2024 · Retention
Turning support tickets into a retention feature
Customers kept contacting support to remove pickles, tomatoes and ingredients they were allergic to. That was a churn signal. We made it a feature that works at kitchen scale.
- Role
- Senior product designer
- Led across
- Support, ops, kitchen, engineering
- Scope
- App and kitchen tools
- Result
- +12% retention
Problem
Every unwanted ingredient meant a ticket, a manual fix or an unhappy customer. A fix touched everyone: customer service, the chefs who design meals, the cooks and the packing line.
What shipped
- Edit next to Swap on the home screen, so it's easy to find
- Live calorie and macro updates as you remove things
- Saved changes, so the meal arrives the same way next time
- Internal tools that make "don't add this" simple for the kitchen
Key decision
We pulled back a feature after launch.
Full ingredient swaps let people change meals until the dishes lost their identity, and customers liked the results less. So we limited swaps to sauces and kept removal open.
Kitchen side
Every removal has to reach the people packing the meal. Internal tools track each customised order so the kitchen can see exactly what not to add.
Chicken caesar wrap
Remove what you don't want. The core of the dish stays.
Swap the sauce
Outcome
Retention up 12%.