SuperNatural Eats

Overview

A meal-prep and delivery service with a nutrition-conscious customer base tied into the CrossFit community came to us with a leaky checkout, a confusing product catalog, and a rough mobile experience.

The engagement covered a full redesign of the ordering experience from information architecture through a new custom meal plan builder and checkout flow.

Duration

3 Months

Role

Data Analysis

+30%

Conversion rate improvement from 1.9% to 2.5% measured over the 6 months following launch.

+50%

Online revenue growth from $160K to $240K in the same period.

Discovery

A heuristic review, site analytics, and a handful of observed user sessions surfaced a consistent picture: customers were dropping off before completing an order, and those who did complete it were confused about what they were actually buying.

Key findings

Confusing information architecture — product categories overlapped and naming was inconsistent
Product offerings were difficult to compare and the options weren't clearly differentiated
No mobile optimization — a significant share of traffic was on mobile with no real experience to support it
The checkout flow had unnecessary steps that caused drop-off before completion

Synthesis

With the problem areas mapped, I restructured the site architecture and replotted the core ordering flow to eliminate redundant steps. Wireframes were used to pressure-test structure before moving to visual design.

Information Architecture

A restructured site map with clearer product naming, products and services into distinct paths.

Ordering Flow

Mapping the existing checkout made clear which steps were redundant. The revised flow cut three steps from the order-to-confirmation path.

Designs

The visual direction aimed for clean and appetizing photography-led design, with enough white space to let the food do the work. This was a deliberate move away from the cluttered, text-heavy layout that had been there before.

Weekly meal plan ordering — browse by day, add individual meals or take the full week

Custom Meal Plan Builder

Many users were asking for a way to create their own meal plans, rather than being locked in to a weekly menu-based plan.

The builder allowed users to build their own meal plans, choosing from a variety of proteins, vegetables, and grains, with a macronutrient calculator to see the exact macronutrient content of each meal.

This feature was a success, especially for users who were looking for a more personalized meal plan. It was also a nice way to showcase the brand's commitment to health and wellness, and resonated a lot with their CrossFit customers.

Custom meal plan builder with macronutrient calculator

Streamlined checkout — desktop and mobile

Account dashboard and subscription management

Reflection

The biggest takeaway from this project was that a little bit of data analysis and user research goes a long way. Oftentimes, you don't necessarily need a huge research budget to uncover valuable insights.