Adaptive Path Blog

Steve Gundrum | UX Week 2009 | Adaptive Path from Adaptive Path on Vimeo.

It’s becoming that season. You know, the season where food seems to take center stage. As the weather gets colder, comfort food, hot drinks and celebratory feasts appear on the horizon.

When I think of food, I think of things like: yummy, fragrant, spicy, hearty. Or, fruits & veggies, meat & potatoes, Mom’s amazing spaghetti.

Then I heard Steve Gundrum, CEO of Mattson speak at UX Week 2009 on “The Secret Ingredient” for Designing New Foods and Beverages. He told the insider tale about how the food industry thinks about food. It was fascinating, enlightening, and, I admit, a little creepy, as I captured in my sketchnotes of the talk.
Steve was passionate and engaged when he revealed the pyramid of maximizing profits. He did a great job of communicating how differently the food industry thinks, plans and designs food products. Do you think about attitude as a key ingredient in food? I didn’t either, but now I can’t get it out of my head.

To cap off the talk, Steve did what very few speakers know how to do: give the audience an experience with the simple tools of jellybeans, nose, mouth and time.

Are you designing experiences that have an insider view? Are you curious about what makes the food and beverage industry go? If so, take a peek through the keyhole into the world of food profitability with Steve Gundrum.

This entry was posted on Friday, November 13th, 2009 at 9:28 am and is filed under Business Value, Design Leaders, Product Design, ROI/Business Value, UX Week, Videos. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.