Bounce That Bounce Rate
B2C
eCommerce
Subscription
Meal Kits
My Role
Sole contract designer with My Food Bag | Contract via product | Contract | Hybrid | Auckland, New Zealand
Sole contract designer with My Food Bag | Contract via product | Contract | Hybrid | Auckland, New Zealand
Sole contract designer with My Food Bag | Contract via product | Contract | Hybrid | Auckland, New Zealand
My Impact
My Impact
+22% conversion rate
+14% attachment rate
+1.8% average order amount
+$5.5m revenue
+22% conversion rate
+14% attachment rate
+1.8% average order amount
+$5.5m revenue
+22% conversion rate
+14% attachment rate
+1.8% average order amount
+$5.5m revenue
Scroll to explore
The Situation
The Situation
The Situation
My Food Bag delivers premium meal 🍗 kit subscriptions
My Food Bag delivers premium meal 🍗 kit subscriptions
My Food Bag delivers premium meal 🍗 kit subscriptions
turnover per year
customers
subscription bounce rate
turnover per year
customers
subscription bounce rate
turnover per year
customers
subscription bounce rate
Entered IPO after 📈 roaring success during the COVID 🦠 lockdown
Struggled once everyone gave up on their hobbyist culinary dreams 👨🍳 , and returned to work
Entered IPO after 📈 roaring success during the COVID 🦠 lockdown
Struggled once everyone gave up on their hobbyist culinary dreams 👨🍳 , and returned to work
Entered IPO after 📈 roaring success during the COVID 🦠 lockdown
Struggled once everyone gave up on their hobbyist culinary dreams 👨🍳 , and returned to work
The Target
The Target
The Target
The Conflict
The Conflict
The Conflict
🤼
Everyone had a different idea of what was causing the bounce… I had to find out
Everyone had a different idea of what was causing the bounce… I had to find out
Everyone had a different idea of what was causing the bounce… I had to find out
The Work I Did
The Work I Did
The Work I Did
Through my process of co-creation, and taking stakeholders on the journey, I reignited 🐦🔥 a positive and collaborative working relationship between departments
This allowed me the support and buy-in to complete various targeted, impactful design initiatives
Through my process of co-creation, and taking stakeholders on the journey, I reignited 🐦🔥 a positive and collaborative working relationship between departments
This allowed me the support and buy-in to complete various targeted, impactful design initiatives
Through my process of co-creation, and taking stakeholders on the journey, I reignited 🐦🔥 a positive and collaborative working relationship between departments
This allowed me the support and buy-in to complete various targeted, impactful design initiatives
1
what's causing the bounce?
Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
I conducted a site visit to understand operations
2
problems identified
🤔
Problem 1
Users spend minutes on browsing first week recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flow
Refine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selector
Deep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma
…with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing the bounce?
Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
I conducted a site visit to understand operations
2
problems identified
🤔
Problem 1
Users spend minutes on browsing first week recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma
…with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing the bounce?
Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
I conducted a site visit to understand operations
2
problems identified
🤔
Problem 1
Users spend minutes on browsing first week recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma
…with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing the bounce?
Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
I conducted a site visit to understand operations
2
problems identified
🤔
Problem 1
Users spend minutes on browsing first week recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma
…with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
1
what's causing
the bounce?Data analysis to see when bounce was occurring in the flow
Install heatmapping and video recording using FullStory
Customer qualitative analysis via machine learning sentiment analysis
Install heatmapping and video recording using FullStory
2
problems identified
🤔
Problem 1
Users spend minutes on browsing recipes and often get interrupted
🤔
Problem 2
Subscriptions are very confusing and form is desktop first with no responsiveness
🤔
Problem 3
Can’t see cart total after the first screen so keep hitting back - loosing progress
3
establish design principals
🏛️
Principal 1
Redesign the acquisition form with a user-centric lens
🏛️
Principal 2
Users should 'fall-through' the acquisition flow from arriving on the homepage, to checkout completion
Exemplar Research to see how others attack 🪃 issues
4
Solution A:
fix the flowRefine input fields/flow via co-creation stakeholder sessions
Delay steps (where possible) into new ‘Activation’ and 'Upsell' sub flows after conversion
🤓
Completed 3 technical review sessions 🕵️ throughout the process to address data and architecture considerations.
