Challenge

As part of a design challenge at HelloFresh, I was tasked with analyzing the existing acquisition flow on their website and identifying areas for improvement to reduce customer drop-off. A significant portion of visitors were abandoning their shopping carts during the checkout process. This high drop-off rate was hindering the company's ability to convert website visitors into paying customers.

Overview

For redesigning the acquisition flow, I kept my focus on the signup process. I wanted to make sure that the flow was simple, clear, and smooth in order to keep users on the path of purchasing a meal plan.

One thing that jumped out to me in the current on-boarding flow was how much information was on each page. I found it a bit difficult to stay focused on completing the purchase path because there were so many things to look at.

I also found myself being hesitant to put in my credit card information and commit to purchasing a plan before I selected my food. I wanted to ‘see’ what I was committing to before going through that final step. Yes, I could go back to the menu section, but that was extra work and brought me out of the on-boarding flow.

Main Takeaways:

• The main CTA button on the homepage did not take users to the signup flow 

• The hero copy did not fully embody the brand values of HelloFresh

• The signup flow had opportunities for distraction or leaving the path

• Selecting the final product (the recipes) is behind a paywall. 

HelloFresh’s Current Signup Flow  

Competitive Research

I looked at similar companies’ on-boarding flows to get a sense of how their acquisition funnels were designed.  Sunbasket, Green Chef, Plated, and Blue Apron were the ones I focused on.

MAIN TAKEAWAYS

• Sunbasket was the only service that allowed the user to select their recipes before paying

• Most services took users to a separate flow that removed the main navigation and added a visual marker for where the user was in the signup process

• Most services removed all content that was not relevant to the signup process

BLUE APRON’S SIGNUP FLOW  

PLATED’S SIGNUP FLOW  

Solution

I simplified the process into 4 steps:

Create Account, Select Plan, Select Recipe, Payment

I felt that moving the recipe selection to the front of the paywall helped users complete the process. They knew what they were purchasing and they could get excited about it.

Screen breakdown

• I updated the copy to reflect the fun tone of the homepage copy. 

• I changed the copy on the buttons to make them more actionable and specific. 

• I added clear tracking at the top navigation, so users know where in the signup process they are.

• I added the sage green color (from the original homepage banner image) as a background, in order to have the form fields pop and let users know that they are still in the HelloFresh world, but in a specific flow.

• I removed any content that was not directly related to the signup process.

The original banner text did not invoke the brand feelings of inspiration, enjoyability, and ease.  I updated the copy to give the home page more allure and entice people to explore the products.

The main CTA button now takes the user directly into the signup flow, instead of to the menu page. This way the user can begin to be on-boarded right way.  the payment plan listed