Improving Onboarding for Wegmans Meals2GO
Improving the Meals2GO experience through user research, design system integration, and collaborative UX/UI strategy.
Measls2GO Onboarding Redesign
As the UX/UI design intern on Wegmans' Digital Experience Team, I contributed to the redesign and optimization of the Meals2GO web and mobile platforms—driven by user behavior insights, A/B testing, and design system integration.
Devices
mobile
Skills
Role
UX/UI Designer
Timeline
June 2024-September 2025
Figma Design Systems + Variables, Branding, Product Design, Prototyping
Tools
Figma, Sketch, Zeplin
Project Goals
Redesigning the mobile onboarding experience for the Meals2GO app to boost engagement and simplify user entry.
Improve the first-time user experience by redesigning the onboarding flow and language
Communicate the value of the Meals2GO app within the first 60 seconds
Reduce user friction during key steps like account creation and location setup
Establish visual and tonal consistency
Increase retention and order completion for new mobile users
Design a scalable onboarding solution that fits within technical constraints
My Contributions
Audited existing onboarding flows and compared competitors
Led all user research efforts, including competitive audits and in-depth competitor analysis
Identified key pain points in the existing onboarding experience through heuristic evaluation
Sketched revised onboarding flows based on research insights
Created mid- to high-fidelity prototypes in Figma
Applied Wegmans’ design system for brand consistency
Collaborated with developers and UX leads to refine and implement design solutions
Presented findings and design proposals to cross-functional teams
Problem & Opportunity
The Challenge
The Meals2GO app was seeing drop-off during the onboarding process, with users often abandoning the app before placing an order or understanding its core value.
While the app offered convenience and personalized ordering, its onboarding experience lacked clarity, flow, and brand voice—leading to friction during setup.
“How might we create an onboarding experience that feels simple, engaging, and sets users up for success?”
Problem 1
Users dropped off during onboarding
Many new users exited the app before placing their first order.
Steps like creating an account and location permission access lacked clarity and motivation to do/allow.
Opportunity
Streamline the onboarding flow to reduce cognitive load and highlight key benefits early on.
Problem 2
Value proposition was unclear
The app didn't immediately communicate what made Meals2GO unique or helpful.
Users weren’t guided through the features that made the experience efficient.
Opportunity
Introduce a concise, visually engaging welcome flow that builds user trust and showcases value upfront.
User Testing
To further understand the current(old) onboarding flow, I conducted remote usability testing using UserTesting.com. I created a task-based tests focused on:
Research & Discovery
As the lead researcher on this project, I began by auditing the existing onboarding experience. I conducted:
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Identified usability issues such as vague copy, lack of visual hierarchy, and unclear user direction during initial setup.
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Benchmarked apps like Chick-fil-A, Starbucks, Chipotle, and Duolingo to evaluate how top brands introduce users to mobile ordering experiences.
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Documented the onboarding process from app download to first order attempt, highlighting drop-off points.
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Collaborated with the internal UX team to understand product goals and limitations.
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The onboarding process had 5+ steps, including redundant location permissions and unclear CTAs. Users didn’t understand what the app did or how to use it and many never reached the ordering screen.
Final Screens (WIP)
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Welcome Screen
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Showcase Benefits
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Notification Modal
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Location Services
View full work process & research >
Understanding user pain points is essential in the design process. Identifying users' main challenges prioritizes design solutions and also ensures that the most critical needs are addressed first. Addressing urgent issues effectively and conducting thorough user research throughout the process is vital for creating designs that genuinely connect and resonate with users.
I am insanely grateful to be a part of an organization that diligently helps people receive the best quality food. The work we do truly makes a difference in the lives of many individuals and families in our community.