HELLO FRESH

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Making cooking enjoyable and approachable for everyone

This is my response to a design challenge from HelloFresh Germany. The objective of the challenge was to demonstrate my design process by conceptualizing a redesign that would increases user engagement. Deliverables included a design presentation explaining my process and high fidelity screens of my solution. 

Hello Fresh Presentation Tansparent
Strawberries

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HelloFresh delivers weekly recipes and fresh ingredients straight to your doorstep, so you can cook delicious, quick, and healthy meals at home. This is my response to a design challenge from HelloFresh Germany.

The objective of the challenge was to demonstrate my design process by conceptualizing a redesign that would increases user engagement. Deliverables included a design presentation explaining my process and high fidelity screens of my solution. 

Process

Charles Eames says "design is a plan for arranging elements in such a way as best to accomplish a particular purpose." In order to complete this challenge, it was important to identify the problem customers were trying to solve as well as what the business needed.

Design Process
Instagram Feedback

Discover

In order to understand how users are currently solving the problem, I needed to gather user data. I researched product reviews on Trustpilot, analyzed how users interacted with the Hello Fresh account on Instagram, and I researched how competitors were solving customer problems. 

Define

It turns out that the majority of users are women who live with a significant other at home. Instagram was clearly the social media network of choice, and users posted photos of their finished meals and offered suggestions to other customers using the hashtag #hellofresh. 

After speaking to real people, I learned that users collected printed recipes, contacted their partners for meal preferences, and found it difficult to selecting a recipe to cook day of.

Meanwhile, competitors were teaching their users how to cook by encouraging sharing and providing feedback on completed meals.

Exploring and Focusing User Needs

Personas
Hello Fresh Persona
User Needs
Brainstorm Solutions

Ideation

hook model

Based on my understanding of how users behave, I began mapping the current user experience and employed a model from Hooked: How to Build Habit Forming Products by Nir Eyal. The idea is that a user will form a habit around a product if the product provides all four stages of the Hook Model: trigger, action, variable reward, and investment.

I believe that there are two cycles within the user journey that can be leveraged to make Hello Fresh more habit forming i.e., when a user is preparing for a meal and when a user has finished preparing a meal.

Produce

Produce

The Weekly Menu

The Weekly Menu

The Weekly Menu design is intened to speed up the time it takes Maggie to select a recipe from the Weekly Menu. The header was changed to better match the navigation on the “Explore” screen of the existing app. The indicator is more visible and does not blend into the white on the recipe cards when scrolling.

It’s now easier to scan cards to estimate cooking time, guage difficulty level and know which box a recipe is included in. This allows Maggie to find a meal that she has the time and ability to cook depending on her current responsibilites at home. The profile icon in the tab bar is now the outline of a woman. Maggie identifies with this icon more than the previous icon.

Discovery Hello Fresh
Recipe Overview Hello Fresh

Recipe Overview

The Recipe Overview screen encourages Maggie to share on social media with family and friends. After tapping a recipe card, Maggie will share the recipe with her husband on Facebook who replies with his preference.The new photo section shows what other users have created following the same instructions. Maggie’s excitement grows and she anticipates the different approaches because of this variable reward.

Maggie also notices that she can navigate the recipe by swiping le and right or by using the sticky call to action in the footer. When following a recipe, the footer is now dedicated to navigation.

Ingredients

The Recipe Overview screen encourages Maggie to share on social media with family and friends. After tapping a recipe card, Maggie will share the recipe with her husband on Facebook who replies with his preference.The new photo section shows what other users have created following the same instructions. Maggie’s excitement grows and she anticipates the different approaches because of this variable reward.

Maggie also notices that she can navigate the recipe by swiping le and right or by using the sticky call to action in the footer. When following a recipe, the footer is now dedicated to navigation.

The Recipe Overview screen encourages Maggie to share on social media with family and friends. After tapping a recipe card, Maggie will share the recipe with her husband on Facebook who replies with his preference.The new photo section shows what other users have created following the same instructions. Maggie’s excitement grows and she anticipates the different approaches because of this variable reward.

Maggie also notices that she can navigate the recipe by swiping le and right or by using the sticky call to action in the footer. When following a recipe, the footer is now dedicated to navigation.

Ingredients Hello Fresh
Steps Hello Fresh

Steps

Here, the instructions are clearly visible and sperated from secondary infromation like utensils and ingredients. A top comment is included below because it was voted on by other users who found the tip helpful.

This redesign is a subtle change visually, but improvement in interaction. The idea being that Maggie’s demographic will not be receptive to sudden changes to UI and must be slowly intoduced to new interactions.

Feedback

Feedback

Maggie is finally done cooking for the day! Her recipe came out great and she wants to save it for later. On the review screen Maggie easily bookmarks the recipe because the icon is in the same location as it was on the recipe card. Maggie can quickly leave a rating without going to another screen, and she has the option to write final comments if she feels up to it.

On this last screen, Maggie has another opportunity to share with social media. She can even take a photo of her completed meal that will be visible under user photos on the recipe overview screen.

Leaving Feedback
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