UX quality standards at HelloFresh —
Leveling-up the quality of HelloFresh through enriched visual language, better navigation and ways of working
At my core, I am a craftsperson. I find joy in beauty and structure, satisfaction in well-executed work.
I strongly believe that crafting a high-quality product is essential to create impact. This is why I consistently drive myself and my team to reach for high standards. I lead by example, striving for design excellence in my own work and sharing insights through mentoring and talks. I actively lead and participate to initiatives that push our UX quality to new heights.
Below are some recent contributions I've made to elevate our design practice at HelloFresh.
Modernizing HelloFresh's visual language
In the recent months and for the greatest pleasure of my own eyes, I collaborated with 3 other designers on a whole visual reskin of our apps and website. I now support the impacted teams on the execution by teaching them the newly created system, coaching them on visual and interaction design competencies and ensuring high-end execution of our vision.
New system samples
Drag the handle to see the before and after.
Structural & global navigation revamp on all platforms
Across my years at HelloFresh, I witnessed countless increments plugging in randomly into our apps and website: a new overlay here, a new page when swiping there, a new tab in the main header, ... The very core navigation on all platforms ended up suffering greatly from those disconnected additions.
Customers lacked spatial awareness when navigating our product, which impacted their ability to find information and their overall sentiment that the product was reliable, therefore impacting their level of trust and likeliness to stick with the service.
Over the first half of 2024, I advocated for a deep navigation revamp and kick-started a conversation with senior tech leaders. My goal was to unlock resources to develop a navigation model that would better meet users' metal models per platform.
I succeeded :) Once the initiative kicked off, I shifted to a consulting role on the project.
Demoing a new navigation model
I wrote a strategy paper to highlight the urgency of such work, why thinking it through is critical to raise a customers' trust and perception of reliability.
I provided model-prototypes for web, iOS and Android to demo possible directions.
Words from the team
“Clara truly leads by example, she created a safe space that helped me reconnect with my passion and creativity.”
Irini
Product Designer @HelloFresh
“Clara is a remarkably skilled and knows her stuff, but what always impressed me most about her was her curiosity and passion.”
Jake
Former VP of UX @HelloFresh, ex-Frog