Ruokaboksi — Meal Kit Subscription Case Study
Ruokaboksi — Meal Kit Subscription
Full Redesign & Performance Optimisation for Finland's Leading Meal Kit Service
The Challenge
Ruokaboksi is one of Finland's most recognised meal kit subscription services, delivering weekly recipe boxes to thousands of households. Despite strong brand recognition, their platform was built on an ageing React codebase with a fragmented UI, slow performance, and a subscription management flow that generated a high volume of customer support tickets. Churn was rising, new subscriber acquisition was stalling, and the mobile experience — responsible for 60% of traffic — was significantly underperforming the desktop.
Our Approach
We began with a three-week discovery phase: customer interviews, churn analysis, support ticket categorisation, and a full technical audit. The data pointed clearly to two root causes: the recipe selection experience was confusing and felt like a chore rather than an enjoyable part of the service, and the subscription management portal was so difficult to use that customers cancelled rather than pausing or modifying their box. We rebuilt both experiences from the ground up before touching anything else.
What We Delivered
We delivered a full Next.js rebuild with a new design system built around warmth, food photography, and ease of use. The recipe selection UI became a swipeable card interface on mobile with dietary filters and a "favourites" system. The subscription portal was redesigned as a clear dashboard where pausing, skipping, or changing box size took one tap. We also rebuilt the checkout as a 3-step flow with progress indicators and reduced the average time-to-subscribe from 4.2 minutes to 1.8 minutes.
Technology Stack
Key Deliverables
- Swipeable mobile recipe selection UI
- Dietary filter & favourites system
- Redesigned subscription management portal
- One-tap pause, skip & box size change
- 3-step checkout with progress indicators
- Contentful CMS for recipe content
- Klaviyo churn-prevention email flows
- Core Web Vitals optimisation
Measurable Results
Want Similar Results?
Let's talk about your project and build a strategy that delivers measurable growth.
Get Free Estimate