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Building the Voice of the Customer Program at HelloFresh

Being a B2C company, our customers are paramount to our success. Back in 2016, as our digital product organization was growing, we decided it was about time to really dig into our customer feedback and use it to develop a more resilient roadmap.

Through aligning with business stakeholders, product owners, designers, and engineers, we implemented a system where we could easily access insights into our customer’s needs. Our goal was to have both a macro and micro-level view of our customer journey; following the customer through the digital experience into the physical product and back.

We were able to take an organization that was disconnected from customer feedback all the way to having people across different disciplines; design, product, and engineering proactively reaching out to obtain customer feedback as they drive projects forward.

Major Transformations

  • Created a wholistic and dynamic customer journey

  • All employees could see and filter information within the context of the customer journey to see all experiments (active and past), user research findings, customer feedback, and NPS promoter and detractor factors

  • Weekly check-in meetings with Product Owners and Designers

  • Involvement of C-levels with continuous communication

 

Project Considerations + Goals

  • Incorporate Qualitative and Quantitative user data to enable Product Owners to make better roadmapping decisions

  • Plug into how Product Owners currently work - make the work easier and more meaningful

  • Start small to get buy-in and scale up as the need develops

  • Make it easy to see the product end-to-end to see how decisions impact the wholistic customer experience

  • See continuity and progress of how topics evolve over time and which projects in the roadmap address customer joys/pains

  • Document processes to easily onboard new Product Owners/Designers/Engineers/Markets (Countries)

  • Understand at a glance what is happening in our customer’s experience, and then zoom-in where relevant

  • A format which updates as easily and quickly as our product teams work (aka not a static sketch file)

  • Be able to incorporate as many sources as possible including direct customer feedback, NPS Promoters and Detractors, User Research, and A/B Test along with Multi-variate testing.

 

Documentation

 
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We created a page that explained the work we were doing and instructions to onboard people more easily.

Our digital product team worked in Jira/Confluence, so our project lived within this workflow.

Our process was documented clearly for new joiners to be easily onboarded and old timers to find the relevant content easily.

 

JIRA FOR TRACKING

 
 

This was the jira board linked to the documentation page (above).  As Product Owners collected insights, they would add a jira ticket to this kanban board. Once an issue was on the board, we would then move them through these 4 columns as the projects progressed (To do, In Refinement, In progress, Graveyard, and Done).

We used swimlanes to break out each phase of the customer journey to better see where we were addressing a lot of customer feedback, and where we were perhaps lagging behind our customer needs.

This gave us our macro-level view.

 

Tracking + Insights

 
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Where the kanban board was our airplane view, each ticket housed our one the ground view.  Each ticket was linked to other pieces of feedback we’d receive from customers week over week, any quotes from customers that might be relevant, links to developer tickets that are in the works, and also to experiment tickets from our product analytics teams. We could also assign each ticket to a PO to ensure clearer communication, and enable the product owner to take ownership of their customer’s experience.

This was our micro-level view.

 

THE CUSTOMER JOURNEY

 
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The customer journey at HelloFresh spans digital and physical experiences and because of the nature of the subscription, oftentimes is a non-linear journey. Capturing this complexity while making a journey which is flexible enough to withstand product changes was a key feature of this project.

We partnered with UX Research and identified core customer experiences with our service.

 

Next steps

We began illustrating the different stages of the customer journey outlined above (in collaboration with some of our very visually-skilled designers). Ideally the visual designs along with our work above could enable increased understanding and collaboration across disciplines and countries.

 
 

Want to see how we got here? I was invited to present our work with the Voice of the Customer Project at Halo Design - see the presentation (start time 2h24min) or take a look at the slides (note: there are animations and without being in presentation mode, things might look a bit off).