UX & Product Design Portfolio | Case Studies by Sade Adesida

Amelio Nutrition

Conversion-Focused E-commerce Platform Designed to Simplify Nutritional Eating

Role:

UI/UX Designer

Timeline:

2 months (2023)

Tools:

Figma, Shopify, Google Forms

Overview

Despite the growing interest in plant-based diets, many individuals face obstacles such as lack of knowledge, limited recipe options, and concerns about nutritional adequacy. Amelio Nutrition was designed to address these pain points by creating an intuitive platform that educates and motivates users towards sustainable eating habits.

The objective was to design a user-centric mobile application that simplifies the transition to a plant-based diet by providing personalised meal recommendations, tracking environmental impact, and fostering community support.

The goal: increase checkout conversion while building trust with health-conscious consumers who are sceptical of supplement marketing. This project focused on creating a calming, trustworthy e-commerce experience — combining nutrition-driven user flows, targeted personas, and a flexible interface for desktop and mobile users.

The Problem

User Pain Points

Lack of knowledge about plant-based nutrition made transitioning feel overwhelming
Limited recipe options and meal variety led to diet fatigue and drop-off
Concerns about nutritional adequacy — users worried about missing essential nutrients
No single platform combined meal planning, environmental tracking, and community support
Existing apps felt generic and didn't offer personalised recommendations

Business Goals

Create a user-centric mobile app that simplifies plant-based diet transition
Provide personalised meal recommendations based on individual goals and preferences
Track and visualise environmental impact of dietary choices
Foster community support to maintain long-term engagement
Differentiate from competitors through superior personalisation and content delivery

User Personas

Maya

28

Marketing & fitness enthusiast

High Tech Savviness

"I want to eat more plant-based but I'm worried I won't get enough protein for my workouts."

GOALS

Transition to a plant-based diet without sacrificing nutritional goals
Get personalised meal plans that fit her active lifestyle
Track her environmental impact to stay motivated

PAIN POINTS

Overwhelmed by conflicting nutrition information online
Existing apps don't account for fitness-specific dietary needs
Meal prep feels time-consuming without proper planning tools

Clive

38

Father of two & part-time chef

Moderate Tech Savviness

"I'd love to cook more nutritious meals for my family, but I don't know where to start."

GOALS

Find family-friendly plant-based recipes that his kids will enjoy
Understand nutritional balance for a growing family
Simplify weekly meal planning and grocery shopping

PAIN POINTS

Recipe apps don't filter for family-sized, kid-friendly options
Worried about nutritional gaps for children on a plant-based diet
Limited time for research and meal experimentation

Design Process

PHASE 6

Implement

Iterated designs based on testing insights and prepared final deliverables.

Added 'Meal Plans' section directly under hero — users expected pricing earlier in the journey
Improved visibility of 'Steps Towards Your Personalised Plan' section with numbered icons for scannability
Refined downloadable PDF meal plan format based on strong positive feedback
Finalised design system and prepared handoff documentation

PHASE 5

Test

Conducted remote usability testing to validate design decisions.

Recruited 5 participants matching target demographic (health-conscious, 25–35 age range)
Ran remote usability testing via Zoom using Figma prototypes
Tested: find a personalised meal plan, understand 'How It Works', navigate to other plan types, locate pricing/consultation options, view charts
Collected both quantitative task-completion data and qualitative feedback

PHASE 4

Prototype

Built interactive Figma prototypes for the core user flows.

Created high-fidelity prototype of onboarding and personalised plan flow
Designed 'How It Works' explainer section with step-by-step visuals
Built meal plan browsing and download experience (PDF format)
Prototyped consultation booking and pricing page layouts

PHASE 3

Ideate

Explored solutions for personalisation, meal planning, and habit formation.

Designed personalised onboarding quiz flow for dietary preferences and goals
Sketched meal plan recommendation engine UI
Explored environmental impact dashboard visualisations
Developed 'How It Works' section concepts for building user confidence

PHASE 2

Define

Synthesised research into clear user needs and product requirements.

Created user personas representing key target demographics
Mapped user journeys from onboarding to long-term engagement
Defined core feature set: personalised plans, environmental tracking, community
Established design principles: simplicity, trust, motivation

PHASE 1

Empathise

Researched user motivations, barriers, and existing market solutions for nutrition platforms.

Conducted competitive analysis of My Menu Coach, 3Natural Bionutrition, The Protein Works, and Exante
Distributed user surveys to understand dietary transition barriers
Reviewed app store reviews for competing nutrition apps
Identified gaps in personalisation, community features, and content delivery across competitors

PHASE 6

Implement

Iterated designs based on testing insights and prepared final deliverables.

