Location
Leeds - 🇬🇧
Client
Planet Earth
Category
Product Duration
3 weeks
The main challenge was designing an experience that could simplify daily decision-making around food. Users often struggle with what to cook, how to plan meals, and how to balance dietary restrictions, preferences, and available ingredients. The product needed to handle a high level of personalization without overwhelming the user. Another key challenge was onboarding, where a large amount of data had to be collected, including goals, dietary needs, allergies, skill level, and kitchen setup, while still keeping the experience engaging and frictionless. The goal was to transform complexity into a guided, intuitive journey that feels effortless from the very first interaction.
I structured the experience around a strong onboarding flow that gradually builds a personalized profile. Each step was carefully designed to feel lightweight and interactive, using selection-based inputs instead of heavy forms. I mapped the user journey from first interaction to daily usage, ensuring continuity between onboarding data and in-app recommendations. The product architecture was divided into key pillars such as planning, recipes, shopping, and profile management, allowing users to navigate naturally between them. I also introduced contextual personalization, where the interface adapts based on user preferences, creating a sense of relevance and ownership throughout the experience.
I designed the complete mobile experience, including onboarding, core product flows, and supporting features. The interface uses a dark, immersive visual language combined with vibrant food imagery to create contrast and appetite appeal. I built a modular component system that supports dynamic content, such as recipe cards, meal plans, and user profiles. Interactive elements like selection chips, progress indicators, and micro-transitions were crafted to guide the user without friction. Special attention was given to the recipes flow, ensuring clarity in ingredients, steps, and user participation. The design maintains pixel-perfect consistency across screens, balancing visual richness with usability in a content-heavy environment.
The redesign focused on simplifying the ordering experience, making it faster and more intuitive for users.
Improvements in the flow led to a 12% increase in completed orders and smoother interactions across key steps.
