Case study · Mobile appDesigning a Mobile App for a Meal Subscription Service
Healthy eating shouldn’t take this many taps.
Need For a Quick Sign up Experience
Users needed a straightforward way to subscribe without any unnecessary steps. A complex or time consuming process risked discouraging new users from completing their sign up and engaging with the service.
Need For Easy Subscription Management
A key challenge was creating an intuitive digital space where users could view their daily meal options and make their selections in advance. Since meal planning is a routine part of the user experience, the interface needed to be clear and easy to interact with each day.
Research first.
Every Vitruvian project starts by understanding the people it serves. For Eatwell, we used 3 of our methods:
- 01Market Research
- 02Wireframing
- 03Prototyping
Market Research
Explored user expectations and patterns in food subscription services. Research included studying competitor apps to identify gaps in meal selection flows and subscription management tools.
Wireframing
Built wireframes to define the structure of core features including plan selection, daily meal views, and the calendar system.
Prototyping
Produced high fidelity prototypes to test the interaction between the homescreen and calendar features. These prototypes helped validate whether users could easily select meals, pause days, and navigate their plans with minimal guidance.
Simplified Onboarding
To ensure users could quickly get started with Eatwell, the onboarding experience was centered around plan discovery. Instead of beginning with account creation, users are introduced to the different meal plans first, each clearly labeled with pricing, meal frequency, and nutritional focus. Visual cues and comparison cards made it easy to evaluate options side by side. Once a plan was selected, the registration and payment process was kept minimal, with only essential information required.
Tools For Daily and Long-term Subscription Management
The homescreen was designed as a central hub for viewing and managing daily meals. Users can see available meals, make selections up to 48 hours in advance, and have the screen automatically update as each day arrives. An integrated calendar allows users to pause or resume specific days within the same 48 hour window, supporting both day to day planning and long-term subscription management.
