Flyfit Food is a food delivery service in Melbourne that specialises in healthy, chef-made meals for busy people. Designed with a focus on balancing nutrition and flavour, Flyingfit’s meals are made to order, have controlled portions, and has a rotating menu varying from week to week.
This local business is owned by a local fitness foodie and chef in Melbourne, and he could see the potential for the business to grow. To do that, he needed a new website solution to handle his subscriptions and present it as an enticing and easy option for health-conscious consumers with busy lives. The old website was outdated in its look as a temporary template solution and had limited functionalities. Many of the processes for handling orders by Flyingfit were done manually with spreadsheets, and so the workflow needed to be better integrated into one solution that would present more professionally to the market as well.
We worked with Flyingfit Food to create a new design for the website from scratch, incorporating and balancing the brand colours and fresh food photography. In the menu section, this was designed to reduce clicks from browsing the menu to subscription. We carefully created a UI design designed to drive more sales and created a simplified workflow for people to sign up to multi-meal weekly subscriptions with limited clicks through to the checkout. For example, we balanced buttons for choosing meal sizes, ingredients and nutrition information, images and other details like heating and cooking. Using automatic emails, we reduced the order workflow for Flyingfit Food’s customers and also included an FAQ to reduce admin work for in-house staff.
We made the workflow for customers to start subscriptions and manage their menu changes easily in the backend. For the admin side in the backend, we used a subscription app to manage the ongoing client orders and subscriptions for ease of operations in the office and Flyingfit’s kitchen. Overall, the design and user experience was clean and fresh just like Flyingfit’s brand, with simplified ordering and subscription management functionality for both customers and the business.