Valrhona

Designing a new learning experience for culinary professionals.

Role: Strategy, User Experience, Visual Design & Prototype
Collaborators: Anthony Chelly, Lina Yakunina & Marguerite de Chefdebien

Brief

While studying for my master’s degree, I took part in Explora, a disruptive and digital program co-designed with blue chip digital companies and startups. Myself and three other students worked as a consulting team for the digital agency BETC and specifically for their client Valrhona.

Valrhona is a premium French chocolate brand and a leader on its respective market. They wanted to increase customer engagement and to provide culinary professionals a digital version of “l’École Valrhona”. Therefore, our task was to position the brand as a true partner for these professionals by helping them grow their chocolate expertise.

process

Since no one in our team was a chocolate expert, we met with 10 culinary professionals that were all at different stages of their career. We met them at their workplace because we wanted to know more about their job and their daily routine.

Thanks to our interviews, we identified common behaviors and uncovered interesting findings. For example, it is very common for culinary professionals to write all their recipes in two notebooks. They leave one at work and the other at home so that they always have a backup.

The information we got from these professionals helped us define a product strategy and prioritize features. In a nutshell, the app concept is to offer culinary professionals the learning resources and tools that will help them grow their chocolate expertise in a new and engaging way.

As the only designer in the team, I started working on the wireframes and as often as we could, we tested our concept with potential users to make sure that we were answering their needs. To help us achieve that, I realized the visual design of the app and created a high-fidelity prototype.

You can see below some of the app’s key screens.

Valrhona App - Login Screen
Sign in screen – Where users sign in the app.
Valrhona App - My Classes Screen
My classes “empty state” screen – Users see this screen when they did not enroll in any classes.
Valrhona App - Find Classes Screen
Find classes screen – Users can access classes that match their current chocolate expertise level.
Valrhona App - Recipe Details Screen
Recipe details screen – Users have access to recipes that are tailored to their professional needs.
Valrhona App - My Profile Screen
User profile screen – We included a gamification mechanism that allows users to unlock premium content on the app.

RESULTS

We pitched our app concept in Paris in front of 150+ people during the Explora demo day and won the jury award. We also understood that BETC would take over the app and push it to production.

Explora Demo Day 1 by Sabrina Godemert
Explora demo day – A group of participants listening to our pitch.
Explora Demo Day 2 by Sabrina Godemert
Explora demo day – Anthony pitching our product to another group of participants.
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