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Numou

Case Studies

Designing a Mobile App for a Health-Concious Meal Subscription Service

Client Name:

Numou

Principal Designer

Rashid Alowaisheer

CHALLENGES

Inefficient Subscription Status Management

Limited Meal Customization

Outdated Registration Process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 walk through the registration verbally which discouraged engagement.

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.

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.

PROCESS

Interviews

Market Research

Interviews

Conducted interviews with Numou’s dietitians to gather qualitative insights on subscriber behavior, common concerns, and priorities. These conversations provided valuable context around user pain points and informed the personalization features in the app.

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.

SOLUTIONS

Streamlined Registration Process

Dynamic Homescreen

Granular Subscription Management

In-App Consultation Booking

Integrated Health-Tracking

Gamification of Health-Tracking

Scalable Design System

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To replace the outdated phone based onboarding, a fully digital registration flow was designed and integrated into the mobile app.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, ensuring that user data is collected accurately and efficiently from the start.

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, helping users stay informed and engaged. This functionality puts users in control of their daily meal selections and nutritional intake.

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.

In-App Consultation Booking

To support users who may need professional guidance, the app includes the option to book consultations with the company’s dietitians directly within the platform. By integrating consultations into the app experience, Numou is able to offer users a more holistic journey, supporting not just meal selection, but the broader nutritional guidance needed to meet their health goals.

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

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.

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%.