EveryPlate Loyalty
Turning repeat orders into a rewarding habit.
HelloFresh · 2022
- +2.5%
- net revenue
- +2.6%
- order rate
- +14%
- app adoption
What this work was really about
EveryPlate’s value proposition was affordability, but regular customers told us they did not feel recognised for staying with the service. The opportunity was to make loyalty visible and rewarding without adding a complicated points economy to an intentionally simple meal-kit brand.
I designed a twelve-week challenge for more than 20,000 active customers: order eight boxes, see progress clearly and unlock three reward moments along the way.
From recurring feedback to a retention question
Customer surveys repeatedly raised the same themes: some customers questioned the continuing value of meal kits, regular customers wanted recognition, and discounts were difficult to understand or find.
We reframed the work around one question: how might we motivate and reward customers to stay, realise value and reorder favourites? I led workshops, customer research and scope definition with product, engineering, research and UX writing.
A challenge simple enough to explain
The programme ran for twelve weeks, required eight box orders and contained three rewards. The experience needed to onboard a customer quickly, make progress obvious across multiple entry points and allow reward redemption without interrupting the core ordering journey.
- Simple onboarding and explicit programme rules
- Clear progress across web, mobile web and app
- Concealed rewards to create anticipation
- Celebration moments when a reward was earned
Business goals and constraints
The commercial goals were to encourage more orders, help customers reach value sooner and improve continued use through targeted incentives. The reward logic also needed to scale across four white-label brands without creating four different programmes to maintain.
That constraint pushed the design toward a repeatable progress model and one reward type that could be issued up to three times, rather than a more elaborate system that looked exciting but would be difficult to understand and operate.
Iterating toward clarity
Early concepts explored the welcome message, progress tracker, achievement page, reward states and redemption. The first visual direction had energy but felt busy in places, so I introduced progressive disclosure, refined the illustration style and simplified the achievement experience.
Usability testing surfaced four practical gaps: make the ‘eight boxes in twelve weeks’ rule explicit, show when a reward had been applied, communicate expiry clearly and rewrite the reward language in terms customers understood. Those findings shaped the final iteration.
Delight with a job to do
Motion was used at the reward moment rather than added everywhere. A short celebratory animation marked redemption, while the rest of the interface stayed focused on progress, the next order and the reward’s status.
The final programme increased net revenue by 2.5%, order rate by 2.6% and app adoption by 14%.
Design calls that mattered
State the eight-box, twelve-week rule plainly during onboarding.
Show progress and applied reward status in the same system.
Use one scalable reward model across four white-label brands.
Want to go deeper?
I can walk through the research, prototypes, trade-offs and implementation details behind this work.
Reach out