{
  "schema_version": "1.0",
  "generated_at": "2026-07-23T01:39:47.233Z",
  "slug": "hellofresh",
  "domain": "hellofresh.com",
  "funnel_type": "ecommerce",
  "crawler": {
    "name": "roentgen",
    "version": "1.5",
    "label": "Roentgen 1.5"
  },
  "provenance": {
    "facts": "measured",
    "design_tokens": "measured",
    "proof_language": "measured",
    "ux": "measured",
    "steps": "measured",
    "screenshots": "measured",
    "favicon": "measured",
    "score": "derived_deterministic",
    "agent_brief": "rendered_summary",
    "playbooks": "derived_deterministic"
  },
  "score": {
    "source_type": "derived_deterministic",
    "score": 45,
    "band": "Thin",
    "stars": 2,
    "categories": [
      {
        "id": "offer",
        "label": "Offer clarity",
        "pts": 9,
        "cap": 18
      },
      {
        "id": "action",
        "label": "Action path",
        "pts": 13,
        "cap": 13
      },
      {
        "id": "trust",
        "label": "Trust & proof",
        "pts": 0,
        "cap": 17
      },
      {
        "id": "friction",
        "label": "Friction reduction",
        "pts": 15,
        "cap": 15
      },
      {
        "id": "value",
        "label": "Value reinforcement",
        "pts": 4,
        "cap": 15
      },
      {
        "id": "urgency",
        "label": "Risk reversal & urgency",
        "pts": 0,
        "cap": 10
      }
    ]
  },
  "percentile": {
    "corpus_n": 306,
    "beats_pct": 62,
    "cohort": {
      "type": "ecommerce",
      "n": 74,
      "beats_pct": 75
    }
  },
  "devices_available": [
    "desktop"
  ],
  "funnels": [
    {
      "device": "desktop",
      "funnel_sig": "home>pricing",
      "score": 45,
      "band": "Thin",
      "funnel_depth": 2,
      "captured_at": "2026-07-21",
      "crawler": "Roentgen 1.5"
    }
  ],
  "timeline": [
    {
      "score": 45,
      "band": "Thin",
      "date": "2026-07-21"
    }
  ],
  "facts": {
    "source_type": "measured",
    "profile": {
      "funnel_type": "ecommerce",
      "score": {
        "score": 45,
        "band": "Thin",
        "stars": 2,
        "categories": [
          {
            "id": "offer",
            "label": "Offer clarity",
            "pts": 9,
            "cap": 18
          },
          {
            "id": "action",
            "label": "Action path",
            "pts": 13,
            "cap": 13
          },
          {
            "id": "trust",
            "label": "Trust & proof",
            "pts": 0,
            "cap": 17
          },
          {
            "id": "friction",
            "label": "Friction reduction",
            "pts": 15,
            "cap": 15
          },
          {
            "id": "value",
            "label": "Value reinforcement",
            "pts": 4,
            "cap": 15
          },
          {
            "id": "urgency",
            "label": "Risk reversal & urgency",
            "pts": 0,
            "cap": 10
          }
        ]
      },
      "funnel_depth": 2,
      "proof_points": 1,
      "proof_steps": 1,
      "components_present": 11,
      "free_gifts": 0,
      "discount_present": false,
      "has_countdown": false,
      "subscription_detected": true,
      "checkout_form_fields": 0,
      "price_continuity": {
        "continuous": false,
        "shared": []
      },
      "tactics_detected": 5,
      "tactics_total": 13,
      "checkout_reached": null
    },
    "patterns": [
      {
        "id": "anchor_discount",
        "label": "Anchor / strikethrough pricing",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "comparison_table",
        "label": "Us-vs-them comparison",
        "category": "objection",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "countdown_urgency",
        "label": "Countdown / urgency timer",
        "category": "urgency",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "express_checkout",
        "label": "Express wallets",
        "category": "checkout",
        "present": true,
        "count": 2,
        "evidence": [
          "home: Paypal payment method image",
          "pricing: Paypal payment method image"
        ]
      },
      {
        "id": "faq_objection",
        "label": "FAQ / objection handling",
        "category": "objection",
        "present": true,
        "count": 1,
        "evidence": [
          "pricing: FAQs"
        ]
      },
      {
        "id": "free_gift_stack",
        "label": "Stacked free gifts",
        "category": "incentive",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "free_shipping_offer",
        "label": "Free shipping",
        "category": "offer",
        "present": true,
