Qian-Shao is an integrated service solution offering authentic local Qianshao spotted pork dishes to residents and travellers by partnering with local restaurant chains. Currently, consumers are aware of the pork breed but lack access to try it, and the consciousness of this brand is still vague. Therefore, this project conducted a service design combined with a branding strategy to improve consumer awareness, trust and experience of this brand.
Research
Marketing research
In China, there are about 90 local pig breeds, 6 imported pig breeds and 18 cultivated pig breeds. The Qianshao spotted pig breed is one of the local pig breeds, which is considered to be the most nutritious and tasty pig breed in the pork industry.
Higher nutritional value than imported pork brands. A unique flavour and taste similar to cultivated brands.More affordable price than cultivated pig breeds.
However, the market share of local pig breeds, represented by the Qian Shao apotted pig breed, is gradually decreasing.
Advice from experts on opportunities
I interviewed 2 experts on the biology of the Qianshao pig breed in the Department of Animal Husbandry and 1 farmer in the area to get valuable info on the future market opportunities for this pig breed.
User research and customer segment
Three types of customers are identified from the interviews and surveys of 56 participants. The first is the younger generation, generally students, who eat pork dishes with their peers in cafes or restaurants. The second group is made up of civil servants or workers who usually order food to take away. The second group is more complex, they are older but go to restaurant to eat pork dishes with their family.
Opportunities
Customers' awareness
Consumers have heard of the Qian Shao spotted pork brand, but have little access to try this dish. In general, consumers know about other pork brands in restaurants. Qianshao spotted piglets are very cute and special.
Customers' concerns
Concumsers concerned about the hygiene of the farming environment. Consumers concerns about the health and safety of pork.
Restuarant experience
Book tables and order in advance. Lack of a convenient way to order menu togeter.
Ideation
Design concept
In terms of overall design conceptualisation, I planned the service strategy in 4 steps by integrating various aspects of market strategies and user needs. At the same time, a systematic service system diagram was used to show the suppliers, user types, intermediary service providers and manufacturers that need to be linked to the project in the future.
Design Solutions
Branding
Cooperate with local restaurant chains to provide customers with fresh Qianshao spotted pork dishes. Meanwhile, strengthen customers' understanding of the brand value to Qianshao spotted pork brand.
User Journey
I mapped the user journey to represent a holistic experience scenario of the user from online to online.
Experience flows
For the digital user experience, I concluded two primary experience flows. The first is how users are informed about the farming environment and how they interact with the real piglets remotely. The second is that users gain vouches from the first flow and invite others to co-order Qianshao spotted pork dishes online.
Flow one: This experience flow presents that how users are informed about the real farming environment with live videos and how they gain coupons by watching the live farming process for a certain time period.
User Interfaces
Browse farming environment
Browse the living environment of Qianshao piglets remotely. Remote control of a pjysical camera to view the farm with different angles.
Opportunities
Concerned about the hygiene of the farming environment. Qianshao spotted piglets are perceived attractive.
Gain vouchers
Feed Qianshao piglets online; Obstain restaurant vouchers after a certain time of browsing.
Opportunities
"Me and my friends like spotted piglets; they look cute!" "Restaurants' special offers always attract me."
Menu group-order
Invite friends and create a menu co-editing group; Browse dishes and view group statusEdit and discuss menus together online
Opportunities
Visitors/tourists are interested in the local specialties. Young users tend to order takeaway. Convenient way to order menu togeter.
Select dishes and order
Slide through different dishes; Check the ingredients, spiciness and nutritional values of the different dishes; Place a menu order or make a reservation.
Opportunities
Few accesses to try Qianshao port dishes. People know brands of other pork as the experience in restaurants.
Service blueprint
Takeaways
User experience is only a part of the design process, the highlight of which is the implementation of group ordering and online communication based on the actual needs of the customers. Another highlight of the service is that we direct build partnerships with restaurants rather than selling pork in supermarkets, which provides consumers who have not experienced pork a straightforward and convenient way to do so. The project also involved the market exploration and positioning of a new brand, which for me, is an endeavour of combining experience design and marketing strategy. However, in reality, the partner company of this project is still in the early stages of development. How to realise the features according to priority depends on the company's development and strategy which is the next step to be considered in this project.
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