Team B proposed a design for The Yanming Farm to address challenges of unclear branding, an incomplete education platform, and remote location. Their three-part design included: 1) Establishing a clear brand and website and using directional balloons to help customers find the farm. 2) Providing experiential activities both online and offline for customers to learn about and enjoy organic farming. 3) Using an internet sharing platform to increase knowledge sharing and product promotion in order to attract new customers and farmers.

1. Team B
"Li"fe of farming
Team Instructor /
B.J. Hengeveld (Netherlands)
Facilitator /
Mike Wu (Taiwan)
Team members /
Jeong-Hyeon Kim (Korea)
Gaku Komatsu (Japan)
Yi-Ying Chen (Taiwan)
Hsiung-Chieh Li (Taiwan)
Ting Hsueh (Taiwan)

2. Final Projects 7978 Asian Smart Living International School Report. 2014 7978
unpredictable weather affecting the produce quality, the appearance of
potential competitors, and other unknown variables.
Based on the above observations and analysis, the design team defined
three main challenges faced by The Yanming Farm:
1) unclear brand positioning,
2) incomplete education platform, and
3) the remote location of The Yanming Farm and its lack of a clear guidance
system.
On the other hand, The Yanming Farm’s core value includes high quality
agricultural products and professional organic knowledge, a bold
experimental spirit, and an emphasis of sharing organic farming knowledge
through its Forest Classroom. The design team further developed these
concepts and proposed design goals and ideas that are described as
follows.
8
Background Exploration
The design team started investigating the current conditions of The
Yanming Farm and found out its strengths and weaknesses through
a SWOT analysis. The Yanming Farm’s strengths are found in its high
quality products, its ability to research and develop byproducts, and
its interpersonal network for sharing environmentally-friendly farming.
However, weaknesses also exist. There are the shortages of human and
financial resources, and there is not any administrator responsible for
service management and brand marketing. Furthermore, The Yanming
Farm's opportunities are organic farming knowledge-sharing through
education, providing safe agricultural products, co-creation with
stakeholders and customers, and the creation of new business models. On
the other hand, the threats include restrictions of government policies, the
Figure 37 The Yanming Farm logo concept design

3. Final Projects 8180 Asian Smart Living International School Report. 2014 8180
Design Details
For brand positioning, the design team hoped The Yanming Farm could
integrate the core values of Internet linking, a friendly environment,
and sustainable development, and use "feel the earth, taste the soil" as
the representational slogan. In addition, for the positioning of target
customers, it can target its services towards local residents, tourists, and
new farmers. The design of specific experience activities, besides utilizing
the Internet platform and the direction balloon as the media for customer
contact services and interaction with the environment, also includes
experiential activities that promote high quality agricultural produce and
organic farming methods, such as seedling experience, DIY tool kits for
organic farming, and an interactive organic farming education app, etc.
The information sharing platform will increase the exchange of organic
farming knowledge and the promotion of agricultural products. With the
establishment of this long- developing community organization, the goal
of promoting the value of environmental sustainability can be achieved.
Take tourists as an example. The design project's implementation details
will be explained through the three service phases (before, during, and
Design Target Positioning
In order to resolve the challenges faced by The Yanming Farm, the design
team proposed three stages of short, medium, and long-term goals. The
short-term goal was to establish its own brand and define a clear brand
value; the medium-term goal was to design a serialized and complete
experience and to provide attractive activity content; the long-term goal
was to cooperate and establish a community organization supporting
environmental sustainability and expanding its range of influence. The
design team hoped that complete brand management and serialized
experience-based content could help The Yanming Farm's education
promotion to operate more efficiently.
after) of the customer journey. Before beginning the service, travelers can
see information about The Yanming Farm on travel websites. They can
see the rich experience-based content on the official website and decide
to drive over and visit. Then, when travelers are driving and looking for
the farm, they will discover “direction balloons” to help them reach their
destination quickly.
After arriving at the farm, travelers can enter the “service stage,” where
travelers can rent bicycles and visit the farmland. Many balloon-shaped
signs will show information about the produce in the fields, as a way
to increase travelers’ connections with the farmlands. In addition, if the
travelers decide to participate in the fun activities, such as a seedling
experience or the snail basketball event, they will not only gain many
rich rewards, but also help farmers get rid of harmful organisms through
environmentally-friendly ways. At The Yanming Farm, tourists can also cook
food with the farmers and share cooking techniques through the Internet,
increasing the scope of interaction.
Figure 38 The prototype of Yanming Farm website

4. Final Projects 8382 Asian Smart Living International School Report. 2014 8382
After completing the services, the design team proposed three ideas for
the experiences of the travelers after they leave.
Idea 1: travelers can choose the local strawberry farm adoption service and
continue observing the crop growing process through the Internet after
they return home.
Idea 2: through the use of The Yanming Farm DIY tool kit, travelers can
continue enjoying the fun of farming after they return home.
Idea 3: the travelers can send agricultural souvenirs to their family and
friends. Receivers can download the interactive app“Talking Fruit”through
the QR code on the souvenir’s packaging, so the agricultural products can
“speak” through their mobile phones and give them knowledge about
environmentally-friendly farming methods.
If customers encounter any difficulties while planting, after returning
home, they can find answers to their planting problems through the
Internet platform. It can help beginners experience the fun of planting
crops more smoothly and allow them to even share the vegetables and
fruit they successfully plant with their family and friends.
In summary, the design concept of this team is mainly divided into three
themes:
1) to establish a clear brand image and official website, and set up fun
direction balloons at the farm to help customers get to know and come in
contact with The Yanming Farm's brand and services;
2) to help customers enjoy high quality organic farming experiences and
gain knowledge learning through various online and offline event designs;
3) to utilize Internet sharing as a tool to attract more potential customers.
For these potential customers, they can discover the value of organic
farming, start to purchase high quality and trustworthy organic agricultural
products, and even begin their journeys as new farmers, drawing from their
farming experiences with The Yanming Farm.
Figure 39 Various events and promotional methods