In 2019, I was a part of a four-month collaborative partnership with Hungryroot to strategically pivot their product and align the web experience. Working in tandem with leadership from product, creative, and marketing, we defined a new way forward that helps subscribers eat better on their own terms.


Language Dept.


Research, Strategy, Information Architecture, Interaction Design


Dropbox Paper, Google Drive,, Balsamiq, Sketch, Zeplin


I was responsible for research, developing strategy, and visual design in the business pivot of Hungryroot which led to a 50% increase in engagement and an immediate 7% increase in customer acquisition.


Hungryroot is more than a meal kit. It is a new way forward for healthy eating.

Everybody eats, and since its launch in 2015, Hungryroot’s mission has been to help people make better food choices. To achieve this, Hungryroot shipped their branded veggie products and sauces to customers with recipes to help them make healthy meals.

With a future-forward mindset, the brand now wished to strategically pivot their product and align the web experience for their customers.

Out with the old
Hungryroot provided their private-label packaged foods with instructions on how to combine them into meals.

How can we shift Hungryroot away from the meal kit landscape while retaining our current customer base?

As a starting point, we distributed a survey to nearly 3,000 respondents to define what the new Hungryroot is—and is not—to its active customer base and how to provide the most value to retain.

Of everything we learned, the loudest feedback amongst existing customers was the desire for variety. This required us to consider the idea of choice, the lack thereof, and how it plays into the next iteration of the company.

Food boredom is real. Hence we brought personalization and variety to healthy eating

It was essential to allow users to maintain control of how they Hungryroot. Instead of introducing new SKUs of branded products, we introduced the concept of incorporating third-party brands with optional recipes on how to use these new products they receive.

The new Hungryroot merged relationships with technology, becoming part personal shopper and part sous chef; delivering weekly healthy groceries curated to their needs, tastes, and habits.

The new way forward
Hungryroot incorporates 3rd-party brands and emphasizes that users can define how they 'do' healthy. The approach is less prescriptive and recipes are still available should users desire to use them.

Establishing trust for new and continued customer relationships.
While the homepage may answer what Hungryroot is, I suggested we create the Philosophy page to clarify the who, why, and how.  Included within are the company’s standards for selecting products to offer, beliefs, and an introduction to its leadership team. Bringing this information forward is transparent and critical in building new customer relationships and retention.
Injecting delight
A video of product was used to place some emphasis on yum. Rollover states show the personality of Hungryroot's leadership, expressing they are real people that don't take themselves too seriously.

Reimagining aisles: designing the new food offerings page to showcase variety

A redesign doesn't end at a homepage; it begins there. The desire for greater variety in offerings, therefore, had to be satisfied throughout our website.

Previously, on the food page, most items were hidden away in carousels, making the user feel the lack of variety. Therefore, I introduced a grid that doesn't hide products and eliminates the user's previous burden during discovery.

Products hidden inside the carousel makes discovery laborious for the user and emphasizes the limited product offering.

Pairing the grid layout with page-level navigation helps users to compare products from the present week against the upcoming week. This approach reinforces that we heard the necessity for variety loud and clear. 

For further details, users can click any item. This functionality is similar to flipping over the package for additional information in the in-store grocery experience.

Detailed view of an individual item: users have the ability to learn more about the item including nutritional value, ingredients, and tips for usage.

Asking the right questions for the optimal experience

The new onboarding experience intends to understand each new user asking questions about who's eating, dietary restrictions, and how they eat throughout the day. These insights impact products included in the first box experience, allowing for a user's profile to change and grow with users' tastes as the subscription renews.

Hungryroot onboarding asks questions to understand who's eating and how users eat throughout the day to recommend a plan and send the optimal first box.

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