HelloFresh Party

HelloFresh
Party

HelloFresh Party

The Rundown

Everyone knows the struggle of maintaining long distance friendships—time zones, scheduling conflicts, inactive groupchats, the list goes on. HelloFresh Party was designed with the intent of helping friends stay connected, over food. From sending custom invites, to picking a party box that fits your dietary needs, to providing fun voting prompts to determine the best dishes cooked across the group, this concept brings the party straight to your doorstep.

This concept was created out of a 5-day product hackathon!

TEAM

Harvin Park - Product Lead
Huarui Lai - Design/Branding

Clara Lam - Design/Branding

TIMELINE

Mar 2024 (5-day hackathon)

SKILLS

UX Design

UI Design

Branding

Design System

TOOLS

Figma

Miro

Adobe Illustrator

Canva

The hackathon prompt was to "identify and propose innovative strategies that not only introduce new products or enhance existing ones, but also significantly improve connectivity among users, communities, or devices."

Product Preview

the highlights

Invite friends to your group!

Customize an invitation, fill out the details, and share with your friends.

Pick a party theme that fits your dietary needs

Everyone agrees on one theme for the night, and gets to pick their own meal to chef up.

Crown a victor, play again

Cooking is only half the battle, plating and presentation is what can make or break your dish—sway your friends and garner votes for your dish!

Crown a victor, play again

Cooking is only half the battle, plating and presentation is what can make or break your dish—sway your friends and garner votes for your dish!

Pick a party theme that fits your dietary needs

Everyone agrees on one theme for the night, and gets to pick their own meal to chef up.

Crown a victor, play again

Cooking is only half the battle, plating and presentation is what can make or break your dish—sway your friends and garner votes for your dish!

User Research

The best way to go out there and understand our users was to survey them directly. We sent a survey out and got 100 responses from college students + new grads. Here's what we found:

Friends want to connect more online, but lack structure or activities to do so.

Market Research

We looked externally to see what other meal delivery companies were offering to build community across their customers. We found:

None of HelloFresh’s Competitors offer anything for groups.

Opportunity

How can Hello Fresh design a shared dining experience for remote friend groups, partners, or corporate teams?

How can HelloFresh design a shared dining experience for remote friend groups, partners, or corporate teams?

Ideation

Redesigning the User Journey

We started out by looking at the current user flow through the Hello Fresh native app—what information were we asking of users, and at which point could we introduce or recommend the Hello Fresh Party experience to users? What form could our solution take on? We set a 5 minute timer and generated 4 ideas each.

Crazy 8's

What form could our solution take on? We set a 5 minute timer and generated 4 ideas each.

Design System

Through setting the tone of our product through onboarding, we wanted to convey HelloFresh's approachable, friendly, and customer-driven values through bright, produce-like colors.

Target Users

We then considered who this initiative should be targeted towards, and realized we wanted to target groups that were geographically spread out, but had a deep want or need to stay in touch. This includes:

Remote friend groups

Long distance couples

Hybrid teams

Remote friend groups

Long distance couples

Hybrid teams

Design System

Through setting the tone of our product through onboarding, we wanted to convey HelloFresh's approachable, friendly, and customer-driven values through bright, produce-like colors.

The Final Design

Through the branding of this concept, we wanted to convey a similar identity to what HelloFresh has already established, but also emphasize the fun, spontaneity, and playfulness associated with ordering a “surprise” dining package in the new design system we established.

Conclusion

Why should HelloFresh implement this?

Meal prep services have always offered dining plans for individuals living under the same roof, but cultivating a shared dining experiences is key to building and maintaining strong relationships, and HelloFresh Party does exactly that, with little change to their current operational structure.

Examining key performance indicators can help the company gauge whether this experience is worth expanding and keeping, and this concept has a lot of potential for future expansions. This concept supports Hello Fresh’s ultimate mission of “changing the way people eat. forever.” by making it clear that a shared meal can happen no matter the distance.

Examining key performance indicators can help the company gauge whether this experience is worth expanding and keeping. This concept supports Hello Fresh’s ultimate mission of “changing the way people eat. forever.” by making it clear that a shared meal can happen no matter the distance.

Learnings

my takeaways

In 5 days, so much had been done. Here's my recap of the hackathon:

Amplify, rather than change, the existing design system

Although this concept was 0→1, this challenge allowed me to practice building a unique visual identity and brand image for this experience, but could still be related back to Hello Fresh. I realized I really enjoyed experimenting with typefaces and color palettes.

Rabbit-holes can be inspiring, and spark learning

In doing competitive landscape research, I learned that Hello Fresh owned a bunch of subsidiary meal prep companies, like Factor and Chef’s Plate. I also learned that they’re earning over 15x more profit than the closest competitor, Blue Apron. How have they built such a meal kit delivery empire?

Design is half the work; communication is the other

In some sense, this hackathon was about everything but the design—the market research to find a product-market fit, validating your assumptions, pitching your concept to industry guests and faculty in 3 minutes, condensing and pulling out the key details for a pitchdeck. Our physical design and wireframed MVP mattered, of course, but the way we communicated the research we’d done and what we’d built mattered more.