HelloFresh
User Research, UX Strategy, Workshop Facilitator
I worked as the UX advocate and worked with the product owner to create a backlog of projects that were rooted in user research and insights which led to solving the biggest user painpoints in the new user flow and ultimately increased recurring customer count from 1.45 million to 7 million.
HelloFresh product team noticed a big drop-off of customers in week 1-5. A new product squad named Early Retention was created and tasked with solving this big and vague problem. More research and investigation needed to be done to figure out how we can decrease this drop-off of users.
User research, UX strategy
Conduct user research, identify user problems, prioritize them, and help the product owner break down these problems into manageable projects, add them to the backlog, and explore solutions.
Build out a ~6 month backlog to improve the customer retention between week 1-3 that will not only improve our product KPI but also solve user painpoints.
Gather existing user feedback:
Usabilla
Lookback user testing videos
NPS survey
Customer care tickets
Customer care survey
I led a research synthesis workshop with my PO and Squad Lead to sift through user research and find patterns.
We found 4 main user problem areas:
Customers don't like the menu they see in the first week
Frustrating and confusing figuring out how to select meals for 1st box after checkout
Delivery issues and no way to give feedback or resolve these issues (first 3 boxes)
Unsure how to plan ahead and select meals after 1st box
…improve the experience of choosing meals for first time customers?
…educate/encourage first time customers to plan ahead/manage account early on (after 1st meal selection)?
…eliminate disappointment pertaining to delivery issues with the new customer's 1st-3rd boxes AND gather more feedback about these issues?
I planned and facilitated the workshop where the entire multi-disciplinary team participated.
Solution
Built out a prioritized backlog for the next 6 months with ideas of various sizes with the goal to solve user painpoints while also focusing on the business KPI of increased customer retention between Box 1-3.
Not only did we achieve these UX and business goals, but everyone on the team felt aligned and like we were focused in solving these problems together.
User focused backlog is crucial
I was lucky enough to be included at the origin of the newly created Early Retention team, therefore it was easier for me to advocate for me the Product Designer to have a seat at the table for the backlog creation and strategy. I had a great product owner that I worked alongside who was supportive of this.
I used my design thinking skills to manage both business requirements with user needs. We build a backlog that not only kickstarted prioritized backlog ideas, but strengthened team alignment and the teams understandindng of user painpoints.
Melinda
Product Owner
Amanda McMicken (Me)
Product Designer
Marta
Squad Lead
Rest of Early Retention Team
2 Frontend Developers, 1 Backend Developer, 2 QA Engineers
Please reach out if you would like to see any project more in detail, interested to work with me, or just wanna grab a coffee and chat!
Amanda McMicken