Case study — UAE
DTC Meal Plan Platform
About the project
FITT Meals is a direct-to-consumer meal plan company in the UAE. Hafsah led end-to-end UX and CX optimization of the customer ordering journey, from first visit through checkout and repeat orders.
Screen showcase
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The problem
The ordering platform had a 28% bounce rate and underperforming conversion, with friction scattered across the customer journey — from initial browsing to checkout to what happened after a customer's meal plan expired.
The process
Ran an end-to-end audit of the customer journey to identify where users dropped off, combining analytics review with direct observation of the ordering flow. Redesigned key site touchpoints and rebuilt CRM lifecycle journeys — including welcome, winback, and expiry flows — so the experience adapted to where a customer was in their relationship with the brand, not just their current session. Ran iterative design testing across multiple flow variants to validate which changes actually moved the numbers before rolling them out fully.
The solution
Streamlined the core ordering flow to remove unnecessary steps, redesigned high-drop-off touchpoints identified in the audit, and rebuilt the CRM lifecycle system so lapsed customers were re-engaged automatically at the right moments instead of relying on one-size-fits-all messaging. The result was an experience that felt simpler in the moment and kept working in the background to bring customers back.
Click through the interactive prototype.
The outcome
146% increase in conversion rate, bounce rate reduced from 28% to 7%, add-to-cart rate up 30%, and 30% YoY revenue growth — the highest in company history.