Ting-Han ChenによるEnjoy Happy Food サービスデザインは

Ting-Han ChenによるEnjoy Happy Food サービスデザインはは、メタ・戦略・サービスデザインコンペティションカテゴリーにおける非常に権威ある2022 A' Design Award 銀賞の優れた受賞作品です。

銀サービス· 2022

Enjoy Happy Food サービスデザインは

デザイナー： Ting-Han Chen

クライアント: Play Design Lab

サービスカテゴリーのA' Design Award 銀賞受賞者

1,205,029

認証済み受賞者

#131529の受賞ステータスを認証

A' Design Awardで見るプレスリリース受賞バッジ

カラー

デザイン

Enjoy Happy Food サービスデザインはについて

このデザインプロジェクトは、疫病への対応として伝統的な魚屋を現代のソーシャル e コマースブランドに変革し、伝統的な魚市場での買い物とオンラインショッピングのライフスタイルの間のギャップを埋める方法を示しています。このブランドは、ベンダーの 40 年にわたる漁業のプロフェッショナリズム、顧客との社会的交流の伝統的な市場の方法に根ざしており、Line (台湾で最も使用されているソーシャルアプリ) 経由で顧客からカスタマイズの注文を受け付け、新鮮な状態で毎日お届けします。釣った海魚とおすすめの料理レシピを紹介します。

受賞

A' Design Award 銀賞について

Enjoy Happy Food サービスデザインはは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Enjoy Happy Food サービスデザインはは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Enjoy Happy Food サービスデザインはは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: 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.
寸法とパッケージ: 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.
タグ: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
製造技術: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
デザインの課題: 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.
リサーチ: 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?
インスピレーション: 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?
プロジェクト期間: 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.
オペレーションフロー: 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.
チームメンバー: Design: Ting-Han Chen