 服务设计

该设计项目展示了如何因应疫情，将传统鱼贩转型为现代社交电商品牌，并弥合传统鱼市购物与网购生活方式之间的差距。该品牌植根于供应商40年的渔业专业精神、传统市场的客户社交互动方式，并通过Line（台湾最常用的社交应用程序）接受客户的定制订单，每天提供最新鲜的产品捕获的海鱼和推荐的烹饪食谱。

荣誉认可

关于A' Design Award 银奖

Enjoy Happy Food 服务设计是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Enjoy Happy Food 服务设计将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Enjoy Happy Food 服务设计是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
生产技术: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
设计挑战: 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.
研究: 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?
灵感: 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?
项目周期: 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.
操作流程: 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.
团队成员: Design: Ting-Han Chen