In January 2022 I was tasked with redesigning the onboarding and signup experience for the So Vegan native application.
With veganism rapidly gaining popularity, the app aims to tap into the growing global community and monetise the most loyal fans. The concept is to be a premium recipe experience which inspires people to eat more plants.
Style Guide & Components
Primary project goals
To increase the download to sign-up conversion rate by making users feel more compelled and informed about the product from the get-go.
Secondary project goals
To add a more premium look and feel of the onboarding experience, app icon and store graphics.
Graph of the primary KPI
Upon release, two-thirds of users who download the app were now signing up,
with the average conversion rate shifting by approximately 40%.
App of the day feature
Following the changes Apple featured the So Vegan iOS app on their ‘New Apps We Love’ section on the App Store on the 25th of April. This was then followed up with ‘App of the day’ on the 15th of June 2022.
The redesigned app
"Tim recently worked on some design improvements for our recipe app. First we worked together to scope the key requirements for the project and we were immediately impressed with Tim's knowledge of the industry, design patterns and his process. His designs were modern and reflect his excellent attention to detail, and he went above and beyond to help us review the app when the designs were first deployed for testing. As soon as Tim's redesigns were released to users, we saw a significant increase in performance and we're really looking forward to working with him to help us improve more features in the app."
– Ben Pook, So Vegan Co-Founder
Please feel free to contact me to view the full case study.