HelloFresh — Antonio De Jesus

Brief

For this project, I collaborated with three of my colleagues to explore a user engagement opportunity for the HelloFresh.com brand.

This project was handed to us with the request of improving meal-kit preparation users engagement on HelloFresh mobile app and website as well as create brand recognition among meal-kit users.

After a series of interviews and direct insights from meal-kit users, our solution was the creation of a Faster Cook Time and Healthier Option feature!

Project Report

PROTOTYPE

Client

Case study for HelloFresh.com

Responsibilities

User Research, Personas, Strategy, Feature Prioritization, Low-Fidelity Sketches, High-Fidelity Wireframes & Prototype, Usability Testing, UI Specifications Document, Keynote Presentation, Case Study

Tools

Sketch / InVision / Trello / Slack / Keynote / Google Suite

Where We Started

Hypothesis

Meal kit users will increase their engagement with the brand through the ability to share their cooking with other meal kit users from the same brand.

Assumptions

HelloFresh users create their own recipes and want to share them with others
HelloFresh users will vote on user-generated recipes
HelloFresh users are interested in customer-designed meal kits
HelloFresh users are interested in learning about the source of their meal kit ingredients

Finding Our People

We created and circulated a screener survey to 5 users to interview about their experiences with HelloFresh

Target Testers

Primary User: Current HelloFresh User (interviewed: 2)

Secondary User: Past HelloFresh User (interviewed: 2)

Tertiary User: Current Meal Kit Delivery User (interviewed: 1)

Investigative Goals

Behavior

When ordering meals
On HelloFresh mobile app or website

Motivations

Ordering HelloFresh
Choosing a meal kit delivery service

Experiences

Frustrations
Benefits

Main Questions

Tell me about the last time you cooked without HelloFresh? Describe the process in detail for me.
When you cook without HelloFresh, how do you decide what you will make?
Do you share the recipes that you make up with other people?
Describe for me how you go about selecting your meals?

What We Learned

HelloFresh users experienced negatives with HelloFresh that include lack of variety, time, portion sizes, environmental impact, and cost.
HelloFresh users get benefits from using meal-kit delivery services; specifically convenience, healthy options, and recipe exploration.
HelloFresh users value quality and freshness in their ingredients.
HelloFresh users get recipe inspiration from different sources.
HelloFresh users consider different factors before selecting their box’s meals for the week, ranging from healthy options to variety and speed of recipes.
HelloFresh users sometimes share their recipes with friends and family.
HelloFresh users only use the HelloFresh mobile or website to order their meals and do not explore around.

Where & Why We’re Focusing

HelloFresh users experienced negatives with HelloFresh that include lack of variety, time, portion sizes, environmental impact, and cost.

HelloFresh users sometimes share their recipes with friends and family.

HelloFresh users only use the HelloFresh mobile app or website to order their meals and do not explore around.

1st Persona

Annie, 32,

Product manager, married, no kids.

“The adventurous chef with no time”

Bio

Annie and her husband, Will, live in Chelsea together. They are both young professionals, focused on growing their careers. In her spare time, Annie loves to cook dinner for the two of them. She is interested in learning new cooking techniques and trying new flavors, especially middle-eastern flavors because it reminds her of their honeymoon. Annie has recently found herself going down the rabbit hole of food bloggers on Instagram. Annie works long hours, so she needs a quick way to make sure she gets a healthy dinner on the table at a reasonable hour.

Behavior

Cooks dinner four times a week
Brings her lunch to work every day
Likes to go to the gym • Connects with her husband by eating dinner together every night
Shares her newest kitchen creation with her sister

Goals

Wants to hone her cooking skills
Wants to learn to cook new cuisines
Wants to save time

Pain Point

Works long hours
Hates grocery shopping

Needs

A variety of recipes
Healthy recipe choices
Recipes that are quick to put together

2nd Persona

Danny, 26,

Engineer, Single, lives with roommate

“The newbie in the kitchen”

Bio

Danny lives on the Lower East Side with his best friend from college (we are!). He recently signed up for HelloFresh after realizing that his Seamless budget was out of control. He is not a good cook, but has decided that 2019 is the year that changes for him. He has also decided that health is going to be his focus, so he has been getting his butt to the gym and trying to learn to like veggies. He is an engineer at a hot new startup, and heard about HelloFresh from a co-worker, who gave him a promo code. Despite his poor kitchen skills, he has decided to give it a shot. Sometimes, Danny can be a bit forgetful and doesn’t remember to choose his meals from HelloFresh. But, because of that, he recently learned that he likes bibimbap, which he’d never had before!

Behavior

Used to order dinner from seamless nightly
Goes to the gym 5 times a week
Never misses watching his team play. We are.
Is trying to cook more often to be healthier
Does not enjoy cooking

Goals

Wants to cook with healthy, fresh ingredients
Wants to learn how to cook so he will enjoy it more
Wants to save time and cut his seamless budget down

Pain Points

Not a good cook
Does not have a lot of time
Is not an adventurous eater

Needs

Easy to follow recipes
Lower calorie recipes
Recipes that are easy to put together

The Issue At Hand

Cooking meals is time consuming -- between grocery shopping, prepping, and cooking. People want to be able to prepare a meal quickly and have healthy options while doing so.

Annie works long hours and as a result, struggles to cook dinner at home as often as she strives to. Often settling for quickly heated microwave meals or takeout.