Designing a Fresh & Engaging Digital Experience for SaladMine
SaladMine is a modern food delivery platform specializing in fresh and healthy salads. The landing page is designed to increase customer engagement, showcase brand values, and promote seamless conversions.
client
Justsalads
Services
Website design
Tool
Figma
Project timeline
3 weeks
Overview
Saladmine is a modern online food delivery platform specializing in fresh and healthy salads. With the growing demand for nutritious and convenient meal options, Saladmine aims to revolutionize the way people consume fresh food by offering high-quality, delicious salads with fast and free delivery.
The company recognized the need for a strong digital presence to attract health-conscious consumers, communicate its brand values, and provide a seamless ordering experience. A well-designed landing page is essential to increase user engagement, build trust, and increase conversions. The challenge is to create an attractive and user-friendly interface that attracts new and returning customers while strengthening brand recognition.
My Role
As the lead designer for this project, I was responsible for overseeing the entire design process from research to final implementation. My main contributions included:
Brand Identity Development – Creating a consistent and visually appealing design system, including color selection, typography, and imagery that aligns with Saladamine’s brand identity.
UI/UX Design – Creating an intuitive and user-friendly interface to ensure a seamless experience for visitors.
Content Structure – Effectively organizing information to highlight key value propositions such as fast delivery, free shipping, and 24/7 customer support.
Visual Storytelling – Using high-quality images, engaging typography, and dynamic elements to increase user engagement.
Collaboration with Developers – Working closely with the technical team to ensure the design is implemented accurately, maintaining both functionality and aesthetic appeal.
Ensuring Accessibility – Design with integrity in mind to cater to diverse audiences and enhance the user experience across different devices and demographics.
Problem ​
Many meal delivery services suffer from cluttered design, unclear messaging, and poor brand recognition, which increases bounce rates and reduces conversions. To differentiate itself in a highly competitive field, SaladMine’s previous online presence lacked the engaging visual components and user-friendly navigation needed.
- Establishing a strong brand identity – The landing page should reflect Saladmine’s core values: freshness, convenience, and health-conscious living.
- Increasing customer engagement – A clear and structured layout is essential for visitors to quickly understand the offerings and take action.
- Streamlining the ordering experience – The interface should be optimized for fast and frictionless interactions by allowing users to easily navigate from interest to purchase.
- Creating a responsive design – The website needs to provide a seamless experience across desktop, tablet, and mobile devices.
Objectives​
To ensure the landing page successfully met the needs of both the users and the business, the following objectives were set:
- Visually Appealing and On-Brand Design – The page should incorporate fresh and vibrant visuals that evoke a sense of health and quality.
- User-Centric Navigation – The layout should be simple and intuitive, guiding users naturally through the content.
- Clear and Actionable CTAs – Strategically placed buttons and prompts should encourage users to view the menu, sign up, and place orders.
- Mobile Optimization – The design should ensure a smooth browsing experience across all devices.
- Trust Building – The inclusion of social proof, customer testimonials, and service guarantees should increase credibility and encourage conversions.
Challenges & Solutions
1. Balancing beauty with functionality
One of the most difficult tasks is to ensure that a design is both aesthetically pleasing and incredibly functional. A basic approach may not provide enough information, but a busy design can overwhelm people.
Solution: I carefully divided the content into logically organized sections with a visual hierarchy, making good use of white space to keep things balanced. I kept important information, such as CTA buttons and product features, prominently displayed, without overloading the layout.
2. Conversion Optimization and CTA Placement
If a website doesn’t have a strong call to action, users will often abandon it without taking any action. One of the main challenges is to ensure that customers are guided towards conversion in a natural and non-pressured way.
Splution: I used contrasting colors and attention-grabbing micro-interactions to place key CTAs (“View Menu” and “Sign Up”) in prominent locations. Additionally, emphasizing the value proposition near each CTA encouraged users to take action.
4. Mobile Performance and Responsiveness
Since more customers browse from mobile devices, the design should ensure a smooth and enjoyable experience across all screen sizes.
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Solution: I prioritized core functions and optimized the layout for different screen resolutions using a mobile-first approach. High-resolution photos were streamlined for faster loading times, without losing quality.
Results & Impact
1. Balancing beauty with functionality
The platform saw a significant increase in user engagement and conversions after introducing the redesigned SaladMine landing page:
Increased user engagement: A 45% increase in average time spent on the landing page shows that users are more interested.
Increased conversion rates: Strategically placed calls to action resulted in a 20% increase in orders and a 35% increase in menu views.
Improved mobile experience: Bounce rates for mobile traffic decreased by 30%, indicating improved usability and responsiveness.
Improved brand recognition: SaladMine’s position as a new and trusted brand was reinforced by an integrated design system, which improved customer retention.
