2020

Mindful Chef

Delivering delicious, healthy meals to one mobile user at a time.

Health & Fitness
Lifestyle
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Client

Mindful Chef

OVERVIEW

Delivering delicious, healthy meals to one mobile user at a time.

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01

The Challenge

Mindful Chef has been voted the UK’s number one Recipe Box and with celebrity endorsements from the likes of Andy Murray, Tom Daley and Fearne Cotton there is no question that their products are a hit with customers. With over 3 million meals sold their delicious and nutrition-rich recipes have proven to be a huge success, offering a convenient way to cook fresh and healthy meals.

Unfortunately, the digital offering was lacking that same convenience, with no easy way of navigating through the site, managing subscriptions or ordering on mobile.

Our Approach

We refined the navigation and focused on the delivery schedule to put users in the driving seat. A progress bar style feature helps users track their selections and move through the flow to checkout. Food imagery was supersized for visual impact, too.

You eat with your eyes first. Funnily enough, that’s also how you consume digital content.

02

UX Improvements

Data has shown that Additional Extras are correlated to high customer retention rates, so we made it a much more prominent section on the recipe selection. The improved placement of relevant information and imagery has increased upselling and overall conversion rates across the site.

Taking a data-centric approach is core to what we do, we are always on the look out for quick design wins to help increase checkout conversion & cross-selling rates.

The Mobile App

With more than half of all internet traffic shopping from a mobile device these days, it is even more important to
 offer a convenient and engaging
mobile experience.

Luckily we know all about the positive impact mobile apps can have on the bottom line of a business, increasing customer engagement and retention rates along the way.

Build, Test, Repeat

We still wanted to validate assumptions and prove the benefits of a Mobile App
to Mindful Chef customers through cold, hard data.
We decided to keep the app very simple and straight to the point initially, focusing on existing customers and an easy way for them to re-order and manage their subscriptions.

A Fresh New Look

We kept a familiar feel through layout and core-colour usage to maintain some consistency for current users — but got playful with fonts and accent colours to elevate the premium feel.

04

A Fresh New Look

We kept a familiar feel through layout and core-colour usage to maintain some consistency for current users — but got playful with fonts and accent colours to elevate the premium feel.

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