Going 0-1 with a white-labeled front end
Company
Territory Foods
Role
Lead (and only) Poduct Designer
Timeline
2021
Problem
Territory Foods was losing market share and needed new ways to grow
As D2C prepared foods startup, Territory Foods was in need of market growth in an increasingly saturated market. Leadership sought out new customer acquisition opportunities, ultimately deciding to build out Territory’s platform to be a white-labeled experience. This would allow the company to partner with brands who wanted to offer their own healthy meal delivery to their own audience or customers, offering a new channel for their business while also increasing Territory's customer base.
Challenge
Reimagine Territory Foods as a white-labeled platform
In order to execute this vision, I redesigned Territory’s funnel and meal customization experience to better align with a global meal ordering experience, focusing on what a broader customer base would want.
Principles
Digestable
Make meal customization easy by focusing on diets, not specific filters.
Scalable
Ensure the experience is easy to reproduce and applicable for various brands.
Personalized
Build the experience to feel personalized for every user, making them feel understood and part of a community.
Outcome
New partnerships and customer growth
Three secured partnerships: we partnered with ORRO fitness, Hannah Bronfman and Mark Hyman after launching our white-labeled experience
12% in MRR (monthly recurring revenue) after launching the new experience
18% increase in conversion rate from funnel to checkout
40% cost savings by building a more robust, self-service CMS for marketing pages. This freed up development time, increasing our delivery time within the in-product experience.