Enjoy Happy Food Ang Disenyo Ng Serbisyo ni Ting-Han Chen

Ang disenyo na Enjoy Happy Food Ang Disenyo Ng Serbisyo ni Ting-Han Chen ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2022 A' Design Award na Pilak sa Kategoryang Paligsahan na Meta, Estratehiko at Disenyo ng Serbisyo.

PilakSerbisyo· 2022

Enjoy Happy Food Ang Disenyo Ng Serbisyo

ni Ting-Han Chen

Kliyente: Play Design Lab

Nagwagi ng A' Design Award na Pilak sa Kategoryang Serbisyo

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Ang Disenyo

Tungkol sa Enjoy Happy Food Ang Disenyo Ng Serbisyo

Ipinapakita ng proyektong ito sa disenyo kung paano gawing modernong social e-commerce brand ang isang tradisyunal na fish vendor bilang tugon sa epidemya, at upang tulungan ang agwat sa pagitan ng tradisyonal na pamimili sa merkado ng isda at pamumuhay sa online shopping. Nag-ugat ang brand sa 40 taon na propesyonalismo ng pangisdaan ng vendor, paraan ng tradisyunal na merkado ng mga social na pakikipag-ugnayan ng customer, at tumatanggap ng mga order sa pag-customize mula sa mga customer sa pamamagitan ng Line (isang pinakaginagamit na social app sa Taiwan) para makapaghatid ng pinakasariwa, araw-araw. nakahuli ng isda sa dagat at inirerekomendang mga recipe sa pagluluto.

Ang Pagkilala

Tungkol sa A' Design Award na Pilak

Ang Enjoy Happy Food Ang Disenyo Ng Serbisyo ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Enjoy Happy Food Ang Disenyo Ng Serbisyo ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Enjoy Happy Food Ang Disenyo Ng Serbisyo ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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.
Mga Sukat at Packaging: 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.
Mga Tag: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Teknolohiya sa Produksyon: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Hamon sa Disenyo: 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.
Pananaliksik: 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?
Inspirasyon: 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?
Tagal ng Proyekto: 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.
Daloy ng Operasyon: 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.
Mga Miyembro ng Koponan: Design: Ting-Han Chen