A healthy approach to add more customer base to Hellofresh
It seems, the mealkit fever is spreading to Europe from US. Hellofresh’s steady growth in customer base shows that Europeans have started revisiting their cooking style to this new convenient way. As the competition tightens it is crucial to meet all aspirations of the potential customer base.
What problems are mealkits solving?
Mealkits solves most of your troubles if you are a newbie cook. The chef curated fresh meal ingredients of diverse flavors, reach at your doorstep, carefully portioned and with a well explained recipe.
The mealkits also answers the endless ‘what’s for dinner?’ debates in every households.
It avoids boring grocery shopping trips and guilt of wastage of food since each meal is portioned per person.
Hellofresh
HelloFresh, the leading meal-kit service, is subscription based similar to other platforms. With approximately 5.3 million customers worldwide, the company is targeted principally at those aged between 30 and 50 years of age, largely including young professionals, and young families with working parents.
A typical Hellofresh customer
Meet Karen, she is a working mom and food explorer. She relies on Hellofresh to save time of meal planning and grocery shopping. The company also satisfies her crave for diverse appetite.
Most of Karen’s problems are delivery issues and repeated menus. At times she feels the meal is not healthy enough.
Once the meal was so cheesy that we were not able to eat it. The entire kit was wasted. How awful!
Keeping loyalty to the existing customers is important. But the issues of Karen are peripheral and solvable by organizational strategies.
But there are some clues in Karin’s story where Hellofresh can improved upon.
How can we increase the clientele beyond Karen’s?
Over the years, the meal preferences of the crowd have been maturing in a the greener and healthier direction. People are more proactive to diets which nourish the body and mind.
The trends includes:
- Vegan
- Gluten free
- Locally sourced
- Sustainable
- Organic
In fact, 26% of global consumers look for the country of origin on food and drink labels
With these nutrition trends gaining steam in 2021 and beyond, the food industry must be more transparent to build customer trust.
Competitions
The potential competitors are introducing more dietary customization offers. I have managed to bring a few into my comparison study.
It’s time to empathize with the a new persona
Now meet Lenny, 25 , single, vegan and fitness freak. He need more transparency in meals he gets.
How Hellofresh can adapt?
The meal preference page can be more customizable to include more dietary options. And each dish can show labels such as:
- Calorie values
- Organic
- Locally sourced
- Gluten free
- Keto/Paleo
Proposed design
User can choose the type of box before they choose a plan box. Keeping ‘Normal box’ as the default option.
The price of the diet plan would be higher since carefully chosen ingredients makes it expensive.
The normal box is kept as before with small tweak on time saving dishes. This design accommodates the existing users and doesn’t disturb existing subscriptions.
In the diet box, user can choose the calorie thresholds 600, 1000, 1500 ( needs more research on values)
The option to select diet plans such as Vegan, Keto, Paleo, gluten free or diary free.
End of the line
This project is part of a design challenge I did with Hellofresh. The UX of hellofresh is so intuitive that users attain their goal in just a few clicks. It was a challenge for me to keep in line with their design style and come up with my idea.
Limitations
This project is completed in a limited time limit of 7 days, so the design is not backed by in depth user researches and testing iterations.
All finding referred are from publicly available resources.
Design is restricted to mobile version of Hellofresh website.
Tools
Figma & Maze
