Rentabilibar: Design of a personalized training system for the gastronomy sector
category:
User research & Service design
sector:
Education, Gastronomy
Date:
June 2021
Rentabilibar is a project developed to Mahou San Miguel in collaboration with the Basque Culinary Center, whose goal was to create a system of diagnosis and customized training for managers of restoration. Through in-depth research and methodologies, user-centered design, we developed a diagnostic test and training pathways modularized that are tailored to the specific needs of each profile innkeeper, improving the relevance and effectiveness of the online training.
The design challenge
Mahou San Miguel, through its platform of services Rentabilibar, offers online training to its customers in the catering industry. After the increase of the demand for online training to post-COVID, we found out that the existing training does not fit to the diversity of backgrounds, experiences and learning needs of the managers of restoration. The need for a system that is customized to the learning experience to make it more effective and attractive.
Methodology and process
The project was developed in two main phases, using a combination of design thinking and qualitative research:
1. Discovery and definition
It began with a qualitative research in depth, which included 17 interviews with hoteliers and 7 industry experts.
This immersion process allowed us to understand the realities, challenges, and specific training needs of the ecosystem restoration.
Based on these insights, we developed 7 profiles “Learner People” that represented the full spectrum of managers, characterized by phrases identity as “I am looking for the life” for those with training and experience low, “I am the manager of the profession” for profiles with medium level in both aspects, and “My focus is on the profitability and growth” for those who have well-educated and experienced middle-high. This segmentation culminated in the definition of three-speed learning different, aligned directly with the training needs identified in each group.
2. Information architecture
The content architecture resulting materialized all this work in a training system in a consistent and scalable, integrating a total of 508 lessons strategically distributed between the three speeds.
Was adopted a philosophy of microlearning, with objects of learning self-contained 10-15 minutes in length, organized in 5 areas stem from management and 3 specialized areas. To ensure the motivation and the engagement continuous, we implemented a system of gamification integral incorporating medals, certificates and points redeemable transforming the learning process into a rewarding experience and recognizable for the hospitality.
3. Development and prototyping
We transformed this knowledge into concrete solutions. The first milestone was the design of a diagnostic test, agile and effective, consisting of 12-15 questions with a maximum duration of 5 minutes, designed specifically to avoid the feeling of review and to facilitate a smooth user experience.
The Prototype 1, validated using control groups and study, demonstrated an effectiveness of segmentation of 75-100%, confirming the validity of the approach. At the same time, we designed training plans complete structured in three speeds, each developed around the 9 key competencies.
The Prototype 2 is devoted to test the tone and format of the video by using a methodology of A/B.
Outcome and impact
It gave a diagnostic test validated to categorize users in 3 speeds of learning and a training system of lessons, supplemented with style guides and tone , and a proposal of platform, mobile-first experience-type Netflix.
The measurable impact included a precision of segmentation of 75-100% and the reduction of diagnosis to 5 minutes, giving each user a personalized itinerary based on their competence through a scalable model.
The key innovations were a focus of anti-test that eliminates the feeling of evaluation, microlearning applied with contents that are transferable to the day-to-day, and total flexibility to follow itineraries or to get access to content on the loose.
The role of design
My role in this project included the design of learning experience and the estrategia content. From the initial phase, I led the research, UX, conducting qualitative interviews that defined the archetypes of the users key. Then, I designed the flow of a full-service, from diagnosis to personalized training, and organized the lessons in an information architecture coherent and navigable. I also took care of the design of interaction, prototipando and testing both the diagnostic test, as the experience of the platform.
