My Foodie Box

Redesigning meal kits for effortless, inspired cooking experiences

My Foodie Box


My Foodie Box is a Perth, Western Australian-owned and operated meal kit service. Their weekly eco-friendly boxes contain locally sourced ingredients with recipes that must be cooked by hand by the customer using the pre-ordered menus included in the box.

Key objectives

  • Provide a better user experience
  • Boost conversion rate
  • Boost user engagement time

Paint points - what we've discovered

  • A lot of members were not able to find the right page to place an order, since the same navigation is used for both visitors and members.
  • The customer account details are difficult to update - this caused the users frustration and increased burden on the customer support team.
  • Potential customers were frustrated during the sign-up process because they only found out My Foodie Box does not deliver to their address at the very last step. Furthermore, an extra fee applied when the user chose delivery which most of the customers were not aware of.
  • 72% of our customers interact on the My Foodie Box website through a mobile device. The site is not fully mobile optimised, and some critical actions did not perform well. It gives users a frustrating experience and lowers their chance to convert those visits.
  • Inconsistency in UI components and behaviours - this might cause users confusion and challenging for the development team to maintain.




My Foodie Box


  • Information architecture
  • Wireframe
  • Responsive web design
  • UX/UI design
  • Design system
Meal selection - My Foodie Box
Competitor research - My Foodie Box
Mobile design - My Foodie Box
How it works - My Foodie Box
Design system - My Foodie Box
No items found.


  • Offered a streamlined sign-up starting point - all sign-ups start with selecting the box - and removed the unnecessary log-in and duplicated meal box selection step
  • Identified whether the meal box can be delivered to the customer's location in the early stage. Provided alternatives when the meal box cannot be delivered to the user's area - in this case, notifying the customer when My Foodie Box expands the delivery area to their suburbs. Furthermore, My Foodie Box can use this information for future delivery area planning, identifying which area is worth delivering to.
  • Split the checkout into separate steps. This approach brings many benefits for the user and business; some of which are:
  • Reduces users' cognitive load – if there is less stuff on the screen and only one choice to make, then friction is reduced to a minimum.
  • Easy error handling – when the user fills out a small form, errors are caught and presented early and clearly.
  • Scrolling is reduced. It works well, particularly on mobile; the call-to-action is more likely to appear above the fold, which reinforces the requirements, making it easier to proceed.