HelloFresh · Weekly order flow · 2019–2022
+230% add-on revenue by bringing the market into the weekly order flow
Role
Senior Product Designer
Also owned
HelloFresh’s first cross-platform design system (web, iOS, Android), used by around 20 designers
At a glance
Problem — Most customers skipped the add-on market on their way to checkout.
What I did — Designed a system of add-on entry points inside the existing weekly order flow.
Result — Add-on revenue grew 230% in a one-month A/B test against the existing flow.
01 — The problem
Demand was growing, but customers never saw the market
During the pandemic HelloFresh grew recipes 100% and add-ons 200%. Yet the weekly flow went preselected meals → meal selection → add-on screen → checkout, and most customers jumped straight to checkout.
Why it mattered — HelloFresh wanted to stay an ingredient supplier, and growing add-on uptake, and with it revenue, was a business goal.
02 — Key decisions
The insight that shaped everything: customers given a reason to browse, like a $5 voucher, spent more than the voucher was worth.
Bring the market to the customer, not the other way round
Add entry points throughout the flow instead of relying on one add-on screen.
Speak only when it’s crucial
More entry points risked feeling pushy, so each one appears only where it helps.
Reuse existing components
Defined how each entry point looks and behaves by context, built from the existing system.
Starting point: the existing recipe card. Its structure, image on top and text below, became the add-on card.
One card, three sizes: large, compact and a chip, so it fits wherever an entry point appears in the flow.
03 — The solution
An entry-point system across the weekly order flow
The weekly menu with add-on entry points: two between the recipes (1, 2) and one at the end of the list (3).
The full menu: add-on cards sit inside the recipe grid, with add-on categories at the bottom.
04 — Impact
+230%
add-on revenue
Measured in a one-month A/B test against the existing flow, so seasonal and pandemic demand affected both groups equally.