Hello Fresh
The objective of this project was identifying opportunities for improvement in user experience and overall usability in the Hello Fresh app. In this project, I acted as a product manager and with thorough research, I formulated a comprehensive app/website redesign proposal with a product-oriented approach.
The Solution
After conducting extensive research and a comprehensive brand analysis, I propose that HelloFresh integrates a voice feature and a Chat AI assistant into their application to elevate accessibility and user experience. By harnessing AI technology, the seamless implementation of these features will not only set HelloFresh apart as an innovative platform but also enhance its user-centric approach. In the redesigned user interface for preparing beef stroganoff, the Chat AI assistant takes center stage, providing real-time guidance, while accompanying video instructions for the recipe unfold as users navigate through the prototype.
The Process- Pre Research
How to Win In Our Market
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1. What is our winning aspiration for our digital app/e-commerce business?
HelloFresh's winning aspiration can be to become the leading and most trusted meal kit delivery service globally. This means not only expanding its market presence but also continuously improving its services, including the digital app and e-commerce platform.
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2. Where will we play in the market landscape?
HelloFresh plays in the meal kit delivery and e-commerce market, catering to busy individuals and families looking for convenient and healthy meal solutions. The company should continue to expand into new geographic markets and potentially diversify its product offerings, such as catering to specific dietary preferences or expanding into related food categories.
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3. How will we win in our chosen market?
-Offering a wide variety of meal options to cater to diverse customer preferences.
-Ensuring high-quality ingredients and reliable delivery services.
-Leveraging its digital app and e-commerce platform for an easy and personalized customer experience.
-Investing in marketing and customer engagement strategies to build brand loyalty.
-Innovating in sustainability practices to align with the growing demand for eco-friendly solutions
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4. What capabilities are essential to our strategy?
HelloFresh's essential capabilities include:
-Supply chain and logistics management to ensure timely and fresh ingredient deliveries.
-Culinary expertise to create appealing and diverse recipes.
-Technology and data analytics capabilities for optimizing the user experience on their digital app and e-commerce platform.
-Customer service excellence to handle inquiries and issues efficiently.
-Marketing and brand management to attract and retain customers.
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5. What management systems do we need to maintain and improve our capabilities?
HelloFresh should implement:
-Robust supply chain and inventory management systems.
-Data analytics tools to gather insights on customer preferences and behavior.
-Regular customer feedback and quality control processes.
-Employee training and development programs to enhance culinary skills and customer service.
-Sustainability initiatives to minimize environmental impact.
Objective 1
Improve Customer Satisfaction and Retention
Objective 2
Enhance Personalization and User Engagement in the App
Objective 4
Optimize Sustainability and Reduce Environmental Impact
Objective 3
Expand Market Presence and Geographic Reach
Objective 5
Enhance Operational Efficiency and Quality Control
User Persona
Meet Sarah, a working professional and a mom of two with a busy schedule. She's the persona we'll focus on for HelloFresh's jobs to be done.
Jobs to be Done
1. Effortless Meal Planning: Sarah's days are hectic, and she often struggles to plan meals that are both delicious and nutritious. She doesn't have the time to browse through cookbooks or websites for recipes. Her job to be done is to simplify meal planning so that she can quickly select recipes that suit her family's preferences and dietary needs.
2. Convenient Ingredients Sourcing: Sarah often finds herself juggling between work, school pickups, and household chores. She needs a convenient way to source fresh ingredients without making frequent trips to the grocery store. Her job to be done is to have ingredients delivered to her doorstep, reducing the hassle and ensuring she has everything she needs for the week's meals.
3. Diverse Culinary Exploration: Sarah enjoys treating her family to new and exciting dishes but struggles to find the time and inspiration. Her job to be done is to explore diverse cuisines and flavors easily, introducing her family to new culinary experiences without spending hours in the kitchen.
4. Healthy Eating Simplification: Maintaining a healthy diet is important to Sarah, but it's often challenging given her busy lifestyle. Her job to be done is to simplify the process of preparing nutritious meals, ensuring that she can provide her family with balanced and wholesome food without the need for complex meal planning or calorie counting.
Customer Journey Map
Grasping the psychology and needs of your audience is crucial for effective user experience, as it allows you to speak their language and comprehend their motivations. When you learn to frame things with this insight, it increases the probability of the YES from the customer. Therefore, I tried to put myself into the mindset of our Hello Fresh users.
I did a competitive analysis to get a better understanding on how to categorise and evaluate the key features of competing digital products. This also helped me find Hello Fresh’s unique value proposition and areas for enhancement. I also made a competitive feature matrix that can be viewed here. https://docs.google.com/spreadsheets/d/e/2PACX-1vShH-2EFi29xmusK2roq33wvdQ4LLtj_I7hIqP8Ggk224iPJkhYG7D2ZPH0nqrlQN2xg_EHjEej0wwV/pubhtml
App Analysis
Backlog
Next, I made a backlog to maintain a dynamic and prioritized list of features, improvements, and user stories, ensuring that the app can continuously evolve to meet user needs and preferences. It helps me and will help Hello Fresh to to prioritize, plan, and efficiently develop new features, optimize user experiences, and adapt to changing customer expectations. This can be viewed with this link. https://docs.google.com/spreadsheets/d/e/2PACX-1vQQfZD9kb3z6I16KqneXZImrUzM99-dbDj3K2lmq2KPAzrtWPRId4hJc0Nu8B9WthRN7deGIpGr7Gys/pubhtml
User Flow
This is an example of the steps a user would go through using the proposed innovations of the chatbot and the video instructions.
Product Roadmap
I also made a product roadmap based on my product backlog, showing my plan for the product over 6 months. https://www.figma.com/file/H6qVtQZDCtjedorwRNxf4y/Untitled?type=whiteboard&node-id=0%3A1&t=LNDMBUCHXeldzQYt-1
Business Model
I created a business model to map out how a chat assistant and video cooking instructions will create value for users and how they fit into the wider market. The map also shows how these features are aligned with both customer needs and Hello Fresh’s strategic goals.
In conclusion, the integration of a voice feature and Chat AI assistant into the HelloFresh app stands to elevate the user experience of the Hello Fresh app to a new level. By using AI technology, HelloFresh not only demonstrates a commitment to accessibility but also solidifies its position as a trendsetter in the meal kit industry. It also showcases HelloFresh's dedication to meeting the evolving needs of its users, setting a new standard for innovation and user-centric design in the arena of meal planning and delivery services. Throughout this project, I gained valuable insights into the pivotal role that technology plays in shaping user experiences and differentiating brands in competitive markets. Throughout the research and analysis process I learned more about the significance of anticipating user needs and incorporating these into innovative solutions. For example, voice features and Chat AI assistants, enhanced accessibility and user-friendliness. Overall, this project showed me the importance of current industry leaders keeping up with consumer expectations and the importance of staying at the forefront of technological advancements to remain relevant in our quickly evolving business landscape.