Explore Yeshi!

It all started when I couldn't find Jipai 大雞排 (fried chicken steak).

I searched around all the night markets searching for this particular dish but could not find it until I was leaving Raohe Night Market. I knew it couldn't just be me struggling with this pain point, so I began my project.

I dug into researching Taiwanese night markets and started thinking of a plan.

Problem:

The Night Markets in Taiwan are amazing places to experience, rich in history and culture, and they draw both tourists and locals alike. However, for tourists, navigating these markets and finding the best local specialties can be a bit of a challenge. 

Goal:

Yeshi aims to showcase the history and distinct qualities of Taiwanese Night Markets, while also creating practical solutions to help visitors and locals enjoy these markets to the fullest.

I interviewed 7-night market visitors to start.

amongst the users: ​

• 1 had children under the age of 2 and was based in Taiwan

• 3 frequently visit Taiwan and 2 of them visited within the last month

• 3 visited for the first time within the last month

Based on user research, common issues emerged for both locals and tourists. Many people are drawn to larger, crowded markets but hesitate to visit due to concerns about overcrowding, hygiene, and smoke exposure.

"Individual vendors may not have their own yelp page. Each individual food stall should have their own food stall page."

"The food at the night market you can get at all the restaurants in Taiwan but why I’d pick the night market over restaurants is the atmosphere."

"It’ll be nice to know what the night market caters to before going there. If the night market had a specific unique food, then maybe going to visit the market to try it."

Afterward, it was crucial to conduct a competitor analysis to compare if there are resources that are difficult to find or if the resources do not exist.

The consumer archetypes should have a wide range of visitors. This includes having visitors who have family in Taiwan, have remotely zero understanding of Taiwan, have a sense of familiarity but are still visitors, and of course the locals.

With research completed, it was time to pull what pain points existed and how we can solve them with these brand attributes. 

The optimal approach to delivering an aesthetically appealing and practical experience was to prioritize the following attributes:

1. Hygiene

2. Efficiency

3. Storytelling

4. Accessibility

5. Supporting businesses

6. Locality

Affinity Mapping the Value Proposition