2014 team c_congman lixiang leisure farm

Team CCongman Lixiang Leisure Farm

Team Instructor / Eui-Chul Jung (Korea)

Facilitator / Gerome Lee (Taiwan)

Team members / JYu-Syuan Huang (Taiwan)Wei-Ting Wu (Taiwan)Bing-Hsun Wu (Taiwan)Sander Bogers (Netherlands)Liow Wei Ting (Singapore)

Final Projects 8786 Asian Smart Living International School Report. 2014 8786

2) to protect the sustainable development of the natural environment; 3) to fill in gaps between urban and rural areas and between older and younger generations.

　Design Target PositioningTo help Mr. Lin to achieve his ideal leisure farm, the team proposed four core goals. 1) to establish a new brand identity based on the ideals of the Congman Lixiang Farm's owner, in order to match with the leisure farm transformation; 2) to provide travelers with a unique travelling experience through innovative farming experience design; 3) to increase travelers' knowledge about environmentally-friendly farming through the design of educational events; 4) to al low the Congman Lixiang Farm to become a model for environmentally-sustainable operations and promote the successful operation model to fur ther help the development of Taiwan's environmentally-friendly agriculture.

Figure 40 Value propositions for the Congman Lixiang Farm

8　Background ExplorationThe Congman Lixiang Farm is a famous organic Sanxing green onion farm in Taiwan. The founder Mr. Lin Donghai realized that, as he grew older, he would not be able to continue agricultural production in the future. For the sake of sustainable management, Mr. Lin hoped that the farm could be gradually switched from a production-oriented farmland to an education-oriented and sustainable field. Urbanization has caused the long-existing material and spiritual gaps between urban and rural areas, as well as the communication and interaction gaps between older farmers and the younger generation. The younger generation lacks agricultural knowledge and rarely has opportunities to go to farms and get educated. The team discovered three key needs of the Congman Lixiang Farm. They are: 1) to design considerations for leisure farm transformation;


　Design DetailsAfter the Discover stage, the design team made an inventory of all of the Congman Lixiang Farm's resources, including its famous brand, cooking techniques, cuisine creation, farmer association communities, and seed funds. In addition, to realize the the Congman Lixiang Farm’s transformation into a leisure farm, protect the sustainable development of the natural environment, and fill in the communication gaps between urban and rural areas and older and younger generations, the design team developed a three-stage design implementation proposal. The first stage was designing innovative and unique experience activities, to bring rich farming experiences to target customers. Doing this creates more revenue to support farmland operations. In the second stage, experience planning corresponds to Mr. Lin’s Green House construction plan. Utilizing the Green House, the experience design can be more educational; knowledge can be spread, allowing the younger generation to have a deeper understanding of environmentally-friendly agriculture. By the third stage, the transformation is completed successfully. More focus will be placed on three main value propositions: innovation, education, and sustainable ecology. The Congman Lixiang Farm can become the model for emerging farms and keeps promoting the concepts of environmental sustainability, to further help the long-term development of Taiwan's agriculture.

Figure 42 A concept framework for service experience at Congman Lixiang Farm

Figure 41 The logo design for the Congman Lixiang Farm

The leisure farm experience itinerary design is as follows. First, customers obtain information from multiple channels, such as the online store or marketing activities. It not only creates brand awareness, but also continues to provide services to loyal customers (Figure 43). Later, when customers decide to go to the farm, they can get information and receive education at the "Information Center" to learn knowledge related to organic farming and agricultural cultivation. Then, customers can go to "Organic Land" to have personal contact with nature and experience organic farming methods with observational and experiential activities (Figure 44). Finally, customers can see all the stages of green onion cultivation, including planting, fertilizing, harvesting, trimming, and washing, at the Green House farming experience area. Later customers can choose to continue with onions from the former customer and continue planting at the next stage


(Figure 45). Beyond that, customers can pick the produce they like from the Green House and cook it in the open kitchen (Figure 46). After the customers experience the services provided by the Congman Lixiang Farm, they can have a complete experience of the "From Farm to Fork" process. When the service itinerary is over, customers shall receive the Congman Lixiang Farm's signature Sanxing green onion that serve as a reminder of their farming experience, allowing them to carry the sensation from farming experiences back home to share with more people.

Figure 43 The touch point design before the physical service

Figure 44 Organic farmland visiting experience

Figure 45 Five stages of green onions plantation at the green house area

Figure 46 The layout of From Farm to Fork green house

Figure 47 The map of the Congman Lixiang Leisure Farm experience itinerary