        "count": 2,
        "evidence": [
          "home: Free Shipping",
          "pricing: FREE Shipping"
        ]
      },
      {
        "id": "guarantee",
        "label": "Money-back guarantee",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "per_serving_anchor",
        "label": "Per-unit price anchor",
        "category": "offer",
        "present": true,
        "count": 2,
        "evidence": [
          "home: $1 per serving",
          "pricing: $1 per serving"
        ]
      },
      {
        "id": "proof_above_fold",
        "label": "Proof above the fold",
        "category": "proof",
        "present": true,
        "count": 1,
        "evidence": [
          "home: 100+ Weekly Recipes\n41,000+ 5-Star Reviews\nFresh Ingredients"
        ]
      },
      {
        "id": "proof_saturation",
        "label": "Proof at every step",
        "category": "proof",
        "present": false,
        "count": 1,
        "evidence": [
          "home: 41,000+ 5-Star Reviews"
        ]
      },
      {
        "id": "review_wall",
        "label": "On-page review wall",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "subscription_default",
        "label": "Subscription / auto-ship",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      }
    ]
  },
  "design_tokens": {
    "source_type": "measured",
    "summary": {
      "roles": {
        "primary": "#1a5db6",
        "accent": "#1a5db6",
        "bg": "#faf8f3",
        "surface": "#ffffff",
        "text": "#242424"
      },
      "font": {
        "display": "agrandir-tight-black",
        "body": "agrandir-tight-black",
        "families": [
          {
            "family": "roboto",
            "chars": 32028
          },
          {
            "family": "agrandir-tight-bold",
            "chars": 21106
          },
          {
            "family": "agrandir-tight-black",
            "chars": 30
          }
        ]
      },
      "type_scale": [
        12,
        14,
        16,
        20,
        32,
        56
      ],
      "weights": [
        400,
        500,
        700
      ],
      "base_size": 17,
      "min_size": 12,
      "radius_scale": [
        4,
        8,
        50,
        999
      ],
      "palette": [
        {
          "hex": "#faf8f3",
          "usage_pct": 82.1,
          "lum": 0.97,
          "chroma": 0.03
        },
        {
          "hex": "#ffffff",
          "usage_pct": 7.2,
          "lum": 1,
          "chroma": 0
        },
        {
          "hex": "#009645",
          "usage_pct": 6.5,
          "lum": 0.44,
          "chroma": 0.59
        },
        {
          "hex": "#1a5db6",
          "usage_pct": 2.5,
          "lum": 0.33,
          "chroma": 0.61
        },
        {
          "hex": "#ce4500",
          "usage_pct": 0.5,
          "lum": 0.37,
          "chroma": 0.81
        },
        {
          "hex": "#232323",
          "usage_pct": 0.4,
          "lum": 0.14,
          "chroma": 0
        },
        {
          "hex": "#067a46",
          "usage_pct": 0.3,
          "lum": 0.37,
          "chroma": 0.45
        },
        {
          "hex": "#ffe34d",
          "usage_pct": 0.3,
          "lum": 0.87,
          "chroma": 0.7
        },
        {
          "hex": "#ffcf70",
          "usage_pct": 0.1,
          "lum": 0.82,
          "chroma": 0.56
        },
        {
          "hex": "#343434",
          "usage_pct": 0,
          "lum": 0.2,
          "chroma": 0
        }
      ]
    }
  },
  "proof_language": [
    {
      "type": "review_count",
      "template": "{N}+ 5-Star Reviews",
      "examples": [
        "41,000+ 5-Star Reviews"
      ]
    }
  ],
  "ux": {
    "summary": {
      "flags": 2,
      "unknown": 0,
      "posture": "Minor",
      "checks_total": 7
    },
    "checks": [
      {
        "group": "contrast",
        "label": "Text contrast (WCAG AA)",
        "verdict": "good",
        "fact": "98% of measurable text passes WCAG AA."
      },
      {
        "group": "mobile",
        "label": "Mobile viewport",
        "verdict": "good",
        "fact": "Responsive viewport meta is present."
      },
      {
        "group": "type",
        "label": "Body text size",
        "verdict": "needs_work",
        "fact": "Smallest body text is 12px (base ~56px). below the ~16px readable floor.",
        "fix": "Keep body copy ≥15-16px; reserve sub-13px for fine print only."
      },
      {
        "group": "type",
        "label": "Line height",
        "verdict": "needs_work",
        "fact": "Body line-height is 0.89×. tight enough to hurt readability.",
        "fix": "Set body line-height to ~1.4-1.6×."
