Redesigning FOK's meal planner for conversion and retention

The full process

1. 1

   01 — Challenge — Changing the Focus in the Discovery Phase

   Goal

   Improve the Meal Planner experience by addressing three core business KPIs:

   • Increase account creation
   • Increase premium memberships
   • Improve retention

   Key Actions

   • Audited the existing Meal Planner experience
   • Detected UX friction points from research and interviews
   • Reframed discovery focus toward conversion and retention drivers
   • Defined 3 primary problem areas to guide solution scope

   Visual Assets

   • Research dashboards
   • Usage charts
   • Problem definition diagrams
2. 2

   02 — Research Through Innovation Cycle

   Method

   Design Thinking + Innovation Cycle to understand user behavior and product gaps.

   Key Actions

   • Designed a structured innovation cycle
   • Defined research questions aligned to 3 main concerns
   • Collected behavioral and usage data
   • Clustered findings by problem category
   • Transformed raw data into visual graphs

   Interviews

   • 80-question interview script
   • Captured web and mobile usage feedback
   • Identified feature requests and friction points
   • Organized responses into visual summaries

   Key Insights

   • Users value the Meal Planner overall
   • Weekly planning dominates over daily planning
   • Coaching is perceived as high value
   • Mixed behavior: strict planners vs. flexible planners
   • Strong leftover-usage patterns
   • Trial experience rated positively
   • Web and mobile usage are balanced
   • Many users cook for multiple people

   User Personas

   • Identified 3 core buyer personas
   • Modeled motivations, habits and planning styles
   • Used personas to guide solution directions
3. 3

   03 — Ideation — Improving the Features with Design Ideas

   Purpose

   Convert research insights into testable design solutions.

   Key Actions

   • Entered a structured ideation phase
   • Generated multiple solution concepts
   • Mapped ideas to user pain points
   • Evaluated ideas by KPI impact potential
   • Grouped proposals into 3 innovation levels: Conservative, Innovative, Disruptive

   Solution Strategy

   Designed experience improvements to:

   • Increase retention
   • Improve engagement
   • Drive premium membership acquisition

   Concept — "FOK by Your Side"

   Integrated multiple company services into one unified app experience.

   Opportunity Levers

   • Feature expansion
   • Service bundling
   • Freemium model exploration
   • Value-based upgrade path

   Family & Profiles Concept

   • Multi-profile experience
   • Custom settings per family member
   • Profile-level usage tracking
   • Better long-term data consistency

   Visual Assets

   • Ideation concept diagrams
   • Feature concept illustrations
   • Experience flow mockups
4. 4

   04 — Solution — UI Changes for the New Experience

   Focus Area

   Meal Planner UI redesign.

   Key Actions

   • Reorganized filter section for clarity and grouping
   • Improved filter usability and readability
   • Relocated hard-to-find features
   • Simplified navigation paths
   • Reduced discovery friction

   Design Outcomes

   • Cleaner filter architecture
   • Faster feature discovery
   • More intuitive planning workflow
   • Better feature visibility

   Testing Plan

   • Proposed solution validation through user testing
   • Defined effectiveness checks for each concept
   • Recommended iterative validation rounds