Splendid Spoon
Rethinking the digital product experience for a DTC food brand
Role
Project Co-lead
UX/UI lead
Visual Design
The Challenge
Redesigning the customer experience for digitally native brand, Splendid Spoon, was critical in supporting a pivotal business change for true flexibility in subscription meal plan sizes and types. To remove barriers for retention, the digital product experience needed to better reflect the three brand pillars—taste, health, and most importantly, convenience.
Solution
A complete redesign of new customer onboarding and logged-in account experiences that helps to clarify plan selection options, streamline the shopping experience, personalize and simplify the subscription service, and invite discovery of new products.
Result
Putting customers in control at the center through service-driven features and making the most important time sensitive actions, accessible, helps build brand loyalty and retention.
A close collaborative partnership with stakeholders
My team at Language Dept. collaborated closely with the Co-CEOs, product, and marketing teams at Splendid Spoon to identify pain points and clarify opportunities in streamlining the customer order workflow. User research revealed priority areas in the experience in which to address potential dropoff, with the goal in getting the customer to the ever-critical 4th box order.
We made heavy use of virtual tools such as Miro, to continue conversations sparked from weekly meetings, asynchronously. This resulted in a client relationship that felt more like a true collaborative partnership.
Bringing the subscription box experience closer to e-commerce
I was UX lead and worked exclusively on the complete redesign of the feature-rich, Edit Box page, which was at the center of our work with the product team. After a series of audits and learnings from customer research and interviews, we improved the entire shopping flow by allowing customers to browse, filter, favorite, add to cart, and change plan sizes in one interface. Accessible nutritional information on product quick view lightboxes help customers inform their decisions as they build their boxes. High fidelity prototypes helped to validate our designs through user testing with Splendid Spoon’s customer advisors.
Personalize the experience at every step
Personalized messages greet the Splendid customer along every step of their order cycles week after week, building brand loyalty and supporting the company’s mission of cultivating healthy plant-based food habits.
During the UI phase I made prominent use of yellow, selected from Splendid Spoon's existing color palette, in the dashboard design. This proved to be a surprising fresh take on their brand colors. The sunny yellow is an unexpected neutral, allowing the flavor-focused photography to shine.
Give customers more control
Simplifying weekly decision flows was critical to providing a better digital product experience, putting more control with the customer. We addressed pain points in the order flow and removed blocks that were critical for retention. Managing upcoming deliveries, tracking orders, and viewing order history is now front and center on the new dashboard. Rating meals ensure that the products customers love are prioritized, while less loved products never get sent in weekly deliveries.
Playful moments, like Splendid Stats on the order history page, further reinforce brand personality. New product discovery in banners and carousels never pull focus away from service-driven features.
Simplify the onboarding, clarify the plans
I designed and prototyped a newly reimagined, mobile-first onboarding experience which simplifies the new customer journey to 3 steps: presenting clear pricing plans, personalizing food preferences, and streamlining the checkout process.
Integrate new components into an existing design system
I delivered new and updated components and color values that pass WCAG contrast ratios to the in-house team. These were then integrated into their existing design system, allowing new design roll-outs to release in phases as new features were developed.