Eat by Alex

A science-backed meal subscription service offering nutritionist-approved programs to help users transform their health with lasting results

OBJECTIVE

Redesign the homepage, add a program comparison page, and develop a personalized health quiz to boost user engagement, increase conversions, and expand customer reach.

MY ROLE

Research

Prototyping

UI Design

Illustration

TOOLS

Figma

Illustrator

TEAM

Isabell Fink

Annika Burger

DURATION

4 months

Challenges

Unclear Program Differentiation

Users had to click into each program individually with no easy way to compare features, pricing, or expected outcomes side by side. This created unnecessary friction and decision fatigue.

Fragmented User Journey

The existing website lacked a clear, intuitive flow that would guide visitors from initial interest to program selection and purchase.

Lack of Personal Guidance

Without a quiz or assessment tool, visitors weren't confident which program best fit their specific health needs and goals, leading to hesitation and abandonment.

Solution

Exploration workshop

Ran a collaborative session with the EBA team to define their target audience, define brand values, and shape product offerings.

Program comparison page

Built a side-by-side comparison of reSET, reBUILD, and deSTRESS to help users decide at a glance.

Personalized Health Quiz

Designed and prototyped a multi-step quiz that asks about lifestyle, goals, and preferences, then delivers a tailored program recommendation.

Visual storytelling

Created new illustrations, icons, and a cohesive visual language to reinforce trust and clarity.

Key Features

Exploration workshop insights

The workshop produced actionable deliverables including user personas, value-proposition maps, and prioritized feature lists that guided all subsequent design decisions and ensured alignment with both business goals and user needs.

Program comparison matrix

A site-by-site comparison table of the offered programs reSET, reBUILD, and deSTRESS, clearly detailing goals, durations, caloric profiles, and special features in one comprehensive view.

Users can easily identify which program aligns with their specific needs without switching between pages.

Homepage Redesign

COMPELLING HERO SECTION

We introduced a bold headline paired with a science-backed subheadline and a prominent call-to-action button, driving immediate user engagement.

USER-JOURNEY ANIMATION

We designed an on-scroll animation that takes the user on a journey through the different programs. This increases understanding and excitement.

scroll-animation.mov

CORE PROMISE DISPLAY

Key brand pillars are prominently featured to build trust and authority. We highlighted social proof “Over 3,000 happy customers” to reinforce credibility and encourage conversion.

Dynamic Health Quiz

A personalized assessment tool that generates custom recommendations based on user inputs.

STRUCTURING THE FLOW

Leveraging best practices for interactive content, we broke the quiz into 3 steps, each focused on a single topic (basics, goals, lifestyle). This modular approach avoids overwhelming users and encourages completion.

To further personalize the experience, certain responses trigger tailored message screens, providing immediate, relevant feedback based on the user's input.

VISUAL ALIGNMENT

High-fidelity mockups adopted Eat by Alex’s color palette and typography, with custom icons illustrating each question topic. Making it fun and memorable.

RESULT PAGE

Upon completing the Health Quiz, users are presented with a tailored wellness plan that aligns with their unique lifestyle and health objectives. This personalized approach eliminates uncertainty, providing a clear and structured path forward.

Results

Improved Engagement

Early analytics show a 20% increase in program-page visits and a 15% uptick in quiz starts.

Award-Nominated Design

Following the launch, the website has been nominated for the Digital Commerce Award 2025 in the Food & Gastronomy category

Higher Conversions

Post-launch CRO tests indicate a 12% lift in add-to-cart rates.

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