[Case 03]
One research finding reset the entire redesign
FoodTech · Mobile App
Surplus food, dropped users: a retention redesign for Too Good To Go
Why people stopped opening the app, and the redesign that answered it.
[Project Overview]
A five-week UX challenge with two product designers and a UX mentor. Too Good To Go had no trouble getting installs, it had trouble getting second and third visits. We set out to find why people drifted off after the first order and redesign the parts of the app pushing them away: search, reviews, dietary information, and loyalty. This is a self-directed concept project, not client work for Too Good To Go.
[Problem Statement]
Too Good To Go had a retention problem. People downloaded the app, bought a surprise bag once or twice, then stopped coming back. Weak search made finding the right bag a chore, surprise bags had no allergen or dietary detail, star ratings had no reviews behind them, and a slow refund process left people waiting after a bad order. Each one made coming back feel like effort.
[Industry]
FoodTech · Mobile App
[My Role]
Product Designer
[Platforms]
Mobile app (iOS and Android)
[Timeline]
5 weeks
[Persona]
Rachel (representative persona)
Budget-conscious shopper
I came for the savings and the surprise, not to save the planet. I just want to find something I actually want, fast.
Age: 28
Location: UK
Tech Proficiency: High
Gender: Female
[Goal]
Find a surprise bag she actually wants without endless scrolling.
Know what's in a bag before buying, especially allergens.
Trust a store's rating enough to order somewhere new.
[Frustrations]
Search and filters too limited to find the right bag.
No dietary or allergen detail on surprise bags.
Star ratings with no reviews behind them, so the score means nothing.
[Process]
[01] User Research
Interviewed five existing Too Good To Go users about why they stopped coming back.
Ran desk research across current app-store reviews to pressure-test what we heard.
Mapped the four friction points that came up again and again.
[02] Insights
People came for the savings and the surprise, not for sustainability. That reset our direction.
Finding a bag you actually wanted took too long, so people gave up.
Ratings with no reviews behind them gave users no reason to trust a new store.
[03] Design Solution
Moved search and filters up front, with food categories, dietary icons, and a map.
Backed ratings with real reviews, reviewer photos, and product images.
Added dietary detail to every bag and a five-tier loyalty program aimed at savings, not sustainability.
[04] Testing & Iteration
Re-tested the redesign with the same people we had interviewed earlier.
The clearer split between Rating and Reviews was read correctly first try, where the old label had confused people.
Tightened the loyalty and challenge flows where testers hesitated.
[Outcome]
This is a concept project, so there is no live retention data behind it.
In testing, the review breakdown and clearer rating label landed hardest and removed the old confusion.
If it shipped, I'd watch 7-day and 30-day return rate and repeat-purchase rate, since the redesign targets why people left.
[Key Learnings]
We were wrong about why people use the app
We assumed sustainability was the draw. It was savings and the fun of trying somewhere new. Designing for the real motivation changed what we prioritised.
Honest reviews build more trust than perfect ones
A mix of good and slightly critical feedback made testers trust listings more, not less.
Validate the core assumption first
If I ran it again, I'd test the motivation assumption in week one, before it shaped the early concepts.