Audit Service

Meal Kit Website UX Audit

What are the top 40 UX improvements for your Meal Kit website? How does your UX performance compare to Blue Apron, HelloFresh, Marley Spoon, Sunbasket, etc.?

Based on the findings from Baymard Institute’s 88,000+ hours of User Experience (UX) research, Baymard will conduct a Meal Kit website UX audit.

The in-depth Meal Kit UX audit will be based on 400+ weighted UX parameters uncovered during our large-scale UX testing of meal kit sales sites. This will provide you with:

  • a detailed 120+ page audit report outlining 40 prioritized and research-backed user experience improvements for your meal kit site,
  • provide best practice implementation examples and inspiration from other meal kit sites, for each of the 40 identified UX improvements to your site,
  • a detailed unbiased UX performance analysis across the 400+ UX parameters to document your current state and identify the best areas to improve,
  • compare your site’s UX performance directy to the performance of other meal kit sites: Able & Cole, Blue Apron, Green Chef, Gousto, HelloFresh, Marley Spoon, Purple Carrot, and Sunbasket.

Learn more about our Meal Kit UX audit analysis, deliverables, and costs in the 5 sections below:


Nutrisystem Logo
The recommendations in our audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!
Erin StraubUX Design Manager at Nutrisystem

What’s Included in a Meal Kit Website UX Audit?

  • A full UX analysis and assessment of your desktop and mobile websites — conducted every year by lead UX researchers at Baymard Institute, utilizing Baymard’s more than 88,000+ hours of large-scale UX research.

  • 7 detailed UX scorecards with a total of 400+ UX performance scoring parameters, used for direct UX performance comparison against other online meal kit websites (Able & Cole, Blue Apron, Green Chef, Gousto, HelloFresh, Marley Spoon, Purple Carrot, and Sunbasket). You'll also get a UX comparison to other industry sites (like grocery, food delivery, etc.), to benchmark how your site stacks up to general user expectations.

  • The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other meal kit sites, and occationally examples outside the meal kit industry for cross-industry inspiration.

  • A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.

  • 3 follow-up calls with your UX auditor after delivering the UX audit findings. For feedback on any redesigns you create, a light review of prototypes, questions, etc.

  • A detailed Year-Over-Year UX performance comparison to past audits – documenting your UX progress, and showing how you stack up to the competition and to user’s increasing expectations, every year.

  • Your whole organization gets annual complimentary access to Baymard Premium with full access to Baymard’s 88,000+ hours of UX research findings, UX certification, etc. (normally $2600/year).


Etsy Logo
Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us.
Alex WrightDirector of Research at Etsy

UX Audit Focus

The audit will cover the following areas of your online user experience:

  • Homepage — The homepage structure, design, carousels, personalization, and promotions.

  • Main Navigation — The main navigation design and structure, mega drop-down menus, visual hierarchy, courtesy non-product navigation, etc.

  • Site-Wide Layout — Site-wide layouts, footers, newsletter dialogs, ad positioning, and return policy links, etc.


  • Plan Matrix & Selection — the Subscription plan matrix structure and design, subscription FAQ section, how to display subscription costs, flow for presenting 'meals' and 'servings', shipping costs, etc.

  • 'How It Works' Pages and Plan Quizzes — structure and design of 'how it works'-pages, content needed on 'how it works' and other info pages, 'about the brand' pages and similar brand-characteristics pages, interlinking of informational pages, plan selection quizzes.


  • List Layout — The design and features of the overall recipe list, mobile list items, “responsive upscaling” of listing pages, etc.

  • Recipe List Items — what information to include for each Recipe List or menu item, how to format and display it, thumbnails in each list item, what they depict, their size, hover-enabled thumbnails, etc. etc.

  • Recipe Sorting & Filtering — Recipe sorting and filtering interface, including the minimum number and types of sort options needed by meal kit users, and more.

  • Recipe Page Layout and Structure — Overall structure of the recipe pages, layout, collapsed and tabbed information, mobile layouts, subpages, recently viewed, etc.

  • Recipe Information, Images, and Design — How users engage with and rely on information and descriptions, the type of content needed, headlines, sub-titles, ideal text structure and styling, etc.


  • Signup & Account Creation — Account creation design and communication, “Delayed Account Creation”, social media accounts, password rules, etc.

  • Customer & Address Information — Privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.

  • Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, gift card redemption flows, international currencies, coupon codes, etc.

  • Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.

  • Order Review — Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.

  • Order Confirmation & E-Mail (to the extent it’s possible to access this) — The information and actions needed on the order confirmation page, along with the order confirmation e-mail.

  • Checkout Page Design — Checkout process steps, “Enclosed Checkout” designs, order summary sidebars, and how to design and position the cart link in the site-wide header.

  • Cross-Sells — Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.

  • Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.

