Becoming a meal-kit chef
How might we support hesitant users in becoming inspired subscribers?
UX Design • Product Design • Web Design • Social Proof • Persuasion • A/B test • Experimentation • Meal-kitscope. Improving the prospective user journey to boost confidence in subscribing
space & role. UX designer in the Growth domain at HelloFresh, a leading meal-kit subscription service. Partnered with product managers, UX writers, and engineers
outcome. Integrated trust-building elements into the experience, making the path to subscription feel more reassuring and compelling
Problem Area
HelloFresh provides weekly meal-kit boxes with pre-measured ingredients and personalized recipes. We analyze product usage to identify pain points and opportunities.
Approximately 40% of users drop off during the exploratory phase.
Despite streamlining efforts like passwordless registration, 42% abandon the process at the registration step. A smaller portion of users navigate back to the first page, likely seeking more information.
Deeper look
We combined product analytics with user surveys to understand why potential users drop off. During the exploration stage, users often have many questions and doubts.
Our findings revealed that 48% of user questions occur before decision-making, mainly about their long-term meal-kit experience. 13% of questions focus on how lifestyle information impacts their experience.
We also found that users tend to ignore overused persuasive techniques, like testimonials, and that value representations not aligned with the user journey or cluttering the interface are ineffective.
Users wanted a glimpse of their meal-kit experience, showing the need to build trust and motivation without overwhelming them with information.
Building strategy
We recognized the need to build trust and motivation not only at critical drop-off points but gradually throughout the user journey.
Ultimately, relationship-building starts with the very first interaction and should extend beyond transactions to foster long-term engagement.
To support this, we decided to test key elements at various touch points, concentrating on tangible information, leveraging the bandwagon effect and relatable user experiences.
We also ensured user input remained relevant throughout their journey, presenting information in a welcoming, relatable, and digestible way.
Welcoming
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Relatable
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Tangible
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Digestible
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Welcoming ~ Relatable ~ Tangible ~ Digestible ~
Solution
By conducting tests with multiple variations at key touchpoints, we refined our approach to better serve our potential users.
On our landing pages, showcasing concise and visually engaging user-generated content instead of generic reviews to enhance product relatability.
Experiments tested different order of sections, how images were shown, and whether the user interface was static or dynamic.
Providing concise but compelling social proof message during registration, keeping the focus on the task at hand.
Experiments tested removing existing sections and using different social proof content, such as the number of users and boxes, during various time periods.
Presenting information that aligns with the user’s lifestyle to enhance their understanding of how these choices shape their experience.
Experiments tested different content and interactions.
*All visuals and content in the user interfaces have been modified, a portion of visuals are sourced from Unsplash and Lordicon.
Adoption
brought
€11M+
in revenue
available in
4+
countries
adapted by
3
brands
This project and its impact led to the adoption of a strategy focused on boosting users' confidence at various stages of their journey, such as cancellation.