Making healthy eating feel effortless.
Designing a flexible meal-plan experience that turns goals, preferences, scheduling, delivery, and hundreds of choices into something simple to understand and easy to control.
ROLE
Product Design Consultant
MARKET
UAE · Dubai
SCOPE
Product Strategy · UX/UI · Personalization · Service Design · Design Systems
More than a meal plan. An everyday food experience.
Right Bite brings together dietitian-designed meal plans, personalized nutrition, flexible delivery, and a growing food ecosystem.
Bringing those experiences together meant balancing flexibility with clarity. Customers needed to discover the right plan, understand what was included, personalize it around their goals and preferences, and stay in control as their needs changed.
My work spanned that experience across the product — from onboarding and plan discovery to plan configuration, meal selection, delivery flexibility, Express meals, and the systems connecting them.
MY ROLE
Designing the experience across the customer journey.
My role combined product strategy, hands-on UX/UI design, and system thinking across Right Bite’s evolving digital experience — working closely with Product, Engineering, business stakeholders, and the wider team to translate complex service requirements into clear customer journeys.
I collaborated closely with leaders across Product, Marketing, and Business, aligning customer needs, commercial priorities, and brand objectives across the experience. I also worked closely with the VP of Customer Experience, connecting product decisions with the broader end-to-end customer journey.
Much of the work involved translating requirements across teams into clear product decisions — balancing personalization, operational constraints, commercial needs, and customer expectations while keeping the experience coherent and easy to use.
Product direction
Shaping key journeys, product behaviors, and experience decisions across plans, personalization, meals, and delivery.
Hands-on product design
Designing flows, interaction patterns, prototypes, and production-ready experiences across the customer journey.
Stakeholder collaboration
Working closely with Product, Engineering, operations, and business stakeholders to align customer needs with commercial and operational requirements.
Systems & scalability
Creating reusable patterns and foundations that could support new plans, services, brands, and product capabilities.
Personalization creates value — and complexity.
The more RightBite adapts to an individual customer, the more decisions the product has to manage: goals, meal types, dietary preferences, delivery days, plan duration, flexibility, benefits, and what happens when plans change.
The opportunity was to keep that complexity behind the experience — giving customers meaningful control without making them configure every detail before they could move forward.
How do you make a highly personalized meal-plan experience feel simple enough to choose, flexible enough to live with, and clear enough to trust?
One meal-plan experience, many connected decisions.
Goals, preferences, plan structure, meals, and delivery decisions influence one another throughout the journey.
CUSTOMER CONTEXT
What shapes the plan around the customer.
Goals
Preferences
Dietary needs
Lifestyle
PLAN LOGIC
How customer needs become a plan configuration.
Plan
Meals
Portions
Frequency
Duration
SERVICE LOGIC
How the plan works in everyday life.
Schedule
Delivery
Flexibility
Benefits
CUSTOMER EXPERIENCE
How complexity becomes a simple journey.
Choose
Personalize
Subscribe
Manage
Personalization creates complexity behind the experience — not inside it.
Progressive choice, not upfront configuration.
Customers choose the right plan first, then configure only the details that matter to them.
DISCOVER
Explore available plans
COMPARE
Understand differences
SELECT
Choose the right plan
PERSONALIZE
Configure meals and preferences
Personalization creates complexity behind the experience — not inside it.
The experience adapts to what’s actually available.
Plans, benefits, and flexibility vary by customer context. The system evaluates eligibility before presenting the available experience.
CUSTOMER CONTEXT
What determines what’s relevant and available.
Region
Location
Plan type
Delivery days
SYSTEM EVALUATES
Which plans, benefits, and options apply.
Plan availability
Flex eligibility
Benefits
Partner plan availability
EXPERIENCE ADAPTS
Only valid choices are presented to the customer.
Available plans
Relevant benefits
Eligible options
Valid configuration
Show customers what they can choose — not everything the system can offer.
Every choice reshapes the plan.
As customers adjust their plan, the experience updates pricing, nutrition, and configuration in real time so the impact of every choice stays clear.
CUSTOMER ADJUSTS
Changes the variables that shape the plan.
Meals
Portions
Delivery days
Duration
SYSTEM RECALCULATES
Re-evaluates the plan after every change.
