Client
Hello Fresh
Responsibilites
UX / UI Design
UX Research
Funnel Optimization
Conversion Optimization
A/B Testing
Prototyping
Category
B2C
E-Commerce
Food
Year
2024 - 2025
Express Checkout with Apple Pay
As a freelance Product Designer at HelloFresh, I worked within the Growth & Conversion Optimization team. For this project I was assigned to the Payments squad to integrate Apple Pay to support a seamless and intuitive subscription purchase experience.
The Problem
The HelloFresh checkout flow originally spanned three steps, each designed to reduce anxiety and support confident decisions.
Integrating Apple Pay required condensing all essential information onto a single screen while following Apple’s UI rules. This raised risks of visual clutter and cognitive overload, especially on mobile.
Combining reassurance content into one step – and accounting for market-specific differences – added further complexity.
Goal
The goal was to design a consolidated Apple Pay checkout screen that clearly communicates order, delivery, and pricing details while minimizing manual input and interaction effort. It needed to accommodate market-level variations without requiring separate designs, handle edge cases in a consistent and predictable way, and reduce friction throughout the process while maintaining a high level of trust and transparency.
Visual and typograpy hierarchy
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