BACKGROUND
It is not a supermarket, it is a super market. At Torvehallerne in Copenhagen, you will find over 60 stands selling everything from fresh fish and meat to gourmet chocolate and exotic spices, as well as small places where you can have a quick bite to eat.
Image from internet
RESEARCH & UNDERSTANDING
Research Process
01
Desktop Research
We reached to multiple sources (public media, book, Internet etc.) searching for information about TH, from where the history and the current state of TH were found. Moreover, We contacted the stakeholders of TH for an overview of Torvehallerne.
02
Immersion
We reached to multiple sources (public media, book, Internet etc.) searching for information about TH, from where the history and the current state of TH were found. Moreover, We contacted the stakeholders of TH for an overview of Torvehallerne.
03
Observation & Interview
We reached to multiple sources (public media, book, Internet etc.) searching for information about TH, from where the history and the current state of TH were found. Moreover, We contacted the stakeholders of TH for an overview of Torvehallerne.
04
Affinity Diagram
We reached to multiple sources (public media, book, Internet etc.) searching for information about TH, from where the history and the current state of TH were found. Moreover, We contacted the stakeholders of TH for an overview of Torvehallerne.
05
Actors' Interdependencies
We reached to multiple sources (public media, book, Internet etc.) searching for information about TH, from where the history and the current state of TH were found. Moreover, We contacted the stakeholders of TH for an overview of Torvehallerne.
Research synthesis - Stakeholder
Customer Route Map
Insights
CONCEPTUALIZATION
With the solid background research findings and insights we came up with, We reshaped the brand essence by adding a new dimension of connection to the original one. What we want to convey to the public is that it's not just about high quality food ay Torvehallerne but finding their link with others, therefore, transform the experience into an unforgettable good memory.
01
60 vendors >>> One brand
- connection between vendors
- connection between vendor and Torvehallerne
02
60 vendors >>> One brand
- connection between customers( locals, tourists, families)
- connection between professional chefs and customers
Service Blueprint
Journey Map
The journey map in the right tells a story that two types of typical target groups meet togther at the Food Lab one day. It helps us to better demonstrate the ideal user senarios and the new dimension of TH brand essence connection. The connection among the family members, the conncetion between locals and tourists, and of course the connection between food and people.
SPACE DESIGN
The food lab is an experience center where events mainly about cooking workshops will be hosted. With the specific space hosting customers all together, it creates the opportunity for people to interact with each other and with Torvehallerne.
MOBILE APPLICATION
The food lab is an experience center where events mainly about cooking workshops will be hosted. With the specific space hosting customers all together, it creates the opportunity for people to interact with each other and with Torvehallerne.
LO-FI
About Food
Recommendation comes in a form of dish recipes. Customers see dish instead of sole ingredient when selecting. All ingredients are from vendors in Torvehallerne.
Add all button is for adding all ingredients needed for the dish to cart.
Customers could either choose delivery or self pick up. Self pick up spot would be near entrance of Torvehallerne Hall 1.
Workshop
Cooking seats, dining seats and servings are asked to fill in on reservation page. For example, you can order 1 cooking seat, 3 x dining seats and 3 servings if you would like to cook something for your family ...
Map and recommended route are attached to your confirmation letter.
About Vendor
By selecting different filters you can easily find vendors that you would like. Corresponding information including postion on map is shown on screen simultaneously to help customers make quick decisions
If customer decides to pay a visit, the navigation on map and signs on walls would make it really easy and voncenient to find the specific vendor
Repurchase
Repurchasing is a way to gain customers from offline to online. Access history orders( workshop & food orders) to re purchase. Alo cooking video and recipe would be available on the page onee the workshop finishes.
Workshop sells not only fresh products but also excelllent experiences. Despite of other value such as providing social space for custommers(locals and tourists), workshop offers a great chance to gain customer's trsut and show freshness and high quality of Torvehallerne's in gredients. After trust is built, online webshop offers a more convenient and effective way if they are too busy to come to Torbehallerne in person.
HI-FI
Food
Recommendation comes in a form of dish recipes. Customers see dish instead of sole ingredient when selecting. All ingredients are from vendors in Torvehallerne.
Item details page
The detailed page of certain items, where people could purchase cooked food and add all the raw ingredient of the dish as a package to the cart.
The cart page
Detailed page of the cart with both dishes and ingredients from the TH online store.
Check out page (Delivery / Self Pickup)
We offers two options for getting the food people ordered, Customers could either choose delivery or self pick up. A map will be shown to guide customers to the point to pickup what they purchased. Self pick up spot would be near entrance of Torvehallerne Hall 1.
Workshop
Worshop is the core of the App, designed for customer to view, watch event live and reserve for the event.
Item details page
The detailed page of workshop events, including the details about the dish which will be taught in the workshop.
Reservation page
Only few customer info requires to be filled out and there is also a autofill button if users of the application have already filled in their profiles.
Vendor
Bridging all the vendors as a whole within the TH brand. Vendor aimed at enhancing the brand image in the public and help people to find vendors eaiser and infomation.
Vendor details page
In this page, detailed information about vendors are listed and users can also find what they are selling here, further, purchase what appeals to the customers.
The guide page
As was found ealier in the research part, it is troublesome to find vendors inside TH. Therefore, the function is designed to help finding the way.
WAYFINDING SYSTEM
Wayfinding is always of help for experience uplifting, therefore, a brand new wayfiding system is design to help people better understand the environment where they are with a new visual language based on the original one.