I partnered with Product and Engineering leadership to define the 2-year vision, operationalized a new design system, and led the squad to unlock 143% subscriber growth in 12 months.
Pillar A: Innovation & Automation
Automated Meal Planner: Validating the Use Case of Meal Plan Automation
I worked with the Product Lead to de-risk our AI roadmap before committing engineering resources. We simulated the experience using manual spreadsheet experiments to test user appetite. While this low-fidelity test drove a 17.9% lift in trial conversion, follow up interviews revealed users hesitated to commit because they lacked agency over the selection.
Smart Suggestions: The Strategic Pivot to Co-Pilot Meal Planner
Acting on the insight that Agency > Automation, I aligned the squad around a Co-Pilot strategy instead of full automation. By giving users editorial control over the suggestions, we achieved a 19.4% conversion lift. This approach prevented costly engineering rework on the wrong features and validated that retention relies on human-led decisions.
Pillar B: Habit Formation
Batch Cooking: Cook Once For the Whole Week
Users adopting Batch Cooking showed a massive 135.6% increase in retention (Day 8/9) compared to the baseline. We learned that users perceive recipes which can be easily stored and adjusted for variety as easier to meal plan with.
Pillar C: Personalisation
Personalised Discovery: Cemented the 3 Phases of Personalisation
Cold start phase: Gather and use user preferences
Behavioral phase: Tailor the discovery feed based on behavioural insights as we shape the user profile.
User profile phase: Predictive suggestions based on cooking history and interests.
Contextual collections and improved search filters drove a 12.7% uplift in trial conversion, validating this direction.
Takeaways
