Niquita Taliaferro

Strategic Product & Expereince Design

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04.


Hungryroot PivotDesigning the foundation for Hungryroot’s shift beyond meal kits toward a flexible, personalized grocery model. 



Role & ServiceS⤷  Design Lead, Strategist
       Strategy, IA, UX/UI, Illustration, Visual Design

Collaborators⤷  Language Dept. (Creative Director, UX Counterpart)
      Hungryroot Founder, Brand, Marketing and Product Teams
 


Hungryroot began as a direct-to-consumer food brand operating closer to a meal kit model. I’ve collaborated with the company since its earliest days through Language Dept, beginning with brand definition and naming, followed by ongoing brand and customer experience audits as the business evolved.

In 2019, this long-standing relationship deepened through a four-month engagement focused on clarifying Hungryroot’s next phase of growth, as the meal kit landscape became increasingly crowded. Drawing on years of prior context, the work examined how customers were actually using the service—and where rigid meal-kit conventions were creating friction. Through research, interviews, and a survey of nearly 3,000 respondents, I led synthesis around decision-making, habit formation, and the role of choice in sustaining healthy behavior.

I translated these insights into a customer journey framework that organized acquisition, retention, and recovery as interconnected loops rather than a linear funnel. That framework informed a redesign of Hungryroot’s unauthenticated web experience, including navigation and information architecture, a philosophy page to articulate the brand’s point of view, and a reworked food discovery experience that emphasized weekly variety and upcoming availability to reduce food fatigue.

I also redesigned onboarding as a guided planning experience, introducing a quiz that used user signals to generate plan recommendations aligned with how Hungryroot could realistically fit into people’s lives.

This work helped establish the foundation for Hungryroot’s shift away from a meal kit model toward a personalized grocery experience. Launched in late 2019—just months before the world entered lockdown—the experience was positioned to meet a sudden shift in how people sourced food and thought about health, supporting Hungryroot’s ability to scale a flexible, personalization-led model during a period of rapid change.

Expanding the visual language beyond foodThe experience evolved Hungryroot’s brand system beyond photography, introducing illustration, typography, and clearer navigational structure to guide users through discovery, validation, and signup with confidence.
Healthy is personalCasting, copy, and category framing reinforced variety as a core value, showing how Hungryroot adapts to different tastes, routines, and real lives.
Developing an end-to-end acquisition funnel From ad exposure to education, onboarding, and post-conversion use, the experience was designed to reduce friction and build confidence at each step.
Philosophy Page A confidence builder for curious potential subscriber—clarifying Hungryroot’s definition of healthy, its product standards, the people behind the brand, and leading seamlessly into sign-up.

 


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