Like Ozempic, But With Food – Ali Ould kaddour

Case study

Like Ozempic but with food: Guiding users with the right food plans and choices to reach their health goals.

Company
Diet Doctor Sweden - Health & Fitness

Date
March 2024 - Now

My role
Strategy & Research
End-to-end design solutions
Interactions
Creative visuals
Prototypes
Analytics

Overview

Solving the onboarding as a strong start

Collaborating with doctors and engineers, I led a data-driven redesign of Hava to maximize business impact, specifically optimizing the onboarding flow to drive subscription growth. By analyzing drop-off points, I streamlined the initial user journey to be 40% faster, significantly improving retention and clearing the path for free-to-paid conversions.

Outcome & Impact
The redesigned signup funnel delivered immediate business value, nearly doubling the conversion rate from 16.6% to 31% within just four days of launch. By optimizing the onboarding flow, we significantly increased the percentage of installs that transitioned directly into paid subscriptions. This performance boost not only validated the design strategy but also established a higher baseline for future revenue optimization experiments.

Process & Ideations

I gained insights into Hava's goals and our customers' needs. I conducted numerous iterations and early testing to validate my ideations and functionalities.

Hava insights page - 2024

Building the system

Before starting, we’ve to build the Hava system following the Atomic design approach, and we make sure to follow a consistent brand kit.
This allows us to keep consistency across all mediums, and it helps us with UI scalability.

Hava style library & components

3 challenges with Big takeaways

01. Making the onboarding not boring
02. Maintaining speed and sense of progress
03. Including a lot of interactive visuals as part of making the experience delightful

01.

The onboarding process is a big part of selling the product

Focusing on educating users on Hava's approach from the start, through numerous iterations and testing, I finally reached a point where customers enjoyed a long, entertaining onboarding experience.

02.

Users always appreciate speed with sence of progress

With guidance, quick photo tracking, and streaks, Hava users are loving how simple food and weight management have become.

03.

Including interactive visuals is part of making the experience delightful

To make the journey delightful, I used Rive for interactions and animations. Dynamic visuals and smooth transitions keep users immersed, while our engineers appreciate the efficiency of implementing production-ready assets.