CoachingWill was a family meal planner concept with adjustable recipes and grocery lists, created by founders of DietPoint. After helping with ux and copy, I was brought on as a Product Manager.

Involvement: Outlined a new marketing strategy to solve a spam issue. Worked on funnel optimization and improved conversion rates using Mixpanel. Performed market research and user interviews to outline key pain points and determine needs. Created a paper prototype to show a proposed solution to improve adoption rates.

Work: Copywritnig, Product Management, UX Research (A/B testing, user testing), prototyping
Tools: Mixpanel, InDesign, Wordpress

"Raising healthy eaters."


To improve our modest conversion rates, we revisited our website content. "Raising healthy eaters" was the new slogan, used in social media and press kit. The new email marketing campaign was outlined with new content and delivery times. Healthy Eaters Club blog was one of the most successful additions resulting in positive customer feedback and creating more leads. Posts like "How to Become a Healthy Eater" and interesting recipes boosted reader engagement and yielded more unique leads, as well as a higher number of monthly subscribers.


The user journey was a result of user interviews and usability testing with two target personas: A mom who cooks healthy meals for her family and is always on the look for new ideas, and a personal trainer who would be interested in using the planner with clients. 

The most crucial pain points turned out to be setting personal food preferences and limitations, and unit conversions. This led us to learn that a shopping list feature proved to be a total win. Listing a teaspoon of salt or a cup of flour was not ideal for shopping, but still served well, because it still let the users know exactly what they need for a whole week of planned meals.

"Simple and organized.
Smart and delicious.
Fun and efficient."


The meal planner automatically created weekly shopping lists to make planning easier. It also included a dashboard where members could track their goals depending on physical shape, age and weight.

After releasing the first version, we saw many users unsubscribing after the first month. Customer feedback showed that search filters were an absolute must. About 80% of reported issues and reasons for unsubscribing were linked to navigation in terms of setting one's eating preferences, such as vegetarian, diabetic and gluten-free options, respectively. We discovered that most of our users had food allergies or other strict dietary restrictions.

We gathered more data from user tests, interviews and "eating our dog food". We put our ideas on paper to revisit the initial idea and see what could be done.



The paper prototype was created mainly to tackle the eating preferences issue. It let family members include their eating preferences while editing their profile. A family could easily switch between meals for each day and add or remove members from each meal. Personal filters in the member section were also a part of the daily recipe/meal selection later on, but together with an option to ignore them when, for instance, that particular member is not added to the meal in question or is just making an exception.

Note: The scope of this project was bigger than expected, and the company unfortunately could not see it through. However, many ideas and materials were used in DietPoint App which reached over 5 million users. In 2014, the company decided to launch a new product called Ulla where I resumed helping as a consultant for content, UX, and product strategy.