Client

Foodinthebox

What

UX/UI + Product Ownership + Brand Strategy

Industry

E-commerce & Food Tech

FITB — The First Spanish Meal-Kit: From Chaos to Growth

FITB — The First Spanish Meal-Kit: From Chaos to Growth

FITB — The First Spanish Meal-Kit: From Chaos to Growth

Rediscovering a Meal-Kit Through Product Design and Real Product Ownership

Rediscovering a Meal-Kit Through Product Design and Real Product Ownership

Rediscovering a Meal-Kit Through Product Design and Real Product Ownership

FITB was Spain's first meal-kit subscription. It had momentum, brand recognition, and loyal users. But the product experience was confusing—especially for customers already subscribed. I spent 2.5 years as designer, product owner, and bridge between business and development. The result: a redesigned ecommerce experience, a clearer subscription journey, and measurable growth across the metrics that mattered.

FITB was Spain's first meal-kit subscription. It had momentum, brand recognition, and loyal users. But the product experience was confusing—especially for customers already subscribed. I spent 2.5 years as designer, product owner, and bridge between business and development. The result: a redesigned ecommerce experience, a clearer subscription journey, and measurable growth across the metrics that mattered.

FITB was Spain's first meal-kit subscription. It had momentum, brand recognition, and loyal users. But the product experience was confusing—especially for customers already subscribed. I spent 2.5 years as designer, product owner, and bridge between business and development. The result: a redesigned ecommerce experience, a clearer subscription journey, and measurable growth across the metrics that mattered.

The Challenge: A Subscription Experience That Created Friction

The Challenge: A Subscription Experience That Created Friction

The Challenge: A Subscription Experience That Created Friction

FITB had advantages most startups dream of: - First-mover advantage (Spain's first meal-kit) - Brand recognition (+20k organic Instagram following) - Product-market fit signals (customers were already buying) But the experience became particularly confusing once users were subscribed. Customers had to choose their meals every week, but the recurring nature of the subscription wasn't clearly communicated. Users often didn't know when they had to make their selection before their box was prepared, or how to skip a week without cancelling their subscription altogether. Additionally, the ecommerce platform (Shopify) had technical limitations. The opportunity wasn't just to improve the ecommerce interface—it was to make the subscription model itself flexible and convenient.

FITB had advantages most startups dream of: - First-mover advantage (Spain's first meal-kit) - Brand recognition (+20k organic Instagram following) - Product-market fit signals (customers were already buying) But the experience became particularly confusing once users were subscribed. Customers had to choose their meals every week, but the recurring nature of the subscription wasn't clearly communicated. Users often didn't know when they had to make their selection before their box was prepared, or how to skip a week without cancelling their subscription altogether. Additionally, the ecommerce platform (Shopify) had technical limitations. The opportunity wasn't just to improve the ecommerce interface—it was to make the subscription model itself flexible and convenient.

FITB had advantages most startups dream of: - First-mover advantage (Spain's first meal-kit) - Brand recognition (+20k organic Instagram following) - Product-market fit signals (customers were already buying) But the experience became particularly confusing once users were subscribed. Customers had to choose their meals every week, but the recurring nature of the subscription wasn't clearly communicated. Users often didn't know when they had to make their selection before their box was prepared, or how to skip a week without cancelling their subscription altogether. Additionally, the ecommerce platform (Shopify) had technical limitations. The opportunity wasn't just to improve the ecommerce interface—it was to make the subscription model itself flexible and convenient.

The before: Weekly meal choosing flow

The before: Weekly meal choosing flow

The before: Weekly meal choosing flow

Redesigning the Experience: Product Owner + Designer

Redesigning the Experience: Product Owner + Designer

Redesigning the Experience: Product Owner + Designer

I approached this as both designer and product owner. My role: - UX/UI redesign of the entire Shopify ecommerce platform - Product ownership: managed Asana backlog, wrote user stories, prioritized features - Team coordination: dailies with developing team - Quality assurance: constant QA testing and iteration - Direct reporting to CEO for strategic decisions Technical constraints (Shopify limitations) required creative solutions to deliver custom UX without abandoning the platform.

I approached this as both designer and product owner. My role: - UX/UI redesign of the entire Shopify ecommerce platform - Product ownership: managed Asana backlog, wrote user stories, prioritized features - Team coordination: dailies with developing team - Quality assurance: constant QA testing and iteration - Direct reporting to CEO for strategic decisions Technical constraints (Shopify limitations) required creative solutions to deliver custom UX without abandoning the platform.

