Mads Motush and Angela Pak
2 Weeks
UX Designer, Researcher and Presenter
Figma, Pen & Paper
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.
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.
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.
Using Neilson & Norman's 10 Heuristics for Usability, we were able identify issues with the application that would cause pain points for the consumer.
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
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.
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
Customers weren't shown what meal options they could have with HelloFresh. This was off-putting and confusing to Sarah.
Pain Points:
Solution:
The registration page for the app had way too much information for one page which was confusing for Sarah.
Pain Points:
Solution:
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:
Solution:
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.
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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