Gousto
Project type
Strategy Digital Branding Website DesignAgency
PattrnYear
2022Skills
Stakeholder Interviews Strategy UX / UILinks
www.gousto.co.ukGousto is one of the top meal kit delivery services in the UK. They came to Pattrn to understand why they were seeing high drop off rates in the sign up flow and to find out how to resolve it.
Over 4 weeks I worked with the Gousto product team to conduct competitor research, user interviews and create working prototypes that were tested with first time users.
We identified a range of problems that slowed or halted users during the sign ups journey and designed solutions that would address these issues. Some of the solutions were then tested at scale by Gousto and released into their product.
User Interviews
We wrote scripts and conducted unmoderated testing on Gousto and competitors. We worked with a range of people who had and hadn’t used meal kit services in the past. Our aim was to understand the joys and frustrations users experienced.
Interview Synthesis
The feedback was synthesised into a long list of Problem Statements comprising needs, frustrations and hypotheses. To maximise impact during the project, we focused on 2 – Pricing and Adding Recipes.
Creating Solutions
We worked with the client to collaboratively problem solve the selected statements. We sketched potential solutions at very low fidelity, then regrouped to discuss and decide what we would bring into high fidelity for user testing.
Prototypes
After ideating and sketching solutions, we brought the work into high fidelity prototypes and created variant tests.
Further Testing
The results of the user testing gave us a clear idea of how the Pricing and Adding Recipes elements of the journey could be improved. We then implemented these changes and tested to confirm the results. Some of these solutions were eventually launched on the live product.
