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Craft My Plate - India's first online catering platform

Craft My Plate is an online catering platform that enables users to customize and place bulk food orders for events, offices, and gatherings. This redesign project focused on simplifying the user journey, improving mobile usability, and increasing overall engagement.

My role

UX Lead

Duration

Duration

4 months

Location

Location

Hyderabad, India

Design team

Design team

5 Junior UX Designers

Industry

Industry

Food Service Industry

App downloads

App downloads

100k+ users

Challenge

While Craft My Plate offered flexibility in customizing bulk meals, users often found the experience confusing and unintuitive especially when managing large group orders. Key actions like adjusting portions, finalizing selections, and reviewing totals lacked clarity, causing drop-offs and increased customer support requests.,

We needed to redesign the platform to make bulk ordering seamless, reduce friction, and instill confidence in users making high-stakes catering decisions.

Results

The redesign didn’t just improve usability, it delivered real business impact. With a cleaner interface and simplified customization flow, more users completed their orders with confidence. Conversion rates jumped, support requests dropped, and mobile engagement soared.

42%

Reduction in drop-offs during the customization flow

35%

Boost in conversion rate from homepage to checkout

55%

Faster order placement time, reducing friction for time-sensitive bulk bookings

Research

Competitive analysis

To better understand the landscape of bulk food ordering, we analyzed both digital-first platforms and traditional service providers.

Competitive analysis

To better understand the landscape of bulk food ordering, we analyzed both digital-first platforms and traditional service providers.

Competitive analysis

To better understand the landscape of bulk food ordering, we analyzed both digital-first platforms and traditional service providers.

Key findings

"Most platforms don’t allow users to build custom plates or modify quantity per dish easily."

"Swiggy & Zomato offer party orders but are primarily built for individual/group delivery. Bulk orders require calling support, and the experience isn’t streamlined for events."

"Users want real-time updates, clear invoices, and post-order edits. Most platforms (especially local ones) provide none of that transparency."

Key findings


"Most platforms don’t allow users to build custom plates or modify quantity per dish easily."

"Swiggy & Zomato offer party orders but are primarily built for individual/group delivery. Bulk orders require calling support, and the experience isn’t streamlined for events."

"Users want real-time updates, clear invoices, and post-order edits. Most platforms (especially local ones) provide none of that transparency."

Key findings


"First-time users worried whether the food ordered would match the quality and quantity shown online. Photos and descriptions often felt too generic or staged."

"Many users struggled to estimate how much food to order. Several shared instances of either excess leftovers or food running out midway through the event."

"Users often felt overwhelmed with the sheer number of dish combinations, especially when curating meals for large groups. They wanted help narrowing down choices based on occasion, guest type, or cuisine."

"Different types of events (corporate lunch vs. home pooja) came with distinct expectations in terms of service, packaging, and menu variety."

"While 80% of users accessed the platform via mobile, many struggled with dropdown-heavy forms, misaligned UI elements, and limited visibility into menu previews."


And yep, this is just a peek, there’s a whole buffet of insights, but I’ll spare you the scroll (for now). 😄


User Research

We conducted semi-structured interviews, contextual observations, and in-app journey reviews with individual and corporate users to uncover pain points in bulk food ordering, especially for events with varying scale and lead time.


From small birthday planners to large office admins, our research revealed critical friction points across the discovery, customization, and confirmation stages of the platform.


This multi-pronged approach informed key product shifts ranging from interface simplification to confidence-boosting features for first-time users.

User Research

We conducted semi-structured interviews, contextual observations, and in-app journey reviews with individual and corporate users to uncover pain points in bulk food ordering, especially for events with varying scale and lead time.


From small birthday planners to large office admins, our research revealed critical friction points across the discovery, customization, and confirmation stages of the platform.


This multi-pronged approach informed key product shifts ranging from interface simplification to confidence-boosting features for first-time users.

User Research

We conducted semi-structured interviews, contextual observations, and in-app journey reviews with individual and corporate users to uncover pain points in bulk food ordering, especially for events with varying scale and lead time.


From small birthday planners to large office admins, our research revealed critical friction points across the discovery, customization, and confirmation stages of the platform.


This multi-pronged approach informed key product shifts ranging from interface simplification to confidence-boosting features for first-time users.

12 Days

On-ground sessions with 3 local caterers and 5 corporate clients across planning and delivery phases.

On-ground sessions with 3 local caterers and 5 corporate clients across planning and delivery phases.

On-ground sessions with 3 local caterers and 5 corporate clients across planning and delivery phases.

