Enjoy Happy Food
Service Design for Play Design Lab
This design project shows how to transform a traditional fish vendor into a modern social e-commerce brand as a response to the epidemic, and to bridge the gap between traditional fish market shopping and online shopping lifestyle. The brand is rooted in the vendor's 40 year fisheries professionalism, traditional market's way of customer social interactions, and takes customization orders from customers via Line (a most used social app in Taiwan) to deliver freshest, daily caught sea fish and recommended cooking recipes.
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Download Press Kit № 131529 Service Design for Play Design Lab by Ting Han Chen to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Enjoy Happy Food by Ting Han Chen
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Service Design by Ting Han Chen
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Ting Han Chen Enjoy Happy Food
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Ting Han Chen Service Design
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Ting Han Chen Designer Portrait Photo
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Play Design LabBrand Logo
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Enjoy Happy Food Service Design Press Releases
For Enjoy Happy Food, we offer press releases in multiple languages, including: English.
Enjoy Happy Food Service Design Translations
Enjoy Happy Food in your language: we provide project translations across multiple languages: ಸೇವಾ ವಿನ್ಯಾಸವು KN, Сервистік Дизайн KK, ការរចនាសេវាកម្ម KM, Igishushanyo Cya Serivisi RW, 서비스 디자인은 KO, Sêwirana Xizmetê KU, Тейлөө Дизайны KY, ການອອກແບບການບໍລິການ LO, Officium Consilium LA, Pakalpojumu Dizains LV, Paslaugų Dizainas LT, Service Design LB, Дизајнот На Услуги MK, Ny Famolavolana Serivisy MG, Reka Bentuk Perkhidmatan MS, സേവന ഡിസൈൻ ML, Disinn Tas-Servizz MT, Ko Te Hoahoa Ratonga MI, सर्व्हिस डिझाइन MR, Үйлчилгээний Загвар MN, सेवा डिजाइन NE, Tjenestedesign NO, ସେବା ଡିଜାଇନ୍ OR, د خدمت ډیزاین PS, طراحی سرویس FA, Projektowanie Usług PL, Design De Serviço PT, ਸੇਵਾ ਡਿਜ਼ਾਈਨ PA, Proiectarea Serviciului RO, Сервис-Дизайн RU, Auaunaga Mamanu SM, Дизајн Услуга SR, Service Design SN, سروس ڊيزائن SD, සේවා නිර්මාණය SI, Dizajn Služby SK, Storitveno Oblikovanje SL, Naqshadeynta Adeeggu SO, Moralo Oa Litšebeletso ST, El Diseño De Servicios ES, Desain Jasa SU, Muundo Wa Huduma SW, Tjänstedesign SV, Ang Disenyo Ng Serbisyo TL, Тарҳрезии Хидмат TG, சேவை வடிவமைப்பு TA, Сервис Дизайны TT, సేవా రూపకల్పన TE, การออกแบบบริการ TH, Hizmet Tasarımı TR, Hyzmat Dizaýny TK, Сервісне Проектування UK, سروس ڈیزائن UR, مۇلازىمەت لايىھىلەش UG, Xizmat Ko'rsatish Dizayni UZ, Thiết Kế Dịch Vụ VI, Dylunio Gwasanaeth CY, Tsjinst Ûntwerp FY, Uyilo Lwenkonzo XH, סערוויס פּלאַן YI, Oniru Iṣẹ YO, Umklamo Wesevisi ZU, Diensontwerp AF, Dizajni I Shërbimit SQ, የአገልግሎት ዲዛይን AM, تصميم الخدمة AR, Ծառայության Դիզայնը HY, Xidmət Dizaynı AZ, Service Design EN, Zerbitzuaren Diseinua EU, Сэрвісны Дызайн BE, সার্ভিস ডিজাইন BN, Dizajn Usluga BS, Дизайнът На Услугата BG, Service Design MY, El Disseny Del Servei CA, Ang Disenyo Sa Serbisyo CEB, Kapangidwe Ka Utumiki NY, 服務設計 ZY, 服务设计 ZH, U Disignu Di Serviziu CO, Uslužni Dizajn HR, Design Služby CS, Servicedesign DA, Serviceontwerp NL, Servodezajno EO, Teenuse Disain ET, Palvelusuunnittelu FI, La Conception De Services FR, Dealbhadh Seirbheis GD, O Deseño Do Servizo GL, სერვისის დიზაინი KA, Service Design DE, Ο Σχεδιασμός Υπηρεσιών EL, સર્વિસ ડિઝાઇન GU, Konsepsyon Sèvis HT, Ƙirar Sabis HA, ʻo Ka Hoʻolālā Lawelawe HAW, עיצוב שירות HE, सर्विस डिज़ाइन HI, Kev Tsim Qauv HMN, A Szolgáltatástervezés HU, Þjónustuhönnun IS, Imewe Ọrụ IG, Desain Layanan ID, Seirbhíse É Dearadh GA, Il Design Del Servizio IT, サービスデザインは JA, Desain Layanan JV.
Enjoy Happy Food Service Design Media Articles
Utilize our prepared articles to feature Enjoy Happy Food, available in the languages: Indonesian, Portuguese, Turkish, Arabic (Standard), Korean, Japanese, Russian, Chinese (Mandarin), French, Hindi, Italian, English, Spanish, German and Dutch.
Unique Properties
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.
Tags
fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Production Technology
field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Design Challenge
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.
Project Duration
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.
Operation Flow
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.
Research
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?
Inspiration
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?
Project Overview
Enjoy Happy Food Service Design has been a Silver winner in the Meta, Strategic and Service Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Image Credits
For design images and photos please credit Ting Han Chen.
Silver Recognition
Ting Han Chen was recognized with the coveted Silver A' Design Award in 2022, a testament to excellence of their work Enjoy Happy Food Service Design.
Ting Han Chen Press Releases
Our press releases on Ting Han Chen and their work are made freely available for press members looking to add depth to their content. Now available: Immediate access to 3 press releases for journalists.
Introducing Enjoy Happy Food: Transforming Traditional Fish Vendors into a Modern Social E-commerce Brand
Designer Ting Han Chen's Service Design Project Revitalizes Traditional Fish Market Amidst Pandemic
Ting Han Chen Newsroom
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