Plan composition
Nutrition
Price
Eligibility
EXPERIENCE UPDATES
Reflects the impact immediately for the customer.
Updated totals
Nutrition feedback
Valid options
Plan summary
Change something. Understand the impact. Keep going.
Flexibility continues after checkout.
A meal plan isn’t a one-time purchase. Customers need to adapt it around changing schedules without losing control of their subscription.
SKIP A DAY
REPLACE A MEAL
ACTIVE PLAN
PAUSE PLAN
EDIT SCHEDULE
PAUSED
RESUME
ACTIVE PLAN
Change the day, not the whole plan.
Customers can adjust individual delivery days while the rest of their plan, schedule, and preferences remain intact.
UPCOMING DELIVERY DAYS
MON
TUE
WED
THU
FRI
CUSTOMER ACTION
Skip
Replace
Reschedule
SYSTEM UPDATES
Delivery schedule
Meal allocation
Plan totals
Remaining days
MON
TUE
WED
SKIPPED
THU
FRI
Local changes stay local. The plan remains intact.
PRODUCT LANGUAGE
Bringing the new Right Bite identity into the app.
A consistent digital language across every customer touchpoint.
Approach
The refreshed identity needed to work across very different product moments — from onboarding and discovery to plan configuration, meal selection, and account management.
I established a consistent digital language using the new typography, color system, imagery, graphic forms, spacing, and component styling while preserving clear product hierarchy and familiar interaction patterns.
What changed
Brand expression became part of the interface itself — not something applied around it. The new visual language informed navigation, cards, buttons, imagery, content hierarchy, states, and key moments throughout the customer journey.
Key design principle
Brand expression should strengthen usability, not compete with it.
ONBOARDING
Making the first experience clear before asking for commitment.
Introducing value progressively before asking customers to commit.
Challenge
Right Bite introduces customers to more than a traditional meal-plan service. Plans, personalization, flexible delivery, Express meals, partner brands, and dietitian support all needed to be understood without overwhelming someone entering the product for the first time.
Approach
I designed the onboarding experience around a series of focused moments — from market and language selection to communicating Right Bite’s value, account access, verification, and permissions. Each step was designed to ask for one thing at a time while keeping the experience consistent across English and Arabic.
Key UX decision
Give every request a reason — context before sign-up, value before permissions.
PLAN DISCOVERY
Helping customers find the right plan before configuring it.
Turning a growing ecosystem of plans, benefits, and services into a clear path to choice.
Challenge
Right Bite offers more than a single meal-plan model. Customers can explore plans around their goals, specialist needs, convenience, and partner brands — with different benefits, pricing, and availability depending on the plan.
The challenge was to expose that breadth without making customers understand the entire ecosystem before they could make a choice.
Approach
I structured Explore around progressive discovery: high-level plan categories provide the first decision point, while individual plan cards surface the information needed to compare options — positioning, starting price, included benefits, and relevant perks.
Plans remain easy to scan while richer capabilities such as Express swaps, dining benefits, skipping, and partner experiences are introduced in context rather than explained upfront.
Key UX decision
Help customers choose the type of experience first, then progressively reveal the complexity behind each plan.
PERSONALIZATION
Building a meal plan around the customer, not the other way around.
Turning a highly configurable meal plan into one continuous, understandable experience.
Challenge
A meal plan isn't a single product selection. Customers need to balance their goal, meal types, portion sizes, nutrition, delivery frequency, duration, and price — with each decision potentially affecting the final plan.
The challenge was to give customers meaningful control without turning configuration into a long sequence of disconnected forms.
Approach
I designed Build Your Own as a live configurator where customers can shape their plan while continuously seeing the effect of their choices. A recommended plan provides a starting point, while meals, sizes, delivery days, and other options can be adjusted without restarting the journey.
Nutrition and pricing remain visible as the configuration changes, helping customers understand the consequences of each decision before subscribing.
Key UX decision
Keep every choice connected to its impact — on nutrition, price, and the final plan.
Across brand expression, onboarding, plan discovery, and personalization, the work reduced the complexity behind Right Bite without reducing the flexibility customers value — creating a more coherent experience from discovering the right plan to making it work around everyday life.
© 2026 Moe Slah. All rights reserved.