Enjoy Happy Food Igishushanyo Cya Serivisi na Ting-Han Chen

Umushinga Enjoy Happy Food Igishushanyo Cya Serivisi wa Ting-Han Chen ni uwatsinze igihembo cyubahwa cyane 2022 Igihembo cya A' Design Award cya Ifeza mu Cyiciro cy'Ihiganwa cya Serivisi.

IfezaSerivisi· 2022

Enjoy Happy Food Igishushanyo Cya Serivisi

na Ting-Han Chen

Umukiriya: Play Design Lab

Uwatsinze Igihembo cya A' Design Award cya Ifeza mu Cyiciro cya Serivisi

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Uwatsinze Igihembo Yemejwe

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Reba kuri A' Design Award Itangazo ry'Ikinyamakuru Ikimenyetso cy'Igihembo

Amabara

Imigereranyo

Ibyerekeye Enjoy Happy Food Igishushanyo Cya Serivisi

Uyu mushinga wo gushushanya werekana uburyo wahindura umucuruzi wamafi gakondo mubucuruzi bugezweho bwa e-ubucuruzi nkibisubizo byicyorezo, no guca icyuho hagati yubucuruzi bwamafi gakondo nubuzima bwo kugura kumurongo. Ikirangantego gishinze imizi mu bucuruzi bw’imyaka 40 y’umwuga w’uburobyi, isoko gakondo uburyo bwo guhuza imikoranire yabakiriya, kandi ifata ibyemezo byabakiriya binyuze kumurongo (porogaramu ikoreshwa cyane muri Tayiwani) kugirango itange ibintu bishya, burimunsi. yafashe amafi yo mu nyanja kandi atanga inama yo guteka.

Ishimwe

Ibyerekeye Igihembo cya A' Design Award cya Ifeza

Enjoy Happy Food Igishushanyo Cya Serivisi ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Enjoy Happy Food Igishushanyo Cya Serivisi biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Enjoy Happy Food Igishushanyo Cya Serivisi ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Inyuma y'Imigereranyo

Dosiye y'Itangazamakuru

Amazina y'abagize uruhare, abagize itsinda n'amakuru y'ubuhanga byatanzwe n'umuhanzi.

Ibintu Bidasanzwe: 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.
Ibipimo n'Ipaki: 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.
Ibibazo Fatizo: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Ikoranabuhanga ryo Guteza Imbere: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Ikibazo cy'Ishusho: 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.
Ubushakashatsi: 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?
Ibyatumye Habaho: 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?
Igihe cy'Umushinga: 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.
Uburyo bw'Imikorere: 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.
Abagize Itsinda: Design: Ting-Han Chen