  • Validation Errors & Address Validators — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, inline validation. When address validations are necessary, “Force-Proceeding” through address validators, along with address validator design and logic.

  • Field Design & Features — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions. Drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc. Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.


  • ‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.

  • ‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.

  • ‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards“ for navigation.

  • ‘My Account’ Stored Addresses, Cards, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe“, confirmations, and ‘Apply’ buttons.


  • Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.

  • Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.

  • Mobile Search — User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “No results” pages, Faceted Search filters, etc.

  • Mobile Recipe Listings — List item size, thumbnail size, amount of attributes in list items, hit areas within the listing page, separation of list items, pagination vs. load more vs. endless scrolling, visual indicators, list item interactions on a touch screen, etc.

  • Mobile Filtering & Sorting — Styling and position of both “filter” and “Sort” options, sort types, “apply” buttons vs. auto-applying filtering values, the display of applied filters, information scent, filtering interface, etc.

  • Mobile Recipe Pages — mobile layouts, recipe imagery and text on mobile devices, image zoom levels, touch gestures for images and text, etc. etc.

  • Mobile Checkout Steps — account signup, typing addresses, payment methods, order review, linear checkout flows, mobile process steps, etc.

  • Mobile Checkout UX — Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.

Custom Meal Kit Competitors

In addition to auditing your site UX and comparing it to 8 leading meal kit sites (Able & Cole, Blue Apron, Green Chef, Gousto, HelloFresh, Marley Spoon, Purple Carrot, and Sunbasket), we can also expand the project scope to include a custom competitive audit against any local or direct meal kit competitor(s) you’d like. This is available for sites in most countries and languages.


Nike Inc. Logo
Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.
Will CloseDirector of A/B Testing at Nike.com

What Are Audits For?

Most commonly, our UX audit services are used by:

  • Sites that would like to benchmark their UX performance to see how they stack up against major competitors and “State of the Art” sites, to know where resources are best spent on further UX improvements.
  • Sites that would like inspiration and verification of their new redesign. For example, before spending resources on the final production code — auditing prototype designs are cheaper than re-coding.
  • Optimized sites that need a pair of external and unbiased eyes to identify the last tweaks and improvements.
  • Sites that would like to track their UX performance year-over-year, to measure and document UX progress towards stakeholders and over time.

Return on Investment

Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.


Google Logo
I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.
Sudeep AgarwalGrowth Manager at Google Shopping

How Will the Audit Be Delivered?
What Will It Cost?

An annual Meal Kit UX audit across the desktop and mobile website costs $12,700 (USD) per year.

An annual ‘Meal Kit UX audit’ includes:

  • A full UX review and analysis by Baymard’s team of UX researchers of both your desktop and mobile sales websites.

  • 7 detailed UX performance scorecards with a total of 400+ review parameters, and with performance comparison against Able & Cole, Blue Apron, Green Chef, Gousto, HelloFresh, Marley Spoon, Purple Carrot, and Sunbasket.

  • A 120+ page audit report with 40 prioritized suggestions for UX improvements. Each explain the identified UX issue, the suggested change, and show 2–4 best practice implementation examples from leading meal kit sites and general industry leaders.

  • A 2-hour video conference with you and your team to discuss the audit results.

  • 3 follow-up calls with your UX auditor. Useful for follow-up questions or feedback on your redesigns or prototypes.

  • 12 months of complimentary access to a Baymard Premium ‘Specialty’ plan with full access to Baymard’s 88,000+ hours of UX research findings (normally $2600 year).

Reach out below to discuss your needs or request a UX audit of your meal kit site. (PS client audits are strictly confidential and will not be included in Baymard’s public UX benchmark database).

Talk to UX auditor Laura about your goals and discuss Baymard’s UX research methodology.

Meal Kits Audit Price

$12,700

per audit

  • Refund Policy: In the event that we’re unable to provide 40 suggestions for improvements we’ll still complete the audit and leave it up to you if you want a refund.

  • Lead time: A typical full site audit takes around 17-25 work days - depending on time of year, project scope and auditor availability.

  • Confidential: All client-specific audits and UX scorecards are strictly confidential; they are not included in Baymard’s public benchmark databases or shared with anyone else (NDA is possible).

  • Unbiased: As Baymard does not offer any kind of design or development services or sell e-commerce technology, the UX audit will always be a completely unbiased analysis of your site, and not an indirect “sales pitch” for other services. At Baymard our specialization is the UX audit.

