HelloFresh Mobile App Redesign Challenge
A 12-hour usability competition hosted by HelloFresh. The main objective was to find a solution that provides a Market experience more functional and effective for HelloFresh mobile app user.
Background
Founded in Berlin in 2011, HelloFresh is a global
meal-kit subscription service that sends users a box
of pre-portioned ingredients and recipe cards each
week. The number of meals, servings size, and plan
preference (e.g. Veggie, Family Friendly, etc.) are
selected by the user during sign-up.
While their initial plan preference selection(s)
determines pre-selections and which items are
highlighted on the menu, every user has access to
the entire menu each week.
Goals
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Provide a “Market” experience to users
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Easily view the options available in the Market
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Improve the flow when adding and saving Market selections
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Create a better flow when navigating through the app
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Produce intuitive navigation between Meal Kits and Market
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Improve personalization of app experience
Method
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Personas
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Understanding who our target users were​
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Empathy Map
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Visualizing what we know about the target users​
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Competitor Analysis
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Finding out if there are any gaps in the market​
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Interview with SME
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Exploring user's needs, motivations, and challenges in using a mobile app.​
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Create Wireframe (Parallel Design)
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Addressing the users' needs by using pen and paper​
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Create Initial Prototype (Figma)
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Getting real feedback from sample users​​​
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Usability testing on initial prototype
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Understanding the pain points of different users​
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Finalize prototype
Recommendation
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Cart clarity and comprehension
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In-item selection market recommendations
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Meal kit and Market categorization
Lessons Learned
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Time managing is very tough
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Having a plan and timeline is very critical
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Organizing questionnaire before an interview should be very helpful