Industry UX Research
A large-scale research study on how to optimize the User Experience of Meal Kit websites
At Baymard Institute, we have a whole research topic devoted specifically to Meal Kit delivery websites; how they can improve the UX and conversion rates of their public sales sites.
Through our 88,000+ hours of large-scale UX research, we’ve identified 400+ in-depth User Experience guidelines that are particularly important to the public sales sites of Meal Kit services.
The tested meal kit sites in our study includes Blue Apron, Dinnerly, Gobble, HelloFresh, Home Chef, and Sunbasket.
Baymard’s Meal Kit website UX research are based on more than 125 qualitative subject/site usability test sessions following the “Think Aloud” protocol. During testing, the users encountered 1,000+ medium-to-severe usability issues on the Meal Kit websites while trying to decide which service to subscribe to. It’s these issues have been analyzed and distilled into 400+ UX guidelines.
The 400+ guidelines cover what types of Meal Kit sales pages are needed, “how it works” pages, how to best describe the subscription offerings, layout and design of recipe pages, how to design the plan matrix, along with general usability and site layout insights, including improving the signup and payment flow — the entire flow from the user’s landing page to a completed signup and meal selection.
This page provides you a brief overview of Baymard’s Meal Kit website UX research. Full access to all of our UX research is available as part of Baymard Premium.
We’ve released a small subset of the 400+ Premium UX research finding for Meal Kit websites for free in these articles: