Learning Spoon: Case Study

 
 
 

A Proposed Collaboration with blue apron

Learning Spoon was developed to integrate casual language learning into the experience of cooking a Blue Apron meal kit.

When users receive the box of ingredients, they are greeted with a recipe card that features the steps to cook the dish in english on one side and in a foreign language on the other side.

The user is invited to scan the QR code on this card to open up an interactive recipe that simultaneously introduces the user to foreign language words and the process of cooking an authentic recipe.

recipe card in English and Italian

recipe card in English and Italian

 

User Research & Insights

We conducted 6 user interviews to understand how we could best address this goal in both a meaningful and convenient way for busy users. 

 
Affinity Map | User Interview Data Synthesis

Affinity Map | User Interview Data Synthesis

 
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Users want to make authentic recipes, but many of the recipes in English are altered for western palates & authentic ingredients are difficult to find locally.

Users want to learn foreign languages but language learning apps aren’t effective and formal classes are time consuming and expensive

 
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Persona Development

This is Lawrence

32 years old, Italian-American

Lawrence is a writer living in New York City. He grew up in Brooklyn in a big Italian family but he was raised speaking mostly English.

Every summer he visits his grandparents in Sicily. His Nonna always cooks delicious meals for the whole family. Lawrence would like to help her out in the kitchen, but he isn’t familiar with her techniques and her recipes are written in Italian.

Lawrence has tried to learn Italian through language learning apps, but he always deletes them after ignoring the prompts day after day.

“Food is a very important part of how my family connects to each other.”

 
 
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Product Development

My team chose to tackle these disparate complaints from user interviews by creating one seamless product that simplified finding authentic recipes and ingredients and introduced users to foreign languages through tactile and sensory learning.

MoSCoW map of essential features

MoSCoW map of essential features

 

Design Proposal

Users would receive a Blue Apron delivery int he mail and scan a QR code on the recipe card included in the shipment. This would open an interactive recipe page on a responsive website or within blue apron’s apple & android apps. An introductory video would explain the recipe and introduce the user to the ingredients and their translations. As the user progressed through the recipe certain words and ingredients would be in the foreign language. As the user cooked the recipe they would be building essential muscle memory associations with the language and how the words are used in a real life scenario.

 
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High Fidelity Wireframes: Integration into Blue Apron’s On-boarding process

Learning Spoon integrated into Blue Apron’s on-boarding process

Learning Spoon integrated into Blue Apron’s on-boarding process

 

Prototype Testing

Usability testing of the Blue Apron on-boarding process showed that users were confused when more than one task was presented on a page and they were consistently surprised at the total price when checking out.

Blue Apron advertises a low price per meal, which differs from their simplest meal-kit plans.

Our redesign suggestions would be to simplify on-boarding and provide very clear pricing plans initially so user do not feel lured into a plan they cannot afford.

Final High Fidelity Wireframes: Receiving the Delivery

User process after receiving the language meal-kit

User process after receiving the language meal-kit

 

Integrating Learning Spoon into blue Apron

proposed site map

proposed site map

Conclusion

Throughout testing the most difficult area of communication was making the recipe card and QR code instructions clear. During low fidelity and medium fidelity usability testing, users weren’t sure that learning a language while cooking a dish was going to be possible. Dirty hands and multitasking would be problems. In the future voice technology integration would be essential in the success of this product.