Overview
Nom Nom is a subscription service that delivers healthy and fresh dog food straight to your door. Customers can make adjustments to their plan, such as their selected recipes and delivery frequency, through their account on Nom Nom’s website.
Over time, the account portal had became outdated and difficult to use. Nom Nom’s support team was overwhelmed, with many customer issues boiling down to information being confusing or hard to locate in the account.
As part of a larger rebranding initiative, Nom Nom was looking to update and improve the account portal. The initial project called for a simple reskin, but we ended up overhauling much of the portal to create a more comprehensive experience.
Keep Tabs on Your Orders
With any subscription-based delivery service, knowing the details of your next box is key. The challenge we faced was determining how those details should be shown and organized. After conducting a card sorting exercise with our target demographic, I was able to use our findings to arrange the content into a digestible format.
Information about upcoming boxes is prioritized, with each section containing dynamic content that updates as the box's status changes. Users can interact with these cards to make edits, or simply check in on their plan details.
Deliveries When You Want Them
Since managing deliveries is the most common task performed in the portal, I focused on making it as efficient as possible. The controls are now housed with the box’s details, making it clear to users which delivery they’re modifying. I also restructured the settings pages to create a smoother flow.
The result: users can update their deliveries faster, without having to navigate through multiple pages.
Build the Perfect Meal
Users can customize their plan anytime, including the amount of food and the recipe selections for each box. To optimize this process, I reorganized the settings and added visuals to provide clarity. Recipe details, including nutrition and ingredients, are now just a tap away, keeping users in context without disrupting their journey.
As changes are made, the summary section dynamically updates, clearly showing how adjustments affect both the plan details and costs.
These improvements not only streamline the editing process, but also help users make better-informed decisions.
Design Handoff
I created a well-organized handoff file with user flows and detailed documentation, making it easy for anyone to work with it in the future. The designs were built to be responsive and component-based for seamless editing and implementation. I also collaborated closely with the engineering team, bridging the gap between design and development and leading to a faster product launch.
"I love your attention to detail with building the components. You made it so easy to edit. Just 1-2 clicks and everything is updated. Perfection!"
Product Manager, Nom Nom
Outcomes
Launched to 23K+ Users
The project successfully launched to 23,000+ users in January 2025, with a swift rollout made possible through close collaboration with the engineers.
User-Centered Design
Taking a big-picture approach, we reworked the entire user journey, making the portal more intuitive and easier to navigate.
Branding for the Future
Working alongside the branding team, we created a premium experience that extends beyond sign-up, laying the foundation for Nom Nom’s new visual direction.
Takeaways
Bridging the gap between existing and future branding is a unique challenge. It's about laying a strong foundation that others can build upon, allowing the brand to evolve over time. In addition, conducting a card sorting exercise for this project furthered my understanding of how user data can shape branding and design decisions. I'm excited to explore more UX research tools in the future to continue refining my approach.
