Synopsis & Process Overview
About
We performed a heuristic evaluation of the HelloFresh App. After doing so, we redesigned the application to better suit the needs of HelloFresh Customers and created a design system to assist future design teams & create a consistent system.
Sarah's Journey
Based on our own research and app usage, we came up with this task flow and also identified pain points, particularly when attempting to pay for the product.
Heuristic Criteria
Usability Heuristics
Using Neilson & Norman's 10 Heuristics for Usability, we were able identify issues with the application that would cause pain points for the consumer.
Evaluation Scale
In addition to identifying problems, we also were able to create an evaluation scale which identified the severity of each problem in order to prioritize what needed to be updated
Urgency Scale
The result of the analysis was the graphic above, we identified 6 pain points and then plotted them on a graph to help us visualize the importance of making those changes as well as the effort involved in making those changes.
Addition of a New Modal
Customers weren't shown what meal options they could have with HelloFresh. This was off-putting and confusing to Sarah.
Pain Points:
- There was no pricing information about the product
- Sarah had no idea what types of food she could expect from HelloFresh
Solution:
- created new modal with options to select meals before being asked to pay for the product
Registration Page
The registration page for the app had way too much information for one page which was confusing for Sarah.
Pain Points:
- too much small text that was tedious to read and confusing to look at
- lack of affordance to signify additional content below the CTA
Solution:
- creation of easy to consume bullet points that explain the information
- Split up content onto a second page so that Sarah can see all the information that's important
Pricing Information
The prices weren't explained very clearly at the beginning of the page. Sarah was shocked to see how much she was spending at HelloFresh at the end of her journey and backed out.
Pain Points:
- pricing was unclear, price per portion wasn't thoroughly explained
Solution:
- added a clearer breakdown of the price earlier on the task flow
Typography
Color Styles
Color Styles
Color Styles
Color Styles
Color Styles
Buttons
Color Styles
Buttons
Assets
Iconography
Buttons
Form Fills
Iconography
Iconography
Iconography
Iconography
Iconography