ABOUT

TH Food Lab

Product Experience
Credit: Gü / Ruoxi
2017

TH Food Lab is a service system design that helps to uplift the image of Torvehallerne in the public by adding a new value of connection that links vendor to vendor, vendor to customer and customer to customer. It provides a brand new user experience to the customers with multiple touch points in the system.

Torvehallerne in Copenhagen

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.

"Quality, Freshness and Availability for the pleasure and benifit of everyone - from producer to consumer. A regular destination for the city dwellers and visitors from near and far."

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

01 - 60 vendors >>> One brand

- connection between customers( locals, tourists, families)
- connection between professional chefs and customers

Quality, Freshness, Availability and Connection

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.

APP Flow

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
Worshop is the core of the App, designed for customer to view, watch event live and reserve for the event.

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.

Read More

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
Having been to TH as a regular customer for several times, we outlined the accessible public transportation, parking and surrounding entertainment facilities. (including a garden and a fountain nearby). Inside TH, we have tried to simulate multiple circumstances carrying out certain tasks inducing dining, wandering and purchase ingredient with certain purposes.

03 / Observation & Interview
We observed the customer traffic at TH at different times and recorded their path and time of wandering around. We discovered that nobody would stay at TH for more than 1 hour, and over 50% of the customers come with companions with nearly half bring kids with them. Through interviews with vendors and customers, we discovered the immense differences among customers in consuming mentality, purposes and habits. While among the customers, Tourists contribute to an unignorable amount. We later defined the customer segmentation in terms of their different needs.

04 / Affinity Diagram
Based on the research results, we had the facts analysed and classified all the factors and data collected by relevance and have them visualized with an affinity diagram

05 / Actors' Interdependencies
As actors (human actors and non-human actors) of the experience process at Torvehallerne were defined in the last phase, we found the interdependencies among all the actors and narrowed down our focus to "conncetion", which was the basis of the whole service system.

Insights

Insight 01
No idea of what to choose in facing with multiple choices.

Insight 02
Feeling it time consuming to find specific ingredients.

Insight 03
Customers always focus on buys certain items, people are wiliing to explore, but...

Insight 04
The percentage of tourists in customers is more than estimated.

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.