All case studiesIcelandProduct Design · Conversion
Delivered a 55% Meal Deal completion rate
Redesigned the meal-deal builder so customers can mix & match with confidence and hit basket thresholds without second-guessing.
The challenge
The meal-deal offer was strong, but the builder made customers work to understand it. People weren’t sure which items qualified, how close they were to the deal, or whether they’d actually save — so many gave up before completing.
The approach
- Untangled the rules of the offer and turned them into a progress-led experience: always show what qualifies and how close you are.
- Designed clear mix-and-match affordances so swapping items felt safe, not risky.
- Removed the moments of doubt at the threshold — customers could see the deal lock in the instant they qualified.
- Validated the flow with real shoppers and iterated on the copy that carried the most weight.
The outcome
A meal-deal builder customers could trust, delivering a 55% completion rate — more baskets hitting the threshold, and more shoppers walking away feeling they got the deal.