Redesigning Meal Shop to unlock new sales opportunities
Caterings is a highly customizable SaaS CRM and e-commerce platform that helps diet catering businesses manage their online stores, orders, and operations.
I redesigned its existing Meal Shop feature to turn an underused product area into a stronger sales channel — improving the customer ordering experience while simplifying offer management for catering teams.
business GOAL
Growing sales beyond diet plans
As customer preferences evolved, selling individual meals alongside full diet plans became an increasingly relevant business opportunity.
Some customers want an extra meal for a family member. Others want to try the food before committing to a plan, or to order Christmas Eve dinner. The Meal Shop lets catering companies capture this part of the market.
MY RESPONSIBILITIES
End-to-end design
CHALLENGES
Unlocking the potential of the Meal Shop
The existing Meal Shop had gaps across both the customer and merchant experience, limiting its potential as a sales channel.
Dishes were poorly presented and hard to browse
Dish details — including descriptions, allergens, ingredients, and nutritional information — were squeezed into a scrollable card, making them difficult to scan.
Offer management was cumbersome
Shop-related settings were scattered across the merchant admin panel and difficult to configure without following documentation or contacting customer support.
The experience was so bad that catering businesses preferred to run a separate WooCommerce shop instead.
Selling seasonal dishes took workarounds
There was no dedicated way to sell dishes available only on specific dates.
When selling a Christmas Eve or Easter offer, catering companies relied on banners or pop-ups to tell customers which date to select in the calendar to place an order.
No sales reporting for the Meal Shop
Catering teams had no dedicated analytics to understand which dishes were selling and how much revenue they generated.
my PROCESS
Research, redesign & iteration
01 Auditing the existing feature
I reviewed the existing customer and merchant experiences to identify usability issues, unnecessary complexity, and opportunities to improve the overall information architecture.
02 Talking to catering companies
I interviewed five catering companies to understand how they use the Meal Shop, what challenges they face, and what they need to manage their offer more effectively.
03 Redesigning the buying experience and admin workflows
Based on the findings, I redesigned the dish browsing and ordering experience, simplified shop configuration in the merchant admin panel, and introduced new functionality for seasonal offers and sales reporting.
04 Rolling out and iterating based on client feedback
The redesign is being rolled out in stages. After each release, I gather feedback from catering companies and refine the experience in the next iteration.
SOLUTION
Turning the Meal Shop into a stronger sales channel
Making dishes easier to browse and buy
The redesigned card surfaces the most important information upfront, while additional details are available in a modal. Customers can also add a dish directly to their cart without opening the modal.
A simpler workflow for managing the shop offer
Shop settings now sit in one place, and progressive disclosure keeps dependent options hidden until they’re relevant.
Making seasonal offers easier to sell
I designed a dedicated way to configure seasonal offers in the merchant admin panel. On the customer side, the calendar automatically opens on the nearest available date for the offer, while other dates are disabled.
Sales analytics for the Meal Shop
I designed a dedicated sales report showing which dishes were sold, in what quantities, and for what total value over a selected period.
OUTCOMES AND FEEDBACK
What I learned from the first release
So far, the new dish cards and details modals have been released. Feedback from catering companies has been positive, and they report that their customers find dishes easier to browse.
