WENBO AI MDES 2012 MAJOR PROJECT REPOET
A service design concept exploring and communicating the cultural significance of Chinese tea.
TIME TABLE OF THE PROJECT PHASE TWO: Find evidence
Tea ceremony
PHASE ONE: Formative Problems Tea bag problems
Research
Analysis typology
Tea museum Visual investigation
Tea culture Phase THREE: Service delivery solve problems
Research
How to make or buy tea
Drinking tea behaviour problems
Prototyping
Test
Interview investigation
Ethnographic
UK JULY
CHINA AUGUST
Methodology research
KOREA SEP
Phase
Fields of study
UK OCT
NOV
Methodology
START FROM...
Investigating people’s tea drinking habits
• • • • •
WHEN DRINKING
Where does tea come from ? How does tea grow ? How is it processed ? How does traditional Chinese tea compare with modern tea bags ? Which is healthiest? Do people consider alternatives to the tea bag ?
NO IDEA !
Most people rarely if ever pose these questions when they drink tea.
.6
Discover
Define
Develop
Data research: Tea journey in China
Deliver
4
Problem
1
5
1 3
JOURNEY MAP
The provenance of green tea, green tea is exported from here to Korea and Japan.
CHINA NATIONAL
TEA MUSEUM
Tea farmland surrounding the museum
Tea museum
CUSTOMER JOURNEY MAP
1
PRE-SERVICE People do not know here!
China National Tea Museum
But they all know here!
LongJing village Key Tourist attractions for green tea
2
SERVICE PERIOD
Room 1: Tea history and culture in each period Room 1
Room 2
Room 2: Samples of tea and introduction
Different samples
Dialing number and listening to information
Room 3
Room3: tea knowledge - making tea, instructions and health benefits
Room 4
Room 4: Exhibits
Courtyard
Have a rest
3
POST-SERVICE
Teahouse
3
Tasting
POST SERVICE
2
Exhibition
SERVICE PERIOD
1
Entrance
High service:
Good environment
surrounded by mountains
Systematic introduction Interactive technology
for tea knowledge
to help visitors understand.
PRE-SERVICE
Low service:
Pre-service is not enough which people rarely know Post-service is not enough, people buy teacup, tealeaf and leave Hasn’t built a long relationship with tourists.
RESEARCH ANALYSIS Discover
Define
Develop
Deliver
SWOT and developent
Analysis of the tea jounrey Problems and gaps?
Storyboard Service concept
ANALYSIS Discover
Define
Develop
Deliver
The aim of service delivery:
where
what
Choosing the China Tea Museum as a platform to promote Chinese tea culture for tea tourists to Hangzhou.
who
BrainStormMap Information center
web
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Exhibition
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HOW TO ATTRACT Discover
Define
Develop
Deliver
People do not know here!
China National Tea Museum
But they all know here!
LongJing village Key Tourist attractions for green tea
ATTRACT China National Tea Museum
LongJing village
SEED PAVILLION
SEED PAVILLION
Guide to the Museum Download app Get discount coupon
Seed map
Take home and plant Souvenir sustainable life
HOW TO MAKE FUN
RECYCLE TEALEAF
WORKSHOP
POSTCARD
BATH BAG
100% GREEN LIFE
GREEN TEA PILLOW
HOW TO TAKE VALUE
KNOWLEDGE
PICKING TIME
GEOGRAPHIC ENVIRONMENT
80 c
1H
Suitable drinking season:
80 c WATER ONE HOUR AROUND MEAL
SPRING
SUMMER
It contains information about how to administer the contents as well as the suitable period for drinking.
QR Code can be scaned
Drinking notice
Stop twice for climing mountain
Stop once for studying in temple
Start here
Pick the tea shoot two steps forward!
Research tea tree,two steps back
4
?
5
6
7
?
8
11
10
9
12
13
Get tea seed! Back to Japan earlier
Research matcha four steps back
28
25
24 ?
23
26
27
22
21
20 19
29
Stop once for rolling
17
18 elps
31
?
32
congratulations! Fruition
34
33
Forgot the tea scripture go back to the temple.
60
58
eh Cran
Stop once for lecture in korea
30
59
14 ?
Ready to back Japan
57
56 ?
Back to 48,practice again
55
35 36
53
54 Get the infuser, get another chace!
37 ? 52
51
38
50
39
you
15 16
ere!
Run tea shop,won the money five steps forward
h to fly
40
41
42
Go back to 32 for planing tea
49
Practiced tea ceremony, three steps forward
Learned steam tea get another chace!
48
47
43 44
?
46
Stop once for design tea pot
45
GREEN TEA JOURNEY GAME JAPAN
Testing
PROTOTYPING 3
Tea basket
Ancient tea journey story History lover
Green tea game Children
Tea drinking methods
Tea lovers
VALUES CAN BE SHARED
Tea story
HOW TO MAINTAIN
Cushion
cn/ museum. www.tea isit our
y App, enjo nload tea web, dow Museum
ie ther in offc tea toge
Museum web address and app
TEALEAF POSTCARD
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- ZMWMXIH XIE QYWIYQ XSHE]
[ERX XS WLEVI XLMW LETTRIWW JIIPMRK [MXL Y LSTI Y EVI LIVI EW [IPP
- PIEVRX E PSX SJ XLMRKW LIVI ERH - ORS[ XIEPIEJ GSRXVMFYXIW MXWIPJ XS LYQER JSV XLI [LSPI PMJI IZIR EJXIV HVMROMRK MX
WS - HIWMKRIH E XIEPIEJ GEVH JSV ]SY LSTI Y PMOI MXb
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FIWX [MWLIW
APP
Where it come from?
