Team FTownlan Mall

Team Instructor / Ting Kung Sun (Singapore)

Facilitator / Jill Wang (Taiwan)

Team members / Yi Wen SU (Taiwan)Yu Jul Su (Taiwan)Yen Ju Hung (Taiwan)Ayaki Sakuma (Japan)Yung Joo Jang (Korea)

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conveniently located (Figure 56). It has great potential to attract tourists.

Figure 56 The surroundings of Jiaosi Farmer’s Association

　Design Target PositioningIn order to fill in the key service gaps, the design team first defined the target groups as domestic travelers and foreign travelers, and conducted the design based on travelers’ pursuits of unique and unforgettable travel experiences. The design goals were proposed in three stages: before, during, and after services. The before service period focuses on helping travelers get to know the services provided by the Townlan Mall and customers be inspired to have actual intentions of visiting; the during service period emphasizes the improvement of service experiences and provides an entirely new experience that is unforgettable and has local characteristics; at the end of the customer journey, during the after service period, is to maintain the business model to operate sustainably.

8　Background ExplorationThe Townlan Mall is a center established by the Jiaosi Farmer’s Association to sell local specialty products and provide activity experiences. After interviews and activities, the design team proposed their observations regarding the Townlan Mall’s current brand building, customer relationship maintenance, experience design, and products. Through a SWOT analysis, the team compiled key service gaps that the Townlan Mall is facing: 1) an unideal entrance for customers, with the exhibition area being on the second and third floors; 2) lack of specific target group and marketing promotions; 3) weak emotional connections between the brand and customers. After checking the nearby resources and special attractions, the design team found that the Townlan Mall is surrounded by rich resources and is

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　Design DetailsThe Townlan Mall has four main external opportunities, including: 1) rich external resources, such as high quality hot spring farmland; 2) an abundant alternation of seasons can be utilized to develop different experience activities; 3) continuous local tourist growth; 4) a growing local awareness of food safety and health. Focusing on the abovementioned environmental opportunities and Townlan's strength of high quality products and local specialties, the design team proposed clearer brand positioning and a newly designed service journey. To address brand positioning, the design team viewed "creating a high quality and unforgettable farming experience" as their core value, in hopes of providing tourists with satisfying and trustworthy experience content. Providing high quality and safe products along with memorable experience activities would be the values of the Townlan Mall.

Figure 57 The customer journey map

The following illustrates the plan for the service process before, during, and after new services. In the before service period, the Townlan Mall should get media exposure through multiple avenues to promote the Mall and attract tourists. For example, when heading to Jiaosi, travelers can get the discount information for the Townlan Mall on the bus tickets. Moreover, when going to the Tangweigou Hot Spring Park, tourists can not only enjoy the relaxing hot springs but also interact with the public artwork over there to understand more information about the Townlan Mall and the beauty of agriculture. In addition, during poem note drawing ceremonies at nearby temples, the information on the divine poem can be a hint to guide the tourists to go to the Townlan Mall.

The design team hoped that travelers can have comfortable and unforgettable experiences in the during service period, beginning upon entering the Townlan Mall. Besides providing tourists with free WIFI, water, and a relaxing area, the Mall should also encourage tourists to interact with one another by arranging in-store treasure hunts or providing surrounding sightseeing services to enhance emotional connections. It can also provide tourists with a complete shopping experience, as well as indoor DIY lessons or outdoor farming experiences, helping to foster wonderful memories. In addition, the Townlan Mall should also utilize their historical rice mill for travelers to learn about early rice husking techniques and local history.

The after service period can provide travelers with handmade souvenirs or gifts as a perfect ending to their trip. The design team hopes that the Townlan Mall can become a gathering center for various tourist events, to further enhance the emotional connection between the tourists and the brand, and ultimately achieve the goal of sustainable development.