chef taught
Chef Taught was a final project for Human Centered Design and Innovation, a course at Columbia University. The course was taught by Harry West, formerly the CEO of frog, Senior Partner at Prophet, and CEO at Continuum. His work resulted in the creation of Swiffer and other instrumental, innovative products. This course challenged students to create products based off of human need, informed through user interviews and research.
The only guideline for our final project was to create a resource for individuals in the time of COVID-19 that extended beyond an application interface.
Ideation Overview
“Can we design a service that allows restaurants and its customers to stay connected when dine-ins are not allowed or dis-favored?”
DESIGN RESEARCH
CUSTOMER PERSPECTIVE
Guilt associated with ordering delivery
‘I have time to cook for myself’
‘I should be supporting local businesses’
‘Delivery workers are in danger’
DELIVERY WORKER
I do not feel a huge danger of contracting COVID
I much prefer contactless delivery
RESTAURANT OWNERS & CHEFS
I don’t mind sharing recipes if it means I will strengthen my bond with my customers
How can I engage my customers and continue to serve them?
archetypes
CONSUMER
Enjoys cooking (but only sometimes)
Orders food delivery (when they’re busy or lazy)
Loves eating out (and wants to support restaurants when they can)
RESTAURANT
Small restaurant in NYC
Has been affected by COVID-19 (revenue substantially down)
Wants to create a better relationship with their customers
JOURNEY MAP
CONSUMER UPPORTUNITY AREA
There's an opportunity to provide food delivery customers with a more personable experience that will allow individuals to enjoy their local restaurant favorites in the comfort of their own home.
restaurant opportunity area
There's an opportunity to provide local restaurants with a source of revenue that will allow chefs and owners to build an emotional connection and trust with their customers.
ideation
INITIAL CONCEPT
Platform will be similar to Seamless/Caviar/Postmates (order from restaurants near you) with two ordering options
Normal food delivery (video tutorial & meal kit advertised after purchase)
Order meal kit paired with video tutorial from chef
REFINED CONCEPT AFTER FEEDBACK
Platform will be similar to Seamless/Caviar/Postmates (order from restaurants near you
Single Ordering Option: Order meal kit delivery paired with video tutorial from chef. Restaurants will only offer meal kit for 1-2 dishes at a time.
PROTOTYPING & feedback
We began by prototyping our ideas verbally and presented these processes to restaurant owners, chefs, customers and delivery workers. Our prototypes tested the following:
Would restaurants be comfortable uploading videos?
Subscription or buy-it-now model for orders
Would the user rather have a video from the restaurant or our company?
Recipe card vs video?
Are restaurants comfortable sharing their recipes?
evaluation and iteration
1. Restaurants don’t mind sharing recipes - it builds deeper connections
2. Decision to hone in on one or two meals rotating monthly to keep consumers engaged and build lasting relationships while lowering cost
3. Platform will be advertised as an activity - an alternative to dining out
4. Narrowing ordering options to just one service: meal kit and video - better way to build initial brand
framing and reframing
We are reframing the concept of food delivery systems and restaurant dining. Beyond a meal kit delivery service, we are a bridge between restaurants and customers - allowing for meaningful connections.
the innovation
Chef taught is an on-demand meal-kit delivery service built to re-establish the emotional experience of restaurant dining.
Customers can order from a selection of local restaurants that will offer meal kits for one or two dishes at a time. When ordering, the consumer will receive both the meal kit and a video tutorial from the chef.
Delivery will be completely contactless and completed by restaurant employees themselves.