Driving Engagement in Buying Meal Kits
Product Designer & Researcher
Mobile App
eCommerce
End-to-End UX Design
10 weeks
Figma
Google Suite
Team: Hannah W., Trusha N., Ayesha A.
As part of a team of 4, I developed an eCommerce app that empowers users to discover and order healthy, diverse meal kits with confidence.
TL;DR
Dishcovery is a mobile eCommerce concept that helps busy users access pre-made, cuisine-diverse meals, without the hassle of cooking or grocery shopping.
My team and I followed a human-centered design process — from research to prototypes — to create a usable, engaging experience that supports exploration, customization, and convenience.
DISCOVERY
We began by choosing a direction for an open-ended eCommerce project: healthy, culturally diverse meal kits.
Through 4 user interviews with people ranging from college students to working professionals, we uncovered key pain points: meal prep is time-consuming, existing services lack variety and customization, and users want engaging features that motivate continued use.
HOW MIGHT WE…
help users find, customize, and enjoy diverse, healthy meals in a way that fits into their busy lives?
SOLUTION HIGHLIGHTS
Our solution was shaped by hands-on research, thoughtful analysis, and iterative design — from personas and competitive insights to wireframes and high-fidelity prototypes.
INFO ARCHITECTURE & ITERATIONS
Built an IA in FigJam to define flows from product catalog to checkout.
Iterated designs with sketches & wireframes to test ideas and gather early feedback.
USER RESEARCH & PERSONAS
Synthesized interviews into personas representing varied lifestyles and meal needs.
COMPETITIVE ANALYSIS
Evaluated existing meal kit services to learn what works and what doesn't in browsing, filtering, and customization.
DESIGN SYSTEM & PROTOTYPING
Developed a visual system with approachable colors and intuitive components that support exploration and dietary choices.
MY ROLE
I led the design of three core areas: the Home page, where users first encounter meals, the Meal Cards, which shape how people browse and decide, & the Rewards page, a gamified system that encourages exploration through culturally meaningful incentives.
Version 1
Version 2
KEY IDEAS EXPLORED
HOME PAGE
Meal cards with large, birds-eye view of dish for
Quick add to cart for faster shopping
Dietary info + icons to support quick add and decision-making
User-personalized sections on homepage for browsing
REWARDS
List of rewards vs. progress indicator to visually demonstrate users rewards journey
Including both discounts and free items (with purchase) as reward options to support cultural food learning
FINAL SOLUTION
A high-fidelity mobile prototype that enables users to explore meal kits by cuisine and dietary preferences, engage in a gamified rewards system, customize orders and portion sizes, and add items to cart and checkout seamlessly.
DETAILED BREAKDOWN
01 Home Page
Moving hero slideshow to demonstrate brand alignment and convey personality
Search, filter, and cart access for findability
Key for information on card icons
'Order Again' and 'Featured Meals' for easy access to curated/potentially relevant meals
02 Meal Cards
Colorful, birds-eye view of meal to draw user in
Dietary icons to indicate ingredients — requires some learning
Meal information (Name + Cuisine + Calories)
Quick add to cart for easy browsing + shopping
02 Gamified Rewards
Progress indicator + interactive bar showcasing rewards journey
Reward w/ photo + click for description
Progress circle to showcase number of points and how close until the next milestone
Visually engaging photo of item + photo of what user will receive
Description of item + cultural usage
Disclaimer + rewards cost
IMPACT & REFLECTION
Dishcovery helped me grow my end-to-end UX design skills, from user research and competitive analysis to information architecture, wireframing, and visual design. Working closely with my team, I learned how to balance creative exploration with clear, functional, and human-centered solutions.
thank you to my team for their amazing work!