Studio Tast
Project type
Interaction design - Physical-Digital
Client
Studio Tast
Role
UX Designer
Timeframe
8 weeks
Designing a seamless physical to digital experience that transforms curiosity into meaningful conversation
Studio Tast creates tangible learning experiences based on the belief that everyone learns, experiences, and communicates differently.
After client meetings, visitors receive one of nine handcrafted cubes containing a hidden QR code that unlocks a personalised digital experience centred around a conversation prompt. While the physical object successfully sparked curiosity, the digital experience failed to sustain it. Users often scanned the cube expecting the experience to continue, only to arrive at a webpage that lacked context and direction. They were left wondering what they were supposed to do, why they were there and whether the experience was worth engaging with.
The task at hand was creating a smoother transition between the physical cube and the digital platform while encouraging more meaningful participation.
Understanding the experience and defining the problem
Rather than starting with interface ideas, I mapped the complete customer journey from receiving the cube to submitting a response online. An interesting finding was that users arrived at the digital experience at the exact moment their curiosity was highest, yet the platform assumed they already understood what it was and what they were expected to do.
To understand why users dropped off, I combined previous Studio Tast research with interviews, concept testing and usability sessions involving business professionals, fellow students and participants outside of design. Three insights consistently emerged.
01/ Curiosity disappears without context
Even participants with design backgrounds were unsure what the platform was, why they were there or what was expected of them. Without a clear introduction, several participants said they would simply answer the question—or leave entirely. This highlighted onboarding as one of the most important parts of the experience.
02/ The quality of a question determines the quality of the conversation
Instead of testing interface ideas first, I explored the prompts themselves. Through interviews, open conversations and mind-mapping exercises, I experimented with different question styles and observed how people responded. Personal questions driven by genuine curiosity consistently generated richer conversations than predictable business questions.
03/ People wanted flexibility, not perfect questions
During usability testing, one participant asked:"What if I don't want to answer it? Can I not get a new one?"
Regardless of my desire to encourage users to embrace the prompt they were given rather than choose one themselves, it became clear that even strong prompts wouldn't resonate with everyone. The experience needed to give users control.
Exploring solutions
Physical experience
After exploring several concepts, I designed a cube with sliding wooden panels that reveal six puzzle pieces. Once assembled, the pieces form the QR code. Constructing the code introduces a small moment of effort and ownership before entering the digital experience. More importantly, every puzzle configuration is unique, allowing each cube to act as its own identifier without requiring user accounts or collecting unnecessary personal data. The interaction reflects Studio Tast's philosophy of learning through making while solving a practical product requirement at the same time.
Digital experience
Several concepts were explored before arriving at the final experience. Early iterations prioritised playful interactions, but testing revealed they weakened the connection between the physical cube and the digital journey. The final concept instead centres around the user's own cube, reinforcing continuity across both touchpoints.
Final product
Rather than treating the website as a destination, I designed it as the next chapter of the physical experience.
Introduction
The experience begins with a short onboarding sequence introducing Studio Tast, explaining the concept and presenting a digital version of the user's own cube. This directly addresses the confusion observed during research.
The conversation
Opening the digital cube reveals a conversation prompt. To minimise cognitive load, the prompt remains visible while users write their response. Instead of forcing users to answer, I introduced a "Change question" option, allowing them to generate another prompt.
Shared space
After submitting their response, participants enter a shared 3D environment where every contribution is represented by its cube. During testing, users struggled to identify which cube belonged to them. To address this, newly submitted cubes receive a receive a contrasting colour, making them clearly stand out. Rather than keeping responses anonymous, participants can optionally connect through LinkedIn or email. Research suggested that seeing real people behind responses created a stronger sense of authenticity and encouraged meaningful connections while still respecting privacy.
Reflection
This project taught me that curiosity is fragile. The physical product had already done the hard work of creating anticipation, the challenge was ensuring the digital experience lived up to that promise. Rather than treating the website as a destination, I designed it as a continuation of the object itself, preserving momentum, building trust, and encouraging meaningful conversation.