Testing Design: HelloFresh.com

A usability test on the Hello Fresh website.

Why Hello Fresh?

Hello Fresh is one of those amazing services that combines the convenience of delivered groceries with the ease of 30-minute meals with Rachael Ray. As a fan of Hello Fresh, I was curious to see if other people thought their website was as convenient and easy to use as I think the service is.

Here is my analysis and a few suggestions based on the results of the usability test.

Research

The research answered the following questions:

  • Can users find the information they need?
  • Can users easily order the service?

I asked five people to run through a usability test with me and asked them to:

  1. Research the product.
  2. Find out if their cities are deliverable.
  3. Begin the conversion process.

Let’s see what I found out!

Analysis

After finishing the interviews, I collected my notes and wrote down notable comments from each user onto Post-Its…

…and established some recurring pain points.

As you can see from the image above, several themes were noted, but we will focus on the three with the most feedback: conversion, finding deliverable areas, and the call to action.

1: Conversion

The conversion process proved to be the most challenging task for the users. I observed several reasons for this during the usability tests.

As users go from page to page the navigation bar stays consistent and prevalent. The image below shows Hello Fresh’s navigation bar which, at first glance, doesn’t seem to have a direct link to order. It turns out that “Our Boxes” is the right button to select should the user choose to order, but the terminology doesn’t convey that to the user.

 “Our Boxes” doesn’t immediately convey that it is a link to order so the user doesn’t navigate to this page.

“Our Boxes” doesn’t immediately convey that it is a link to order so the user doesn’t navigate to this page.

Once the user navigates to “Our Boxes”, the user needs to choose the appropriate box to continue with the ordering process, but again the terminology (“View Box”) doesn’t immediately convey that to the user. This covers a little bit of section 3: Call to Action as well. This page also adds another step to conversion without letting the users know where they are in the process.

 “View Boxes” doesn’t immediately convey that it is a continued to order.

“View Boxes” doesn’t immediately convey that it is a continued to order.

Proposed Solution: Conversion
I would suggest that Hello Fresh renames “Our Boxes” to “Sign Up” or “Order Now” (or a similar call to action) and move the page link closer to the Login link, similar to what Blue Apron does on their site. With these changes, users would clearly distinguish an order option wherever they are on the website.

 Example: The Sign Up link is a clear indicator to the user that s/he can order here.

Example: The Sign Up link is a clear indicator to the user that s/he can order here.

There are a couple of options to streamline the conversion process and have a better informed user:

  1. A guide can be added to the top of the order page. This option gives the user a better idea of where they are in the ordering process. Below is an example from Blue Apron.
 Example: The icons at the top of the order form serve as a guide for the user.

Example: The icons at the top of the order form serve as a guide for the user.

2. Users can choose a box type on the order form. So instead of being directed to a page solely for that purpose, users will land on the order page. This option will reduce the number of clicks the user needs to make and streamline the process.

 Example: The user will have all the options in one dropdown menu.

Example: The user will have all the options in one dropdown menu.

2: Finding Deliverable Areas

Users were able to navigate to the page that showed the Delivery Areas, but were confused by the inability to select their state to see specific deliverable cities. Understandably, this led to some confusion — Can they actually deliver to my city?

 The state doesn’t allow the user to click through and view deliverable cities.

The state doesn’t allow the user to click through and view deliverable cities.

Proposed Solution: Finding Deliverable Areas
Instead of listing the states below the deliverable areas map, provide a zip code finder which will allow users to definitively determine that their city is in the delivery zone.

 Example: Providing a Zip Code finder will allow the user to know definitively if their city is deliverable to.

Example: Providing a Zip Code finder will allow the user to know definitively if their city is deliverable to.

3: Call to Action

There are two buttons on the homepage — both say the same thing and both lead to the order page. The problem that users were having revolved around the call to action text. The button says “View Boxes!” so the user clicked on the link expecting to be directed to a page that showed the actual contents of the boxes (in this case, the “Our Recipes” page) and instead gets directed to an order page.

 Both buttons on the homepage directed the user to the order page.

Both buttons on the homepage directed the user to the order page.

Proposed Solution: Call to Action
Instead of having two buttons that do the same thing the first button can be an order call to action, and the second button (under the How It Works section) can direct users to the recipes page. Instead of using valuable homepage space for an ineffective button, both links will serve a purpose to improve user flow.

 Example: The text for button one is “Order Now!” and links to the order page.

Example: The text for button one is “Order Now!” and links to the order page.

 Example: The text for button two is “View Our Recipes!” and links to the Recipes page.

Example: The text for button two is “View Our Recipes!” and links to the Recipes page.

All In All

I have only touched on a few parts of the Hello Fresh website that I observed needs improvement. Like any product, there are other areas of the website that can be developed to foster better flow and communication with the user. It is incredibly important for visitors to leave with a positive experience and these simple redesigns will certainly help that endeavor!

I hope to see Hello Fresh grow and flourish in this wonderful industry.

 

I am not affiliated with Hello Fresh.