Fresh Fitness Food (FFF) is a premium, data-driven meal delivery service. I led the design of their first native mobile app, transitioning the user experience from a passive web subscription to an active lifestyle companion. My focus was on creating a high-utility interface that empowered users to manage complex dietary requirements and delivery schedules on the move, ultimately contributing to the company's successful acquisition by Calo.
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Designed the core mobile product that scaled user engagement and operational efficiency, leading to the company’s acquisition in 2023.
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Achieved a near-perfect user rating at launch by solving long-standing friction points in meal-swapping and subscription management.
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Streamlined the "Meal Management" logic, significantly reducing customer support overhead and improving long-term subscriber retention.
The Challenge
Before the app, FFF users had to manage their highly complex, macro-calculated diets via a desktop-focused web portal. This created a significant "friction gap"—users needed to pause deliveries, swap meals, or check macros while on the move, but the mobile web experience was cumbersome.
The design challenge was to translate a sophisticated nutrition engine into a simple, "glanceable" mobile UI. We had to manage high-density data (calories, macros, ingredients, delivery windows) without overwhelming the user, all while maintaining a premium "concierge" feel that justified the high subscription cost.
Solution
I designed a mobile-first ecosystem that prioritised the user’s next 24 hours. By introducing a "Daily View" that highlighted upcoming meals and macro-progress, we turned the app into a daily ritual.
Key features included a frictionless meal-swapping interface and a flexible subscription calendar, allowing users to manage their deliveries with a single tap. This utility-first approach shifted FFF from being "a box of food at the door" to "a personal nutritionist in your pocket." This digital transformation was a key driver in increasing the company's valuation and its eventual successful exit to Calo.
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Peter O
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Design process
User flow
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