Introduction
To improve HelloFresh's mobile app experience for meal planning, we need to focus on enhancing user engagement, streamlining the meal selection process, and personalizing the overall experience. I'll approach this challenge by first clarifying our objectives, then analyzing user segments and pain points, before proposing and evaluating solutions.
Step 1
Clarifying Questions
Why it matters: This helps us determine if we should focus more on acquisition or retention strategies. Expected answer: Churn rate is slightly higher than industry average at 15% monthly. Impact on approach: Would prioritize features that increase user stickiness and long-term engagement.
Why it matters: Informs whether we need to focus on mobile-specific features or cross-platform consistency. Expected answer: 60% of users primarily use the mobile app, with 30% using both platforms regularly. Impact on approach: Would emphasize mobile-first design while ensuring seamless transition between platforms.
Why it matters: Helps align our app improvements with our core value proposition. Expected answer: Variety of recipes and ease of cooking are top reasons. Impact on approach: Would focus on showcasing recipe variety and simplifying meal preparation instructions in the app.
Why it matters: Ensures our app improvements address current and future user needs. Expected answer: Increasing demand for plant-based options and customizable portions. Impact on approach: Would prioritize features that highlight dietary options and allow for meal customization.
Tip
At this point, you can ask interviewer to take a 1-minute break to organize your thoughts before diving into the next step.
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