Industry UX Research
Meal Kit Ecommerce UX Research
What are the top 40 UX improvements for your Meal Kit website? How does your UX performance compare to Blue Apron, HelloFresh, Marley Spoon, and Sunbasket?
Empower your digital team with instant access to meal kit-specific UX insights. Improve ROI on your UX projects and increase confidence in UX decisions with access to 150,000+ hours of UX research that covers every question and UI Component for your meal kit ecommerce site.
At Baymard Institute, we have a whole research topic devoted to online shopping UX and usability, specifically for "Meal Kit" delivery ecommerce sites.
Our research includes large-scale usability testing of more than 10 meal kit sites such as HelloFresh, Sunbasket, Blue Apron, and more (see all meal kit sites tested and benchmarked).
Baymard’s UX research is used by 29,000+ UX professionals in organizations like:
“Thank you, this was really insightful!”
Leverage Large-Scale Research for Better Decision-Making
Empower your team with a vast library of large-scale research insights to inform and support your design decisions, advance your projects, and transform opinion-based discussions into evidence-driven outcomes.
Meal Kit
The findings from Baymard’s large-scale testing of Meal Kit websites provide you with 270+ UX guidelines, along with 3,000+ UX performance scores and 2,200+ best practice examples from Meal Kit websites.
The research covers the entire sales site UX, including:
- "How it works" pages, how to best describe the subscription offerings, etc.
- layout and design of meal selection pages and recipe pages, ‘meal selection’ quizzes etc.
- The plan matrix, signup & payment flow
Able & Cole, Blue Apron, Dinnerly, Gobble, Gousto, Green Chef, HelloFresh, Home Chef, Marley Spoon, Purple Carrot, and Sunbasket.
Note that we also have related research industry studies on Online Grocery, Food Delivery & Takeout, and Grocery Box Subscriptions.
7 × Themes
How Does Your UX Performance Stack Up Against HelloFresh, Sunbasket, Blue Apron, and Your Direct Competitors?
Baymard has benchmarked the online shopping experience of 8 leading US and European meal kit sites across 270+ UX guidelines for Meal Kit.
With a Meal Kit UX Audit, Baymard will perform a confidential UX benchmark of your site across the same parameters. This enables your organization to compare your site’s UX performance to leading meal kit sites and competitors. Along with documenting if and how your site’s UX falls behind the competition or falls short of users' expectations.
Meal Kit Test Methodology
This UX research on Meal Kit ecommerce UX is part of Baymard Institute’s full 150,000+ hours of large-scale research catalog, which is based on:
Usability Testing
25 rounds of qualitative usability testing with 4,400+ test participant/site sessions following the "Think Aloud" protocol, mainly as in-person 1:1 moderated lab usability testing. This includes sites such as Able & Cole, Blue Apron, Dinnerly, Gobble, Gousto, Green Chef, HelloFresh, Home Chef, Marley Spoon, Purple Carrot and Sunbasket.
Manual Benchmarking
Benchmarking of 8 meal kit sites across the 270+ Meal Kit UX guidelines resulting in 3,000+ UX performance scores and 2,200+ best practice examples from sites such as Gousto, HelloFresh, Blue Apron, Green Chef, Purple Carrot, Marley Spoon, Sunbasket, and Able & Cole.
In-Lab Eye-Tracking Testing
Eye-tracking was also used for select testing. The eye-tracking test study included 32 participants using a Tobii eye-tracker, with a moderator present in the lab during the test sessions (for task and technical questions only).
Quantitative studies
12 studies with a total of 20,240 participants
Baymard’s research methodology is described in detail here.
What Our Clients Say
Baymard’s research is used by 29,000+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 ecommerce companies.
“Thank you, this was really insightful!”Andrew Wright Product Design Manager at Instacart
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“The recommendations in our audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the ecommerce database access, are my go-to resources for thorough, insightful information. Thank you!”Erin Straub UX Design Manager at Nutrisystem
“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 Close Director of A/B Testing at Nike.com
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“The recommendations in our audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the ecommerce database access, are my go-to resources for thorough, insightful information. Thank you!”Erin Straub UX Design Manager at Nutrisystem
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“Great UX report on shopping cart checkout forms/process we have used in a few audits recently. ”Digital Telepathy @dtelepathy
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“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 Bonnstetter UX Director at Hallmark Cards, Inc.
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“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 Kersting eCommerce Marketing at Harley-Davidson
“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.”Jill McDonald UX Architect at Room & Board
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“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 Dalby Director of E-Commerce at Purch
“We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.”Chris Hall President of RepairClinic.com
“This is without a doubt the most important eCommerce training I’ve ever done. Knowing the right approach for converting the average user puts us massively ahead of the competition.”James Gilbert CEO at Solutionists
“Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.”Chris O’Donoghue Search & Navigation Product Owner at John Lewis
“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 French Director of E-commerce at Fast Growing Trees
“after benchmarking checkouts for a couple of hours last week… this resource is magical ”aquazie @aquazie
“Truly a great learning experience about almost every aspect of eCommerce and the steps you need to take to improve the shopping experience for your users. Everyone working with eCommerce should attend this course. Absolutely worth the investment!”Axel Giæver Senior UX Designer at Dekode
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“We implemented these guidelines on a client’s website and our e-commerce conversion rate increased 18.7% across the board. Most importantly our mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.”Rober Coorey Author of ‘Feed A Starving Crowd’
“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.”Claire White UX Specialist for Kingfisher PLC
“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 Wilson Sr. Director of Design & Development at Overstock.com
“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 Ulrich Associate Director of Web Usability at Bell Canada
“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 Rejali Senior UX Designer at prAna
“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 Romero Digital Marketing Director at SiteOne Landscape Supply
“Every day of the training was accompanied by a list of discoveries that I could directly design solutions for into my site. I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion. Being able to have Christian and Lauryn from Baymard Institute look over my shoulder and give me feedback and direction based on the 28,000 hours of independent research that their organization has done was incredibly helpful.”Nick Frame Lead UX Designer for TaylorMade Golf
“I wanted to begin by saying how incredibly impressed I have been with the degree/depth of content shared on UX/UI best practices for eCommerce experiences. This has by far been one of the most valuable workshops I have ever attended in my professional career.”Geoffrey Laux Digital Product Owner at Capital One
“We’ve been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.”Jakob Bignert VP of Product at Apptus
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