Revolutionizing Warehouse Management for HelloFresh
Role
Lead Designer overseeing a team of 2 (designer and UX writer), driving product definition, MVP feature list, concept testing, and delivery. We also addressed previously identified pain points related to physical factors affecting productivity, making a successful business case for their inclusion and increasing overall impact.
Collaborated with
Fulfilment Alliance
Operations Excellence
Local Warehouse Teams
Suppliers
Food, Safety and Quality Assurance teams
Year
2023
Company
HelloFresh
Industry
Food & Suplply Chain Management
Overview
The Warehouse Management System (WMS) 2.0 project aimed to overhaul HelloFresh’s existing system to improve efficiency, accuracy, and scalability in warehouse operations. As the company expanded globally, the limitations of the original system became evident, with challenges such as delayed order processing, inventory inaccuracies, and inefficient task assignments to warehouse staff. WMS 2.0 was designed to address these issues by implementing more advanced automation, improving real-time inventory tracking, and creating a more user-friendly interface for warehouse staff.
The project focused on optimizing workflow processes, reducing human error, and integrating new technology solutions to support the scaling needs of the business.
Market Analysis
We began by conducting comprehensive research across three distinct markets, each varying in size and demand volume. The goal was to identify which processes were integral and which were merely workarounds. This research allowed us to create a streamlined, scalable process in collaboration with Product Teams and Local Operations teams to ensure the process could accommodate markets of any size.
Process Redesign: Guided Task Approach
Based on the research, a new process was designed with a key focus on reducing error rates. To address the challenge of high employee turnover, the process was transformed into a guided task approach, ensuring that even new employees could complete tasks efficiently. This was achieved by breaking down the workflow into smaller, manageable chunks that could be picked up by any team member.
I guided the team through multiple iterations and facilitated feedback loops with all Senior Stakeholders and Operations Excellence teams.
Prototyping and Usability Testing
After finalizing product requirements and initial prototypes, ensuring the system's real-world usability became critical. Collaborated with the Director of Design to develop the concept of Dummy Warehouses, simulating real user environments for more accurate feedback. This method created a direct feedback loop, allowing us to test the system's functionality under realistic conditions. Partnered with Senior to Mid-level stakeholders across local teams to establish these Dummy Warehouses.
Extending Testing to Ergonomic Factors Impacting Productivity
Previous research had revealed ergonomic issues affecting warehouse productivity. Collaborated with the Director of Design to build a business case for addressing these challenges. By improving workers’ physical experience, we aimed to enhance productivity and reduce errors, ultimately driving greater overall impact for the business.
Snippet of the usability testing session conducted in 3 DCs with 24 participants.
Key Findings
Raised these concerns with product and local teams to increase language support to more than 6 languages. Due to a large tech debt, we aligned on first releasing to english speaking markets to build confidence in the system and then tackle non english speaking markets.
Outcomes, Recommendations and Delivery
Confirmed Hypothesis: The testing validated our initial process assumptions while providing insights into key must-have features.
83% of users preferred the new process, with positive feedback on clarity and task breakdown.
Device Recommendations: Based on qualitative and quantitative survey feedback, we suggested device adjustments (gun scanners with holsters for the Inbound role and tablets for the Quality Check role).
MVP Release: The MVP was launched in the Nordics to test performance in low-demand, low-complexity environments. Results are pending.
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