HelloFresh — wxydesign

HelloFresh-Redesign

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Project duration:
Jan 2021- Mar 2021

Team Members:
Coco Wang- Product Design/Research

HelloFresh is “America’s #1 meal kit company”. As a college student who lived alone during the pandemic, I was a loyal user of the meal kit delivery service. While using the HelloFresh mobile app, I do find the experience inconvenient. Specifically, I find it hard to follow the cooking instructions provided on app when I cook with the meal kit. So this case study focuses on enhancing the user experience with the HelloFresh app and meal kit, streamlining meal preparation through thoughtful redesigns of existing features.

To start off, here are some problems I found while using the app...

Fixed Meal Plan

The meal kit is fixed, meaning I can’t modify a recipe, even if I have or I'm allergic to something from the recipe.

Tedious Cooking Instructions

Too much info given in one steps, it’s hard for me to keep up with the instruction and cook at the same time.

Then I interviewed current users to gain further insights on the pain points..

7 potential users did the interview and here are some useful points I got:

My main goal:

The user journey:

Change 1:

Current

(Fixed plan, can’t change the kit.)

New

(Add your own products before ordering.)

Change 2:

Current

(Scattered Information.)

New

(Easier to look through.)

Change 3:

Current

(Too much text for cooking instruction.)

New

(Read from distance and control the speed by tapping or speaking when hands are dirty.)

At the meantime, users can put their phones near the stove and cook with both hands:

Thoughts And Learnings

- This project was completed in 2021, and all modifications were implemented based on the app's features at that time. Considering it's now 2024, after several updates to the app, it's likely that current users face different issues, and designers might explore alternative solutions. With the launch of Apple's Vision Pro, could incorporating augmented reality (AR) offer a new approach?

- User experience encompasses more than just the mobile app, although this study primarily concentrated on the cooking instructions aspect. Other elements, such as the meal kit itself, also play a crucial role. To address the issue of fixed meal plans, perhaps adjustments during the meal packaging process could provide a solution?