Fuelling muscles
made easy
My Muscle Chef (MYMC), a Sydney-based company, creates protein-packed ready meals for those looking to stay on top of their health and fitness goals while leading a busy lifestyle. Available in major supermarkets like Woolworths, MYMC makes healthy eating both convenient and accessible.
Client
My Muscle Chef
Year
2021
Agency
Protein
Scope
UX / UI
MYMC approached Protein with the goal of creating their first app that allows users to easily browse, customise, and order pre-made fitness meals, ensuring a seamless, enjoyable process. The app needed to facilitate quick reordering, offer personalised recommendations, and track health goals, all while being easy to navigate.
I was tasked with crafting a sleek, user-centred design that would drive customer engagement and support MYMC’s growing presence in the fitness meal market.
01. Discovery & Define
We developed four user personas based on insights gathered during our interview with the client, where we explored their target audience and business objectives. By understanding the diverse needs of guest users, first time users, subscribers, and advocates, we identified key customer profiles that interact with MYMC's products.
These personas reflect a range of goals, challenges, and expectations, allowing us to design a website that addresses the unique needs of each user group.
02. Approach
My approach was centred around creating an intuitive, user-focused experience. The user journey is streamlined, prioritising convenience to make selecting and ordering meals a quick and satisfying experience.
The UX is designed to be straightforward, ensuring ease of use and clarity at every step. A minimalist UI enhances this clarity, allowing users to navigate without distraction, while clean graphics reflect the brand’s sporty, energetic visual language. Each element is crafted to present MYMC products in the best possible light, highlighting quality and freshness.
03. Design
The UX is simple and intuitive, with a minimalist UI for clear navigation. Clean graphics reflect the brand's energetic, sporty style, showcasing MYMC products to highlight their quality and freshness.
04. Feed
The "Feed" landing page offers a personalized experience tailored to each user's taste and fitness goals, drawing from preferences set during onboarding to display meals that suit their journey.
In addition to meal recommendations, it includes training and nutrition articles to keep users motivated and informed.
The "Store Locator" feature allows users to find the nearest MYMC stockist, so they can grab a meal without waiting for delivery.
Real-time notifications keep users updated on delivery ETAs, spotlight new products and features, and share special offers, making every aspect of their fitness journey easy and engaging.
05. Menu
We designed a personalised menu experience tailored to individual preferences and goals. Users can manually build their own meals by selecting ingredients and portion sizes, giving them full control over what they eat.
For those seeking guidance, the app provides curated meal plans designed to align with specific fitness goals, whether it's weight loss, muscle gain, or overall health.
Additionally, users can choose from a variety of pre-existing meal lists, or 'fixed sets', that cater to specific dietary requirements such as vegan, gluten-free, or keto, ensuring a flexible and personalised approach to nutrition.
06. Loyalty Points
The loyalty points program is designed to enhance user engagement by offering multiple ways to earn points—through reviewing meals, recommending dishes, placing orders, and being a loyal customer. Users can also purchase gift cards within the app, earning even more points. This streamlined design ensures that rewards are easy to earn and naturally integrated into the user journey, encouraging long-term loyalty and repeat use.
07. Track Your Macro
The macro tracker feature helps users achieve their health goals by designing personalised meal plans. Through a quick questionnaire, the app gathers key information such as physical stats and fitness goals. Using this data, it recommends a tailored menu with the right balance of macros—proteins, fats, carbs, and fibre—ensuring that each meal supports the user's path to better health and fitness.
08. The Result
The app played a pivotal role in helping MYMC expand nationally and become a dominant player in the pre-made fitness meal market, including securing a presence in Woolworths supermarkets.
By offering a seamless and intuitive ordering experience, the app made it easy for customers to order meals repeatedly, increasing retention and brand loyalty. Its user-friendly design not only boosted sales but also laid the groundwork for future versions, enabling scalability and the introduction of new features that keep the brand competitive and customer-focused.
