Huel is a plant-based meal replacement company based in the UK.

To kickstart the project, I conducted a comprehensive competitive audit of other meal replacement brands' websites and customer reviews. And then I came up with these:

Primary problem: "I'm too busy to eat"

Secondary problem: "I'm sick of eating the same meals at lunch, but I don't wanna give up dinners because they're social events"

The product "A nutritionally complete meal that's ready in less than 5 minutes"

Show the ingredients

Show people enjoying it on IG

Show that nutritionists recommend it

Show 4.3 stars reviews on Trustpilot

From only $3.76 for a nutritionally complete meal.

After gathering all the information, I wrote the first draft based on PCPO formula, then wireframe on Whimsical focusing on the optimal page structure and information flow.

Then edit again based on