03 · Selected work
Delicut
Connect a meal-subscription business in the UAE into one journey: arrive with a goal, leave with a plan you understand.
- Year
- 2025
- Type
- UAE · B2C subscription
- Role
- Product & conversion design
- Focus
- App + marketing
The tension
Healthy meal plans fail in the gap between intent and commitment. People know they want to eat better. They get lost choosing a plan, a calorie target, a delivery rhythm. And the marketing site and the app tell slightly different stories.
Delicut is a chef-prepared meal service across the UAE. The product needed to feel like one company from the first ad through checkout.
What I designed
I partnered with the founder, marketing, and operations to shape product and conversion strategy across the customer journey. The work included goal-based and diet-based subscription experiences, the B2C mobile app, and supporting marketing pages.
- Acquisition, plan discovery, customisation, and purchase as a single sequence, not four disconnected surfaces.
- Goal-led entry (weight, fitness, everyday balance, clinical support) so people start from a reason, not a menu.
- An app that makes pause, skip, and swap feel like part of the product, not a support ticket.
How I worked
This was not an isolated UI pass. Operations had to be able to deliver what the interface promised. I stayed in the room with marketing and ops so the journey we designed was a journey the kitchen could actually run.