Enjoy Happy Food Service Design by Ting-Han Chen |
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| DESIGN NAME: Enjoy Happy Food PRIMARY FUNCTION: Service Design 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? UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: 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. FITS BEST INTO CATEGORY: Meta, Strategic and Service Design |
PRODUCTION / REALIZATION TECHNOLOGY: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping SPECIFICATIONS / TECHNICAL PROPERTIES: 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 RESEARCH ABSTRACT: 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? 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. ADDED DATE: 2021-09-30 08:16:43 TEAM MEMBERS (1) : Design: Ting-Han Chen IMAGE CREDITS: Ting-Han Chen, 2021. |
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NAME: Play Design Lab PROFILE: Play Design Lab is a Taipei-based cross-disciplinary design studio specializing in experience design thinking. For the past years, they have created brands, services, systems, and experiences for their clients and end customers, and had gained worldwide recognitions such as iF Design Award, Fast Company's Innovation by Design Award, Communication Arts, and Muse Design Awards. |
| AWARD DETAILS | |
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Enjoy Happy Food Service Design by Ting-Han Chen is Winner in Meta, Strategic and Service Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Ting-Han Chen. · Click here to register inorder to view the profile and other works by Ting-Han Chen. |
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