      },
      {
        "group": "a11y",
        "label": "Language declared",
        "verdict": "good",
        "fact": "html[lang] is set for screen readers."
      },
      {
        "group": "a11y",
        "label": "Image alt text",
        "verdict": "good",
        "fact": "All 992 content images carry alt text."
      },
      {
        "group": "a11y",
        "label": "Heading structure",
        "verdict": "note",
        "fact": "The landing page has 3 <h1> elements (expected 1).",
        "fix": "Use exactly one <h1> as the page’s title."
      }
    ],
    "signals": {
      "contrast": {
        "sampled": 660,
        "pass_aa": 648,
        "fail_aa": 12,
        "unknown": 0,
        "worst": [
          {
            "text": "MEAT & VEGGIES",
            "ratio": 1.06,
            "fg": "#ffffff",
            "bg": "#faf8f3",
            "need": 3,
            "px": 32
          },
          {
            "text": "VEGGIE",
            "ratio": 1.06,
            "fg": "#ffffff",
            "bg": "#faf8f3",
            "need": 3,
            "px": 32
          },
          {
            "text": "FAMILY MENU",
            "ratio": 1.06,
            "fg": "#ffffff",
            "bg": "#faf8f3",
            "need": 3,
            "px": 32
          },
          {
            "text": "FIT & WHOLESOME",
            "ratio": 1.06,
            "fg": "#ffffff",
            "bg": "#faf8f3",
            "need": 3,
            "px": 32
          }
        ]
      },
      "typography": {
        "body_px": 56,
        "min_body_px": 12,
        "line_height": 0.89,
        "long_lines": 0,
        "distinct_sizes": 6
      },
      "a11y": {
        "lang": true,
        "viewport": true,
        "img_total": 992,
        "img_missing_alt": 0,
        "controls_total": 4,
        "controls_unlabeled": 0,
        "controls_placeholder_only": 0,
        "controls_unnamed": 0,
        "generic_links": 0,
        "h1_home": 3,
        "h1_counts": [
          3,
          0
        ],
        "heading_skips": 3
      },
      "tap_targets": {
        "checked": 104,
        "small": 65,
        "sample": [
          {
            "label": "Blog",
            "w": 28,
            "h": 17
          },
          {
            "label": "Recipes",
            "w": 49,
            "h": 17
          },
          {
            "label": "Students",
            "w": 55,
            "h": 17
          },
          {
            "label": "Your profile",
            "w": 61,
            "h": 18
          }
        ]
      },
      "layout": {
        "h_overflow": false,
        "overflow_px": 0
      },
      "viewport_w": 1440
    }
  },
  "playbooks": [],
  "steps": [
    {
      "n": 1,
      "id": "home",
      "label": "Homepage / Lander",
      "url": "https://www.hellofresh.com/",
      "reached": true,
      "copy": {
        "title": "HelloFresh® Meal Kits | Free Breakfast for Life + 10 Free Meals",
        "meta_description": "HelloFresh Meal Kits | One free item per box with active subscription. Free meals applied as discount on first box, new subscribers only, varies by plan.",
        "hero_copy": "NOTHING HITS LIKE HOME COOKING | Whatever your week looks like, dinner’s covered. | 91% of our customers feel healthier with a HelloFresh subscription",
        "h1": [
          "NOTHING HITS LIKE HOME COOKING",
          "DELICIOUS. HEALTHY. READY FOR YOUR KITCHEN.",
          "More questions about our meal delivery services?"
