HELLO FRESH
Diet box
Hellofresh is the leading meal kit providers in the world. As the competition tightens, how can increase the engagement in Hellofresh's mobile website?
CONTEXT
Business overview
HelloFresh, the leading meal-kit service, is subscription based similar to other platforms. With approximately 5.3 million customers worldwide, the company is targeted principally at those aged between 30 and 50 years of age, largely including young professionals, and young families with working parents.
Customer segment
EMPATHISE
Current user behavior
I used both quantitative and qualitative research methods to understand user bahaviour and pain points.
EMPATHISE
Experience pain points
Following the user research, I sorted notes into themes to detect common pain points. I prioritized issues which really needs to be addressed and can bring impact on business.
EMPATHISE
Need for more healthy options
Keeping loyalty to the existing customers is important. But the issues of Karen are peripheral and solvable by organizational strategies. But there are some clues in Karin’s story where Hellofresh can improved upon.
Over the years, the meal preferences of the crowd have been maturing in a the greener and healthier direction. People are more proactive to diets which nourish the body and mind.
The trends includes:
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Vegan
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Gluten free
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Locally sourced
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Sustainable
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Organic
EMPATHISE
Extended Persona
To address the need of emerging food trends, Hellofresh has to empathize with a new persona. Meet Lenny, 25 , single, vegan and fitness freak. He need more transparency in meals he gets.
DEFINE
Competitor analysis
The potential competitors are introducing more dietary customization offers. I have managed to bring a few into my comparison study.
IDEATE
How can Hellofresh adapt?
The meal preference page can be more customizable to include more dietary options. And each dish can show labels such as: Calorie values, Organic, Locally sourced, Gluten free And Keto/Paleo
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DEVELOP
Proposed design
User can choose the type of box before they choose a plan box. Keeping ‘Normal box’ as the default option.
The price of the diet plan would be higher since carefully chosen ingredients makes it expensive.
The normal box is kept as before with small tweak on time saving dishes. This design accommodates the existing users and doesn’t disturb existing subscriptions.
In the diet box, user can choose the calorie thresholds 600, 1000, 1500 ( needs more research on values)
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