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Making healthy meals easy to shop

  • E-commerce website
  • Redesign
  • Shipped
FireRoad landing page: Reinventing fitness nutrition, with chef-crafted plant-based meals

Product FireRoad

Plant-based, high-protein meals and snacks designed for fitness and performance, delivered frozen for convenience, with options for vegan and gluten-free diets.

Details

surface
E-commerce website
role
Product Designer
scope
Shopping journey · Subscriptions

Goal A smoother shopping journey

Make plant-based, high-protein meals easy to shop, with intuitive navigation, easy browsing and clear product presentation.

Solution Browse, build, subscribe

A new landing page, meal browsing with filters and nutrition up front, a cart with upselling deals, and a portal to manage subscriptions.

Result More orders

Since the new design went live, more shoppers add to cart, reach checkout and convert.

Impact

  • +20%

    Add to cart

    Since the new design went live

  • +20%

    Reach checkout

    Since the new design went live

  • +50%

    Conversions

    Since the new design went live

Design 1/5

Landing PageEverything FireRoad offers

Showing what FireRoad offers, reviews, and how it works.

Full FireRoad landing page: hero, meal categories, featured boxes, press logos, reviews and how it works in 3 steps

Design 2/5

Browsing MealsNutrition up front

Products are displayed with categories and filters on the left side. Each meal shows basic nutritional information, and users can click on a meal for more details or directly add it to their cart.

Pizza and harvest bowl meals with protein, carbs and fat
Meals grouped by category, with filters on the left.
BBQ Chicken and Garlic pizza details with nutrition facts and add to cart
Meal details: nutrition, ingredients and how to prepare.

Design 3/5

My CartUpselling deals

Items added to the cart sit next to upselling deals, like how many more meals unlock a discount.

Cart drawer with items, quantities and a progress bar toward $10 off

Design 4/5

PortalSubscriptions on your terms

Manage your subscription, order frequency, and delivery schedule. This page also displays recommended items that users may like.

Customer portal with next order date, order items and recommended meals
Next order, with recommended items below.
Portal purchase history listPortal shipping address editor
Purchase history and shipping addresses.

Design 5/5

Pantry PageSnacks and dry goods

A separate pantry for granolas, bars and other dry goods, with the same browsing and product details as meals.

Pantry page with banner and granola products
Coconut Mango product details with monthly, weekly and bi-weekly options
Pantry items can be bought once or on a subscription.