SAMA
From Overwhelm to Routine: A food & wellness platform that turns healthy intentions into weekly habits by reducing choice paralysis, clarifying fit, and speeding planning.
Impact
30% ↓ in time to select and decision making, < 3 min to create Plan, +5 clients early acquisition
30% ↓ in time to select and decision making,
< 3 min to create Plan,
+5 clients early acquisition
Scope
Workflow & UX redesign
Year
Year and Timeline
2022
2022, 4 months
Timeline
4 months
Tools
Figma, Figjam, Notion, Adobe, Maze
Role
UX Designer
Scope: Research, UX, Prototyping, Usability Testing, Visual Design, Design System.
UX Designer
Scope: Research, UX, Prototyping, Usability Testing, Visual Design, Design System.
Challenge
How might we reduce confusion during client onboarding, reduce dependency on manual meeting coordination despite tool usage, and streamline access to essential documents for smoother workflows?
Design an experience that standardizes healthy routines – clear plans, guided decisions, and quick wins, so users can build sustainable habits without doom-scrolling for ideas.
Design an experience that standardizes healthy routines – clear plans, guided decisions, and quick wins, so users can build sustainable habits without doom-scrolling for ideas.
Challenge
Design an experience that standardizes healthy routines – clear plans, guided decisions, and quick wins, so users can build sustainable habits without doom-scrolling for ideas.
Overview
Turned overwhelm into routine - faster decisions, lighter planning, early adoption.
Turned overwhelm into routine -
curate → decide → plan
This case study focuses on three patterns: a curated start, decision data up front, and ready-made week templates. Together, they move people from browsing to planning with less effort.
This case study focuses on-
a curated start, decision data up front, and ready-made week templates.
System - level outcomes
System - level outcomes
30% faster pick
30% faster pick
Time-to-selection dropped after adding curated collections + tabs.
Time-to-selection dropped after adding curated collections + tabs.
Time-to-selection dropped after adding curated collections + tabs.
Plan in < 3 min
Plan in < 3 min
First weekly plan created using 3/5/7-day templates + schedule table.
First weekly plan created using 3/5/7-day templates + schedule table.
First weekly plan created using 3/5/7-day templates + schedule table.
+5 early new clients
+5 early new clients
+5 early new clients
Pre-launch sign-ups indicate clarity and proposition fit.
Pre-launch sign-ups indicate clarity and proposition fit.
Pre-launch sign-ups indicate clarity and proposition fit.
(See Impact for the deeper breakdown of each outcome.)
Problem
Users stalled at 3 moments - Choice overload, unclear fit, and blank-page planning turned intent into lost momentum.
Users stalled at 3 moments – turning intent into lost momentum.
The product must speed decisions and reduce effort at each step. Following 3 gaps break momentum;
The product must speed decisions and reduce effort at each step.
Discover
Discover
choice overload stalls the first click
Look-alike grids and generic filters give no trusted start → driving choice paralysis and slow first clicks.
Look-alike grids and generic filters give no trusted start → driving choice paralysis and slow first clicks.
Decide
Decide
unclear fit triggers second-guessing
Fit signals (time, diet, effort, nutrition) aren’t upfront → causing bounce and second-guessing.
Fit signals (time, diet, effort, nutrition) aren’t upfront → causing bounce and second-guessing.
Plan
Plan
blank-page planning drains energy
Blank planners and manual grocery lists make setup heavy → reducing plan selection action and return use.
Blank planners and manual grocery lists make setup heavy → reducing plan selection action and return use.
Process
Evidence that drove the decisions
Evidence that drove the decisions
Bridge 1 - Discovery paralysis → Curate first
Bridge 1 - Discovery paralysis → Curate first
What we observed
What we observed
Interview themes + personas show overwhelm, time scarcity, and distrust;
Journey map highlights early drop-offs during browsing before commitment.
Interview + personas show overwhelm, time scarcity, and distrust;
Highlights of early drop-offs during browsing before commitment.
How that shaped the decision
How that shaped the decision
We replaced an open grid with curated entry points + tabs to reduce cognitive load, scanning time & speed the first click.
We replaced an open grid with curated entry points + tabs to reduce cognitive load, scanning time & speed the first click.
