The brand’s astonishing viral success, which includes over 1.5m followers on Instagram, has seen it grow into a truly omnichannel brand encompassing everything from lifestyle content to real-world restaurant venues and a popular line of healthy snacks stocked in nearly 6,000 UK stores.
In the wake of its rapid expansion, Deliciously Ella approached hedgehog lab to build an app that matched the expectations of its digitally-savvy fanbase and that could provide the platform for further expansion in the UK and abroad.
Moving beyond just providing recipes, the vision was for the new app to act as a lifestyle portal for a whole range of exclusive Deliciously Ella content including blog posts, yoga videos and more as part of its new subscription model.
Additional content means additional complexity, but by placing the user at the centre of the design process, hedgehog lab’s designers and developers crafted an app was able to elegantly accommodate the expanded set of features whilst still being a joy to use.
The launch of the long overdue new app was hotly anticipated by Ella's legion of loyal fans which meant that failure to deliver was simply not an option.
At the same time, bespoke animations and slick transitions provided the sort of attention to detail that Deliciously Ella’s millions of loyal fans had come to expect from the burgeoning brand.
Launched in March 2019 on iOS, the new app was a huge hit with the brand’s legion of followers and catapulted into the App Store’s top 10 Food & Drinks apps list within days of launch.
The new subscription model was also a roaring success with an industry-leading 94% retention rate for subscribers following their initial free trial period.
Wowzer the new @DeliciouslyElla app is just amazing ! @thepeterhunt check out the yoga 🧘♂️! X #food #healthy #yoga #deliciouslyella #fuelyourbody #energy #health #yogaforthebody #yogaforhealth pic.twitter.com/pyn7Bj2p0L— Jodie Barchha Lang (@jodieblang) March 18, 2019
You know it’s going to be a great Monday when the new @DeliciouslyElla app is launched. Oh my! what a gorgeous app and so well designed. I’ll be trying the bedtime yoga routine later on. Thank you Ella for being an inspiration to us all 😍 #deliciouslyella #plantbased #yoga pic.twitter.com/xfzhEmR0OO— Rachel Elmore (@flowersrach) March 18, 2019
the @DeliciouslyElla app is so good! 99p a MONTH for basically all of her recipes AND yoga videos!! urgh yes! (also the illustrations when something loads are cute) 🥦🌟— sam (@gloomymooon) March 18, 2019
The ketchup splattered, dog-eared restaurant menu is dead.
Say goodbye to the sticky Fanta-stained specials list, the extravagantly oversized à la carte menu and even the glossy takeaway leaflet positively dripping with saturated fats. They’re all dead too.
The rise of mobile technologies within the healthcare sector has led to a dramatic increase in the availability of health-focused products. We wanted to imagine what the industry would look were such offerings linked to a centralised system, and identify the benefits a connected approach would bring.