Plated logo

Plated was a New York based food prep and delivery service which was founded in 2012. After being acquired by Albertsons in 2017 for $200m; in November 2019 Plated’s subscription service ended.

Plated website

What I did

I was integrated into the Plated design team with the main task of simplifying their checkout flow and increasing conversion rates—one of their main KPI’s. I also worked on user-flows and front-end design of other key landing pages to add a more personal experience to the overall user-journey.

I initially worked within existing brand and UI guidelines that were 3 years old, but was able to suggest subtle changes which were brought in over time to update the look.

We were able to monitor the changes that were made to the UI and then split tested and iterated on the most successful.

Skills / Software

  • A/B testing
  • Iterative design process
  • UI design
  • User flows
  • Wire-framing
  • Checkout optimisation
  • Sketch


The team saw an increase in conversion rates from 1.4 to 2.9% over my four month stay which, in part, enabled them to bring on 4 more designers to focus on other areas of the site.

The Work

Starting with mobile, I was asked to re-imagine how the checkout flow could work. In the wireframes, I introduced a couple of new pieces of technology which would enhance the users experience and enabled the engineering team to start development of these whilst designs were being finalised.

Firstly, because Plated only delivered in select states, the zip code of the user had to be validated as a first step; when this returned true, it was then used to populate fields in the next section of the form.

I also suggested adding a progress bar as providing visual confirmation to users of where they are in the journey has been proven to increase conversion.

Wireframes and flow for Plated

The UI design was largely based on existing brand guidelines, but I was able to introduced a standardized input field design for text and dates, and included a ‘view password’ icon.

User interface design for Plated

I was also tasked with designing a recipe microsite that would provide information of Plated’s meals and drive traffic to the main site.

Plated list of chicken recipes
Plated example recipe page
Plated landing page wireframe and ui