A simpler way to pick, order, and cook.
My Foodie Box had outgrown its original site - navigation was confusing, sign-up dropped users early, and 72% of traffic was on mobile with no proper mobile experience. We redesigned the full product from sign-up to checkout and built a design system to keep things consistent as the business grew.
Company
My Foodie Box
Year
2023
Expertise
UX/UI design
Product design
Design system
Product Design
Every screen, rethought for how people actually order.
We rebuilt the core journey end to end. Navigation was split into separate paths for members and new visitors so neither group had to wade through content meant for the other. The sign-up flow was flipped - customers now pick their box first and we check delivery availability upfront, rather than letting people fill out a full form only to find out they can't get a delivery. Checkout was broken into clear steps to cut cognitive load, especially on mobile where most orders happen. Account management was simplified so members could update details, skip weeks, or swap meals without calling support.
Impact
Of users on mobile - now with a proper experience
Support calls thanks to self-serve account management
Delivery checks stop wasted sign-ups before they start
Checkout with reduced steps and clearer error handling
Mobile & Design System
Built for the phone first, consistent everywhere.
With nearly three-quarters of users on mobile, every component was designed phone-first and scaled up from there. We built a shared design system alongside the redesign — consistent patterns for cards, forms, buttons, and navigation — so new pages and features wouldn't drift back into the inconsistency that caused problems in the first place.
Mobile & Design System
Built for the phone first, consistent everywhere.
We redesigned navigation to separate member and visitor paths and streamlined the account update process. The sign-up was simplified to start with box selection, and delivery feasibility was checked early. Alternatives and notifications for future delivery availability were provided. The checkout process was split into steps, reducing cognitive load, improving error handling, and minimising scrolling, particularly benefiting mobile users. These changes aimed to enhance the user experience, reduce frustration, and boost conversion rates.
Impact
The improved navigation and account update processes eased user frustration and reduced support calls. The simplified sign-up and early delivery checks made the user journey smoother and more transparent. The split checkout process lowered cognitive load and error rates, significantly benefiting mobile users. These changes led to increased user engagement time and higher conversion rates, enhancing the overall user experience on the My Foodie Box website.