30+

Interviewees including event hosts, HR admins, caterers, and repeat users from past orders.

15+

Insights synthesized into user journeys, friction maps, and revised trust signals for UX decisions.

Key findings

"First-time users worried whether the food ordered would match the quality and quantity shown online. Photos and descriptions often felt too generic or staged."

"Many users struggled to estimate how much food to order. Several shared instances of either excess leftovers or food running out midway through the event."

"Users often felt overwhelmed with the sheer number of dish combinations, especially when curating meals for large groups. They wanted help narrowing down choices based on occasion, guest type, or cuisine."

"Different types of events (corporate lunch vs. home pooja) came with distinct expectations in terms of service, packaging, and menu variety."

"While 80% of users accessed the platform via mobile, many struggled with dropdown-heavy forms, misaligned UI elements, and limited visibility into menu previews."


And yep, this is just a peek, there’s a whole buffet of insights, but I’ll spare you the scroll (for now). 😄


Key findings


"First-time users worried whether the food ordered would match the quality and quantity shown online. Photos and descriptions often felt too generic or staged."

"Many users struggled to estimate how much food to order. Several shared instances of either excess leftovers or food running out midway through the event."

"Users often felt overwhelmed with the sheer number of dish combinations, especially when curating meals for large groups. They wanted help narrowing down choices based on occasion, guest type, or cuisine."

"Different types of events (corporate lunch vs. home pooja) came with distinct expectations in terms of service, packaging, and menu variety."

"While 80% of users accessed the platform via mobile, many struggled with dropdown-heavy forms, misaligned UI elements, and limited visibility into menu previews."


And yep, this is just a peek, there’s a whole buffet of insights, but I’ll spare you the scroll (for now). 😄


Key findings

Need to build an OTA platform that excels at building trust through storytelling, reviews, and visual design.

Common gap: All platforms have complex workflows for small property owners, making onboarding overwhelming.

User Personas

We crafted user personas based on interviews, surveys, and field research to represent key user types, helping align design decisions with real needs, behaviors, and goals.

Corporate Admin


Role Admin officer at a mid-sized IT company

Tech Comfort Moderate


Goals

  • Place repeat orders for office events effortlessly

  • Ensure punctual delivery and professional service

  • Generate GST-compliant invoices


Needs

  • A quick reorder option

  • Flexible payment options and clear billing

Regular User


Role Homemaker; manages bookings for family events

Tech Comfort Moderate


Goals

  • Confidently book food for family gatherings

  • Understand what's included

  • Speak to someone in case of confusion



Needs

  • Easy-to-use interface with large visuals

  • Human customer service or WhatsApp help

Event Planner


Role Freelance event coordinator on a budget

Tech Comfort High


Goals

  • Customize menu options for client needs

  • Get updates in real-time





Needs

  • Visual menu layouts and package filters

  • Instant quotes and editable orders

Design Process

Creating the Design System

To ensure consistency across a platform that spans mobile and desktop experiences, we built a modular design system tailored for both customer and internal-facing tools.

Information Architecture

We structured the app to align with how users plan, customize, and confirm catering orders, making the journey feel natural and goal-driven.

Final Designs

Homescreen


The redesigned home experience focuses on simplicity, intent-based discovery, and faster decision-making for users ordering food for events.

Easy Add-ons


To improve upselling and reduce last-minute confusion, we introduced an Easy Add-ons section right before checkout and within popular meal combos.

Easy Item View & Curated Fixed Meals


We streamlined the browsing and decision-making process by simplifying how users view individual items and introduced curated set meals to drive quicker conversions.

Delivering Peace of Mind: Order Tracking & Transparency


We redesigned the ordering experience to be stress-free from start to finish. Users get real-time order tracking with clear status updates and ETAs, while transparent refund policies are shown upfront with simple cancellation and auto-refund options. The overall flow supports quick reorders, smart GST billing, and smooth post-delivery feedback, ensuring confidence at every step.

“ Working with Rohith on this redesign was genuinely refreshing. What stood out most was their ability to balance user needs with business constraints without compromising on usability. The team moved faster and made better decisions because of their clarity and calm presence throughout the project.”

Akash

Tech lead | CraftMyPlate

Conclusion

Redesigning Craft My Plate was all about making bulk food ordering less intimidating and more intuitive for everyone, from corporate admins to family planners. By focusing on real user pain points, we simplified the journey, introduced thoughtful features like curated meals and easy tracking, and created an experience that feels helpful, not overwhelming.