HelloFresh wanted to launch a new category called Extras that included food products such as desserts and fruit. These products are available as one-off purchases and on subscription basis. This was an effort towards diversifying product range, and offer food for occasions other than dinner—the company’s main offering. The challenge for the product team that I worked with was build and integrate an MVP within the current digital experience across iOS, Android, and web. We built and refined the experience through iterative design process, and as a result, we launched the product and nearly doubled the uptake within two quarters.​​​​​​​
My role
I was involved in the project from concept formation to execution phase. This included, competition benchmarking, formulating information architecture, usability testing (working with a UX researcher), managing stakeholders, and designing UI (working with a UX writer).
Phase I: Launching Extras subscription and one-off without disrupting the existing meal selection experience
As the main goal of the first phase was to gauge the response, it was decided to launch an MVP based on the existing infrastructure of the digital platform to promote and make it available to customers. As a first step we revisited the high-level user flow of the digital platform to accommodate the new product. The changes to the existing information architecture were kept to a minimum. We developed several entry points that lead to Extras without touching the ‘backbone’ of meal selection flow.
As a result of the revised information architecture,
• Additional tab for Extras was created (the behaviour on web differed from that of the native apps)
• User flow and additional plans page for subscription model were generated
• Account settings page was redesigned to reflect the Extras subscription
• To added value at appropriate moments in the journey, time-based nudges were created to guide users to the new product  
Phase II: Analyse the product behaviour and performance and refine the product better meet users’ expectations and needs.
As the product gained enough traction to meet the success criteria set for the MVP, we focused on driving the performance. Working with a business analyst we found out that the major drop-off were happening at a particular moment in the user journey. To understand the problem further we ran a usability test with existing customers.​​​​​​​ 

Looking at the meal selection funnel, we discovered only 38% customers were getting exposed to Extras.

Usability testing
The test was comprised of 6 goal-based tasks. The participants of the test were existing customers of varying loyalty score. Findability, communication, and understanding of the modular subscription model were the key areas we investigated through the tests. I worked closely with the resident UX researcher to formulate and conduct the tests.

Usability test results summary sheet

Findings and design revisions
Extras were getting lost on Meal Choice page. Since the experience of this page was build with main objective of choosing meals in mind, the copy (message) which was not to be altered. This hindered from highlighting Extras. As a result, Extras were not getting its due attention. As a solution, we redesigned the funnel, where we split the meal and Extras in two parts. This helped Extras gain more prominence without touching the meal selection experience.

Redesigned funnel that routed users through newly created Extras page

Visibility of Extras on My Deliveries page was one of the key issues that was identified. Since the products were ‘added’ to the existing layout of the page, they far too down, and we discovered users don’t scroll on this page. Another, problem was that the Extras couldn’t be added unless users entered the Meal Choice mode. As a solution, each week one product from Extras was featured higher up on the screen with functionality to add from My Deliveries page and Recipe page.
To clear the confusion that users had around areas such as delivery date, size and quantity of products, we introduced new text at useful moments in the user journey. We also made some of the CTA copy more descriptive to better inform users what action they are about to perform and what result to expect.

Revised buttons to clarify that the Extra will be only added to a particular week, and not as a recurring subscription

The info button the image was easily missed by most test participants, hence we added a clear action text, "Know more" to take users to the product description page.

Another insight from the study was that users didn't know when to expect changes to affect their deliveries. To clear this confusion, on the confirmation modal, we added clear indication of from which exact delivery the changes to the deliveries will be made.

As a result of these design revisions, the uptake of Extras went up by ~193% in two quarters.
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