Food 4 Fitness
Freelance UI/UX Designer
A complete refresh of the Food4Fitness website, including a new logo, updated brand colors, and refreshed brand guidelines. The redesign also introduced a modern, responsive website for today’s clientele.
The brief
The original website was not mobile-responsive and was quickly becoming outdated, making it difficult for customers to place orders. Users struggled with navigation and were having trouble purchasing meals for the upcoming week.
I was brought in to simplify the user flow and address the most common question from users: “How do I do things on the site?”.
I was brought in to simplify the user flow and address the most common question from users: “How do I do things on the site?”.
The process
I created a Design System that included the new Food4Fitness typeface, colour palette, forms, and icons. This system enabled me to quickly mock up pages and iterate designs for stakeholder approval.
Using tools like InVision, I prototyped wireframes for both desktop and mobile, which were shared with key stakeholders for review and feedback. This process helped validate my vision for the website and streamline the meal purchase flow.
Using tools like InVision, I prototyped wireframes for both desktop and mobile, which were shared with key stakeholders for review and feedback. This process helped validate my vision for the website and streamline the meal purchase flow.
The team
A small, agile team consisting of just myself and a full-stack developer. The advantage of this setup was direct communication, fostering open discussions and rapid design refinement. This streamlined the resolution of issues and kept the site development moving forward.
While a small team comes with limited resources and greater individual responsibility, it also offers unique advantages when leveraged effectively.
While a small team comes with limited resources and greater individual responsibility, it also offers unique advantages when leveraged effectively.
The outcome
The launch of the fresh, clean site led to increased customer conversion rates. Testing revealed that users were no longer confused about navigating the site and embraced the simplified meal ordering process.
The new design made it easier for users to quickly scan and select meals based on their individual fitness goals. Clients especially appreciated the ‘Macros’ feature, which automatically calculated the macronutrients in each meal. Time-saving features, like the option to re-purchase saved meals with a single click, were also well-received.
These new features helped Food4Fitness stay ahead of the market, boosting sales while fostering trust and transparency.
The new design made it easier for users to quickly scan and select meals based on their individual fitness goals. Clients especially appreciated the ‘Macros’ feature, which automatically calculated the macronutrients in each meal. Time-saving features, like the option to re-purchase saved meals with a single click, were also well-received.
These new features helped Food4Fitness stay ahead of the market, boosting sales while fostering trust and transparency.