"Reducing customer churn"

A UX Design client project for Delidoor.


The brief: To find out what was causing customer churn for Delidoor, a frozen meal delivery service, and design solutions to encourage repeat customers.

The problem: Delidoor has not yet established their spot in the market and the website has limited functionality to encourage repeat purchases.

The solution: Our solution was to make the value proposition front and centre and refine the strategy, process and offerings to make it easier for customers to come back for more. Additionally, the solution included the ability for customers to review previous purchases,  re-order and customise recurring order options and preferences.

The set up: A three week design sprint, in a team of two. 

The process: User research through to service and website design, including synthesis and iteration.

My role: Owned all deliverables, presentations and communication with the clients. Led all user research, synthesis, design and final recommendations.

Key tools: Figma

● Competitor and comparator analysis.
● Business analysis. 
● Interviewing.  
● Usability testing.
● Sketching, wireframing & prototyping
● Affinity & journey mapping.
●  Secondary research  

Delivered: Service and website design recommendations (including annotated wireframes), documentation of the research and synthesis and a 30-minute presentation handing over the final deliverables and recommendations.


A range of existing and target customers were consulted.

From interviews with Delidoor customers and Delidoor competitor’s customers we began to understand what people expect from such a service.
20/20 target user interviews (to learn about user’s experiences, expectations and pain points with these services). 
6/6 target user feedback sessions (to get feedback on reordering and subscription preferences). 

There are many preferences about how people want their meal delivery services to work.

Affinity mapping enabled us to synthesise the feedback collected from the interviews, customer feedback sessions and also what we learnt from business analysis and competitor/comparator analysis.

Customer Journey Mapping.

This helped us further understand the customer’s pain points and experiences at each stage in the journey. The most significant pain points in the journey were at the browsing and re-ordering stage.  

These were our findings and opportunities.

We then separated the findings from all of our research between things Delidoor is already doing, what we recommend addressing and what specific opportunities we discovered. The last 2 findings on the table we differentiated would have to be longer term recommendations due to current business constraints. 


Recommendations for delivering a better service.

● Bring the message about the value proposition “regarding frozen food and their sustainable approach” to the forefront.
● Introduce an account page for returning customers. 
● Make it easy to reorder from an order history tab in the account page.  
● Introduce recurring orders/subscription and box/surprise options. 
● Give customers power to customise one-off and recurring orders.
● Give users control over their subscription’s reminders and preferences.

Subscriptions don’t mean ordering the same thing time and time again.

Our job was to make it flexible and convenient for one off orders and repeat orders. We also made it convenient for customers with box options to bundle popular meal deals together, which is good for the business by selling more product. In this diagram the blue tick signifies what Delidoor is already offering and Green ticks are the additional variables we wanted our solutions to include.

Sketching, wireframing and prototyping.

We started with lo-fidelity sketches, which we then developed into mid-fidelity wireframes and prototypes, before finally creating high-fidelity mockups. 



We designed, tested and iterated our solutions.

As a result, and due to our client’s request we delivered a set of annotated mid-fidelity wireframes for desktop. Here are a couple to see how our recommendations were applied. And here are a couple of high fi mock ups for mobile too to give you a “taste”, (don’t mind the pun), of what the experience would be like on mobile.  

Where to from here.

There are important next steps for the business before finalising UI Designs:
● Decide on clear incentives for repeat business. 
● Decide which options, either box, surprise, or other, they want in their website. 
● Look into offering a wider menu variety. 
● Look into catering more to differing dietary interests. 
● Align
how their business is described across all platforms as it’s currently sending a mixed message and this should be unified. 

Upon reflection...

Stakeholder buy-in was challenging. Therefore, we knew from the get go we would have to come up with something exceptional if we were going to impress our clients. After going through this process we felt very confident that these design ideas were a good start in the right direction to establish their place in the market and support return and recurring business. Delidoor has since updated their website and applied most of our recommendations.