///////////////////// This tea ID number: 67345 ////////////////
Welcome to visit our Museum web to know more about this tealeaf www.teamuseum.cn/
Where this tealeaf come from?
Tea ID numberďźš
67345
Tea leaf
Hangzhou
Hangzhou
76
120°11′24’ E 30°15′36′N
16.2
Subtropical monsoon climate
Tourism History culture
Long Jing green tea is justly famous. It could even be called a celebrity among Chinese teas. The price is high but the true Long Jing tea is only produced in the Long Jing area of a mere 60 square kilometres and the annual harvest is relatively small.
Tea leaf
Hangzhou
Hangzhou, close to Shanghai, belongs to the Chinese Yangtze River Delta Economic Zone. This region has a high population density yet is also famous for an ecological niche that contains Long Jing – the Dragon Well – located in central Hangzhou. Long Jing has been made famous in myths and legends because of its stunning landscape and its production over millennia of green tea. Even though Long Jing is located in an active economic development zone its natural ecology is highly protected.
Hangzhou
Tourism
subtropical monsoon climate 76
120°11′24’ E 30°15′36′N
16.2
Discover
Define
Develop
Deliver
STORY BOARD
Mr wang
Age:45
Tea visitor in Long Jing Village
Seed Pavilian
TEA MUSEUM
Seed
LongJing Village
MAP
TEA MUSEUM DOWNLOAD APP
DISCOUNT COUPON
TEA EXHIBITION
FREE TAST
WORKSHOP
POST TO HIS COLLEAGUE
CHOOSE STORY
Choose different tea stories for
His child His wife
His father
HIS COLLEAGUE RECIEVE CART USE APP
Where this tealeaf come from?
Tea ID number：
67345
BLUEPRINT
Tourists who did not go to the Museum, could get the seed and download the app and get in touch
PRE-SERVICE
||||| Place
Museum
Tea seed pavilion at tourist attraction
||||| Touch point
||||| Tourist action
Seed with map
Home/offcie
App
Get seeds /app from Tea seed pavilion at Longjing village
||||| Front stage
Using map on the seed packaging paper or app to arrive at the Museum.
||||| Backstage
Downlond app and gain motivation to visit
||||| Backstage
POST SERVICE
SERVICE PERIOD
Create awareness attract attention
Tea basket
Tealeaf postcard
Visit Museum,taste tea,buy tea basket, make tealeaf postcard ,send to friends
Learn tea knowledge in the museum
Send this knowledge to friends through gifts
Inform
APP
Tourists drink tea together with their famliy and colleague.
Enjoy tea time with friends
Use app on the gifts to attract more tourists
Use and support, maintain relationship
Bibliography Books： Rongzhang, C.(2012) Tea Ceremony that Chinese people should know.Beijing: China publishing house Hongwen,J.&Yanhong,Z.(2010) Tea culture concept and the tea art cultivation.Beijing:TsingHua University Press Lu, Y. (Tang Dynasty ) Tea sage. China Chen Baoya and Mu Jihong, (1997) Research into the Significance of the Ancient Tea Route Chen. J.C.S. and Watters, P. (2010) Strange Brew:The Story of Puer Tea (普洱茶) at http://songofcha.wordpress.com/tag/puer-tea/ (accessed 15/11/2012) Fuchs, J. (2008) The Ancient Tea Horse Road: Travels with the Last of the Himalayan Muleteers (London, Viking) Russell, B. & Ian, N (2011) Visual research. London: AVA Publishing SA Articles： Tony, G.(2008)[Internet] Why tea-bags and tea-infusers are bad. Available from： <http://worldoftea.org/why-tea-bags-and-tea-infusers-are-bad/> [Accessed 2 July 2012]. Alex, R. ( 2009)[Internet] Composting Tea Leaves and Teabags. Available from： <http://ezinearticles.com/?Composting-Tea-Leaves-and-Teabags&id=3243091> [Accessed 2 July 2012]. Loose leaf tea. Available from:<http://www.yumchaa.com/tresc/loose-leaf-tea/8/>[Accessed 20 June 2012]. China News(2012)[Internet] 《2012 “Lipton tea” pesticide investigation report 》. Available from： < http://finance.chinanews.com/cj/2012/04-29/3856350.shtml> [Accessed 3 July 2012]. Wuhen, X.(2012)[Internet] The advantage and disadvantage of drinking tea. Available from： < http://www.puerzg.cn/puerwh/html/968.html> [Accessed 4 July 2012]. ( 2009)[Internet] The value of tea leaf Available from：<http://www.puerzg.cn/puerwh/html/968.html> [Accessed 2 July 2012]. Images： [online image]. Available at: <http://www.puerzg.cn/puerwh/html/8062.html> [Accessed 10 October 2008]. [online image]. Available at: <http://www.puerzg.cn/puerwh/html/7315.html> [Accessed 10 October 2008].
TV program: China news(2011). Ancient Tea Horse Road [Internet]Available from:<http://english.cntv.cn/program/documen tary/special/ancient_tea_road/index.shtml> [Accessed June 2012]. Chinese tea ceremony [Internet] Available from: <http://v.youku.com/v_show/id_XMTIwODczMTQ4.html> [Accessed September 2012]
THANKS