Enjoy Happy Food Moralo Oa Litšebeletso ka Ting-Han Chen

Moralo oa Enjoy Happy Food Moralo Oa Litšebeletso ka Ting-Han Chen ke mohlodi oa khau e hlomphehang haholo ya 2022 Moputso oa Silevera oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Meta, Leano le Tshebeletso.

SileveraTshebeletso· 2022

Enjoy Happy Food Moralo Oa Litšebeletso

ka Ting-Han Chen

Moreki: Play Design Lab

Mohlodi oa Moputso oa Silevera oa A' Design Award Mokhahleong oa Tshebeletso

1,205,029

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #131529

Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Enjoy Happy Food Moralo Oa Litšebeletso

Morero ona oa moralo o bonts'a mokhoa oa ho fetola morekisi oa litlhapi oa setso hore e be lets'oao la sejoale-joale la e-commerce la sechaba e le karabelo ho seoa sena, le ho koala lekhalo lipakeng tsa mabenkele a tloaelehileng a lihlapi le mokhoa oa bophelo oa ho reka ka marang-rang. Letšoao lena le thehiloe tsebong ea lilemo tse 40 tsa ho tšoasa litlhapi, mokhoa oa setso oa 'maraka oa ho sebelisana le bareki,' me o nka litaelo tsa bareki ka Line (sesebelisoa se sebelisoang haholo sechabeng sa Taiwan) ho fana ka lintho tse ncha, letsatsi le letsatsi. tšoasoa litlhapi tsa leoatleng le ho kgothaletswa ho pheha diresepe.

Kamohelo

Mabapi le Moputso oa Silevera oa A' Design Award

Enjoy Happy Food Moralo Oa Litšebeletso ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Enjoy Happy Food Moralo Oa Litšebeletso e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Enjoy Happy Food Moralo Oa Litšebeletso ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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.
Boholo le Phuthelo: 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.
Lithegi: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Theknoloji ya Tlhahiso: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Phephetso ya Moralo: 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.
Dipatlisiso: 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?
Kgothaletso: 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?
Nako ya Projeke: 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.
Tsamaiso ya Mosebetsi: 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.
Litho tsa Sehlopha: Design: Ting-Han Chen