Launch date: March 2023
When I was at Mindful Chef, a recipe box subscription service, one of my main goals was to improve profitability by increasing cross-sell. Each week, customers could add up to 5 extras – snacks, smoothies, ready meals – to their box, without paying extra for delivery. It was a great feature… but not enough people were using it.
Looking at behavioural data, user test insights, and eCommerce best practices, it was clear the cross-sell popup had room for improvement. So we set out to redesign the experience.
My role
As a Senior Product Manager, I led the initiative to drive more cross-sell between recipe boxes and add-on products. The goals were simple:
- Get more customers to add at least one extra to their weekly box
- Increase the number of add-ons per box
What we changed
We started with a clear hypothesis: if we brought the popup experience closer to eCommerce standards, more people would engage with it.
Here’s what we did:
- Bigger product images: past research showed that food performs better when imagery is front and centre, so we made the images larger and more prominent.
- Clearer pricing and CTAs: we increased the font size of prices and replaced small links with proper buttons to make the interaction more intuitive.
- Simplified layout: instead of category carousels (which most users ignored), we displayed all 15 products in a vertical scrollable list. This made it faster and easier to browse.
Once the new version was ready, we ran an A/B test against the original.
Before and After
The impact
The results exceeded our expectations — a 40% increase in add-ons added to boxes. No new features, no major tech investment — just a better user experience that drove meaningful impact.
If you’re interested in learning more about this project or exploring how similar strategies can be applied to your business, feel free to reach out. Let’s chat about the possibilities!
Chadia Aoun - Building Customer-Centric Product Experiences 