Enhancing MEAL-PLAN Personalization
The Albertsons Meal Plans feature is a large addition to the digital experience and has shown large AOV potential.
How can we improve the personalization of meal recipes?
How do we grow prospect confidence?
Can we increase the rate of return?
Summary: Mixed-Methods. 5 Week Diary Study. Pre/Post data on feature usage.
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I led the design, recruitment, moderating, analysis, and reporting of the following:​
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Qualitative: Videos, Images, Open-Text responses.
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Quantitative scales, habits, tendencies, frustrations, etc.
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40 Respondents that completed all 5 weeks.
IMPACT​
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Feature CSAT top-2-box improvement of +15%
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NPS improvements of +12 Promoters
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Avg. SKU increase per shopper of +7 items
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Increased rate of return usage from 5 to 3 week
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AoV +$9 when using feature, $3 Million Monthly
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OBSTACLES
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Numerous variables as to why shoppers may or may not use this feature: Meal planning is impacted by home life, children, seasonal variation, vacations, etc.
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Desire to capture in-store and in-home meal planning steps pre and post feature usage.
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No existing clarity on which cohort/segment we feel may be best for target marketing of the Meal Plan feature.
How does the Meal planning feature in the mobile app help, hinder, or impact meal-planning?
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ACTION
Week-by-week measures of Plan-vs-Outcome attitudes of their week’s shopping and meals.
Managed A-to-Z...
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Research design
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Recruitment
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Moderated sessions
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expedited findings, &
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executive report.
Dscout Platform Training, collaborated with Meal Plan Product Team.
Diary Study: 3-4 weeks without using Meal Plan feature, 1 week with feature.
PRODUCT IMPACT
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Changes to recipe assortment, cross-pollination on PDP pages, updated filters.
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Meal ideation, happiness, and Meals Expectation vs. Outcomes increases with use of feature.
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All segments, no matter primary grocery & meals focus, had lucrative similarities we could leverage.
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Established user-reported KPIs to benchmark future changes against.
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