Mingle Seasoning
Working with the health food start up Mingle Seasoning, new concepts were developed for the proposed online ‘Gather Round’ team building workshops, addressing both physical and digital touchpoints.
Key to developing these concepts was in-depth research including prototyping to confirm the logistics of ‘cooking and conversations’ were feasible. Once established, ideation revolved around developing a seamless yet engaging end to end journey that fostered connection and communication.
approach
We undertook in-depth research around ‘cooking & conversations’ with employees and HR managers. This research sought to validate client assumptions around food as a connector and reveal insights into what primary users valued within the workplace and company culture. Secondary interviews looked to weigh up desirability vs. viability in light of budgetry constraints. Key insights were synthed to craft a HMW that directed blue sky ideation across both digital and physical channels. Precedents were researched to reveal delightful moments in exisiting user journeys and key channels of engagement. These assets inadvertently informed deep dive ideation to produce prototyping workshops, proto personas, user tested storyboards, journey maps, a service blueprint and horizons road map.
outcomes
We confirmed that food was seen as a means of connection and conversation. Quantitative and qualitative research revealed key insights that highlighted core company culture values and team building exercise frustrations. Physical prototyping of mock setups flagged potential painpoints within the logistics of cooking & conversation that required further MVP testing. Ideation curated a fun, engaging and seamless end to end experience addressing desirability and continuity across digital and physical touchpoints, drawing upon precedent delights. Concepts also ensured viability by partnering with existing grocery delivery providers such as Hello Fresh. These concepts provided further scope to build awareness and promote the Mingle brand to a key time poor demographic in partnership with exisiting market stakeholders.
my role
Sprint Facilitation - Asset, client & time management + Trello
Research - Desktop, quantitative & qualitative
Key Insights + HMW development - Synth workshops
End to End Product Ideation - Key concepts + partnerships, design & creative matrix workshop
Stakeholder Presentation Lead - Mid & final sprint zoom pitch
Stakeholder Workshop Facilitation - Concept poster rose bud thorns
Prototyping - design & construction + testing
Storyboards - Copywriting, proto personas & usability testing
Co-Design of Journey Maps, Service Blueprint + Horizons - Miro & Google Slides asset creation
Marketing Campaign Brand Identity - Key concepts & copywriting
the brief
mission / goal
Cooking with creativity and confidence while outside comfort zones
Courageous conversations promoting trust & vulnerability
Cohesive collaboration & community
Continuity beyond workshops
objectives
Validate key steps of Service Design & align with customer driven insights
Clarity of incorporation of Mingle product & execution of cooking
Validate solutions offered with Snr corporate Executives + Managers (HR)
pain points
Idea conceived as a physical face to face workshop, required validation the experience could be achieved via remote digital platforms
Current economic constraints required the value of a highly curated and engaging service design & user experience to be demonstrated
success
A better understanding of the customer journey (staff & HR)
Clarity on how remote digital offerings should play out to fundamentally shift team cohesiveness
Key findings and considerations how this digital service should play out at home online or in person within the workplace
key client meeting takeouts
"The mission at Mingle... for people to reconnect to the value of cooking & connecting"
"Looking to merge worlds of cooking, connecting and learning in corporate culture"
‘A seamless & cohesive experience’'‘
‘Explore cooking as the great connector, we haven’t yet validated that this virtual cooking experience will work and deliver ROI to a business’
competitor analysis
Culture Hero
Fun! Fancy dress, music and animation
Seamless curated Zoom workshops with minimal tech interaction required from participants
Open conversations in small groups utilising breakout rooms
Fareshare, Second Bite
Specific volunteering activities tailored for corporates
Large commercial kitchens cater for big teams
‘Feel good factor’ - participants know they’re doing it for a good cause
Cost per head goes into funding the not for profit
Life at the Table
Remote digital experience through Zoom
Ingredients & equipment list sent to participants prior event
Live cooking & conversations -cook together in breakout rooms
DISC Profile Analysis - break into teams
Dialogue in the Dark
Immersive experience
Replicates what life is like for someone with visual impairment
Forces participants to listen to others in the room
Creates empathy, triggers new emotions & alternative ways of thinking
Instagram Chefs
300K+ followers, high-energy personality, casual delivery
research
survey
33 respondents - 42% 33-39 yrs of age / 64% female
What does cooking mean to you?
