Meal Box Subscription Website Made Family Friendly
Challenge
One Potato is a meal subscription box plan that offers organic, pre-prepped ingredients for the whole family. Everything is catered to the customer, allowing you to customize your weekly meals to fit your dietary restrictions (gluten free, nut allergies, vegetarian, etc.), as well as providing kid-sized portions at child-sized prices.
Solution
Discovery One Potato was experiencing conversion issues; people weren’t staying on the site to discover their products and were bouncing off at a high rate. The website’s vision and story were not being correctly portrayed, causing users to leave the site before taking the time to learn more about what One Potato had to offer. We were able to take a look at analytics for the site and interviewed with the business owners to uncover the underlying issues and find their solutions. We were able to dig into their code base to get a feel for how the website had been coded, and conducted extensive competitor research. We determined One Potato’s problems and main goals - increasing conversion rates, adding recipe detail pages, and making sure that users could find exactly what they were looking for - and got to work on meeting those requirements. UX Strategy This project was a unique one. We didn’t focus on a complete redesign or redevelopment of the website, but rather a “facelift” for the site. We created wireframes that we presented to them, and then worked our magic. We revamped the homepage to make it more fun, easy-to-read, and interactive. We added a call to action button right on the first banner, inviting users to dive into the One Potato experience right off the bat. We broke down a paragraph of copy that was already on the website to create a step-by-step “How it Works”, airing out the homepage and adding a lot of images and styling to the text. Each step also includes a link, inviting the user to discover the weekly menus, learn more about prices, or even simply just get started with the process. One Potato used to present its recipe pages through PDFs, which were not very SEO friendly. We switched these out for a recipe page that Google can crawl, which in turn will generate more organic traffic to the website. FAQs were also added onto the pages, giving users the answers they need relevant to the topic of that page without needing to search elsewhere. To further pique curiosity and interest, we installed a countdown timer at the top of the homepage which offers a featured meal for a limited amount of time, encouraging users to try out this item before it’s gone. In addition, a pop-up window with a discount code will appear once the user decides to leave the site, which is one last grab at the user’s attention, inviting them to join. Part of our UX process also included the mobile version of One Potato that was not optimized. The redesign of the homepage helped to make the mobile version responsive and adapt to mobile users. Build When building this website, we simply added their brand to what we had laid out in the wireframe structure. We made sure to appeal to their target customer - families - making the site approachable, friendly, and easy-to-use. We introduced more white space on the homepage and other pages, giving the users’ eyes the ability to breathe and absorb the information without feeling overwhelmed. This allows for users to focus on what is important. We focused a lot on icon styles, colors, imagery, and our call to action buttons. The website framework itself was built on Laravel, and we made use of Bootstrap to ensure that One Potato remained responsive. Test & Launch With everything ready, it was time to test the site. We tested One Potato on most common devices and browsers in order to make sure the experience was consistent. Once we were certain that there were no issues, we showed off the new, revamped website to One Potato. They did their own testing on their end and gave us their feedback. After performing some minor tweaks, we pushed the code to BitBucket, then to a dev environment where everyone could test the site. After everyone was satisfied, we moved the website onto a live platform for users to enjoy.
Results
Before our changes went live, in the past year One Potato had a bounce rate average of 62% across their entire site, and 57% on their homepage. After nearly a month of going live with our changes, One Potato is now averaging a bounce rate of 45% across their entire site, and 42% on their homepage. These results are great not only for the company, but also at a Google perspective. People are spending more time on the website and engaging more, and they are gaining more visibility in the Google search engine.
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