Over 100M Revenue: Innovative Meal Kit Model
Over 100M Revenue: Innovative Meal Kit Model
Helping busy people prepare three dishes and a soup in under 30 minutes, with ready-to-cook meal kits ordered through FamilyMart’s app.
Role
User Experience
Visual Design
Client
FamilyMart
Date
October - December 2021
Role
User Experience
Visual Design
Client
FamilyMart
Date
February 2022 - February 2023
OVERVIEW
Making home cooking easier for busy people, with ready-to-cook meal kits that turn into three dishes and a soup in under 30 minutes.
Making home cooking easier for busy people, with ready-to-cook meal kits that turn into three dishes and a soup in under 30 minutes.
FamilyMart’s Meal Plan lets customers order pre-washed, pre-cut and portioned ingredients through the app for in-store collection within two days, removing the hassle of ingredient preparation.
FamilyMart’s Meal Plan lets customers order pre-washed, pre-cut and portioned ingredients through the app for in-store collection within two days, removing the hassle of ingredient preparation.
MY ROLE
As the sole UI/UX designer in a team of ten, I collaborated with marketing, product, development and data colleagues.
As the sole UI/UX designer in a team of ten, I collaborated with marketing, product, development and data colleagues.
Conducted user research with marketers to identify target users and their needs.
Mapped user journeys and flows to uncover pain points.
Created wireframes, mockups and prototypes for usability testing.
Led UI design from concept to implementation and established guidelines for future development.
Conducted user research with marketers to identify target users and their needs.
Mapped user journeys and flows to uncover pain points.
Created wireframes, mockups and prototypes for usability testing.
Led UI design from concept to implementation and established guidelines for future development.
OUTCOME
The Meal Plan grew from 129 orders in its first trial week in Taipei and New Taipei to NT$100 million in revenue within a year.
The Meal Plan grew from 129 orders in its first trial week in Taipei and New Taipei to NT$100 million in revenue within a year.
Before launch, we ran a six-month trial across 14 FamilyMart stores in Taiwan to evaluate the service and learn how to reach FamilyMart members. We tested LINE group messages, emails to segmented customer groups and app notifications to introduce the service and build a user base.
Before launch, we ran a six-month trial across 14 FamilyMart stores in Taiwan to evaluate the service and learn how to reach FamilyMart members. We tested LINE group messages, emails to segmented customer groups and app notifications to introduce the service and build a user base.
USER RESEARCH
Home cooks needed easier meal preparation, fresh inspiration and more flexible collection options.
Home cooks needed easier meal preparation, fresh inspiration and more flexible collection options.
I researched potential online food shoppers to understand their habits, preferences and frustrations. Three priorities emerged: reducing preparation effort, adding variety to everyday meals and fitting collection around busy schedules.
I researched potential online food shoppers to understand their habits, preferences and frustrations. Three priorities emerged: reducing preparation effort, adding variety to everyday meals and fitting collection around busy schedules.
Convenience-focused cook
Wants to prepare meals with fewer ingredients to source and less time spent on preparation.
“ When preparing a dish like seafood tofu stew, I have to buy tofu, various types of seafood, and sauces. The complexity of ingredients and the preparation process often make it difficult for busy moms to even consider making this dish.”
Variety-seeking cook
Looks for new meal ideas to avoid repetitive dishes and keep the family interested.
"As the one who cooks, I hate spending time making a full meal only to hear, "Why are we having this again?" It’s so frustrating not knowing what to cook, a struggle I face all the time."
Flexibility-focused shopper
Needs collection or delivery options that fit their schedule.
"In regular online shopping, I can only pick up packages from designated stores, but I can't specify a delivery time."
Challenge
Choosing meals, preparing ingredients and fitting delivery around busy schedules made everyday cooking feel stressful.
Choosing meals, preparing ingredients and fitting delivery around busy schedules made everyday cooking feel stressful.
The challenge was to simplify meal selection, reduce preparation effort and offer flexible delivery dates, making home cooking easier and more enjoyable.
The challenge was to simplify meal selection, reduce preparation effort and offer flexible delivery dates, making home cooking easier and more enjoyable.
Add to cart
Cart and checkout process
ideation
Turning user insights into a simpler ordering experience, helping customers browse easily and choose meals with confidence.
Turning user insights into a simpler ordering experience, helping customers browse easily and choose meals with confidence.
I brainstormed with the team and mapped ideas to the user journey, then created wireframes and flows to communicate key content and priorities to marketing. Through several rounds of feedback, I refined the designs to simplify browsing, meal selection and ordering.
I brainstormed with the team and mapped ideas to the user journey, then created wireframes and flows to communicate key content and priorities to marketing. Through several rounds of feedback, I refined the designs to simplify browsing, meal selection and ordering.
SOLUTION
An experience that supports users from “What should I cook?” to a meal on the table.
An experience that supports users from “What should I cook?” to a meal on the table.
Restaurant-inspired menus and weekly highlights help users discover dishes, while detailed recipes guide preparation. Sharing features and cooking rewards add opportunities to connect, learn and try something new.
Restaurant-inspired menus and weekly highlights help users discover dishes, while detailed recipes guide preparation. Sharing features and cooking rewards add opportunities to connect, learn and try something new.
