COOK IT
Conversion Flow Optimization · Usability Evaluation
Michelle Partidas - UX Evaluation Lead
2023 · 4-Week Research Study
Project Overview
Cook It is a Canadian meal kit delivery platform offering ready-to-cook and ready-to-eat meals.
The mandate was to evaluate the full first-time user journey, from homepage comprehension to subscription and first-box ordering — and identify structural friction impacting conversion.
This was not a visual redesign project.
It was a behavioural flow evaluation focused on alignment between business logic and user expectations.
Testing was conducted across mobile and web environments.
Objectives
- Assess first-time user comprehension of the service model
- Measure ease of subscription and first-box ordering
- Identify friction points in checkout and meal selection
- Evaluate promo code interaction clarity
- Compare perceived usability against competitors
- Prioritize improvements to support conversion
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Strategic Decisions
High-impact recommendations included:
- Restructure flow to:
Menu → Select Meals → Delivery → Payment
instead of Payment → Menu - Reduce homepage to 4–5 focused screens
- Surface pricing earlier in the journey
- Introduce clearer confirmation breadcrumbs / progress timeline
- Auto-detect and simplify promo code entry
- Freeze filter row during meal selection to reduce scroll fatigue
The objective was behavioural alignment, not cosmetic refinement.
Impact
- Identified structural checkout misalignment
- Reduced friction points affecting first-box conversion
- Delivered prioritized roadmap for flow optimization
- Preserved strong brand perception while improving clarity
- Strengthened alignment between user expectations and business logic
Lasting Impact
Cook It reinforced a critical UX principle: successful task completion does not guarantee confidence.