Added 'Meal Plans' section directly under hero — users expected pricing earlier in the journey
Improved visibility of 'Steps Towards Your Personalised Plan' section with numbered icons for scannability
Refined downloadable PDF meal plan format based on strong positive feedback
Finalised design system and prepared handoff documentation

PHASE 5

Test

Conducted remote usability testing to validate design decisions.

Recruited 5 participants matching target demographic (health-conscious, 25–35 age range)
Ran remote usability testing via Zoom using Figma prototypes
Tested: find a personalised meal plan, understand 'How It Works', navigate to other plan types, locate pricing/consultation options, view charts
Collected both quantitative task-completion data and qualitative feedback

PHASE 4

Prototype

Built interactive Figma prototypes for the core user flows.

Created high-fidelity prototype of onboarding and personalised plan flow
Designed 'How It Works' explainer section with step-by-step visuals
Built meal plan browsing and download experience (PDF format)
Prototyped consultation booking and pricing page layouts

PHASE 3

Ideate

Explored solutions for personalisation, meal planning, and habit formation.

Designed personalised onboarding quiz flow for dietary preferences and goals
Sketched meal plan recommendation engine UI
Explored environmental impact dashboard visualisations
Developed 'How It Works' section concepts for building user confidence

PHASE 2

Define

Synthesised research into clear user needs and product requirements.

Created user personas representing key target demographics
Mapped user journeys from onboarding to long-term engagement
Defined core feature set: personalised plans, environmental tracking, community
Established design principles: simplicity, trust, motivation

PHASE 1

Empathise

Researched user motivations, barriers, and existing market solutions for nutrition platforms.

Conducted competitive analysis of My Menu Coach, 3Natural Bionutrition, The Protein Works, and Exante
Distributed user surveys to understand dietary transition barriers
Reviewed app store reviews for competing nutrition apps
Identified gaps in personalisation, community features, and content delivery across competitors

Iterated designs based on testing insights and prepared final deliverables.

Added 'Meal Plans' section directly under hero — users expected pricing earlier in the journey
Improved visibility of 'Steps Towards Your Personalised Plan' section with numbered icons for scannability
Refined downloadable PDF meal plan format based on strong positive feedback
Finalised design system and prepared handoff documentation

PHASE 6

Implement

PHASE 5

Test

Conducted remote usability testing to validate design decisions.

Recruited 5 participants matching target demographic (health-conscious, 25–35 age range)
Ran remote usability testing via Zoom using Figma prototypes
Tested: find a personalised meal plan, understand 'How It Works', navigate to other plan types, locate pricing/consultation options, view charts
Collected both quantitative task-completion data and qualitative feedback

PHASE 4

Prototype

Built interactive Figma prototypes for the core user flows.

Created high-fidelity prototype of onboarding and personalised plan flow
Designed 'How It Works' explainer section with step-by-step visuals
Built meal plan browsing and download experience (PDF format)
Prototyped consultation booking and pricing page layouts

PHASE 3

Ideate

Explored solutions for personalisation, meal planning, and habit formation.

Designed personalised onboarding quiz flow for dietary preferences and goals
Sketched meal plan recommendation engine UI
Explored environmental impact dashboard visualisations
Developed 'How It Works' section concepts for building user confidence

PHASE 2

Define

Synthesised research into clear user needs and product requirements.

Created user personas representing key target demographics
Mapped user journeys from onboarding to long-term engagement
Defined core feature set: personalised plans, environmental tracking, community
Established design principles: simplicity, trust, motivation

PHASE 1

Empathise

Researched user motivations, barriers, and existing market solutions for nutrition platforms.

Conducted competitive analysis of My Menu Coach, 3Natural Bionutrition, The Protein Works, and Exante
Distributed user surveys to understand dietary transition barriers
Reviewed app store reviews for competing nutrition apps
Identified gaps in personalisation, community features, and content delivery across competitors

Research & Discovery

Methods Used

Competitive analysis of 4 nutrition/meal planning platforms

Remote usability testing with 5 participants via Zoom (Figma prototypes)

Task-based testing across 5 core user flows

User surveys on plant-based diet transition barriers

App store review analysis for competing nutrition apps

5

Competitors lacked consistent personalisation — most offered generic plans without accounting for individual goals or dietary restrictions

4

The downloadable PDF meal plan format was a standout feature — users found it practical, trustworthy, and easy to use

3

3 out of 5 users initially missed the 'Steps Towards Your Personalised Plan' section due to placement — iterated with numbered icons for scannability

2

The 'Get Started' CTA on the personalised plan page was a highlight — users noted it made the experience feel tailored and direct

1

Users expected pricing information earlier in the journey — added 'Meal Plans' section directly under the hero for transparency

Key Insights

5

Competitors lacked consistent personalisation — most offered generic plans without accounting for individual goals or dietary restrictions

4

The downloadable PDF meal plan format was a standout feature — users found it practical, trustworthy, and easy to use

3

3 out of 5 users initially missed the 'Steps Towards Your Personalised Plan' section due to placement — iterated with numbered icons for scannability

2

The 'Get Started' CTA on the personalised plan page was a highlight — users noted it made the experience feel tailored and direct

1

Users expected pricing information earlier in the journey — added 'Meal Plans' section directly under the hero for transparency

Prototyping Journey

Stage 1

Low-Fidelity

Initial sketches exploring onboarding quiz flows, meal plan layouts, and environmental impact dashboard concepts.

