With this project, the goal of Swiss retailer Coop was to motivate families with children to cook together and to raise awareness of the right way to handle food. Product placement of their own brands as well as traditional cross-selling were declared a no-go.
This makes the FOOBY spin-off, “little FOOBY”, so much more than just a perfect way for the company to increase customer loyalty. The company completely redefines the term conversion, captivates children’s hearts and creates added value for families working and learning from home during the COVID-19 pandemic.
Unic services: User experience, responsive design, usability, frontend development and newsletter design.
- 220+ child-friendly recipes
- 3 levels of difficulty
- 55'058 likes for recipes
- 5 months project duration until go-live
Child-friendly Look and Feel
It is obvious from the start page that little FOOBY is all about having fun cooking together with children. Delicious, child-friendly recipes are just as easy to find in the little FOOBY world as the digital cookery studio, “The Tiny World of Cooking”, with kitchen tricks and helpful cooking tips. The look and feel, developed with children in mind, places a clear focus on cooking together.
The devil was in the details, or rather, the target group. Content geared towards children requires an age-appropriate approach and the design and imagery need more than just easy-to-understand visualisation. After applying the little FOOBY design by Valencia to the digital FOOBY platform, sensitivity for child development was a must, especially in usability aspects.
Your Choice – Three Levels of Difficulty
The level of difficulty of the recipes is based on the skill level of the children, not their age. The protagonists can choose from three levels of difficulty: Mini chefs, junior chefs and master chefs. Every level is colour-coded so that the level of difficulty is easy to identify for individual recipes.
Mini chefs stir and mix ingredients and decorate the food. Junior chefs and master chefs can also prep or fry under supervision. The homepage explains the different skill levels required in the various colours, and in the recipes, the child-friendly tasks are highlighted in colour. This is where the kids take over.
Not only are the child-friendly tasks highlighted in colour, there are also illustrations of the kitchen utensils required. Easy-to-understand recipe instructions clearly list the tasks for children and parents. These are flanked by step-by-step illustrations. This makes cooking under parental supervision not only viable – children feel like the cooking experience is catered specifically to them.
Fun Cooking and a Love for Detail
little FOOBY is a treasure trove of subtle content nuances. This is reflected in the features in particular. For example, the levels of difficulty mentioned above also serve as filters for the recipe search. Once the parent-child cooking team opens the instructions, the preparation time, calories per person and required utensils are displayed at the top. Where necessary, parents can enter the number of guests to automatically scale the required amounts of ingredients.
And then it is go time – parents and children switch to cooking mode and tackle the recipe sections. The checklists are a highlight: The team gets to tick off every step completed and set of utensils assembled. These are followed by the written and illustrated steps based on a “step 1 of 4” format.
The Print Version of the little FOOBY World
One thing that continues to be important for the community is having a print version of recipes. The platform design includes a template for print versions. This template also includes all tasks highlighted in colour for children – so the children get their own print version of the little FOOBY world.
little FOOBY in iOS and Android App
All little FOOBY recipes have been integrated with the existing FOOBY application in a separate section. Users decide whether they want to see this content. The app has a filter, allowing users to include little FOOBY recipes in their search results.
Development of little FOOBY is ongoing. New content and ideas are being fed into little FOOBY to make cooking even more fun for children and their parents.
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