AfterFit, a Polish meal delivery service, went through a complete rebranding. For years, it was strongly associated with an offer addressed mostly to athletes and active people. The company decided to expand their offer with new target groups, less focused on sports and being active, and more concerned with simply a healthy lifestyle.
My goal was to redesign the website to accommodate the new offer and the company's business targets.
I was responsible for redesigning AfterFit's website. I worked closely with the client to understand their business needs as well as the target group. I prepared prototypes and worked with a UI/brand designer to convert prototypes into a graphic design that met the requirements.
My main challenges were:
Creating a well-converting website that would present the new offer in anaccessible and attractive way
Understanding the needs of the target group related to searching for the perfect meal delivery service
Making it as easy as possible for the client to find the perfect diet tailored to their needs and lifestyle
HOW PEOPLE SEARCH FOR THE PERFECT MEAL DELIVERY SERVICE?
To gather insights into how people search for the perfect meal delivery service, I created a survey. It was distributed among the current AfterFit's clients as well as people who use different companies’ services.
The survey was completed by 250 people. It was enough to treat the results as statistically valuable for this target group.
In the survey I have asked questions like:
Why have you decided to use meal delivery services?
What do you consider the most important when choosing a meal delivery service?
Which device do you use most often when placing your order?
For what period of time do you buy a diet in a given catering for the first time?
Which meal delivery services have you used so far?
What kind of diets have you ordered so far?
Is there something that irritated you in the services of companies that you have used before?
I prepared high-fidelity prototypes of the website which were later turned into polished visual designs by a UI Designer.
FINDING A PERFECT DIET EASILY
Many people needed a dietician's help with choosing the right diet for them. By talking to the client and analyzing chat messages from the website, it became obvious that most people asked for similar things.
For the dietician to choose the right diet for a client, he or she would need to know:
The client's goal (to gain, lose or maintain weight)
The client's BMI (weight, height, age, and sex)
To reduce the number of chat conversations with customer service, I proposed creating a simple chatbot. Its goal was to help potential clients pick the right kind of diet and calorie amount by analyzing their needs.
It also aimed to engage website visitors with an interesting interaction, not seen on any other meal delivery services websites in Poland.
QUICK OVERVIEW OF THE DIET
One of my goals was to help people quickly distinguish between every kind of diet without having to read the full descriptions.
I proposed to create an image overview of the diet on every diet's subpage. The overview consisted of a photo with the ingredients characteristic for the presented diet along with short information:
What is specific about this diet?
Who the diet is for?
What are the main sources of macronutrients in this diet?
I formed a hypothesis that the overview, presented in a pleasurable way, would also attract interest and encourage more people to read about the offer, resulting in a lower bounce rate.
Every diet's page consisted of:
Short description of the diet and its characteristics
Diet’s sample menu
Attractive photos with meals presented on the menu
Answers to the most commonly asked questions about the diet—e.g. distribution of macronutrients, who the diet is best for
The page elements corresponded to the needs most frequently mentioned by the participants of the survey, regarding how they search for a perfect meal delivery service.
Along with the redesign, AfterFit also slightly changed their offer. Before, clients could only choose a "variant" of a diet — 3, 4 or 5 meals per day (in a fixed configuration).
They made a shift toward a more flexible offer, meaning that the client could choose any number and kind of meals they wanted to order. This change had to be reflected in a new price list on the website.
NEW PRICING DESIGN
After the redesign, the new website has an Average Time on Page of 1:33 minutes, compared to 00:51 minutes at the same time last year. This is 81% difference, which proves that the new website is more engaging for the users.
It was the first project in which I had an opportunity to create a chatbot and learn more about the specifics of such interactions. I had to prepare conversation flows based on the website's goals and previous chat conversations.
In this project, I also had to focus on the visual part of the design, since attractive photos and aesthetics play a big role in how people perceive companies from this industry. Proposing ideas that were subsequently implemented by the skilled UI designer, together we were able to create a website that is both useful and beautiful.