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Hello Fresh
HelloFresh is an international meal kit company that provides services of recipes and fresh foods packaged and delivered straight to their customer's door. At first look, there were no issues with the UI but after conducting some research I came upon a review of the company's branding, stating that their new logo mark that had darker green shading resembled mold. Additionally, there were customer complaints on the Better Business Bureau regarding bad user experiences with customer service, when it came to giving refunds and cancelling subscriptions.
*Disclaimer: This is a concept based project and not at all affiliated with HelloFresh
Prototypes
App View - Customer Survey
Desktop & Mobile Website View
My Role: UX Researcher, UI Designer, Graphic Designer
Problem Statement: How might we solve the users problem of canceling their subscription to build trust?
Who is the User?: Someone who enjoys cooking but does not have time to grocery shop. They are budgeting by using HelloFresh and occasionally need to skip their weekly meals.
What was designed: Desktop Website View, Mobile Website View, App Feature
Mood Board
When life gives you lemons, you think of HelloFresh ...
As previously stated, the color green used in the logo mark was reminiscent of mold for some users. According to the World Wide Web, lemon is considered the freshest of fruits. The solution was simple. It involved using the pen tool to replicate the shape of the lime for the lemon, then used a gradient tool to create the texture for the lemon, the same yellow used in the color palette. The light undertone of the lemon is a reminder of freshness.
The UI solution that also became a UX solution involved adding a new page to the site altogether. Users have complained about the obstacles it takes just to cancel their subscription or to get a refund. Part of this issue was the miscommunication between the user and customer service, or lack there of.
To create a solution and build trust with the Hello Fresh brand, I added a feature that enable users to choose between three options to postpone their meal deliveries: 1 week, 1 month, 3 months. It is easily accessible in the drop down menu of their account via the website.
Key Takeaways & Next Steps
At the time of this project the main focus was User Interface. In future work, it would be beneficial to do a competitive analysis to see how similar brands are fairing with these same topics.
My next steps would be to conduct user testing on the logo to see if it resembles freshness and to see if the addition of the 'Rate of Subscription' option is easily accessible and if it rebuilds users' trust in the brand.