VidaVida

VidaVida is a nutrition and weight-loss program built around an app. Members get an individualized meal plan calculated from their goals, thousands of recipes with shopping lists, progress and weight tracking, direct access to VidaVida experts, and a large supportive community. It serves people who want to lose weight sustainably, on the web and on mobile.

Flowform handled product design, UX and UI, working with the VidaVida team on the customer-facing product and its marketing.

The brief was to improve engagement and onboarding. Too many visitors were dropping out before they reached their first plan, and members who did sign up were not coming back often enough once the novelty wore off. Both needed to move: more people finishing sign-up, and more of them staying active week after week.

We redesigned the website onboarding across desktop and mobile: the path from landing page through personal details, goal setting, and plan generation, cut down to the steps that matter and built as a fluid, responsive flow. We ran A/B tests on the conversion path to validate the changes against the previous version rather than guessing.

We designed the social area of the product: community pages, profiles, and the feed and interaction patterns that give members a reason to open the app when they are not logging a meal, and that connect them with other people on the same program.

We produced the marketing collateral around the product so the campaigns, landing pages, and in-app messaging spoke the same visual language as the app itself.

Higher conversion through the redesigned onboarding, confirmed by A/B testing, and stronger engagement once members were inside thanks to the community features. The product and its marketing now read as one thing, on the web and in the app.