Food Experience Design Course


At the (Consortium of Politecnico di Milano) in Italy, there are new post-graduate courses called ‘Food Experience Design‘.

The second edition (March 2009) focused on the specialization to create and design
innovative pizzerias.

The fourth edition (Sept-Nov 2009) focuses on rethinking baker’s, pastry and ice-cream shops.

From the various other courses like Hotel Experience Design, Entertainment Design or Outdoor Experience Design, some pictures are available as well.

Video: The Elements of Taste


This video includes Chef Grant Achatz talking about his ultimate aim: to use food as a kind of artistic medium to give individual diners an emotional experience.

“If you can get past the soy sauce on chocolate, you will enjoy it and feel a certain way. It’s a journey where your heart beats a little faster.”

Book: Dimensions of the Meal
(H.L. Meiselman 2000)


Food is art and science. Besides chefs performing the culinary arts and crafts, many researchers have looked into food from a scientific perspective.

Under the subtitle “The Science, Culture, Business, and Art of Eating“, author Herbert L. Meiselman (Senior Research Scientists at the U.S. Army Natick Research Development and Engineering Center) has collected an interesting set of scientific essays on The Meal. The chapters of the book are grouped into parts such as ‘Definitions of the Meal’, ‘The Meal and Cuisine’, ‘The Meal and Culture’, and ‘Designing and Producing Meals’.

Although the book originally costs a fair amount, it is currently available at a reasonable 20 dollars at Amazon.

From the introduction: “The objective of this book is to appreciate the complexity of meals; to see the psychological, physiological, cultural, nutricial, biological, sensory, food service/catering, and other business aspects of meals; and to see the interdisciplinary nature of understanding meals; meals are complex, but understanding meals and addressing meals in the practical world requires a more complex view of the meal.”

Food Design Weblog


The blog Food Design for the KNL Program supports the Food Design course at Industrial Design Department of Delft University (The Netherlands). The course is an experimental activity.

“Why Food Design? The underlying focus of the joint master program is cultural identity, that can be defined as a person’s self affiliation (or categorization by others) as a member of a cultural group. Since cultural identity is a very broad theme, we are proposing to focus more narrowly on cultural identity through food.

The course exploits food as a cross-cutting concern of all human societies in all times to stimulate the students to design from the micro to the macro scale in ways that are sensitive to cultural identity.”

A Meal in the Live (elBulli)

In a two hours lecture on creativity at the Harvard School of Engineering and Applied Sciences in 2008, world class chef Ferran Adrià (of elBulli fame) showed a short but beautifull video. In this video, the gastronomic experience of a couple is shown through their facial expressions.

Accompanied by the soundtrack ‘A Day in the Live’ (Lennon and McCartney 1967), we see how the restaurant crew serving the food to the couple, enjoying it to the max.

As Ferran said: “It’s not the food, it’s the experience.”

See also a similar interview with Ferran Adrià at Google, including reviewing the elBulli site.

Book: Kitchens (G.A. Fine 2008)


Taking the restaurant as a metaphor for delivering compelling user experiences means being interested in the backstage as well as the frontstage. Backstage work in the restaurant (a.k.a. the kitchen) has been the ethnographic subject of the American sociologist Gary Alan Fine (1950). He published his findings in “Kitchens: The Culture of Restaurant Work“.

About the book: “Kitchens takes us into the robust, overheated, backstage world of the contemporary restaurant. In this rich, often surprising portrait of the real lives of kitchen workers, Gary Alan Fine brings their experiences, challenges, and satisfactions to colorful life. A new preface updates this riveting exploration of how restaurants actually work, both individually and as part of a larger culinary culture.”

The day begins slowly. Entering an empty, clean kitchen on a cool summer morning, one has little sense of the blistering tornado of action to come.

Mixologist Homaro Cantu Explains


Chairman and founder of Cantu Designs and executive chef of Moto restaurant Homaro Cantu shows how our expectations of food based upon what we know or are familiar with can be used to change texture, taste, smell and flavor and create new experiences. Great example of designing a new food experience with known ingredients but with different processes. Transmogrification (a.k.a. the process or result of changing from one appearance, state, or phase to another) is what he does.

From Pop!Tech 2006: “Part mad scientist, part artist, chef Homaro Cantu pushes the traditional limits of known taste, texture and technique in a stunning futuristic fashion. With lab partner Ben Roche, Homaro slices and dices technology to reinvent the way people eat.”

Watch his presentation at Pop!Tech 2006.

In this podcast (ITConversations), he talks about his background, restaurant and dishes.

courtesy filip borloo

Follow The Recipe


Ron Gagnier (IBM CAN) sees an analogy between the process of cooking with recipes and the process of user-centered software design. Almost just like we do.

From his article at UXmatters: “I may have taken my analogy of following a recipe too far, but I really do think the comparison is a valid one. Recipes exist to ensure cooks can acquire the right ingredients, follow a sequence of predefined steps, and prepare a dish consistently every time. The same is true of a software design process: By following a design process, an entire project team can know what steps to perform and what they’ll deliver. When your team must make substitutions, let experience and sound judgment guide you in making the most appropriate choices. Continue to learn and grow in your role as a designer, because this will help you make better substitution decisions.”

ACM SIGCHI References for Food Design & UX

During the Chi 2009 panel discussion (moderated by Patañjali S. Venkatacharya) on what user experience designers could learn from food designers, the following references were mentioned.

Lessons from Celebrity Chefs


Caroline Jarrett writes in Caroline’s Corner about the differences between The Heuristic Inspection (Gordon Ramsay) and User-Centered Design (Heston Blumenthal) on how to improve the restaurant experiences. On Ramsay “I realised that Ramsay is really doing heuristic inspections. He has a list of specific things that a good restaurant should do, starting with basic hygiene (he’s very keen on not killing the diners). He looks at the quality of service, level of organisation in the kitchen, portion control and profitability.” and on Blumenthal “Blumenthal watched the videos of the user reactions and totally changed his approach (now, doesn’t that sound familiar?). He started to think about the users, and not just the diners who already chose Little Chef.”