Green Chef's Sign Up Experience Redesign
For a subscription-based startup, one of the most critical aspects of the business is acquiring new users. During sign-up, the user chooses the meal plan they want to subscribe to. Over time Green Chef expanded its portfolio of meal plans and the multitude of options became extremely hard for users to understand. I was tasked with streamlining the sign-up experience, to help users understand the meal choices and get started with their Green Chef subscription.

Paradox of choices

Green Chef is an organic meal kit delivery service, that sends customers food ingredients and recipes to prepare fresh meals. Compared to the competition, what sets Green Chef apart is its specialty meal kits for a variety of dietary preferences. From 3 meal plans in 2014, Green Chef has diversified and seen rapid growth in its product offerings to 9 meal plans including Vegan, Gluten-Free, Paleo & Keto.

Green Chef: 2014

Green Chef: Late 2017

The multitude of choices was great, but on the flip side made the product offerings difficult to understand and overwhelmed the users, effectively increasing the friction while signing up. This increased the number of drop-offs in the conversion funnel.

My Role
I led the design for optimizing the sign-up experience. Worked with a product manager and other cross-functional teams to drive conversion by uncovering insights, building concepts that address customer pain points. I did usability testing, created user journeys, wireframes, prototypes, and design specs.


Understanding the data

When a user with a family of 3/4 came to Green Chef, they would order multiple boxes of a meal plan. Identifying this behavior, we launched family plan with two generic menu options– Carnivore and Omnivore.

Many users came to Green Chef for specialty menus like Vegan/ Paleo/ Gluten-free. In the interface when users clicked family plan, they only saw two options and were misguided by the UI that Green Chef doesn’t offer any of the specialty menus, and they would drop off from the sign-up flow.
The orders for the specialty menus almost halved after the launch of family plan.

The goal of the project was to improve the information architecture and the steps involved in the sign-up flow to eliminate user confusion and increase conversion.


Concepts and Explorations

The initial concept I explored was to combine the 2 step process of choosing the meal plan to a single step in the sign-up flow. By default, users see all the menu option. If a user selects family meal plan option, the specialty menus go away, but it helps establish the understanding of why the meal plan disappeared.

I did a quick cafe study and tested this design with two users. I gave them a task-based question, asked few questions and observed their behavior while they interacted with the UI.

Concept I - Combine 2 step process

This concept helped to improve overall discoverability of plans, but it forced the users to do a lot of the hard work. Users had to do a lot of calculation regarding the number of servings, the number of boxes they need to order, and price per box.  This felt like more work than they had expected and often frustrated the user and eventually lead to drop-off.

After talking to two users, I had a shift in perspective. Instead of expecting users to understand the system and make a decision on what meal plan would fit their life and family, I decided to change the tone of the interaction. I settled on two fundamental questions which they already would know answers for:

– How many people they are cooking for?
– What they would like to eat

These two questions would give us all the information we need to made recommendations for the exact meal plan for them.

The new sign up experience


Selecting meal preferences

How many people are you cooking for?
The user enters the number of people in their family. This helps to identify the plan and servings needed by the user.
A family plan consists of 8 servings and 2-person plan consist of 6 servings.

What do you like to eat?
Based on the dietary preferences of the user, they can choose their ideal menu.

View recipes
The description alone is often not the best way to explain the kind of recipes. View recipe feature allows users to get a preview of some of the top recipes for that menu that would give them a glimpse into what meals they can expect to get. The user can quickly compare meals from other meal plans as well.

Top choice for you
Based on user selections, Green Chef recommends the right meal plan and the number of servings/boxes to order. It also gives them an explanation of why a particular option is right for them.

The Impact

In the sign up funnel the completion rate on the preferences step increased by 8% effectively increasing the total number of orders.

At the same time average value of an order increased by $3. People with family size of three or four with special dietary needs like Gluten-free or Paleo who dropped off from the old sign up flow because the UI was misguiding, now started ordering multiple boxes which lead to a increased in the average order value.