Mealkit Customer Journey
Data Visualization
This mealkit delivery company was aiming to drive growth and improve customer retention. The Hypothesis research team conducted a deep dive into how the brand fits into the everyday lives of both new and long-term users. The research aimed to uncover key moments in the customer journey, highlighting when satisfaction peaks, when friction arises, and how the company complements or disrupts broader grocery and meal routines. By mapping these in-person experiences and emotional touchpoints, the project provided a holistic understanding of customer behaviors and needs, ultimately guiding strategic improvements across product, marketing, and service design.
To see more work I did for Hypothesis Group, click here.
Challenge
The customer experience with this mealkit company spans multiple stages, each involving emotional, practical, and behavioral layers. The challenge was to visually communicate this journey in a way that made sense to a broad internal audience. With multiple tiers of insight (e.g., emotional highs/lows, behavioral patterns, unmet needs), I needed to design a system that organized the content without overwhelming the viewer. Visual wayfinding and hierarchy became essential tools to help guide the audience through the presentation and maintain narrative flow.
Objective
To create a presentation that represented how customers interact with the compnay across various "moments of truth". The objective was to highlight both friction and delight points, show how the service fits (or doesn’t) into everyday routines, and uncover opportunities for improved retention and satisfaction. Visually, this meant balancing depth with clarity, designing for layered storytelling while ensuring viewers could easily track their place in the overall journey.
Results
Strategic use of color coding, iconography, and modular layouts enabled viewers to navigate the complexity of the research with ease. Wayfinding devices like persistent headers, callouts, and thematic markers helped orient the audience across multi-slide presentations. The final deliverable enabled stakeholders to quickly grasp key insights, and identify points of intervention.
