4.8
Praesent vestibulum nulla.
Protein45g
Carbs45g
Fats45g
450 Kcal
Goal
Consumed
Excercise
Balanced
Most PopularBalanced Ingredients
Case study · Mobile appDesigning a Mobile App for a Health-Concious Meal Subscription Service
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The problem
Every step ran through a phone call.
01Challenge 1 of 3
Outdated Registration Process
The onboarding process relied entirely on phone calls, making it slow, inconvenient, and prone to communication errors. New subscribers had to wait for availability and go through the registration steps verbally which discouraged engagement.
02Challenge 2 of 3
Limited Meal Customization
Subscribers had limited control over their daily meal selections and were unable to easily adjust their preferences. This lack of flexibility made it difficult to accommodate changing tastes or dietary restrictions, ultimately impacting customer satisfaction.
03Challenge 3 of 3
Inefficient Subscription Status Management
Managing subscription status required phone calls, making it inconvenient to pause, resume, or modify delivery days. Users had no way to view or track their schedule, and changes couldn’t be made independently. This led to customer frustration and an unnecessary dependency on support staff.
Vitruvian · Our methods
Research first.
Every Vitruvian project starts by understanding the people it serves. For Numou, we used 2 of our methods:
- 01Interviews
- 02Market Research
Method 01 · How we used it for Numou
Interviews
Conducted interviews with Numou’s dietitians to gather insights on subscriber behavior, common concerns, and priorities. These conversations clarified user pain points and informed the personalization features in the app.
Method 02 · How we used it for Numou
Market Research
Researched competitors to explore common pain points, successful patterns, and gaps in existing meal subscription services. This process helped identify best practices and opportunities for differentiation.
01 / 07 · Solutions01Solution
Streamlined Registration Process
To replace the outdated phone based onboarding, a fully digital registration flow was designed and integrated into the mobile app. New users can now create an account, input medical and dietary information, and choose a subscription plan in just a few steps. This self serve model reduces operational overhead and simplifies sign up.
ImpactSign up without a phone call02 / 07 · Solutions02Solution
Dynamic Homescreen
A dynamic homescreen was designed to let users select meals up to 48 hours in advance. The interface updates daily to reflect each day’s selections. This functionality puts users in control of their daily meal selections and nutritional intake.
ImpactMeals chosen up to 48 hours ahead03 / 07 · Solutions03Solution
Granular Subscription Management
Implemented a calendar functionality that allows users to view and manage their delivery schedule at a glance. With the ability to pause or restart days 48 hours in advance, users can now adapt their subscriptions to their changing needs without needing to call support.
ImpactPause or restart any day, self-serve04 / 07 · Solutions04Solution
In-App Consultation Booking
To support users who may need personalized guidance, the app includes the option to book consultations with Numou's certified dietitians. This integration allows Numou to offer users a more holistic journey, supporting not just meal selection, but the broader nutritional guidance needed to meet their health goals.
ImpactDietitian guidance inside the app05 / 07 · Solutions05Solution
Integrated Health Tracking
To support users beyond meal planning, the app includes a health tracking feature where users can log weight, exercise, water intake, and meal consumption. Integration with Apple’s HealthKit allows for seamless syncing of health data, offering a single centralized view of wellness metrics within Numou’s ecosystem
ImpactSynced with Apple HealthKit06 / 07 · Solutions06Solution
Gamification of Health Tracking
To encourage daily logging and engagement, a reward system was developed using 3D visuals and playful animations tied to health tracking habits. This gamification strategy motivates users to stay consistent with their wellness goals while making the experience feel rewarding and interactive.
ImpactRewards for daily logging07 / 07 · Solutions07Solution
Scalable Design System
Built an adaptable design system that supports different implementations, including theme switching (e.g., light and dark mode). This allowed the team to ship “Core,” Numou’s second subscription service targeting a different audience. The same feature set is maintained, simplifying the design process and reducing design time by 50%.
Impact50% less design time; shipped “Core”Impact · 01 / 050%↑increase in sign-upsStreamlined registration
Impact · 02 / 050%of users subscribe through the guided subscription flowStreamlined registration · Dynamic homescreen
Impact · 03 / 050%↓fewer subscriptions made over the phoneSubscription management
Impact · 04 / 050%↑more users on the Commitment featuresGamification · Health tracking
Impact · 05 / 050%Commitment step loggingHealth tracking
Impact
What changed for Numou
- 83%↑increase in sign-ups
- 54%of users subscribe through the guided subscription flow
- 20%↓fewer subscriptions made over the phone
- 25%↑more users on the Commitment features
- 40%Commitment step logging
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