Based on customer feedback across 2024–2025, we transitioned to a “shop before subscription” model. Empowering users to build a cart before sign up increased average first order value by 4%, cart interactions by 2x, and cart diversification by 10%.
User testing post-release indicated that 90% of customers found the new menu navigation and filtering intuitive.
User testing suggested a 50/50 split preference between save & autosave cart.
Design updates integrated a background autosave with the manual cart save feature.
30% of customers requested enhanced personalization & menu categorization. We have added this to our future roadmap.
“It would be nice to see a showcase of favorites or featured meals.”
Integrating heat map data, customer feedback, and competitive research, I re-designed the menu navigation and filtering experience, shopping cart interactions, and product detail pages for grocery, meal-kit, and ready-to-eat product lines.