Crafting a tailored loyalty program for HelloFresh
Role
Lead Designer managing a team of 2 designers and 1 UX writer, spearheading strategy, concept testing, and delivery. Collaborating across 3 streams to ensure a seamless end-to-end product release.
Collaborated with
3 Tech Alliances
Commercial Team
CX Strategy
Marketing, CRM & Brand
Year
2024
Company
HelloFresh
Industry
Food & Supply Chain Management
The problem
HelloFresh’s current loyalty system fails to retain loyal, high-value, full-price paying customers, resulting in dissatisfaction and unhealthy behaviours such as canceling and reactivating their subscription to access discounts. This creates a fragmented and frustrating experience, where customers feel undervalued for their continued loyalty, leading to long-term disengagement and a lack of brand appreciation.
95% of the discount budget is spent on activation & reactivation
with minimal focus on rewarding loyal customers.
18.3% of former US customers have canceled and reactivated 1-4 times
with 1.5% reactivating more than 5 times, exploiting the discount strategy.
Customers are confused by multiple disjointed loyalty initiatives
up to 13 different programs delivered by 6 teams
Only 46% of enrolled users in the US were aware that they were part of the Challenges program
After being in the program for 12 weeks- demonstrating a significant issue with awareness and program engagement.
Research, Concept Creation & Testing
Research was conducted to understand different loyalty programs and what loyal customers respond to. This led into defining a loyalty program that caters to HelloFresh's subscription model. As the Lead from Habit Building, I co-hosted workshops with Leads from CX Strategy to brainstorm 3 different concepts. These concepts were intentionally diverse to gauge what metaphors/stories users respond to more. They ranged from innovative and emotional to more functional and familiar concepts.
Final Concept: Simplified Infinite Progression
The Infinite Progression structure mimics the ongoing customer journey with HelloFresh and celebrates and emphasizes each gift along the way.
Simplified Progression: Infinite progress and mini-milestones maintain continuity and motivation.
Clear Milestones: Visual distinctions between major and mini milestones and order numbers improve navigation.
Reward Clarity: Gifts are placed between steps to ensure easy collection and clear use post the order confirmation
UI Enhancements: The progress hub has current and upcoming milestones, with clear differentiation between earned and upcoming rewards.
Neutralized Design: A cleaner design reduces playfulness (polarising insights), allowing for scalability and future innovation.
I led the team through ideation, establishing multiple feedback loops with Senior Stakeholders, Tech Alliances, and Commercial teams. Partnered with the Director of Engineering to ensure feasibility and successful execution of the concept.
Multiple moments of surprise and celebration have been added to the e2e experience.
HelloFresh+ in the end-to-end experience
A crucial factor in the success of the HelloFresh+ loyalty program was ensuring visibility and awareness throughout the customer journey. This encourages easier participation and seamless benefit redemption. Key touch points were integrated across the Homepage, Meal Selection and Cart to increase benefits redemption, and in Cancellation flows to improve customer retention.
Collaboration across 3 streams
To achieve end-to-end awareness, we collaborated with 3 alliances and 9 squads across the business. As HelloFresh’s first major end-to-end product release, this required establishing new collaboration channels. I led workshops with product and design stakeholders—stream leads, product leads, and designers—to initiate discussions, align roadmaps, address limitations, and create a feasible UX within the timeline. I also established and owned new cross-team rituals to ensure seamless collaboration throughout the project.
HelloFresh+ web experience with a horizontal progression hub to maximise use of real estate.
Scroll to see the experience from unlocking a gift to meal selection and all the way to cancellation.
Outcome
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