Fitness Ration (2016)
Fitness Ration is a food delivery service, providing meal lines that serve a variety of dietary/fitness goals.
I designed user interface for the new order wizard, as well as an internal admin panel to support improvements to operations. I also restructured the website's information architecture, with a new sitemap and screen-flow map, and designed a service blueprint.
Lastly, I updated brand identity using competitive matrix, created a brand guide, produced collateral like new product packaging and staff uniforms.
Lastly, I updated brand identity using competitive matrix, created a brand guide, produced collateral like new product packaging and staff uniforms.
Website and Order Flow
Left: previous website. Right: redesigned website.
Redesigned order flow, that supports different meal plans. The meals come in bundles of different quantities, and customers can choose meals from a Basic or Premium menu.
We added new features to the flow:
- a detail view with better information hierarchy
- a way to add allergy notes
- a more detailed order fulfillment form
Service blueprint to map out their processes.
Site map and screen flows.
Branding, Packaging and Uniforms
I was tasked with updating the brand. In this brand positioning chart, you can see the previous branding. We wanted Fitness Ration to feel friendly, active, and practical.
I selected League Spartan as the new leading typeface for its bold modern strength, and Mission Gothic as supporting cast for its friendly and slightly jaunty personality.
A new sporty color palette was put together.
Packaging sleeves and stickers (meal details and nutritional information) for new round trays.
Sporty staff t-shirts, minimal and bold so that the delivery folks would be recognizable.
Chef uniforms.
