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Spoonery


Spoonery is a healthy meal kit subscription service delivering fresh, ready-to-eat meals —
designed for busy people who want more variety, balance, and convenience without the hassle of cooking.

Project

Graduate Studio Project

My Role

UI/UX Design, Website Prototype, Branding

Timeline

Fall 2024

Tools Used

Figma, Illustrator, 

Photoshop

Overview

Background


Most meal kit services require users to cook, which can be time-consuming and stressful for busy people.
Users want healthy, balanced meals — but they also crave more variety than what typical meal kits offer.
They need an option that saves time, offers diverse food choices, and fits into their fast-paced lives.
Spoonery was designed to deliver fresh, ready-to-eat meals inspired by a variety of global cuisines — 

making healthy eating simple, exciting, and stress-free.


Design Process

Preliminary Concepts

Target Users

- Busy professionals: People working full-time who want healthy meals but don't have time to cook

- Health-conscious millennials: Young adults who care about nutrition but also love trying new foods

- Urban residents: People living in cities who rely on delivery and value convenience

- Food explorers: People who get bored eating the same thing every day and want diverse meal options

Research Methods                                                     

- Competitor Analysis: Studied existing meal kit and food delivery services (like HelloFresh, Factor, GreenChef) to identify gaps and opportunities for Spoonery.

- User Interviews: Conducted 1-on-1 interviews with people who currently use meal kit services or food delivery apps to understand their frustrations, needs, and routines.

Pain Points

Busy Young Professional

“After work, I’m too tired to cook even meal kits feel like too much effort. I just want something healthy I can heat up and eat without thinking.”

Health-Conscious Foodie

“I try to eat clean, but I get bored of the same salads and grilled chicken. I wish there were healthy meals that actually had interesting flavors.”

Graduate Student Living Alone

“It’s hard to plan meals for one person. I end up wasting ingredients or ordering takeout way too often.”


User Research

Research Insights

1. Cost as a key factor in meal choices

Price might be one of the top factors that drives customer's decision to subscribe or unsubscribe from a meal planning service. Most people tend to choose services that cost less than $20 per meal.




"If the cost goes above $20 per meal, I might have to reconsider my subscription."

2. Importance of variety in meal plans



Lack of meal variety can lead to customer dissatisfaction, resulting in decreased enthusiasm and eventual cancellation
of the service.



"I lose excitement when the meals start repeating."

3. Personalization as a key to ideal meal plans

Personalized meal plans to individual health goals is highly preferred, as each person’s dietary needs differ.



"Meals should be more personalized because everyone has different goals and needs a different balance."

4. The convenience of meals delivered to your door

Door-to-door meal delivery is a popular feature, as it significantly reduces the time customers spend on meal preparation and grocery shopping.


"I prefer having meals delivered straight to my door rather than just getting a grocery list and recipes."

Challenge

Problem Statement


How might we make healthy, ready-to-eat meals more exciting by offering diverse cuisines
that bring new flavors to people’s everyday routines?

Ideation

  • Add checkboxes for users to add or remove ingredients.
  • Post tutorial videos on how to cook or enjoy the meals.
  • Create a status bar for users to track the delivery process.
  • Ask questions to understand users and suggest personalized meals.
  • Ask user preference questions before account creation.
  • Ask about the user’s eating habits and cuisine preferences.
  • Landing page → Preferences form page → Price range page
    → Create account page → Payment page → Delivery
  • Create pages where users can choose different types of cuisine
    and add them to the cart before checkout.
  • Add a toggle button to switch between healthy meals and regular meals.
  • Ask questions about personal preferences and goals
Include more questionnaires to better understand the users.
  • Landing page → Questionnaires page → Shopping page → Cart → Checkout → Payment page → Order confirmation

Prototyping and Testing

Landing Page ➞

Entering Zip Code ➞

First Questionnaire ➞

The Last Questionnaire ➞

Account Creation ➞

Meal Selection ➞

Schedule Delivery ➞

Address ➞

Payment

User Testing Insights

  1. Pictures Help People Understand

    “Some pictures are necessary to understand what it means.”
    Users had trouble understanding menu items without images.
    Adding photos makes the choices clearer and helps users feel more sure about what they are selecting.


  2. Clear Pricing is Important

    “Price information is needed.”
    Users wanted to see how much each item costs early in the process.
    When prices weren’t shown clearly, it made them feel unsure or confused.


  3. Payment Summary Builds Trust

    “The payment summary page is important for users.”
    Before checking out, users wanted to see a final summary of their order — including total price, meals chosen,
    and delivery details. This helped them feel more confident about completing the order.

Design Concept

Visual Identity

(Spoon + Eatery)
(Spoon + Eatery)

Final Design

Personalized Onboarding Flow

(Landing Page → Zip Code → Questionnaire)


  • This flow introduces users to Spoonery’s core value: healthy, ready-to-eat meals tailored to their tastes.
  • The questionnaire captures dietary preferences, allergies, and favorite cuisines in a friendly, visual format — setting the stage for personalized meal recommendations.

Meal Selection & Checkout Flow

(Meal Selection → Schedule Delivery → Address & Payment)


  • This sequence focuses on seamless decision-making and trust-building for conversion.
  • The meal selection screen showcases diverse options with filters and rich visuals, making healthy eating feel exciting and easy.

Reflection

Next Steps


One key takeaway from designing Spoonery is the importance of differentiation through meaningful features. In future iterations, I’d like to focus on developing unique, user-centered tools that go beyond industry standards — such as adaptive meal plans based on mood or energy levels, or social features that let users share meal experiences and tips.

Additionally, this project reminded me how impactful a well-crafted onboarding experience can be. By making personalization intuitive and inviting from the start, I was able to create a smoother path toward user trust and long-term engagement.

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© 2025 Irene Ahn

jahn6122@gmail.com

© 2025 Irene Ahn

jahn6122@gmail.com