Enjoy Happy Food Kapangidwe Ka Utumiki ndi Ting-Han Chen

Dizayini ya Enjoy Happy Food Kapangidwe Ka Utumiki ndi Ting-Han Chen ndi wopambana wotamandika kwambiri pa mphotho yaulemu ya 2022 Mphoto ya Siliva ya A' Design Award mu Gawo la Mpikisano la Ndondomeko, Mapangidwe Amphamvu ndi Utumiki.

SilivaUtumiki· 2022

Enjoy Happy Food Kapangidwe Ka Utumiki

ndi Ting-Han Chen

Kasitomala: Play Design Lab

Wopambana pa Mphoto ya Siliva ya A' Design Award mu Gawo la Utumiki

1,205,029

Wopambana Wotsimikizidwa

Tsimikizani Mkhalidwe wa Mphotho ya #131529

Onani ku A' Design Award Nkhani Yofalitsidwa Chizindikiro cha Mphotho

Mitundu

Kapangidwe

Za Enjoy Happy Food Kapangidwe Ka Utumiki

Pulojekitiyi ikuwonetsa momwe angasinthire ogulitsa nsomba zachikhalidwe kukhala mtundu wamakono wamalonda amtundu wa e-commerce kuti athane ndi mliriwu, ndikuchepetsa kusiyana pakati pa kugula nsomba zachikhalidwe komanso moyo wogula pa intaneti. Mtunduwu umachokera ku ukatswiri wazaka 40 wausodzi wazaka 40, njira zamakasitomala zamakasitomala zamakasitomala, ndipo zimatengera madongosolo a makasitomala kudzera pa Line (pulogalamu yomwe imagwiritsidwa ntchito kwambiri ku Taiwan) kuti ipereke zatsopano, tsiku lililonse. anagwira nsomba za m'nyanja ndi analimbikitsa kuphika maphikidwe.

Chidziwitso

Za Mphoto ya Siliva ya A' Design Award

Enjoy Happy Food Kapangidwe Ka Utumiki ndi mmodzi mwa opambana a Mphoto ya Siliva ya A' Design Award, kuzindikirika kolemekezeka modabwitsa komwe kumaperekedwa kwa mapangidwe a pamwamba, okongola ndi ochititsa chidwi. Opambana a Siliva ndi ntchito zowala kwambiri ndi zolenga kwambiri zomwe zimaonetsa ukatswiri, luso ndi nzeru zakuthwa za opanga awo. Enjoy Happy Food Kapangidwe Ka Utumiki akuyembekezeka kukhala ntchito yodabwitsa yoonetsedwa, yaukatswiri wapadera ndi yatsopano kwambiri. Mapangidwe opambana Mphoto ya Siliva ya A' Design Award awa ndi chopangidwa chodziwika kwambiri ndi choyamikiridwa chomwe chimapindulitsa ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Enjoy Happy Food Kapangidwe Ka Utumiki ndi cholengedwa chomwe anthu ambiri amachichitira nsanje, chomwe chimadzutsa zilakolako, kubweretsa maganizo abwino ndi kuyatsa kudabwa ndi chidwi.

Kumbuyo kwa Kapangidwe

Katundu wa Atolankhani

Umboni, mamembala a gulu ndi zambiri zapadera zoperekedwa ndi wopanga.

Makhalidwe Apadera: 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.
Miyezo ndi Kuphimba: 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.
Zizindikiro: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Teknoloji Yopangira: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Vuto la Dizayini: 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.
Kafukufuku: 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?
Chilimbikitso: 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?
Nthawi ya Polojekiti: 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.
Mdondomeko ya Ntchito: 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.
Mamembala a Gulu: Design: Ting-Han Chen