What if Music playlists could be personalized and curated with recipes to help people stay more engaged while preparing their meals?
While researching Spotify how is used fitness space. We were reminded the key peak experience of being “in the zone”. We wondered if we could use music in a similar way to help people get, and stay, “in the zone” while cooking.
Meal mix allows HelloFresh subscribers to add curated music to the cooking experience by using the Spotify app to scan printed codes on the physical recipe cards included in every HelloFresh box.
Curated Music Playlists
Once the code has been scanned, Spotify retrieves a specific playlist tailored and timed to the specific recipe. Leveraging Spotify’s vast music library and personalization algorithms this playlist can be further personalized by automatically swapping existing songs with ones that better align with the listeners past Spotify preferences.
In the spirit of Spotify’s mission of music discovery. Artist, chefs and other public personalities could create “signature playlists” to pair their favorite music and recipes. They could even provide conversational interludes to make the experience more personal and intimate.
Digitally sharing playlists on Spotify and recipes HelloFresh is already very easy. With this integration of the Spotify Codes and the HelloFresh recipe cards sharing music and recipes in real life is as easy as handing them to someone.
Home cooking is a mostly untapped niche for music curation. HelloFresh is the most popular meal kit service with 1.84 million active subscribers. HelloFresh would benefit from access to Spotify’s 83 million active users and might pay a premium for ad placement and exclusives incentives promote adoption. Spotify would benefit from the ad revenue, from cornering another niche listener group and providing another novel feature that differentiates it from is competition.
For a more detailed look at our design process and some excellent visual design work by an excellent designer check out my partner’s case study.
James Krahe & Jeremy Stokes
Branded Experience Concept