E.g. moved the 'Email/social login' screen to immediately after the bag selector as we needed an email address store user 💽 data securely. 🥷
Redesign all remaining screens and validate with rest of business in lunch room
5
Solution B:
the bag selectorDeep dive current state teardown of subscription screen
Simplify and redesign from the ground up, mobile first
6
Solution C:
persistent cartAdd persistent footer to resolve main bounce 🦹 culprits, allowing users to see:
Difference between bag costs without exiting flow
When discounts are applied
User testing, synthesise feedback and iterate designs
Present findings and final designs to key stakeholders
7
Bonus Solution:
add-onsDesigned interactive prototype and tested an additional 'add-on' option after the flows Acquisition and Activation stages to increase average order value.
Presented results to business owners to gain buy-in for the idea
ISSUE!
Kitchen Add-On's could not be added until operations system upgrade was complete.
Postpone 'The Kitchen' feature into it's own release in 6 months
8
design ops
Migrate Design Ops from partner agency, create phase strategy for Figma files
Work with Tech Leads to establish StoryBook
Onboard and up-skill junior front end developers
Permanently incorporate a design review step as part of the build process with Product Owners and Tech Leads
Setup base components in Figma with seperate libraries and grids for iPhone and responsive web app
9
release time!
3 Multivariate A/B tests
2 weeks each
Full validation of all changes
Here is the stakeholder check-in presentation showing user testing process and results for the 'Kitchen Add-on' feature set
Here is the stakeholder check-in presentation showing user testing process and results for the 'Kitchen Add-on' feature set
The Result
The Result
The Result
Reduced pre-conversion screens by 🧑💻
Reduced pre-conversion screens 🧑💻 by
Reduced pre-conversion screens 🧑💻 by
Conversion rate 🎯 +10%
Conversion rate target 🎯 +10%
Conversion rate target 🎯 +10%
order add-on attachment rate
order add-on attachment rate
order add-on attachment rate
average order value
average order value
average order value
Annual income correlated with these improvements
Source Document
Annual income correlated with these improvements
Source Document
Annual income correlated with these improvements
Source Document
Don't take my word for it...
Don't take my word for it...
Don't take my word for it...
“
“
it feels like a really mature experience, it feels like we’re growing up
👨🎨
Board Member
My Food Bag
“
“
Really nice, this is really going to work well
🧑🔬
Research Partner
External Consultant
“
“
Across FY22, recipe choice drove higher average order value and increased order frequency. It is clear that this strategy is delivering what customers want and business outcomes.
👨💼
Chair/CEO
My Food Bag
“
it feels like a really mature experience, it feels like we’re growing up
👨🎨
Board Member
My Food Bag
“
Really nice, this is really going to work well
🧑🔬
Research Partner
External Consultant
“
Across FY22, recipe choice drove higher average order value and increased order frequency. It is clear that this strategy is delivering what customers want and business outcomes.
👨💼
Chair/CEO
My Food Bag
“
it feels like a really mature experience, it feels like we’re growing up
👨🎨
Board Member
My Food Bag
“
Really nice, this is really going to work well
🧑🔬
Research Partner
External Consultant
“
Across FY22, recipe choice drove higher average order value and increased order frequency. It is clear that this strategy is delivering what customers want and business outcomes.
👨💼
Chair/CEO
My Food Bag
Get in touch
Let me know if you would like to have a chat
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Get in touch
Let me know if you would like to have a chat
Get in touch
Let me know if you would like to have a chat