Context
Tools
Team
Live Client Presentation - Hello Fresh
Figma, Adobe Suite
AD: Caitlin Kreinheder
Role
Skills
Timeline
Product Designer
AI , Product design
1 month
The Ask
To strategically expand HelloFresh’s market presence by identifying and connecting with underrepresented demographics (or regions).
The Challenge
HelloFresh is perceived as a premium service. This means that cost sensitive consumers tend to assume that it is a service that only consumers with disposable income can afford. This alienates cost-sensitive markets. Additionally, we were told to not add anything physical to users boxes.
The Opportunity
Enhance hellefresh brand presence & deepen emotional connection with Price conscious consumers by expanding exsisting hello fresh product offerings.
The Solution
Not everyone has a kitchen guru/mentor.
HelloFresh can fulfill this by being not just a meal service but a culinary education platform. We have the opportunity to reach consumers at a vunerable point in their user journey - where they are trying out new recipies and techniques in the kitchen, Not everyone has a kitchen mentor.
Learning how to cook is hard. not everyone has someone willing to help them out or each them the secrets of the kitchen. HelloFresh can be there for them. Hellofresh can be more than a meal delivery service - they can be a friend.
SAGE
An AI assistant, to help the user level up in the kitchen.
Identity:
Many users are reticent about AI. They find it scary. SAGE is specifically made to be friendly, and unassuming. SAGE is there to be a friwndly helping hand - liteally. Hellofresh already incorporates hand drawn illustrations in their current branding -sage was originally sketched in their image, with an added 3d twist - much like AI is blah blah blah.
Why 3d?
Introduction to sage
In order to help inspire our users, we first need to know their likes and dislikes.
Users can opt into taking a short quiz that helps our algorithm establish a home page complete with an infinite number of ink-spirations to look through.
Sage pop up
In order to help inspire our users, we first need to know their likes and dislikes.
Users can opt into taking a short quiz that helps our algorithm establish a home page complete with an infinite number of ink-spirations to look through.
Chat with sage
In order to help inspire our users, we first need to know their likes and dislikes.
Users can opt into taking a short quiz that helps our algorithm establish a home page complete with an infinite number of ink-spirations to look through.
Sage chimes in
In order to help inspire our users, we first need to know their likes and dislikes.
Users can opt into taking a short quiz that helps our algorithm establish a home page complete with an infinite number of ink-spirations to look through.
Feedback
In order to help inspire our users, we first need to know their likes and dislikes.
Users can opt into taking a short quiz that helps our algorithm establish a home page complete with an infinite number of ink-spirations to look through.