crafting UX
E-commerce UX redesign — healthy meal delivery for the UK market
/ 2026
Before — passionfitfood.com
The Brief
Passion Fit Food delivers fresh, made-to-order meals across the UK. The site was converting below its potential — users were landing, browsing, and leaving without placing an order. The goal was to reduce friction at every touchpoint and make the path from discovery to checkout feel effortless for health-conscious UK shoppers.
The Approach
A full UX audit was carried out across desktop and mobile, mapping drop-off points through session recordings and heatmaps. Information architecture was restructured around user intent rather than internal categories. Copy, hierarchy, and conversion flow were all reworked to build trust faster and eliminate the hesitation that was costing orders.
Key UX Interventions
01
Navigation restructured around meal categories and dietary goals
Original nav buried ordering options behind vague labels. Restructured to surface high-intent paths — Order Now, Meal Plans, and How It Works — within a single glance.
02
Hero section rewritten to lead with value, not brand
Users weren't converting because the hero didn't answer "why this, why now." Copy and CTA hierarchy were updated to communicate freshness, convenience, and UK-wide delivery in the first five seconds.
03
Social proof repositioned above the fold
Customer reviews were moved from a separate section to immediately below the hero. For first-time visitors — especially in a health-food context — trust signals before scrolling significantly reduce hesitation.
04
Mobile checkout flow condensed from five steps to two
Over 60% of traffic was mobile. The checkout was rebuilt with progressive disclosure — only surfacing fields when relevant — cutting time-to-order and abandonment on small screens.
05
Dietary filters introduced at the browse stage
UK consumers increasingly shop by dietary requirement — vegan, high-protein, gluten-free. Filtering was introduced at the meal catalogue level so users could find relevant options instantly rather than reading every description.