Mads Motush

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      • RetrOffice
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      • Hello Fresh Evaluation
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    • RetrOffice
    • Strange Attractors
    • Hello Fresh Evaluation
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Hello Fresh Heuristic Evaluation

Project Overview

Team

Mads Motush and Angela Pak

Timeline

2 Weeks

Role

UX Designer, Researcher and Presenter

Tools

Figma, Pen & Paper

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.  

Analysis

Phase 1: Evaluating Persona' Pain Points

 

After rifling through the HelloFresh app, my partner Angela and I came to an agreement of a task flow we wanted to work with. From here, we were able to get a better focus of what we wanted to fix.

​

We were also able to create our persona, Sarah. She was based on the following criteria:

- 20 something year old trying to eat healthy

- in a Junior position and not looking to break the bank

- Often busy and can't spend that much time on making food

​

The task flow we'd create would also help us in both empathizing with the customer and to help us get a better understanding of the process a customer takes through the app and where the problems might lie. 

 

The task flow we'd create would also help us in both empathizing with the customer and to help us get a better understanding of the process a customer takes through the app and where the problems might lie.  

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. 

Redesign

Phase 2: Makeover time!

 After performing and presenting an analysis for usability of the HF app, it was time for us to make good on our word. Below are examples of the most impactful changes we would make in the redesign of the product pages 

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 

Organize

Phase 3: Design System

 It was now time for my partner and I to go our separate ways to flex our organizational muscles. I created a design system in order to convey the elements that other designers could utilize to create consistent brand and style elements to increase accessibility of the HelloFresh product.  

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

Conclusion

Next Steps & Reflection

 

The next steps for the HelloFresh App are to:

- further improve the design consistency of the style guide

- perform user tests on the current product 

- research competitor apps for inspiration 

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Mads Motush c.2023

(914) 625-6252

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