User Experience ยท Customer experience
Mapping the Digital-to-Kitchen Journey with HelloFresh
92
participants
2-phase
programme
47
sign-up sessions
The challenge
Connecting digital onboarding to the reality of the dinner table
For habit-building brands like HelloFresh and Green Chef, long-term retention depends on a seamless transition from a digital app to a physical kitchen.
We designed a two-phase research programme engaging 92 participants across their core segments to capture feedback at every critical touchpoint.
Project context
- Industry Food, subscription
- Solution Customer experience
- Format Two-phase study
- Participants 92 across core segments
- Methods Screen recordings, longitudinal ethnography
The approach
Capturing the moments of truth through digital ethnography
Phase 1: Digital experience
We used screen recordings and text discussions to observe 47 prospective customers navigating the sign-up and ordering process, identifying exactly where digital friction threatened the journey.
Phase 2: Physical experience
We transitioned participants into a longitudinal ethnographic study in which they kept digital diaries of their real-world cooking routines.
In-situ feedback
Participants documented unboxing moments, the step-by-step cooking process, and the eating experience, sharing video and image responses in real time.
The result
A satisfaction blueprint for future innovation
This approach revealed exactly where the journey delighted customers and where practical friction emerged. By capturing expectations, motivations, and barriers in one place, we provided HelloFresh with fresh insight into every stage of the customer journey, informing improvements to both their UX and CX strategies to drive long-term satisfaction.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.