Plated Pass*
See the case study︎︎︎*This is a much older case study, but I still appreciate the thinking and wanted to share.
Background:
Plated was a premium, subscription meal-kit service.
Problem:
Customers were finding it exhausting to keep up with cooking at the cadence of their subscription. This meant more skipped deliveries and account cancellations.
Scope:
Proposing a new payment structure to support retention. Balancing “user” versus “business” benefit. Conducting research & testing to help validate the proposal. Understanding the psychology of gamification and comparative costs.
Reflections:
This case study is from 2019 and was one of the first complex projects I had the opportunity to drive. It has always stuck with me as a reminder of how fascinating and valuable it is to talk to our customers. It also helped me understand how to leverage psychology in a user’s experience, and how easy it can be to slip into dark patterns (and how important it is to be the user’s advocate).