Case Study · Mobile App · Design System
Calo Onboarding
Redesigning the full onboarding funnel, from registration to checkout, to move users from interest to purchase faster.
Role
Product Designer
Scope
UX Research · UI Design · A/B Testing
Launched
September 1, 2025
Markets
AE · SA · QA · KW · OM · UK
Cover image coming soon
+4.54%
Profile Setup lift
vs. control
+0.6%
Checkout lift
vs. control
45.6%
Custom Package adoption
up from 5.9%
+6.91%
BH Profile Setup lift
highest MP
01
Background
Calo is a food-tech subscription service operating across the Middle East and UK. The onboarding funnel, the critical path from app install to first meal delivery, had accumulated friction over time across three distinct flows: Registration, Profile Setup, and Checkout.
After completing the Registration flow revamp in Q2, two A/B experiments ran simultaneously in August 2025 to validate the redesigned Profile Setup (Calo Products → Diet Plans) and Checkout (Packages → Checkout) flows before a full rollout.
02
What We Shipped
On September 1st, 2025, the revamped onboarding flow rolled out to 100% of users across all markets except Bahrain, completing the full onboarding funnel revamp that began with Registration in Q2.
Redesigned the Calo Products → Diet Plans selection flow to reduce cognitive load and surface personalisation earlier in the journey.
Simplified the Packages → Checkout flow with clearer pricing, duration savings, and a more confident purchase moment.
Shipped in Q2. This rollout completes the three-part funnel, creating a fully cohesive end-to-end onboarding experience.
03
Experiment Results
Profile Setup Flow
Conversion rate improvement
+4.54%
BH market lead
+6.91%
All markets
Positive
Status
Rolled out to all MPs
Checkout Flow
Conversion rate improvement
+0.6%
UK market lead
+4.83%
All markets
Positive
Status
Rolled out (excl. Bahrain)
Custom Package
Custom package adoption grew dramatically from 5.9% to 45.6% of subscriptions, an unintended side effect of removing the mandatory snack. AE, SA, and BH corrected this through a 1-snack minimum reintroduction. UK, KW, and QA continue to be monitored as users opt out of snacks, misrepresenting their selected package.
04
Rollout & Next Steps
Live at 100% in AE, SA, QA, KW, OM, and UK as of September 1st. Bahrain remains on a 50-50 split on the Checkout experiment. A UX gap was identified where savings weren't displayed on the plan duration screen. A fix was released and BH is being monitored before full rollout.
Continue monitoring Bahrain performance following the plan duration savings enhancement
Share a detailed report with internal stakeholders on results since launch
Revisit custom package UX to better represent user package selections in UK, KW, and QA
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© 2025 Farhan