GenFresh aims to address food insecurity by connecting farmers with excess food to people in need.

Read more

UX Research

Competitive Analysis


With over seven million active customers, HelloFresh is one of the largest meal kit delivery services in the world. I looked to their app for insight into how to entice individuals to order and for design best practices.

What Works
  • Food photography as the focal element

  • Displaying recipe prep time and difficulty

  • Allowing people to adjust the amount of servings in their box

What Could Be Improved
  • Stronger typographic hierarchy could better differentiate sections and draw users’ focus to key areas

  • Recipe details could better utilize space

Blue Apron

Blue Apron is another popular meal kit delivery service with offerings nearly identical to HelloFresh.

What Works
  • Great food photography

  • Shows total prep time

  • Allows individuals to customize recipes to fit their needs

  • Step-by-step instructions keep people focused on one specific task, reducing their cognitive burden

What Could Be Improved
  • Screen layouts could be more space-efficient

Personas & Empathy Maps

In place of using actual data to develop user personas and empathy maps, I outlined the target audience of GenFresh

and utilized ChatGPT 3.5 to generate plausible users. I heavily edited the output.

Site Map

After analyzing various comparable services, I developed the information architecture of the GenFresh application. 

I considered the expectations of my two personas, and finished with 7 essential pages and 34 screens.

View interactive site map

Hi-fi Design

After finishing my UX and UI research, I constructed a series of mid-fidelity wireframes and then further refined the screens into the final hi-fi design.

After that, I linked all the pages to create an interactive prototype.

View interactive prototype

© 2023 Max Stromfeld