        ],
        "h2": [
          "Whatever your week looks like, dinner’s covered.",
          "91% of our customers feel healthier with a HelloFresh subscription",
          "97% of home cooks said their HelloFresh meals were delicious",
          "98% of our customers save time on meals",
          "Dinner’s easy as 1, 2, 3",
          "Make it match your taste— now with 100+ weekly recipes.",
          "MEAT & VEGGIES",
          "VEGGIE"
        ],
        "h3": [],
        "ctas": [
          "See Pricing & Plans",
          "See what’s on the menu",
          "How does HelloFresh’s meal kit delivery service work?",
          "How many times a week does HelloFresh deliver meal kits?",
          "Does HelloFresh give nutrition & calorie information?",
          "How do I recycle my HelloFresh meal boxes?",
          "Do HelloFresh meal kits support a healthy lifestyle?",
          "Can I skip a week of meal kit delivery?",
          "Sign up",
          "Login",
          "TAKE ME THERE",
          "NO THANKS"
        ],
        "prices": [],
        "form_fields": 1,
        "form_field_names": [
          "email"
        ],
        "video": {
          "count": 0,
          "native": 0,
          "providers": []
        }
      },
      "proof": [
        {
          "type": "review_count",
          "text": "41,000+ 5-Star Reviews",
          "value": 41000
        }
      ],
      "proof_position": {
        "in_header": false,
        "above_fold": true,
        "above_fold_text": "100+ Weekly Recipes\n41,000+ 5-Star Reviews\nFresh Ingredients"
      },
      "discount": {
        "present": false,
        "anchors": [],
        "percent_off": null
      },
      "subscription": {
        "detected": true,
        "interval": null
      },
      "free_items": [],
      "tactics": [
        "free_gift",
        "subscription_toggle",
        "trust_badges",
        "per_unit_price",
        "free_shipping",
        "free_trial",
        "social_proof_logos",
        "usage_proof",
        "express_checkout"
      ],
      "tactics_evidence": {
        "review_wall": null,
        "comparison_table": null,
        "countdown_timer": null,
        "free_gift": "free gift",
        "subscription_toggle": "deliver every",
        "faq_accordion": null,
        "trust_badges": "guarantee",
        "press_logos": null,
        "per_unit_price": "$1 per serving",
        "free_shipping": "Free Shipping",
        "free_trial": "Try FREE",
        "no_credit_card": null,
        "social_proof_logos": "used by",
        "usage_proof": "1 million customers",
        "pricing_tiers": null,
        "demo_docs": null,
        "express_checkout": "Paypal payment method image"
      },
      "ux_flags": {
        "contrast_fail": 10,
        "contrast_unknown": 0,
        "aa_pass_pct": 98,
        "min_body_px": 12,
        "small_taps": 35,
        "h_overflow": false,
        "lang": true,
        "viewport": true,
        "h1_count": 3
      },
      "screenshots": {
        "hero": "https://api.uxxray.com/api/v1/teardown/hellofresh/screenshot/01-home/hero.png",
        "full": "https://api.uxxray.com/api/v1/teardown/hellofresh/screenshot/01-home/full.png"
      },
      "crops": []
    },
    {
      "n": 2,
      "id": "pricing",
      "label": "Plans",
      "url": "https://www.hellofresh.com/plans",
      "reached": true,
      "copy": {
        "title": "Meal Kit Delivery Plans & Food Boxes | HelloFresh",
        "meta_description": "Get fresh meal delivery with HelloFresh & our weekly meal plans! Meat & Veggies ✅ Veggies ✅ Pescatarian ✅ Quick & Easy ✅ Fit & Wholesome ✅ Family Friendly ✅",
        "hero_copy": "Let's see if we deliver to you! | FAQs | Stay updated",
        "h1": [],
        "h2": [
          "Let's see if we deliver to you!",
          "FAQs",
          "Stay updated"
        ],
        "h3": [],
        "ctas": [
          "Your profile",
          "Continue",
          "Apply",
          "Can I choose my recipes?",
          "Why does HelloFresh cost less than other meal kits?",
          "Can I change my plan or meal preferences?",
          "How can I see ingredients and nutritional information?",
          "Will I be locked in a contract?",
          "Where can I see the upcoming menu?",
          "Subscribe",
          "TAKE ME THERE",
          "NO THANKS"
        ],
        "prices": [],
        "form_fields": 3,
        "form_field_names": [
          "zipcode",
          "promo",
          "email"
        ],
        "video": {
          "count": 1,
          "native": 1,
          "providers": []
        }
      },
      "proof": [],
      "proof_position": {
        "in_header": false,
        "above_fold": false,
