Optimising a Checkout for Impulse Purchases

HelloFresh are one of the most popular meal-kit providers in the world, serving more than 7 million customers every month.

Their checkout is clearly designed for impulsive decision-making, frequently adopting dark patterns and nudging potential customers towards commitment.

Not only do the vast majority of people cancel their subscription within a few months, but I imagine that their pre-sale funnel is leaking heavily.

Here's how HelloFresh could save more of their customers.