Eat Fit Food

Restaurant-inspired meals delivered to customers’ doors, with a focus on nutrition, freshness, and convenience. I designed and structured Eat Fit Food’s mobile and web app, website, and supporting brand touchpoints to improve personalisation, reduce churn, and support scalable growth while respecting operational constraints.

Scope

Problem

Eat Fit Food delivered nutrition-focused meals within 48 hours of preparation, using reusable insulated bags and a tightly optimised logistics operation. The product was good. The model was efficient. But churn was climbing.

To understand why, I worked with the team to analyse exit survey responses from 80 churned subscribers over a three-month period. The signal was consistent: users weren’t leaving because of quality or price, they were leaving because the fixed meal plan format didn’t fit their lives. People with specific intolerances, fitness goals, or simply strong food preferences had no way to communicate those needs to the product.

The design challenge was specific: build meaningful personalisation into a subscription model where meals are prepared in batches, delivered on fixed schedules, and selected from a rotating quarterly menu. Any solution had to work within those constraints, not around them.

Goals:

Lower Customer Churn Rate:

Improve user engagement and retention by addressing the issue of customers cancelling subscriptions due to limited control over their meal plans.

Optimise Operational Efficiency:

While addressing user needs, it was essential to ensure that the new features didn’t create operational inefficiencies for the company. Providing customers with higher levels of personalisation over their meal plans had the potential to impact logistics and meal preparation, so it was essential for the success of this project that operations secured its level of efficiency.

Re-engage lapsed users:

A coordinated launch campaign would reintroduce the brand to churned subscribers who had left due to the exact problem we were solving. Te aim was to propagate EFF’s attitude as a responsive company, aware of users requests and loyalty worthy.

Process

The constraint that shaped everything was that users could not be allowed to select any dish from the menu. The kitchen operated on batch preparation. Fully open selection wasn’t an option.

The solution was a preference layer, not a selection layer. Rather than choosing what to eat, users defined the parameters their plan should respect: dietary needs, goals, portion sizes, and weekday quantities. Then, the system used that input to automatically assign meals that fit, offering limited options, while still maximising variety across the week.

I proposed a swipe-based like/dislike mechanic for individual dishes, borrowed deliberately from familiar consumer patterns. It served two purposes simultaneously: it let users fine-tune their experience over time, and it fed structured preference data back to the kitchen team for quarterly menu planning.

I ran two rounds of prototype testing with eight current subscribers (recruited through the support team), iterating on the onboarding flow, the calendar view, and the preference-setting experience. The biggest insight from testing: users didn’t want to manage their plan week-to-week. They wanted to set rules once and trust the system. The final design leaned heavily into that, the calendar was available for power users, but the default experience required almost no ongoing input.

Following app handoff, I led a refresh of Eat Fit Food’s visual identity, updating the design language to feel warmer, more personal, and consistent with the new product experience. I applied this across the website, social media, and a coordinated digital campaign timed to the app launch, targeting both new audiences and the lapsed subscriber database specifically.

Results

The launch of Eat Fit Food’s app let users set and forget. They just picked meal types and quantities by weekday and the automated system aimed to make their meal plans as varied as possible, always respecting their preferences and goals. Swiping through, liking and disliking meals, they could personalise meal plans to their taste, and simultaneously provide feedback to collaborate on an ever-changing menu, keeping subscribers excited about dishes that are updated every single quarter. The meal calendar offers extended control for more demanding users, allowing them to forecast and manage what will be delivered with ease.

1. Increased User Retention:

Personalised meal preferences, flexible delivery management, and a regularly evolving menu significantly improved customer satisfaction. Subscriber churn decreased by approximately 9.5% within six months of launch, as users felt better supported in achieving their dietary goals.

2. Operational Efficiency:

The team reported no increase in prep complexity or logistics errors after launch, validating the preference-layer approach. The swipe mechanic generated enough menu feedback data in the first quarter (1,200+ swipes) that the kitchen team used it directly to inform the Q2 menu refresh: something they hadn’t been able to do with structured data before.

3. Stronger Loyalty:

The coordinated launch of the app, website, and digital campaign increased brand visibility, improved social media engagement, and generated positive customer feedback, helping position Eat Fit Food as a modern, user-driven subscription service.