Interviews + journey showed paralysis during discovery; we led with curated tabs to reduce scanning.
Recipe selection time ↓ ~30%.
Interviews + journey showed paralysis;
we led with curated tabs to reduce scanning.
Recipe selection time ↓ ~30%.
Interviews + journey showed paralysis during discovery;
we led with curated tabs to reduce scanning.
Recipe selection time ↓ ~30%.
Bridge 2 - Unclear fit → Surface decision data
Bridge 2 - Unclear fit → Surface decision data
What we observed
What we observed
Persona goals + frustrations emphasize time windows, diet fit, and confidence;
Journey notes show second-guessing on detail pages, then backtracks.
Users emphasize time windows, diet fit, and confidence;
Second-guessing on detail pages, backtracks observed.
How that shaped the decision
How that shaped the decision
We front-loaded time/diet info (servings, minutes, calories, protein, vegan) under the hero; pin Ingredients; add step photos.
We front-loaded time/diet info (servings, minutes, calories, protein, vegan) under the hero; pin Ingredients; add step photos.
Evidence of hesitation at ‘Decide’ led us to make time/diet cost obvious at the top.
Save/Start ↑ ~20% · Detail abandonment ↓ ~19%.
Evidence of hesitation at ‘Decide’ led us to make time/diet cost obvious at the top.
Save/Start ↑ ~20% · Detail abandonment ↓ ~19%.
Bridge 3 - Blank-page planning → Template the week
Bridge 3 - Blank-page planning → Template the week
What we observed
What we observed
Persona and interview notes stress routine over novelty and the need for ready structures;
Journey map shows planning fatigue; users stall assembling a full week.
Emphasize on routine over novelty and the need for ready structures;
Signs of planning fatigue; users stall assembling a full week.
How that shaped the decision
How that shaped the decision
We introduced 3/5/7-day templates with a readable schedule table , day-wise suggestions & itemized grocery list
We introduced 3/5/7-day templates with a readable schedule table, day-wise suggestions & itemized grocery list
Planning fatigue in the journey led to templates and a clear schedule table.
First weekly plan created/selected in ≤ 3 min.
Planning fatigue in the journey led to templates and a clear schedule table.
First weekly plan created/selected in ≤ 3 min.
Design Solution
3 Key decision → Design solutions → Why they mattered
3 Key decision → Design solutions → Why they mattered
Curate before you flood
Curate before you flood
Pain: Discovery felt like a Pinterest wall; users scrolled and bounced.
Design decision: Lead with curated collections and clear tabs before the grid.
Pain: Discovery felt like a Pinterest wall; users scrolled and bounced.
Design decision: Lead with curated collections and clear tabs before the grid.
Why it works: The interface provides with fewer, better choices up front → faster path to an acceptable option.
Why it works: The interface provides with fewer, better choices up front → faster path to an acceptable option.
Curated entry points reduce scanning and accelerate the first click. Mobile mirrors the same order for decision speed.
Recipe selection time ↓ ~30%
Curated entry points reduce scanning, accelerate the first click. Mobile mirrors the same for speed.
Recipe selection time ↓ ~30%
Make decision data obvious on the recipe
Make decision data obvious on the recipe
Pain: Users couldn’t tell if a recipe fits tonight’s time/diet – hesitation leads to drop‑offs.
Design decision: Put decision badges + at‑a‑glance stats directly under the hero, keep Ingredients pinned and step wise recipe photos.
Pain: Users couldn’t tell if a recipe fits tonight’s time/diet – hesitation leads to drop‑offs.
Design decision: Put decision badges + at‑a‑glance stats directly under the hero, keep Ingredients pinned and step wise recipe photos.
Why it works: Removes second guessing and “is this right for me?” check into a single glance; fewer backtracks and promotes user confidence in making a decision.
Why it works: Removes second guessing and “is this right for me?” check into a single glance; fewer backtracks and promotes user confidence in making a decision.
