Case Study: HelloFresh achieves 400% faster insights with UserTesting

How the world’s leading meal kit provider uses fast human insight for 9 out of 10 initiatives

HelloFresh, the world’s leading meal-kit company operating in more than a dozen countries and serving millions of customers, scaled its UX research function as demand for user insights grew across Product, Marketing and Branding. After James Villacci established research capabilities, the team became overwhelmed by the volume and speed of requests, threatening their ability to deliver timely insights for fast-moving initiatives.

HelloFresh adopted UserTesting for global participant recruitment and cross-platform testing (including unmoderated and live video), enabling faster, higher-volume studies and semi-automated evaluative reviews. As a result they now test 90% of app and research initiatives through UserTesting, achieved a 400% increase in speed to insight and research completion, and report a roughly 10x productivity gain alongside strong company-wide engagement (100+ attendees at internal insight sessions).

HelloFresh

Alice Wang

Senior UX Researcher