Taking a subscription meal kit service, and bolting on an additional set of 150 additional products in 6 weeks.
The addition of all those new products necessitated a cart (the button in the top right corner). The cart then fulfills the need to offer the user an easy way to get a higher comparative view of everything ordered, retaining the immersive large image view of the recipes that encourages ordering.
We still kept the schedule page, because we determined that adding the ability to skip from the menu page would increase skip too much. (You may notice that Colors and typefaces have also evolved at this point, a part of a larger branding revision that we undertook during this time).In order to get a clear test of retaining a 2 recipe minimum requirement against just having a minimum $ requirement (and allow no dinners if needed), we also removed the edit mode which required a careful reworking of the experience, and careful user testing.
In the end, the addition of Market items, in the context of the changes to this UI added $2.50 in average order value each week ($1.90 from 3rd Party Items, and $0.60 from Sun Basket Kitchen eg Salads/Dips/Sauces). Our weekly orders would fluctuate, but based on a mean of 50,000 orders per week, this is a $6.5M annual run rate,or $125K/Week in additional Gross Revenue.
On average, 10% of orders each week contained at least one 3rd party Marketplace item, while 4-5% contain a Sun Basket kitchen add on.43% of active users have ordered an add-on, 27% have ordered 2 or more times.
Of those who have trialed an add-on, 55% repurchased (ordered again).