Dan Storms, CookUnity’s Chief Product Officer, said adding steps to their sign up process had a positive result on the business. 
It was a counterintuitive action from a design perspective. Usually, you want to eliminate steps. But listening to their best, most raving fans, yielded insights that a few added questions initially would result in an even better experience for customers. 
And it was great for CookUnity, too. They saw a 50% increase in conversions. 
The three-year-old startup is a direct-to-consumer meal delivery platform that allows its customers to choose a range of ready-to-eat meals from celebrity and up-and-coming chefs. It’s based in New York City, recently opened its second community kitchen in Los Angeles, and delivers to twenty-seven states.
In his Human Insight podcast interview with Janelle Estes, UserTesting’s Chief Insights Officer, Storms goes on to discuss: 

How they leveraged two bestsellers to create a framework for customer listening that they then applied to their product and market strategy

How to validate customer feedback with surveys

Insights on planning the NY Product Conference