        "above_fold_text": null
      },
      "discount": {
        "present": false,
        "anchors": [],
        "percent_off": null
      },
      "subscription": {
        "detected": false,
        "interval": null
      },
      "free_items": [],
      "tactics": [
        "sticky_cta",
        "free_gift",
        "subscription_toggle",
        "faq_accordion",
        "trust_badges",
        "per_unit_price",
        "free_shipping",
        "free_trial",
        "social_proof_logos",
        "usage_proof",
        "express_checkout"
      ],
      "tactics_evidence": {
        "review_wall": null,
        "comparison_table": null,
        "countdown_timer": null,
        "free_gift": "free tote",
        "subscription_toggle": "deliver every",
        "faq_accordion": "FAQs",
        "trust_badges": "Money back",
        "press_logos": null,
        "per_unit_price": "$1 per serving",
        "free_shipping": "FREE Shipping",
        "free_trial": "Free forever",
        "no_credit_card": null,
        "social_proof_logos": "trusted by",
        "usage_proof": "1 million customers",
        "pricing_tiers": null,
        "demo_docs": null,
        "express_checkout": "Paypal payment method image"
      },
      "ux_flags": {
        "contrast_fail": 2,
        "contrast_unknown": 0,
        "aa_pass_pct": 97,
        "min_body_px": 12,
        "small_taps": 30,
        "h_overflow": false,
        "lang": true,
        "viewport": true,
        "h1_count": 0
      },
      "screenshots": {
        "hero": "https://api.uxxray.com/api/v1/teardown/hellofresh/screenshot/02-pricing/hero.png",
        "full": "https://api.uxxray.com/api/v1/teardown/hellofresh/screenshot/02-pricing/full.png"
      },
      "crops": []
    }
  ],
  "favicon_url": "https://api.uxxray.com/api/v1/teardown/hellofresh/favicon",
  "agent_brief": {
    "source_type": "rendered_summary",
    "note": "generated only from measured facts — see facts.patterns[].evidence",
    "markdown": "# Agent Brief. build in the style of hellofresh.com\n\n> Machine-extracted from a live on-demand funnel teardown (2026-07-21). 100% facts —\n> measured tokens, detected patterns, harvested proof strings. No LLM interpretation.\n> Single-page capture (MVP): homepage/landing page only, no funnel walk.\n> Tokens: `tokens.json` / `tailwind.css`.\n\n**Category (label):** —\n**Funnel:** Homepage / Lander → Plans\n\n## Palette (area-weighted from live CSS)\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#faf8f3` | 82.1% | background |\n| `#ffffff` | 7.2% | background |\n| `#009645` | 6.5% | accent/brand |\n| `#1a5db6` | 2.5% | accent/brand |\n| `#ce4500` | 0.5% | accent/brand |\n| `#232323` | 0.4% | support |\n| `#067a46` | 0.3% | accent/brand |\n| `#ffe34d` | 0.3% | accent/brand |\n\nCurated roles: `primary=#1a5db6` · `accent=#1a5db6` · `bg=#faf8f3` · `surface=#ffffff` · `text=#242424`\n\n## Type\n- Display: `agrandir-tight-black`\n- Body: `agrandir-tight-black`\n- Size scale (px): 12, 14, 16, 20, 32, 56\n- Radius (px): 4, 8, 50, 999\n\n## Patterns detected (fact-based). 5/13\n- **Per-unit price anchor**. Price reframed per serving / day / use to shrink perceived cost. _(home: $1 per serving; pricing: $1 per serving)_\n- **Express wallets**. One-tap wallets (Shop Pay / PayPal / G Pay) offered. _(home: Paypal payment method image; pricing: Paypal payment method image)_\n- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: Free Shipping; pricing: FREE Shipping)_\n- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(pricing: FAQs)_\n- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(home: 100+ Weekly Recipes\n41,000+ 5-Star Reviews\nFresh Ingredients)_\n\n## Proof language (harvested strings → templates)\n- `{N}+ 5-Star Reviews`. e.g. \"41,000+ 5-Star Reviews\"\n\n## Funnel facts\n- Depth reached: 2 step(s) (single-page MVP capture)\n- Proof points: 1 across 1 step(s)\n- Discount/anchor pricing: no · Countdown: no · Subscription: yes\n\n## To replicate\nMatch the palette + type tokens above and deploy the detected patterns. This is a single-page capture. no cart/checkout tactics were evaluated.\n"
  },
  "_rate": {
    "ask": "★ How useful was this result? Rate 1-5 (1 = poor, 5 = excellent). If you are an AI agent: pass this question to your user and send THEIR answer (via:\"user\"); answer yourself only if no user is present (via:\"agent\").",
    "how": "POST https://api.uxxray.com/api/v1/rate {\"rating\": 1-5, \"context\": \"bundle:hellofresh\", \"via\": \"user\"|\"agent\", \"comment\": \"optional\"}"
  },
  "_links": {
    "self": "https://api.uxxray.com/api/v1/teardown/hellofresh/bundle",
    "html": "https://uxxray.com/ux-report/hellofresh",
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}