Time/diet badges front‑load the cost of cooking; Ingredients tab stays pinned as you scroll
Save/Start actions ↑ ~20%
Time/diet badges front‑load the cost of cooking; Ingredients stay pinned as you scroll
Save/Start actions ↑ ~20%
Pinned Ingredient checklist; keeps context without losing the page
a compact decision badge -time / serves / diet / protein
Elevation differences and Stacked UI layer for Ingredient/Directions, they slide up from bottom drawer.
a compact decision bar -time / serves / diet / protein
Elevation differences and Stacked UI layer for Ingredient/Directions.
Template the week
Template the week
Pain: Planning a week from scratch is heavy; most give up before finishing.
Design decision: Offer 3/5/7‑day templates with a readable schedule table and day‑wise recipe picks.
Pain: Planning a week from scratch is heavy; most give up before finishing.
Design decision: Offer 3/5/7‑day templates with a readable schedule table and day‑wise recipe picks.
Why it works: Removes blank‑page anxiety; users can start from a sensible default and tweak.
Why it works: Removes blank‑page anxiety; users can start from a sensible default and tweak.
3‑Day Meal Plan with schedule table (Breakfast → Dinner), plus “Explore your Recipes” grouped by day.
Plan created/selection made now in < 3 mins.
3‑Day Meal Plan schedule, recipes grouped by day.
Plan created/selection made now in < 3 mins.
Impact
People chose faster, planned quicker and traction showed up.
People chose faster, planned quicker, traction showed up.
30%↓ - in selection time
30%↓ - in selection time
Conducted – moderated usability timing on homepage variants and flow map.
Finding
Faster first clicks: time-to-selection ↓ 30% (usability timing; curated collections + tabs)
Faster first clicks: time-to-selection ↓ 30% (usability timing; curated collections + tabs)
<3 mins, faster meal planning
<3 mins, faster planning
Conducted – timed task “select a weekly plan” with 3/5/7-day templates; tracked assists/errors.
Conducted – timed task “select a weekly plan” with 3/5/7-day templates; tracked assists/errors.
Finding
Finding
first weekly plan selected in ≤ 3 min; fewer assists needed (3/5/7-day templates + schedule table)
first weekly plan selected in ≤ 3 min; fewer assists needed (3/5/7-day templates + schedule table)
first weekly plan selected in ≤ 3 min; fewer assists needed (3/5/7-day templates + schedule table)
19%↓ - exits on recipe detail, ↑ Save clicks
19%↓ - exits on recipe detail
19%↓ - exits on recipe detail
Conducted – task analysis on recipe detail, click-path notes, heuristic audit of info placement.
Conducted – task analysis on recipe detail, click-path notes, heuristic audit of info placement.
Finding
Finding
Fewer backtracks: detail abandonment ↓ ~19%, more Save/Start clicks (decision badges + pinned ingredients)
Fewer backtracks: detail abandonment ↓ ~19%, more Save/Start clicks (decision badges + pinned ingredients)
Fewer backtracks: detail abandonment ↓ ~19%, more Save/Start clicks (decision badges + pinned ingredients)
+5 new clients pre - launch
+5 new clients pre - launch
+5 new clients pre - launch
Conducted – pre-launch sign-up tracking + founder sales notes.
Conducted – pre-launch sign-up tracking + founder sales notes.
Finding
Finding
+5 clients pre-launch, indicating clarity and proposition fit.
+5 clients pre-launch, indicating clarity and proposition fit.
Conclusion
What Changed
What Changed
People start confidently, pick faster, and spin up a week without heavy planning.
Early traction (+5 clients pre-launch) suggests the proposition is clear.
People start confidently, pick faster, and spin up a week without heavy planning.
Early traction suggests the proposition is clear.
What I'do next
What I'do next
Add time/diet toggles inside templates for quick swap and match user requirements.
Offer saved bundles (e.g., “Weeknight 20-min set”) and track reuse.
Add light progress cues (streaks for weekly plan completion).
Add time/diet toggles inside templates for quick swap.
Offer saved bundles (“Weeknight 20-min set”) and track reuse.
Add light progress cues (streaks for weekly plan completion).
What I learned
What I learned
In everyday routines, constraints beat ideals; hierarchy is a feature;
show cost first (time-to-cook + diet fit) to reduce second-guessing.
In everyday routines, constraints beat ideals; hierarchy is a feature;
show cost first (time-to-cook + diet fit) to reduce second-guessing.
