FITT Meals: Subscription Journey

Overview

Problem

FITT Meals was spending heavily across marketing but users weren't converting. I analyzed the data and found out that the biggest drop off was right before checkout. I started working on the revamp of the ordering journey.
Central Question

How might we redesign the meal-plan journey so it's easy to navigate, easy to convert on, and intuitive enough that a first-time visitor understands exactly what they're getting, and what it costs, before they're ever asked to create an account?
Result

I rebuilt the journey around three changes: show the full price upfront, guide people with presets instead of manual customization, and let them pause, skip, or swap on their own. After launch, conversion rose 146% and bounce rate fell from 28% to 7%.

What I owned. The whole experience across landing, cart and checkout, from problem framing through launch and iteration, plus the GA4 and GTM analytics behind it. I defined the conversion KPIs and led a 3-person team. Add-to-cart rose by up to 30% through rapid prototyping and A/B testing.

The full story

FITT Meals was doing well, but not nearly as well as it wanted to. Users kept dropping off before placing an order and nobody could say why. The paid media budget was very high and the results weren't coming in. With an ambitious goal of 2,500 customers this year, the numbers said we would miss it, so I started by finding out where and why people were leaving.

Legacy app

Legacy checkout: too many meal plan variants and an unclear order period, with the friction points outlined in red

Legacy checkout: a long delivery form and a cart with unclear order and delivery information, outlined in red

Legacy checkout: no way to create a basket on an existing account, and a password step that clears the basket, outlined in red

Research and survey results

I ran a competitor analysis and a SWOT review of three direct UAE competitors (Calo, Kcal, and Meals on Me), then studied what actually drives meal plan buyers in this market.

The market research told me what buyers expect, but not how our own customers felt. So I sent a survey about the signup experience and auto-renew, and mapped out the results.

Survey demographic: 92 respondents

Subscriber status

Current subscriber 51%

Lapsed subscriber 27%

Never subscribed 22%

Defining personas

Three segments emerged; a busy professional who had no time to cook and wanted a meal plan. A weight loss seeker who wanted to optimise her routine and health and an overwhelmed parent who just couldn't manage kids and meals at the same time.

Sara

29 · Marketing professional · Dubai

The Working Professional

Goals: Hit a precise macro target with minimal weekly decision-making; keep delivery reliable around training sessions.
Frustrations: Vague “healthy” labels instead of real per-meal macros; customization built for beginners.
Decision drivers: Precision, meal-swap flexibility, reliable delivery windows.

“If I can’t see the macros per meal before I subscribe, I assume the plan wasn’t built for someone like me.”

Mariam

34 · Working parent · Dubai

The Weight-Loss Beginner

Goals: Eat better without becoming a nutrition expert; avoid feeling locked into a rigid subscription.
Frustrations: Jargon-heavy plan builders; unclear total pricing; hidden cancellation flows.
Decision drivers: Trust signals, visible pricing, a real low-commitment trial.

“I just want someone to tell me what to eat that fits my goal. I don’t want to become an expert to sign up.”

Fatima

41 · Household manager · Abu Dhabi

The Family Health Manager

Goals: Cover multiple dietary needs (halal + allergy) from one plan; flex delivery around school and Ramadan.
Frustrations: Dietary filters that handle only one restriction at a time; schedule changes that need a support call.
Decision drivers: Explicit halal/allergen compliance, scheduling flexibility, household value.

“I need to know it’s easy to do and hassle free before I’ll even look at the menu.”

Core features

AI meal selection- based on your preferences or what people rate the most popular as, if you are a first time user.

Choose which plan suits you best

Preview the plans to see what options suit your lifestyle, look at the weekly menu, the portion options and jump to a preset selection of customizations tailored for you.

Plan discovery and setup: plans named after goals, a bottom sheet with a sample menu, and a prefilled build screen, each annotated with the design approach

See exactly what you're getting

Fewer choices, smart defaults and one card per question. The total and discounts update live above the button, so the price is clear before payment.

Build your plan screen annotated with the design approaches: smart defaults, fewer choices, one card per question, upfront total and a thumb-zone Next button

Manage it your way

A week of meals is chosen for you before you ask, with a Swap button on every pick and macros visible at a glance. Swapping is open until 72 hours before delivery.

AI meal recommendations screen annotated with the design approaches: ending decision paralysis, AI drafts the user approves, one-tap control, reversible swaps and macros at a glance

Check out in a few taps

Build first, sign up later. The original price sits beside the plan price, savings are framed as a gain, and the last thing users read before paying is plain-language reassurance.

What we couldn't achieve: planned for V2

I scoped this redesign to one problem: conversion and drop-off. A few ideas came up repeatedly during research and prototyping, but they solve a different problem, growing order value and engagement, so I held them back rather than dilute the fix.

01. Upselling: at checkout, there's no mechanism to suggest add-ons or plan upgrades based on what a customer is already ordering, a clear revenue lever left on the table for v2.

02. Gamification: streaks, milestones, or rewards for consistent ordering weren't part of this pass, even though they could reinforce the exact subscription behavior the redesign was trying to encourage.

03. Cross-basket ordering: customers managing multiple plans, like a couple with different goals, can't combine deliveries or billing into one basket. Each plan still lives as its own separate order.

The biggest drop-off points were unclear pricing, manual customization, and flexibility that needed support. I replaced each one with visible pricing, guided presets, and self-serve controls, and they became FITT Meals' clearest selling points. The numbers after launch:

146%+

Lift in conversion

30%

Growth in YoY revenue

28% → 7%

Bounce rate after launch

Revamping the user journey of subscribing to a meal plan.

Overview

Problem

Central Question

Result