I approached this as both designer and product owner. My role: - UX/UI redesign of the entire Shopify ecommerce platform - Product ownership: managed Asana backlog, wrote user stories, prioritized features - Team coordination: dailies with developing team - Quality assurance: constant QA testing and iteration - Direct reporting to CEO for strategic decisions Technical constraints (Shopify limitations) required creative solutions to deliver custom UX without abandoning the platform.

Impact: Real Numbers, Real Growth

Impact: Real Numbers, Real Growth

Impact: Real Numbers, Real Growth

The redesign shipped to production and drove measurable improvements: Average Order Value (AOV): - Before: €40 per order - After: €51 per order - Impact: +€9 per order (+28% increase) Repeat Customer Rate (RCR): - Result: >91% - (Customers came back) Churn Rate (H1 2022 vs H2 2022): - Reduction: -17% - (Fewer users canceling subscriptions) Additionally: - Collaborated with major brands: Campofrío, Glovo, Too Good To Go, HM Hospitales, Iberostar - Produced custom brand campaigns - Maintained high customer service satisfaction (reduced support incidents related to ecommerce confusion) The redesign made the subscription experience clearer and easier to manage, reducing friction throughout the customer journey. Combined with strategic brand partnerships, this contributed to a stronger customer experience and measurable business growth.

The redesign shipped to production and drove measurable improvements: Average Order Value (AOV): - Before: €40 per order - After: €51 per order - Impact: +€9 per order (+28% increase) Repeat Customer Rate (RCR): - Result: >91% - (Customers came back) Churn Rate (H1 2022 vs H2 2022): - Reduction: -17% - (Fewer users canceling subscriptions) Additionally: - Collaborated with major brands: Campofrío, Glovo, Too Good To Go, HM Hospitales, Iberostar - Produced custom brand campaigns - Maintained high customer service satisfaction (reduced support incidents related to ecommerce confusion) The redesign made the subscription experience clearer and easier to manage, reducing friction throughout the customer journey. Combined with strategic brand partnerships, this contributed to a stronger customer experience and measurable business growth.

The redesign shipped to production and drove measurable improvements: Average Order Value (AOV): - Before: €40 per order - After: €51 per order - Impact: +€9 per order (+28% increase) Repeat Customer Rate (RCR): - Result: >91% - (Customers came back) Churn Rate (H1 2022 vs H2 2022): - Reduction: -17% - (Fewer users canceling subscriptions) Additionally: - Collaborated with major brands: Campofrío, Glovo, Too Good To Go, HM Hospitales, Iberostar - Produced custom brand campaigns - Maintained high customer service satisfaction (reduced support incidents related to ecommerce confusion) The redesign made the subscription experience clearer and easier to manage, reducing friction throughout the customer journey. Combined with strategic brand partnerships, this contributed to a stronger customer experience and measurable business growth.

What This Role Taught Me

What This Role Taught Me

What This Role Taught Me

Working as designer + product owner + strategist at FITB shaped how I think about product design: 1. Retention starts with understanding. A subscription only works when users understand how it works. Making deadlines, recurring orders and flexibility clearer wasn't just an interface improvement—it was solving a communication problem through design. 2. Constraints breed creativity. Limited budget for the project meant learning production skills myself. Shopify limitations meant understanding technical feasibility deeply. 3. Cross-functional collaboration matters more than individual execution. Working with developers daily, reporting to CEO, aligning on priorities—that's where real product impact happens. 4. Brand and product design are inseparable. FITB's growth came from both better UX and better brand clarity. They reinforce each other.

Working as designer + product owner + strategist at FITB shaped how I think about product design: 1. Retention starts with understanding. A subscription only works when users understand how it works. Making deadlines, recurring orders and flexibility clearer wasn't just an interface improvement—it was solving a communication problem through design. 2. Constraints breed creativity. Limited budget for the project meant learning production skills myself. Shopify limitations meant understanding technical feasibility deeply. 3. Cross-functional collaboration matters more than individual execution. Working with developers daily, reporting to CEO, aligning on priorities—that's where real product impact happens. 4. Brand and product design are inseparable. FITB's growth came from both better UX and better brand clarity. They reinforce each other.

Working as designer + product owner + strategist at FITB shaped how I think about product design: 1. Retention starts with understanding. A subscription only works when users understand how it works. Making deadlines, recurring orders and flexibility clearer wasn't just an interface improvement—it was solving a communication problem through design. 2. Constraints breed creativity. Limited budget for the project meant learning production skills myself. Shopify limitations meant understanding technical feasibility deeply. 3. Cross-functional collaboration matters more than individual execution. Working with developers daily, reporting to CEO, aligning on priorities—that's where real product impact happens. 4. Brand and product design are inseparable. FITB's growth came from both better UX and better brand clarity. They reinforce each other.

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