Scaling a meal subscription service in PEI, Canada from a basic checkout to a comprehensive lifestyle brand, increasing average order value by $20 per customer.
Scaling a meal subscription service in PEI, Canada from a basic checkout to a comprehensive lifestyle brand, increasing average order value by $20 per customer.
The objective was to craft a distinctive brand identity for Sorbet & Co. and develop a sleek, user-friendly website. The goal was to reflect the brand’s elegant, trendsetting style while enhancing customer experience with a responsive design that showcases their fashion jewelry collections.
Fuel Your Body is a subscription-based meal platform for busy individuals in PEI, Canada. When we began in January 2025, the website was purely functional but confusing.
With 75% of traffic coming from mobile, the existing flow was creating friction. Users struggled to decide between "One-Time" and "Weekly" orders, leading to high abandonment. We needed to transform the experience from a basic cart to a lifestyle brand.
Massive improvement in funnel efficiency after simplifying the subscription options.
Driven by the new tiered plan structure (4, 6, 12 meals) and clear savings.
Steady weekly growth post-launch in March 2025.
We started with a CRO audit, identifying bugs and major friction points. Tools like Clarity and Lucky Orange revealed users were confused by the navigation structure.
We studied competitors like WeCook, HelloFresh, and Factor. We completely overhauled the subscription flow to a tiered model: 4, 6, 12 meals, or a custom plan. This simplified decision-making.
Designed a mobile-first UI in Figma focusing on brand storytelling. Development on Shopify took 4 weeks. We added pickup locations (Fridges) and emphasized PEI delivery.
Post-launch data showed older demographics (50+) struggling with the order process. We introduced a dedicated "How It Works" page and upgraded meal cards to show Macros (Calories, Carbs, Protein, Fats) upfront.
We shifted from a transactional model to a plan-based model to reduce cognitive load.
Problem: Users hesitated at the first step. Pricing per meal was unclear until the end.
Solution: By committing to a quantity first, users see the value per meal instantly. The 12-meal plan offers the best value ($11.99), incentivizing higher AOV.
75% of users order on their phones. We optimized the UI for thumbs.
A sticky footer allows users to see their progress (e.g., "2/6 meals selected") without scrolling back up.
Meal cards now display Calories, Protein, Carbs, and Fats directly, aiding decision-making for health-conscious users.
Clear visual distinction of savings: $12.99 (4 meals) vs $11.99 (12 meals).
We tracked everything using Shopify analytics. Comparing the pre-optimization period (Jan-Apr) with the post-optimization period (Apr-Sept), growth is evident.
Fuel Your Body's website was redesigned to simplify healthy eating for Canadians with clearer products, smoother meal-plan selection, and an improved subscription flow. The enhanced UX, faster checkout, and stronger nutritional storytelling help customers easily explore meals, customize plans, and fuel their lifestyle with confidence.
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