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Zdrowa Zupa

Redesign of soup catering homepage.

Zdrowa Zupa

Redesign of soup catering homepage.


Please note

The project was designed for Polish users, therefore wireframes are in Polish.

My role

  • Designing the home page and creating the content
  • Conducting research among clients, competitors' clients, and stakeholders


Problems to solve

  • High bounce rate
  • The homepage did not present unique product values

General research questions

Before starting the research, I collected all the issues that were not answered in the project brief. By organizing questions, I was able to choose research methods that would be the most effective to get the answer Some of the research questions:
  • Who is the user?
  • What is the user's motivation?
  • What is the competitive advantage of Zdrowa Zupa?
  • What is the unique value of this product?
  • What customers pay attention to when they buy diet catering?
  • What experiences appeared while using other catering services?
  • How users are currently using the home page?
  • What devices are visitors using?

Stakeholder interview

I conducted my first interview with the stakeholder. First of all, we clarified the scope of the project. 
During the interview, we worked out a list of elements that are the competitive advantage of Zdrowa Zupa. We also defined the target audience for the product, and whether communicating mainly to this audience would be appropriate for this project.

Our user

  • Mainly women, around 28 years old, live in big cities
  • They are often busy
  • Work mainly in the office
  • They want to take care of their health

Quantitative analysis

Quantitative analysis was performed using Google Analytics (data were gathered for over 5 months). Due to the NDA, specific values do not appear in the description. Using quantitative analysis, I was trying to answer the following questions:
  • How many visitors enter the home page (new and returning visitors)?
  • How does the conversion rate look like on the home page (conversion was measured on entering product/product category from the home page)?
  • Where do the homepage visitors go next?
  • How high is the bounce rate?
  • What are the most common devices and resolutions?

In-depth interviews (IDI)

Semi-structured interviews were conducted with 11 respondents. Two groups were recruited: existing customers of Zdrowa Soup, and potential customers using other catering. Both groups answered slightly changed questions due to differences between their experiences.

I mostly tried to reach the motivation of users - what problems do they want to eliminate by using catering? Among the current customers of Zdrowa Zupa, I tried to find out what are the positive aspects of using the product? I also asked other catering services customers about negative and positive situations that occurred while using the competition's products.

Respondents that were not Zdrowa Zupa's customers were also asked to review the current home page and answer a few questions or report any doubts.

There were stale meals - even mold once appeared. The delivery in the middle of the night was not comfortable either.
Maya, a client of competitive catering

Competitor Analysis

Based on an interview with the stakeholder, I received information about the brands that are the main competitors of Zdrowa Zupa. However, the answer was not clear, as none of the indicated competitors offers catering in the form of soup.

During the analysis, I compared the content of other catering websites and the language they communicate with their target groups. I also checked the involvement of the competitive brand's customers on social media.

Current home page analysis

In addition to simple usability testing of the current site done in the previous stage, I used Jakob Nielsen's 10 Heuristics to check for more usability issues.

I also checked the home page by:

  • Relevance – Is this the right place to solve the user's problem?
  • Trust – Can users trust this company?
  • Orientation – Where the user should click, to find the product?
  • Stimulation – Why the user should click here?
  • Security – Is the user safe using this website?
  • Convenience – How easy will it be for the user? 
  • Confirmation – Is there any confirmation that the user made the right decision?

Design Assumptions

For further stages, the assumptions were based on Robert Cialdini's rules of influence and the previous research results:

  • Create a clear message about the value proposition and the product's competitive advantage.
  • Clarifying the most common user doubts.
  • Exposing the opinions of other clients ("social proof").
  • Present the most important information in a small form (as few "read more" links as possible).
  • Properly guided visual hierarchy of elements.

Reviews used as social proof (screen in Polish)

Customer Messaging Canvas

The selected method was used to formulate messages for the user. The tool categorizes the conclusions from the research. At this stage, less significant conclusions were rejected in order to not overload the homepage with information.

Part of the Customer Messaging Canvas



The wireframe made in Axure RP contains basic layout and content. I created two versions: desktop and mobile. When I was designing the main page, I paid particular attention to:

  • Visibility of the elements above the fold line.
  • A clear Call-to-action button with explanation reducing anxiety (translated: "Convenient delivery to any place in Poland").
  • Unique Selling Proposition (USP) section - highlight the unique value of the product/service.
  • Visibility of reviews (social proof).

Comparison of FAQ between prototype and final design (screen in Polish)

Graphic Design

There were some minor changes between prototype and graphic design, like adding a section with articles from the Blog. All screens have been prepared for 3 devices: mobile, tablet, and desktop.

Above the fold line: hero banner, CTA button and USP elements (screen in Polish)


Handoff and development

I handed over the design of the home page to Zdrowa Zupa's developer. Final designs contained all necessary icons as well as expanded interactive elements. For handoff, I used Sketch app with Zeplin.

Highlighted products – the cheapest one and the most popular (screen in Polish)


Before I started this project I wasn't familiar with diet catering. I gained a huge amount of knowledge from research and conversations with the stakeholder and users.

One of the challenges was the selection of content for the home page because, for each type of user, any piece of information had some meaning.

Adam Klimas
Adam Klimas
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