Food business entrepreneurs (or those thinking about it), professionals and managers from food companies, and chefs looking to expand their creative and strategic chops.
Design Thinking for Food
Food BusinessLead Faculty
Culinary Designer, gravitytank; Chef, Storyteller; Food Prototyping Expert
Associate Partner, gravitytank; Experience Designer; Creative Educator
Food Experience Design (FxD) is a user-centered, holistic approach to food innovation. It’s rooted in culinary excellence and considers all aspects of the food experience including how, where and when we interact with a food item—not just the product itself, but packaging, branding, technology, service and business modeling.
In this course, you’ll learn the fundamentals of FxD from experienced culinary designers, interaction designers and strategists, then apply these principles to a simulated topic. Working in small teams, you’ll rethink an iconic food and the experience surrounding it using design thinking and making techniques to quickly and inexpensively model, test and shape an experience. After every exercise, we’ll reflect on how the principles you learn and practice can be translated back into your work.
The course itself will be a 3-day food experience like no other. We’ll intersperse our agenda to enjoy the delightful facilities, environments and bounty of the CIA at Greystone campus and Napa Valley.
DAY 1 EXPERIENCE MAPPING
morning: BUILD AN EXPERIENCE MAP
mid-day: IMMERSE IN AN ICONIC FOOD EXPERIENCE
afternoon: DISRUPTION BRAINSTORMING
evening: CIA GUEST CHEF DINNER (Mark Hopper of Vignette)
DAY 2 EXPERIENCE MAKING
morning: MAKE THE PRODUCT (in CIA’s state of the art kitchen)
mid-day: MAKE THE EXPERIENCE
afternoon: TEST THE EXPERIENCE
wine thirty breaktime
evening: REFINE THE EXPERIENCE (working dinner)
DAY 3 EXPERIENCE DEFINITION
morning: MODEL THE EXPERIENCE
mid-day: BUILD THE PITCH
afternoon: PITCH THE BUSINESS and PRINCIPLES FOR WORKING DIFFERENTLY
(Faculty and guest experts subject to change.)