Goal: improve retention among existing HelloFresh subscribers.
P0 problem: existing subscribers struggle to keep feeling the per-serving price is worth it as ingredient quality quietly declines and the price gap versus groceries widens — leading to skipping, cancel/resubscribe gaming, and silent churn of the highest-value cohort.
P0 solution: Food Quality Feedback — a mechanism for subscribers to report which ingredient fell short, traced to the supplier, replacing vague support tickets with clear, structured feedback.
Each prototype explores one solution from the Phase 3 brainstorm, mapped to a root cause of the P0. They are interactive — click through the screens.
When a meal misses the mark, the subscriber reports exactly which ingredient fell short and what was wrong (wilted, bruised, spoiled, too small, missing). Each report is traced to its supplier batch — clearer feedback than a support ticket.
Shows the value a subscriber has built over time — meals cooked, time and money saved, food waste avoided — so the weekly price keeps feeling worth it.
A proactive in-app check-in from Basil when a subscriber starts disengaging. A produce basket on the home screen visibly decays with inactivity; tapping it opens a guided support chat.
Recognises long-tenured subscribers with rewards at 3, 6, 9 and 12-month milestones, plus a one-year anniversary thank-you and year-in-review.