Marley Spoon & Dinnerly
UX/UI @ Marley Spoon, 2021/2022
TL;DR
Increasing the user conversion on the first step of the subscription flow by 20%.
Marley Spoon and Dinnerly are meal kit delivery services that offer recipes and seasonal ingredients. They serve the North American, European, and Australian markets.
The company
Recreate the first step of the meal kit subscription flow for different resolutions to improve conversion.
The challenge
The new experience
Here is how I improved the first step of the subscription flow, increasing the conversion to the next step by almost 20%:
1. Curated meal pictures
According to Marley Spoon and Dinnerly customers, who, on that occasion, had recently subscribed to the meal kit, they decided it mainly based on the look of the meals. Adjectives such as “tasty”, among similar ones, were mentioned to describe the images of the dishes they recalled having seen across their online experience. Therefore, to attract the attention of potential customers, I selected high-resolution photos to illustrate the different types of meal: vegetarian and non-vegetarian.
As the user switched the meal type, they could see images that illustrated the selected type (image below).
2. Transparent pricing
In the research, users also mentioned they could not tell right away which subscription plan offered the best value for their money. They had to navigate through the details of all the available plans to compare them and make a decision.
Based on their feedback, I added a “best value” speech balloon to the “number of meals per week” selector, making it visible at all times. This way, the user could quickly spot the plan with the lowest cost per meal.
3. Responsive experience
The same logic was applied to the experience on the Marley Spoon, according to the brand's and platform's design system, and adapted across devices (desktop and mobile).
