Meal kit delivery
4 weeks delivery time
Improving the sign-up flow with rapid design sprints
Overview
Gousto is striving to lead the meal kit recipe box market, setting the standard for convenience and innovation.
Through user interviews and landscape analysis, we identified 12 key opportunity areas to enhance the customer experience. By understanding how goals differed between new and existing users, we were able to prioritise two of these opportunities with the greatest potential impact.
To validate our solutions, we conducted rapid prototyping and evaluative user testing, confirming their effectiveness in reducing drop-off. This process led to the development of prototypes and a strategic plan, enabling Gousto to test solutions at scale within the live product environment.
Main activities
- User Interviews & Landscape Analysis
- Affinity Mapping
- Rapid Ideation & Solution Sketching
- Prototyping
- Evaluative Testing & A/B Testing
- Collaboration with In-House Design & Product Teams
- Strategic Stakeholder Workshops
- Continuous Validation and Iteration
- Knowledge Documentation
Challenges
Gousto is dealing with a rapidly expanding customer base. However, they identified issues with their sign-up flow for new customers that were having an effect on conversion. Our challenge was to help Gousto discover the reasons for drop-off, then rapidly prototype, test and identify effective solutions.
Approach
Gathered valuable insights through landscape analysis, user interviews and affinity mapping
Building on a foundation of Gousto’s research, we knew that conducting user interviews on the entire sign-up process would give us a more holistic view of the problem space.
Interviews with prospective users gave us insight into the reality of considering and signing up to Gousto. We used affinity mapping to identify 12 opportunities that spanned the sign-up journey.
Ideated and sketched competing solutions
From the 12 opportunity areas we prioritised two for detailed exploration, then ideated with the Gousto team to generate solutions.
This allowed us to combine our expertise with their wealth of experience to generate ideas and sketches that could improve sign-up rates.
We prioritised these ideas, leaving us with a short list that we would bring into prototyping and user testing.
Created prototypes and conducted evaluative testing with prospective users
We designed a set of competing prototypes using the prioritised ideas, wrote test scripts and recruited prospective users to conduct evaluative testing.
By testing new ideas against the existing sign-up flow, we were able to gain confidence that our ideas could positively influence the sign-up rate.
This gave Gousto validation to move them into live testing and release.
Collaborated daily with the Gousto design team
We formed a small team with Gousto, enabling constant communication and collaboration between designers and product managers.
We became embedded in their innovation stream and product team, resulting in seamless collaboration and effective solutions.
Weekly work sessions with strategic stakeholders confirmed our direction of travel at each milestone.
We also provided weekly written updates that served to keep the team aligned and focused on quick learning.
Solutions
Gathered valuable insights through landscape analysis, user interviews and affinity mapping
Building on a foundation of Gousto’s research, we knew that conducting user interviews on the entire sign-up process would give us a more holistic view of the problem space.
Interviews with prospective users gave us insight into the reality of considering and signing up to Gousto. We used affinity mapping to identify 12 opportunities that spanned the sign-up journey.
A/B tests to make further language and interface design decisions
After completing our final user tests, Gousto wanted to see how the solutions fared at scale on the live menu experience before moving them into final production.
We created additional prototypes and wrote test scripts so Gousto could further A/B test language and interface options.
Lean documentation and clear next steps for Gousto
We knew that Gousto would be continuing the work. We opted for a lean approach using Figma and Notion which meant less time spent creating decks and more time creating effective solutions.
The documentation now acts as an insight library, enabling further work on improving the sign-up flow, and means new Gousto team members can be brought on board quickly.
Summary
We helped Gousto enhance customer experience and boost engagement by pinpointing 12 key drop-off areas and generating 60+ solutions. Rapid prototyping and user testing ensured scalable improvements in their live product.
Collaborating with Pattrn is always a pleasure and it always feels as if they are part of our existing team. We got vital work done in a small time-frame, something that wouldn’t have been possible without their expertise, direction and support. We were also able to learn from them, introduce new ways of working and tools into our day to day.
Tereza Šustrová Senior Product Designer, Gousto Project impact (anticipated)
12 areas identified to reduce drop-off
By targeting critical areas with the potential to improve user retention, we ensured that the most impactful challenges were addressed.
60+ innovative solutions generated
We developed over 60 problem-solving approaches, equipping Gousto with a range of effective tools to tackle customer experience issues.
Rapid testing validated improvements
Our fast-paced testing process confirmed the effectiveness of our solutions, reducing drop-off and setting the stage for scalable product enhancements.
