Design of a new retail format serving fish to be introduced for Dutch railway stations and exploited by Servex

Design of a new retail format serving fish to be introduced for Dutch railway stations and exploited by Servex

Stigter, M.H.

Christiaans, H.H.C.M. (mentor)
Fitch, R.A. (mentor)

Industrial Design Engineering

Applied Ergonomics & Design

Master of Science Design for Interaction

2011-07-08

The graduation assignment for Servex was to design a new food format which serves fish at the Dutch railway station. This format should attract travellers to eat fish at the railway station and function well within the retail environment. Therefore it is important to consider the unique context and the expectations of a fish format according to the customer. In order to find out what type of design has the preference of the target group, three different concepts were evaluated among customer panels. Within two different focus groups, the three concepts were presented by a short description, a front view, an interior view, packaging design and openly discussed. As a result the final concept ‘Dock’ has a sturdy and robust design, inspired by elements of the harbour and sea. The environment will be relatively relaxed, but still offer expeditious and efficient service. Fresh and high quality products should be guaranteed, therefore fish products are visibly prepared on site by skilled staff. The concept is ready to be tested with customer panels to continue further development and feasibility of the format.

retail design
focus groups

http://resolver.tudelft.nl/uuid:a1065207-2414-48cb-b85e-0293af586511

2012-07-08

Campus only

Student theses

master thesis

(c) 2011 Stigter, M.H.