Stage 2

Mid-Fidelity

Digital wireframes for personalised plan pages, 'How It Works' section, and consultation booking flow.

Stage 3

High-Fidelity

Interactive Figma prototypes used in usability testing — covering onboarding, meal plan browsing, PDF download, and pricing.

Personalised onboarding quiz as primary entry point

Rationale: Competitive analysis revealed most platforms offered generic plans. A tailored quiz immediately differentiated Amelio and made users feel the experience was built for them.

Meal Plans section placed directly below the hero

Rationale: Usability testing showed users expected pricing and plan options earlier in the journey — burying them reduced trust and increased bounce.

Numbered steps with icons for 'How It Works'

Rationale: 3/5 testers initially missed the section. Adding numbered icons and improving visual hierarchy increased scannability and comprehension.

Downloadable PDF format for meal plans

Rationale: Users strongly preferred a tangible, offline-accessible format over in-app-only plans — PDFs felt practical, trustworthy, and shareable.

Environmental impact tracking as a core feature

Rationale: Research showed sustainability motivation was a key driver for plant-based adoption — making impact visible reinforced positive behaviour change.

Design Decisions

Personalised onboarding quiz as primary entry point

Rationale: Competitive analysis revealed most platforms offered generic plans. A tailored quiz immediately differentiated Amelio and made users feel the experience was built for them.

Meal Plans section placed directly below the hero

Rationale: Usability testing showed users expected pricing and plan options earlier in the journey — burying them reduced trust and increased bounce.

Numbered steps with icons for 'How It Works'

Rationale: 3/5 testers initially missed the section. Adding numbered icons and improving visual hierarchy increased scannability and comprehension.

Downloadable PDF format for meal plans

Rationale: Users strongly preferred a tangible, offline-accessible format over in-app-only plans — PDFs felt practical, trustworthy, and shareable.

Environmental impact tracking as a core feature

Rationale: Research showed sustainability motivation was a key driver for plant-based adoption — making impact visible reinforced positive behaviour change.

Final Designs

Explore the final interface designs and key screens

View Design

Explore the final interface designs and key screens

View Design

Design 1

Personalised Meal Plan Onboarding

Step-by-step quiz guiding users to a tailored plan based on dietary goals, preferences, and lifestyle — with a clear 'Get Started' CTA that tested as the most engaging element.

Design 2

How It Works Section

Visual explainer with numbered steps showing users exactly how the personalisation process works — repositioned based on usability testing feedback for improved discoverability.

Design 3

Downloadable PDF Meal Plans

Practical, beautifully formatted meal plans available as downloadable PDFs — the feature users rated most highly for trustworthiness and usability.

For the best viewing experience, please open this page on a desktop or tablet. The final layout is optimised for larger screens.

Note

Accessibility & Inclusion

Focus states on all interactive quiz elements

Keyboard-navigable quiz flow and meal plan browsing

4.5:1 contrast ratio across the full colour palette

Form labels and error messages announced to screen readers

Touch targets minimum 44px on mobile for all interactive elements

Alt text on all food imagery and environmental visualisations

Outcomes & Impact

5/5

Testers successfully completed the personalised plan flow

5/5

Testers successfully completed the personalised plan flow

92%

Task completion rate across all 5 tested user flows

92%

Task completion rate across all 5 tested user flows

PDF

Meal plan download rated most practical feature by all participants

PDF

Meal plan download rated most practical feature by all participants

4

Key competitors analysed to identify differentiation opportunities

4

Key competitors analysed to identify differentiation opportunities

5/5

Testers successfully completed the personalised plan flow

PDF

Meal plan download rated most practical feature by all participants

92%

Task completion rate across all 5 tested user flows

4

Key competitors analysed to identify differentiation opportunities

Reflection

What I Have Learned

Usability testing with just 5 participants uncovered critical layout issues that would have reduced engagement in production
Users judge credibility by information architecture — pricing placement matters as much as visual design
Personalisation is the strongest differentiator in a crowded market — generic plans feel interchangeable
Downloadable, offline-accessible formats build trust that purely digital experiences often miss

What I Would Improve

Would conduct A/B testing on the onboarding quiz length — shorter vs. more detailed to measure completion vs. personalisation quality?
Would add social/community features to support long-term habit formation beyond individual meal planning?
Would exploring integration with grocery delivery services for a seamless plan-to-purchase experience?

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