Tools: Sketch | InVision | pen and paper

Scope: 2 weeks

My Role :

• Competitive analysis

• Data analysis

• Persona

• User testing

• Wireframes

• High fidelity prototypes

• Image graphics

• Copy writing & editing

Green Chef

As the #1 lifestyle meal kit service, Green Chef delivers restaurant-quality, easy-to-cook meals right to your doorstep. They stand out with chef-curated recipes using organic, sustainably sourced ingredients. Green Chef caters to specific diets: keto, paleo, vegan, and vegetarian.

The Challenge

New Green Chef customers lack guidance on managing their account and placing their first order. This critical transition from prospect to active customer isn't adequately addressed. Additionally, the main account page interface is cluttered and outdated, making navigation unintuitive and key features hard to find, unlike Green Chef's competitors.

Research

I thought it was important to explore the experience and expectations of Green Chef subscribers, gathering data from new and recently subscribed users. The focus: understanding sign-up questions, subscription expectations, reasons for cancellation, and how to bridge the gap between prospective and committed customers.

Data Insights

Data were gathered from Green Chef customers from when they were signing up for their account and also cancelling.

#1. Top reasons for customer account cancellation:

#2. Top questions asked by new users:

Card Sorting Results

I then created a card sorting exercise given to active users, I wanted to better understand the importance of the functions related to their account. The results below helped give insight in this area.

Persona

The final step in the research phase was knowing who our common user was. From current data, I created a persona to predict common user navigation patterns:

Findings

With a full account page redesign months away, I proposed an onboarding tutorial to enhance user experience and improve retention. Analyzing survey data and card sorting insights, I was able to further identify the most crucial account features. The tutorial aims to guide new users through their first order and subscription management, addressing company needs by targeting factors influencing user satisfaction and retention.

Scope - Defining the project

Within-Scope:

• Tutorial for early user experience on the main account page

• Focus on features driving customer value and early retention

Out-of-Scope:

• Tutorials for all features

• Entire customer journey experience

• On-boarding review feature

Benefits of a tutorial:

• Improved customer satisfaction and account management

• Higher retention through better subscription utilization

Risks:

• Potential user annoyance leading to account cancellation

The Design

Wireframes #1

The first design I created was a hopper style tutorial. The hopper wireframes captured the main steps defined in the research phase.

Tutorial Steps:

1. Select Menu Week

2. Pick Your Recipes

3. Weekly Order Summary

4. Subscription Details

5. Edit an Individual Week

Once the wireframes were user tested, it became clear that the hopper, on an already crowded interface, has the high potential to cause user confusion. A redesign and a new approach to the design of tutorial. So I scrapped the hopper and moved forward.

Wireframes #2

In the final design decision, I landed on a carousel approach. I was aiming for a comfortable, non-overwhelming introduction. From these wireframes, we moved to a high-fidelity prototype, with the following changes to be made.

Changes included:

• Streamlined copy

• Reduced steps

• Removed cut-off date from first step

• Updated overall design

• Adapted for desktop

Final Design

The refined tutorial has five steps:

1. Welcome page

2. Select a Week

3. Set Order Quantity and Choose Recipes

4. Modify a Week

5. Edit Subscription

This approach addresses the key user concerns while guiding them through their first order, tackling previous pain points that led to cancellations.

Image Graphics

I then created lightweight graphics to illustrate each step, making the tutorial more intuitive.

Next Steps

The onboarding carousel went into development. Green Chef will then track completion rates, early exits, and impact on retention. This framework will also inform future onboarding experiences and account features. I found leading this project rather creative, enjoyable and collaborative.