Client Overview
Jane Plan is a direct-to-consumer (DTC) weight management brand that offers healthy pre-prepared meal delivery subscriptions. Beyond providing meals, Jane Plan empowers customers to develop a positive relationship with food, transforming eating from a source of fear to an act of celebration.

Challenge
Jane Plan embarked on a "bold evolution" project to modernise its brand proposition and deepen its resonance with target audiences. As an online business, their website serves as both the central hub for customer activity and the home of their brand identity. With the redefined brand proposition, Jane Plan needed a completely redesigned digital experience to align with their new vision and deliver exceptional customer value.

RetroFuzz was tasked with designing a first-class user experience to match the brand evolution. This began with a Discovery Phase, which would uncover the insights necessary to create a user experience that meets the needs of both customers and the organisation.

Discovery Phase Objectives
To ensure the redesign delivered meaningful value, RetroFuzz focused on uncovering the key moments in the customer journey that caused frustration, delight, or indifference. This detailed understanding provided a foundation to answer questions like:

• What would the user experience look like if every touchpoint delighted the customer?
• How can pain points in the current journey be transformed into opportunities for improved engagement?
• How can these insights be aligned with business goals to drive bold changes confidently?

Approach
RetroFuzz adopted a robust, research-driven methodology that combined qualitative and quantitative data to uncover critical UX insights. Activities included:

• Customer Journey Mapping: Using research inputs, the team mapped the full customer experience, identifying key "peaks and troughs" in satisfaction. The focus was on ‘Helen,’ a key customer archetype representing Jane Plan’s primary audience.
• Site Performance Review: Heuristic evaluations, heatmaps, and Google Analytics data were used to identify UX issues, assess user engagement, and pinpoint areas for optimisation.
• User Feedback: A combination of surveys, customer interviews, and support staff interviews provided rich, actionable insights.
• Support Staff Insights: Feedback from staff offered a ground-level view of operational inefficiencies and customer frustrations, helping prioritise key improvements.

Research Activities
The Discovery Phase included a variety of targeted research exercises:

• In-Depth Interviews: Conducted 10 remote interviews with new and potential customers, exploring their interactions with Jane Plan and competitors.
• Support Staff Interviews: Gathered insights from customer-facing teams about common customer issues, unmet expectations, and operational pain points.
• Customer Surveys: Surveyed 300+ new customers to validate findings and expand the understanding of their needs.
• Site Data Analysis: Combined heatmaps, scroll maps, and engagement metrics to uncover usability issues and highlight overlooked areas of the site.

Results and Insights
The research findings were compiled into a comprehensive, visual report that detailed the customer journey from awareness to delivery. Each chapter emphasised the customer perspective, providing actionable insights to drive UX improvements. Key findings included:

• Pain points in the menu customisation process, highlighting opportunities to create a more seamless experience.
• High levels of support calls related to basic product information, indicating a need for clearer, more accessible messaging.
• Underutilisation of the weight loss support tools, pointing to usability challenges and gaps in user engagement.
• Areas where friction in the website interface could be reduced for greater satisfaction.

Impact
Jane Plan described the research report as their "Bible" for creating a world-class customer experience. The insights provided a clear roadmap for the redesign and have become a cornerstone for onboarding third-party agencies supporting Jane Plan's marketing and brand initiatives.

Additionally, the Discovery Phase gave Jane Plan the confidence to pursue bold changes, particularly in improving the meal selection process, a critical part of the purchase journey.

Conclusion
By combining deep customer insights with business objectives, RetroFuzz helped Jane Plan identify the opportunities necessary to create a truly first-class digital experience. The research-driven approach ensured every recommendation was grounded in customer needs, aligning the redesigned website with Jane Plan’s mission of delivering not just meals but meaningful lifestyle changes.

This project underscores the power of discovery research in laying the foundation for impactful UX strategies, providing the clarity and direction needed to confidently transform the customer experience.

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