Team ESweeter Life

Team Instructor / Kenta Ono (Japan)

Facilitator / Elise Gong (Taiwan)

Team members / Amy Yo Sue Chen (Taiwan)Ya-Ting Yang (Taiwan)Chai Jun Dak (Singapore)Yeon Ji Cho (Korea)Matthijs Kwak (Netherlands)

Final Projects 101100 Asian Smart Living International School Report. 2014 101100

　Design Target PositioningThe design team focused on the value of "conveying the story," and segmented the design into three stages: short, mid, and long-term goals. The short-term goal was to make customers "aware of" the AGRIOZ story; the mid-term goal was for customers to "experience" the AGRIOZ story; the long-term goal was to let customers "become" a part of the AGRIOZ story. This process would strengthen the depth of the AGRIOZ product story so customers can have a deeper understanding of the story and even personally take part in the story to build up the connection between the customer and local culture.

Apart from these challenges, the design team also discovered that the opportunities and benefits of a tourism factory are beyond its function. The factory not only educates people but also sustains and enhances the local culture. The design team hoped that through service design, AGRIOZ could have a stronger relationship with local culture and customers to further expand and extend its brand value.

Figure 52 AGRIOZ major development timeline

8　Background ExplorationThe design team gained an understanding of AGRIOZ's overall value proposal, core services, the future vision of service providers, and current customer journey through on-site observations, personal experience, and in-depth interviews. Afterwards, they used a SWOT analysis to analyze AGRIOZ’s current situation. The strengths of AGRIOZ included its featured art installations (e.g. giant table, chairs, and water plant lights), well-known brand, and story-like management philosophies; weaknesses included the incoherency of the facilities and activities, the weak connection between products and the brand story, and an incapability of carrying on the sensational experience. Furthermore, AGRIOZ also faces environmental threats, including the loss of local culture, and the reduction of the kumquat yield due to large amount of farmland trading.

Final Projects 103102 Asian Smart Living International School Report. 2014 103102

Figure 53 An AGRIOZ customer journey

　Design DetailsIn order to let customers be “aware of" AGRIOZ's story, the design team changed the current tour route and strengthened the experience content. They incorporated DIY activities into the entire tour package and added an "AGRIOZ Museum" visit to the itinerary to make it the first touch point for visitors, and to introduce the environment and the history of the tourism factory (Figure 54). In addition, the in-store purchasing was adjusted to occur at the end of the journey so the tour can be more complete and reasonable (Figure 55).

The first step in letting customers "experience" the AGRIOZ story was through a kumquat picking experience. The history of the kumquat is introduced to increase customers’ sense of immediacy and a souvenir, a small potted plant, is provided to insure customers to recall the experience of the service after it is over. The next step was to add game elements to the process as a means of increasing interaction and fun during factory visits. By creating customized purchasing and packaging services for customers to enjoy freedom and fun during the purchasing process, it

would encourage more customer engagement. Dividing DIY lessons into simple versions for kids and the advanced version for adults would also ensure engagement of all visitors, regardless of age. To satisfy the needs of yet another group, AGRIOZ even invites local residents to share secrets of kumquat cooking.

For customers to “become” a part of the AGRIOZ story, customers can adopt farmland and actively take part in kumquat cultivation. Focusing on these goals allows for all abovementioned activities to enable AGRIOZ to build strong connections with local residents and customers and create sustainable experiences.

Figure 54 The preserves tourism factory

Figure 55 AGRIOZ museum and commercial products