Restaurant-inspired ordering
Restaurant-inspired ordering
Restaurant-inspired menus and weekly highlights help users discover dishes, while detailed recipes guide preparation. Sharing features and cooking rewards add opportunities to connect, learn and try something new.
Restaurant-inspired menus and weekly highlights help users discover dishes, while detailed recipes guide preparation. Sharing features and cooking rewards add opportunities to connect, learn and try something new.
Visual meal selection
Visual meal selection
Dish photography helps users quickly compare options and decide what to cook.
Flexible scheduling
Flexible scheduling
Customers choose a delivery date that fits their plans, so fresh ingredients arrive when needed.
Customers choose a delivery date that fits their plans, so fresh ingredients arrive when needed.
A cooking community
A cooking community
A social group gives users space to share their meals, exchange cooking tips and offer feedback.
A social group gives users space to share their meals, exchange cooking tips and offer feedback.
Weekly meal inspiration
Weekly meal inspiration
A featured dish on the homepage introduces seasonal options and helps users decide what to cook next.
A featured dish on the homepage introduces seasonal options and helps users decide what to cook next.
Clear cooking guidance
Clear cooking guidance
Product pages show cooking time, calories, servings and required tools, with an online recipe to guide preparation.
Product pages show cooking time, calories, servings and required tools, with an online recipe to guide preparation.
Playful cooking rewards
Playful cooking rewards
Users earn culturally themed medals for purchasing dishes and learning to cook, adding surprise and a sense of achievement.
Users earn culturally themed medals for purchasing dishes and learning to cook, adding surprise and a sense of achievement.
Pre-cut, pre-washed, and portioned ingredients
Pre-cut, pre-washed, and portioned ingredients
Effortless cooking with step-by-step instructions provided in the app
Effortless cooking with step-by-step instructions provided in the app
A table of delicious dishes
A table of delicious dishes
USABILITY TEST
Testing revealed a familiar, easy-to-use experience, with friction around checkout and delivery-date selection.
Testing revealed a familiar, easy-to-use experience, with friction around checkout and delivery-date selection.
I tested interactive prototypes before development to check the designs against user expectations. Participants welcomed the concept and found the app straightforward, but feedback highlighted the need to simplify checkout, particularly choosing a delivery date.
I tested interactive prototypes before development to check the designs against user expectations. Participants welcomed the concept and found the app straightforward, but feedback highlighted the need to simplify checkout, particularly choosing a delivery date.
design system
Creating a shared design foundation for consistent implementation and future development.
Creating a shared design foundation for consistent implementation and future development.
I prioritised usability findings with the team, then built a design system and detailed specifications in Figma. Reviews with developers helped refine the designs and clarify how components should be implemented.
I prioritised usability findings with the team, then built a design system and detailed specifications in Figma. Reviews with developers helped refine the designs and clarify how components should be implemented.
lesson learned
Launching a new product taught me to treat the first release as a starting point for learning.
Launching a new product taught me to treat the first release as a starting point for learning.
What we investigated
What we investigated
Why users abandoned their carts before completing a purchase.
Whether visitors arrived through LINE messages or the app’s entry icon.
When users were most likely to interact with the Meal Plan icon.
Whether a reminder to select a delivery date could improve checkout.
Why users abandoned their carts before completing a purchase.
Whether visitors arrived through LINE messages or the app’s entry icon.
When users were most likely to interact with the Meal Plan icon.
Whether a reminder to select a delivery date could improve checkout.
What we found
What we found
Promotional items placed first in the product list recorded the strongest sales.
Showing remaining stock for nearly sold-out items boosted sales.
Click activity was high between 9–10am, rose around noon and reached its highest point at 4pm, with relatively steady activity after 8pm.
Browsing often happened around lunchtime, while purchases were typically completed in the evening or late at night.
Promotional items placed first in the product list recorded the strongest sales.
Showing remaining stock for nearly sold-out items boosted sales.
Click activity was high between 9–10am, rose around noon and reached its highest point at 4pm, with relatively steady activity after 8pm.
Browsing often happened around lunchtime, while purchases were typically completed in the evening or late at night.
Working in an Agile team, we had to build a new service within a short timeframe. Frequent discussions with engineers, designers and marketers helped bring different ideas together, but the lead-up to the trial was intense. The trial gave us our first opportunity to see how users responded and where the experience still needed work.
Working in an Agile team, we had to build a new service within a short timeframe. Frequent discussions with engineers, designers and marketers helped bring different ideas together, but the lead-up to the trial was intense. The trial gave us our first opportunity to see how users responded and where the experience still needed work.
I learned from colleagues across disciplines and saw the importance of making time for feedback throughout development. The difference between browsing and purchasing times showed why assumptions need to be checked against real behaviour. Launching was only the beginning—we continued refining the product as new insights emerged.
I learned from colleagues across disciplines and saw the importance of making time for feedback throughout development. The difference between browsing and purchasing times showed why assumptions need to be checked against real behaviour. Launching was only the beginning—we continued refining the product as new insights emerged.
Copyright © 2026 Chia An Liu
Let's connect!
Copyright © 2026 Chia An Liu
Let's connect!
Copyright © 2026 Chia An Liu
Let's connect!
Add to cart
Cart and checkout process