52% catching up with friends / 55% getting the job done
How often do you cook?
42% 5 days / week (pre-covid)
Have you ever attended a cooking class: 21% yes
Where do you feel people connect most or have meaningful conversations with work colleagues?
52% watercooler moments / coffee catch ups
Where do you find your recipes?
88% recipe websites, 60% family & friends
What does a happy workplace mean to you?
78% open transparency & trust
1:1 Interviews
1:1 interviews
8 in-depth contextual interviews with employees and HR over Zoom
Contextual enquiries around ‘Cooking & Conversations’
High level questions around what cooking and food means to individuals
Focused questioning around logistics of cooking & conversations utilising remote digital tech
insights & HMWs
Data from 1:1 interviews and qualitative survey feedback was synthesised through a series of workshops that revealed clusters of themes.
Through this synthesis we began to pull out a series of insights that were then re-synthed to iterate key insights. From these key insights a HMW was constructed in collaboration with the client that addressed all the elements of the brief.
proto personas
Proto personas were created at a high level from survey and contextural enquiries to help define our journey maps and concepts. These included:
Sam - 30s | Tech Professional
Kathy - 40s | HR Professional
ideation
Through a process of two Creative Matrix workshops we developed a series of Concept Posters. A rose thorn bud workshop was then conducted with the team then client. From this client feedback, the team selected elements from variety of concepts to iterate a seamless experience through both physical and digital touch points.
storyboards
Storyboards iterated these concepts and their various features through an end to end experience that included on-boarding and continuity post workshop.
On-boarding addressed Sam’s initial engagement to foster enthusiasm and create hype
Both physical and digital touch points were addressed and integrated while continuing brand identity
Logisitics of remote digital platform considered through breakout rooms, tech stands and curated water cooler / ‘simmer’ moments
Continuity addressed through a Hall of Fame Cookbook and social media representation
contextual research
Precedent Research - Hello Fresh
The concept of cooking from a box was tested through existing precedent by ordering a Hello Fresh box and going through the motions. Our research revealed that clear recipe instructions along with pre-determined ingredients and portions made the process faster.
future state journey map
The Future State Journey Map integrated feedback from Usability Testing and iterated the ‘gainpoints’ against the Current State Journey Map painpoints. This mapping highlighted areas of opportunity and potential painpoints that required further testing to ensure a seamless experience was delivered.
Mingle merchandise
Various Mingle Seasoning in the box merchandise was ideated to provide tangible connections to the brand and assist with tech & storytelling logistics. These physical touch points maintained a sustainable approach to iterate a brand that’s innovative & future thinking.
Sustainable place mats, apron, tote bag
To assist with storytelling and offer personalised branding for companies
Sustainable smartphone / iPad, laptop stand & spice rack
To assist with Zoom logistics and continuity of the Mingle Seasoning Brand
prototyping - unpacking the Box
prototyping - storytelling
prototyping - cooking & conversations feedback
prototyping workshops
Prototyping iterated the logistical complexities of cooking and talking over Zoom, highlighting opportunities and providing first hand rather than speculative feedback. Testing confirmed that cooking and talking had it’s complexities but was possible if curated correctly. Basic testing around technology usage and setup also substantiated the value of tech stands.
business model canvas
A Business Model Canvas was created to iterate the requirements for digital engagement and collaboration with exisiting providers such as Hello Fresh. Existing grocery delivery providers offered great scope to market and scale the Mingle Seasoning product. Opportunity also lay with reducing costs associated with delivery by offering a marketing opportunity to delivery providers in return.
horizons / next steps
Next steps outlined the requirement for further testing through MVP prototyping and engagement with grocery delivery providers. Incremental actions ensured the validation of the viability of the service and opportunity to scale.