What Our Clients Say About the UX Audit

John Lewis Logo
The Baymard team has been a delight to work with on the JohnLewis digital platform audit. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk-through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.
Greg WoodsUX & UI Design and Research Manager at John Lewis
Jarden Consumer Solutions Logo
Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.
Tara CostaSenior Manager at Jarden Consumer Solutions (FoodSaver, Breville, etc.)
Nutrisystem Logo
The recommendations in our audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!
Erin StraubUX Design Manager at Nutrisystem
Huge Logo
Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.
Kerry McAleer-ForteVP of Research at Huge
Overstock Inc. Logo
Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.
Jaime WilsonSr. Director of Design & Development at Overstock.com
Harley-Davidson Logo
We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.
Colleen KerstingeCommerce Marketing at Harley-Davidson
Columbia Sportswear Logo
This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.
Cat BrunsonUX Manager at Columbia Sportswear
B&H Photo & Electronics Corp. Logo
I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.
Abraham BerkowitzB&H Photo
Kohl’s Logo
I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.
Ryan FinleySite Search Professional at Kohl’s Department Stores
Bell Canada Logo
Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.
Marc UlrichAssociate Director of Web Usability at Bell Canada
T-Mobile / Deutsche Telekom AG Logo
Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.
Mirko SablicEU eTransformation Competence at ​Deutsche Telekom / T-mobile
Nike Inc. Logo
Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.
Will CloseDirector of A/B Testing at Nike.com
Shopify Logo
We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.
Nicole PappMerchant Success Manager, Shopify
Avast Logo
We have recently tested some of your recommendations for the Avast checkout and got some great wins!
Tomas JanuE-Commerce Director at Avast
GE Healthcare Logo
I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!
Donal PhippsDigital Marketing Leader at GE Healthcare
Best Secret GmbH Logo
We are very excited to finally proceed with the UX improvements, and I truly believe your audit report will be super helpful to put us ahead of the wave. If you ever need a reference, please do not hesitate to share my contact.
Marian Gradl-SchikoraManaging Director at Best Secret GmbH
Google Logo
I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.
Sudeep AgarwalGrowth Manager at Google Shopping
Hallmark Cards, Inc. Logo
The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.
Wendy BonnstetterUX Director at Hallmark Cards, Inc.
Office Depot Logo
Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.
Bryan TrogdonDirector of User Experience at Office Depot
Etsy Logo
Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us.
Alex WrightDirector of Research at Etsy
Carnival Cruise Lines Logo
We like what we are reviewing from the audit - great analysis and feedback.
David PolancoUX Lead at Carnival Cruise Lines
Ace Hardware Logo
I’m an avid user of your reports and recommendations. I have leveraged your articles and findings throughout my career in B2B, B2C, and hospitality.
Jenny UrbanUser Experience Director at Ace Hardware
Fast Growing Trees Logo
We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.
Justin FrenchDirector of E-commerce at Fast Growing Trees
Altitude Sports Logo
Let me say that it was exceptionally well done, and we are super excited to implement every one of the recommendations there. Everything you said has usually been a case of discussion in the past, but having them recommended in a deck like this will allow us to move forward.
Louis ParizeauVP of Marketing at Altitude Sports
Purch Logo
Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.
Greg DalbyDirector of E-Commerce at Purch
RepairClinic.com Logo
Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.
Chris HallPresident of RepairClinic.com
StickerMule.com Logo
Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.
Anthony ThomasUX responsible at StickerMule.com
n11.com Logo
We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.
Efe YamanProgram Manager at n11.com
prAna Logo
Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.
Ramona RejaliSenior UX Designer at prAna
Microchip Logo
A great presentation, and the results were very eye-opening. It’s really helpful.
Tiziana Collovae-Commerce Marketing Specialist at Microchip
Epicenter Consulting Logo
Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.
Aaron HenigOperations Manager at Epicenter Consulting, New York
SiteOne Landscape Supply Logo
Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.
Colleen RomeroDigital Marketing Director at SiteOne Landscape Supply
Zenbooth Logo
I just wanted to thank you guys for all of the time that you’ve put into this, and for a great presentation. We don’t have anyone at the company that has formal UX/UI experience, so being able to tap into Baymard’s resources/expertise is an immediate win for us. Some of the things you pointed out, we’ve already identified as areas for improvement (which was validating), but a lot of the recommendations are things that we hadn’t identified and are for the most part immediately actionable.
Mischa SzymanskiMarketing Coordinator at Zenbooth
Anodyne Logo
I’m very impressed! Not about our site’s performance, quite the opposite, but about your work. Very detailed and packed with great and tangible advice. This was exactly what I dreamt about, but sometimes you just have to be careful dreaming.
Kenneth AvnstedCEO at Anodyne
Ace Hardware Logo
A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.
Lexy CasconeMarketing Manager UX/UI at Ace Hardware
V-ZUG Logo
Thanks for this audit and your good work. This was exactly what I was aiming for. Also thanks for the very, very professional presentation, and answering all our countless questions. Very good work.
Andreas BlankHead of E-Commerce at V-ZUG
Ōura Ring Logo
First off, thank you. This was the most engrossed I’ve ever been in a 2-hour meeting. This [audit presentation] was incredibly insightful and very helpful. Many, many thanks.
Yvonne KimHead of E-Commerce at Ōura Ring