Building a relationship on healthy rituals.
With plant-based food delivery brand Splendid Spoon, feeling good is the ultimate brand experience. It takes four shipments to reach that retention-forming sensation and become a ritual in customers' lives. To encourage critical repeat purchases, we redesigned the logged-in experience for a deeper, more personal journey. Helpful features, streamlined CX, and vibrant branding celebrate flavor, give customers more control, and gather information the brand can use to evolve its offerings.
Focus on the existing customer first.
Our collaboration supported a business change: true flexibility in plan sizes and meal types to increase retention. Our approach with was to work from the inside out, starting with an audit of the current experience. By improving accessibility, clarity, and brand differentiation using microcopy, user flows, and UI, we created a branded design system that can extend to top-of-the-funnel pages addressed in later phases.
Balance flexibility and control with discovery.
Our Edit Box reimagination unlocked flexibility for the customer. The new account experience prioritizes time-sensitive actions and invites new product discovery. Simplification and personalization make recurring decisions easier. New seasonal features, guides, and product carousels communicate warmth, abundance, and ease, communicating brand pillars and celebrating loyalty.
Remove barriers in the customer experience.
The most important ritual actions—Edit Box, Track Order, and Manage Deliveries—are distilled into their core steps. The experience creates a self-improving feedback loop that improves customer experience and generates data for inventory planning.
Support healthy habits.
Personalization and moments of delight make customers feel seen week after week. Sunny yellow from the brand palette serves as a new neutral to complement food-forward photography. Each step, from onboarding to weekly check-ins, lays the groundwork for a long, healthy relationship.
We deeply value customer feedback and are excited to announce that one of the most requested features is being added to the ordering experience.
Founder and Co-CEO, Splendid Spoon
BUILDING THROUGH ADAPTATION
- Stakeholder Interviews & Workshops
- Audience & Landscape Research
- Brand Experience Audits
- Product Design
- Design System Evolution
- Jenna Park, Lead, UX/UI
- Sarah Asip, System Design & Research
- Kristen Mirenda, UX Writing & Content Design
- Tanya Quick, Principal, Brand Strategy & Creative Direction
- Jada Vogt, Lead, Visual Design & Art Direction
- Splendid Spoon Product & Marketing Teams