Meal kit delivery
4 weeks delivery time
Building a lead generation platform for Gousto's new B2B venture
Overview
Bento was created out of the subscription technology that meal-kit delivery service Gousto has developed over the last 10 years.
Expanding beyond their own operations, they launched Bento as a new service line to license their technology and expertise to businesses looking to scale their subscription models. Bento provides companies with the platform and tools they need to drive sales and exceed KPIs.
We crafted an experience tailored to the needs of potential customers in the SaaS marketplace. Extending the Bento brand into a cohesive design system, we used expressive typography, colour, and animations to create a distinctive presence across digital touchpoints.
Main activities
- User Experience Design
- Design Systems & UI Libraries
- Market & Competitor Analysis
- User Behaviour & Analytics
- Business Strategy & OKRs
- Solution Architecture Design
- Customer Research
- Vision Setting & Validation
- Usability Testing & Product Validation
- User Interface Design
Challenges
A key challenge was ensuring the platform effectively communicated its value to subscription-based businesses, requiring a customer-centric approach to design and messaging.
We also needed to develop a flexible yet distinct design system that reinforced Bento’s identity in a competitive SaaS market. Finally, maintaining visual and functional consistency across multiple digital touchpoints was essential to delivering a seamless and engaging user experience.
Approach
Worked collaboratively with the Bento team to refine their business proposition in a digital context
Using the jobs to be done framework, alongside mapping hopes and fears, we worked with Bento leadership to collaboratively refine their business proposition for digital presentation. We helped clarify the benefits of the technology and pinpoint what would attract potential customers.
Collaboratively created content matrix, sitemap and wireframes
Based on the customer and business needs, we created a detailed content matrix, sitemap and website wireframes. We collaborated closely with the Bento team to assist in writing content and creating visual assets that would convey the product benefits clearly.
Developed the Bento brand for digital platforms
Working closely with the Bento brand team, we developed the brand so it worked in digital application. This included creating design principles and collaborating on moodboards, as well as defining typography, colours, interaction language and graphic styles. We used a mobile-first approach to ensure all digital touch points were considered.
Solutions
Intuitive web experience that puts customer benefits front and centre
Utilised the results of an extensive SaaS competitor landscape analysis, mood boards and customer profile mapping. We were able to create a benefits led responsive website that prioritised lead generation at all times.
Modular, interactive design system that cements the Bento brand
Working directly with the brand team at Bento, we defined a design system that integrates interaction animation design and visual assets. The modular nature of the system allows for easy creation of new pages and content. The 17 page website was created using approximately 20 reusable modules.
Editable and scalable development environment using Webflow
The new Bento platform delivers a seamless and dynamic experience that empowers businesses to scale their subscription models. With a distinctive design system and tailored features, Bento equips companies with the tools to drive sales and exceed KPIs, while creating a strong and engaging brand presence across all digital touchpoints.
Summary
Bento needed a website that clearly communicated its offering in a competitive SaaS market. Our challenge was to translate their value proposition into a compelling digital experience that engaged potential customers and drove lead generation.
Pattrn helped us express our business proposition and product offering in a clear and engaging experience that resonates with our target audience. They worked collaboratively and flexibly to deliver a fantastic web experience that generates productive leads.
Ricardo Hummel VP & General Manager at Bento Project impact
Customer-centric design brought Bento’s value proposition to life
Through collaborative workshops, we clarified Bento’s business proposition and designed messaging that resonated with potential customers in the SaaS market.
Modular design system enabled flexible scalability
A flexible design system, built with reusable modules, allows Bento to easily update and scale its website while maintaining consistency across all digital touchpoints.
Webflow platform empowered seamless content management
Using Webflow for development, we ensured Bento’s platform could be easily managed and updated without requiring ongoing design or development support. This enables long-term flexibility, allowing Bento to adapt content and expand its product range as needed.
