This design project shows how to transform a traditional fish vendor into a modern social e-commerce brand as a response to the epidemic, and to bridge the gap between traditional fish market shopping and online shopping lifestyle. The brand is rooted in the vendor's 40 year fisheries professionalism, traditional market's way of customer social interactions, and takes customization orders from customers via Line (a most used social app in Taiwan) to deliver freshest, daily caught sea fish and recommended cooking recipes.

Ting-Han (Daniel) Chen is an entrepreneur and designer specializing in experience design, service design, and branding. With nearly 20 years of industry experience, he has founded several design-centric companies and achieved remarkable success. Ting-Han's professional design works have garnered more than 40 international awards, including iF, Muse, Core77, Communication Arts, Australian Good Design Awards, A' Design Awards, and London Design Awards, among others. Notably, his ventures have received esteemed recognition, such as Play Design Hotel, which has been honored with Fast Company's Innovation By Design Awards, the Radical Innovation Award, and the iF Service Design Award. The international acclaim of Play Design Hotel is evident through its features in prestigious media outlets, including Louis Vuitton® City Guide, CNN Style, The Telegraph Travel, National Geographic Travel, and Lonely Planet. Beyond his entrepreneurial accomplishments, Ting-Han actively engages with the design and entrepreneurial communities. He shares his extensive design and entrepreneurial experiences through invited public speeches (80+) and lectures at universities, enriching professional seminars. Additionally, Ting-Han contributes to the design and entrepreneurial sectors in various capacities, serving as a juror, mentor, consultant, or critic in notable competitions. His contributions extend to academic conferences such as ICSSI & ICServ, HCI International, and ACM SIGCHI, where he publishes industry papers. Outside of his professional endeavors, Ting-Han is deeply committed to practicing qigong and meditation, specifically Falun Dafa, since 2005. This personal dedication adds balance and mindfulness to his life, enhancing his holistic approach to design and entrepreneurship.

Play Design Lab is a Taipei-based cross-disciplinary design studio specializing in experience design thinking. For the past years, they have created brands, services, systems, and experiences for their clients and end customers, and had gained worldwide recognitions such as iF Design Award, Fast Company's Innovation by Design Award, Communication Arts, and Muse Design Awards.