HelloFresh
EveryPlate Loyalty Challenge: Enhancing Customer Engagement
Overview
Everyplate is an affordable online meal kit ordering service available in the USA and Australia owned by the HelloFresh group.
For us to reduce churn and increase the number of weekly orders from customers, we decided to create a loyalty challenge within the mobile application to motivate our customers into making more orders.
In this loyalty challenge, customers will have 12 weeks to purchase 8 meal kit boxes. They will then receive special rewards on their 4th, 6th, and 8th boxes meal kit boxes.
EveryPlate has over 20,000 customers who actively use the service.
Goals of the project
Customers don't always fully understand a meal kit until a few boxes in, by building this feature, we wanted to incentivize people into ordering more boxes. The more they order, the more EveryPlate becomes a core part of their lives and they see its value.
We also wanted our EveryPlate customers to feel recognised, appreciated and rewarded for their continued loyalty to the EveryPlate.
We want to motivate customers to stay with our service through the use of the incentives we are offering.
Some constraints
Technically, we could only offer our customers one type of reward, for now, So our customers would win the same reward 3 times. This would be the case until we outgrew our technical limitations. In the future we aimed to offer customers as many as 4 different rewards that will be displayed to them according to their food preferences.
This feature was to be implemented across 4 different “white label” brands so the design has to be easily scalable and reusable without any over complicated logic systems.
how might we statements
How do we keep our customers motivated and engaged on our platform?
How do we also reward our customers for consistently using our platform to order their favourite meals?
How can we give our customers something to look forward to?
How can we ensure our customers stay long enough to understand the value of meal kit services?
Empathising through research
Key research insights & results
Participants were interested in a loyalty/rewards program
They were most motivated by brand-specific rewards, but also by food and cooking related rewards
The presence of a loyalty program would cause participants to be more likely to stay with that product and not look for alternatives
Participants would be interested in several features to increase engagement with the platform but were wary of increasing time commitments
Defining our design strategy and scope
From the direction gotten from the user research, I led a workshop with other stakeholders to define the strategy and direction of the project. Including technical limitations and possible touch points within the mobile application and the web version.
Based on what we discovered when trying to understand our customer’s needs and from the strategy definition workshop, we defined some specific requirements:
Multiple clear entry points into the page where they can see and activate their rewards
Show progress and milestones as clearly as possible
Introducing a simple onboarding flow to let customers know that they are a part of the challenge
Make the process of accepting and redeeming their rewards very clear
Conceal the actual rewards to create a sense of anticipation
Include ways for users to easily find out more about the challenge
Use visual cues to communicate clearly if there are unclaimed rewards
Getting started with visuals
I started with creating wireframes for each main flow while sharing with the team for regular updates and feedback
I then proceeded to create high fidelity designs for our main flows and prepared prototypes for usability testing
Interactive prototypes
I started with creating wireframes for each main flow while sharing with the team for regular updates and feedback
First time experience
Focusing mostly on the onboarding and first-time experience of the loyalty challenge for customers.
Redeeming a reward
The second flow was focused on the later stages of the challenge and how to redeem rewards
Animations
I also created some animations to add some moments of joy into the flow
Results and take aways
This was a very successful project, Since the launch of the EveryPlate Loyalty Challenge, we've witnessed a significant boost in customer engagement and an increase in the frequency of meal kit orders.
Key takeaways from this project:
Start with a Minimum Viable Product (MVP) : Launching with an MVP allowed us to focus on essential features, prevent scope creep, and ensure timely delivery.
Early Collaboration Between Design and Engineering: Engaging engineering teams from the beginning ensured that the loyalty challenge's design was not only user-centric but also technically feasible.
Emphasize Simplicity and Transparency: Keeping the loyalty challenge simple to understand and participate in, along with clear communication about rewards and progress, was key to maintaining user interest and satisfaction.
Metrics
+2.5%
Net Revenue
+2.6%
Order rate
+14%
App adoption
Let’s talk!
If you have a project in mind or are simply interested in finding out more, get in touch and let’s get things moving.