HelloFresh Live
Type: thesis project
Duration: 16 weeks
Category: user experience design, service design
Innovation to the meal-kit industry
HelloFresh is a decade-old, online meal-kit provider that delivers recipes and fresh, pre-portioned ingredients directly to customers' homes. In 2021, the company launched HelloFresh Market so customers can add-on snacks, beverages, side dishes and more to their order.
HelloFresh and customer concern
Although widely considered successful, some HelloFresh customers have concerns about the HelloFresh delivery model. Customer complaints bring attention to issues regarding sustainability, security, and cost.
Is it sustainable? HelloFresh groceries are encased in layers of packaging, and customers notice.
Is it secure? Deliveries left unattended in lobbies or at doorsteps are subject to tampering or theft.
Is it sensitive? Delivery costs, both in fuel and environmental impact, could affect customer satisfaction.
Combined in-store and online experience
In the past, well-established online brands like Amazon and AllBirds have found success making the leap to include in-store options. Looking into the future, are more retailers prepared to enhance the shopping experience by combining online and in-store features to give customers the best of both worlds?
Say hello to HelloFresh Live!
HelloFresh Live maintains all the features of HelloFresh within a neighborhood market. It offers customers the best of both worlds: effortless, leveled up, sustainable, secure and cost aware meal-kit and add-on purchases -- in a spirit that values honesty and transparency -- in a space that understands the importance of person-to-person interaction.
Full shopping ahead
HelloFresh Live's streamlined shopping experience caters to the needs of an urban, densely populated community. Customers can visit HelloFresh Live to pick up their meal-kits on their own time while receiving the highest quality product.
How does it work?
HelloFresh Live combines the online user interface customers love with a memorable in-person market experience. Customers go online to choose recipes and number of servings just as before, but instead of completing their order via home delivery, customers choose to pick up their order at a local HelloFresh Live Market.
Bring your own bag
HelloFresh Live's reusable shopping bag and container set is designed to reduce packaging waste and ensure customers' groceries stay fresh all the way home.
A look inside
HelloFresh Live combines styling from HelloFresh's existing design language with modern interior design elements. Integrating both wood details with advanced technology creates a user experience unlike no other.
