Finding your meal-kit match
How might we help prospective users build confidence around our menu and product?
UX Design • Web Design • Experimentation • A/B Testing • Holistic experience • Product fit • Personalisation • Meal-kitscope. Focusing on the prospective user journey with personalization efforts to shape a seamless, holistic experience.
space & role. UX Designer in the Growth domain at HelloFresh, a leading meal-kit subscription service. Worked closely with product partners, UX writers, and engineers.
outcome. A more interactive and reassuring prospect experience that showcases how HelloFresh fits user needs—while laying the foundation for long-term personalization.
Problem Area
HelloFresh offers weekly meal kits with measured ingredients and recipes tailored to customer preferences.
Through regular surveys, we identify common concerns from prospective users, particularly about our menu and its alignment with their dietary and lifestyle needs.
In several studies, about 30% of the top questions focused on our menu and product offerings.
Building strategy
Past efforts fixated on "What's on the menu?”— raising concerns that early meal selection might hurt conversion rates.
However, deeper analysis revealed the real issue: users needed confidence in dietary and lifestyle compatibility, not in restricting meal selection.
To address this, we focused on building confidence.
We held brainstorming sessions around: "How might we help users feel confident in our menu and product?"
By bringing in cross-functional perspectives, we explored seamless ways to support diverse dietary and lifestyle needs.
This led to a common concept of empowering users by asking the right questions.
Initial A/B tests validated our concept, delivering a positive business impact.
We saw a bigger opportunity: collecting early user input to shape the holistic experience.
By sharing drafts and collaborating with product partners, we balanced short-term wins with long-term goals.
Involving more stakeholders and expanding research, we:
identified key data points early in the user journey,
explored personalization opportunities across touch points throughout the user’s experience
Solution
We expanded the plan selection experience by asking targeted dietary and lifestyle questions, helping users feel more confident in their choices.
To address dietary fit, we avoided overwhelming users with excessive information. Instead, we refined our approach by offering specific, optional dietary selections—keeping the experience simple and relevant.
For lifestyle fit, we moved away from passive, scattered value propositions and introduced an interactive approach, allowing users to define their goals with our product.
*All visuals in the user interfaces have been modified, a portion of visuals are sourced from Lordicon.
Through continuous experimentation, we refined our information architecture, content, visual identity, and user flow. A/B tests guided our iterations, while in-depth user studies helped us understand why certain changes worked—or didn’t.
Adoption
As we refined the user experience and measured its impact, interest grew across the company. Several HelloFresh Group brands have adapted our approach to improve their user experience.
brought
€53M+
in revenue
available in
16
countries
adapted by
3
brands
Sharing our insights sparked demand across teams to leverage user input, driving collaboration on a unified data framework. This culminated in a company-wide personalization strategy for prospects, active users, and former subscribers.