Fig App
Fig helps people manage dietary restrictions by letting them avoid ingredients in groceries and when eating out through setting up dietary profiles (Figs)
Problem statement
When users first meet Fig, those early moments shape whether they stay, engage, and contribute. Across two high-impact projects, I redesigned Fig’s onboarding and restaurant flows to:
Reduce drop-off from confusing or empty search results.
Deliver value even in low-data regions.
Motivate users to contribute data that strengthens Fig’s network.
Projects covered:
Onboarding Search Optimization – Helping users find what they’re looking for without sacrificing Fig’s template-first approach.
Restaurant First Time User Redesign – Inspiring “Aha!” moments and encouraging reviews nationwide.
Why?
Initial Onboarding:
The first onboarding screen lists only templates and categories.
When users search for:
Medical conditions — now fixed by adding a “Medical Conditions” section.
Individual ingredients — still unaddressed, leading to confusion and drop-off.
We previously tested a search bar, but conversion dropped because queries like “lactic acid” returned no matches.
Restaurant Experience:
As Fig Restaurants expanded nationwide, we needed to ensure that new users experienced the “Aha!” moment — discovering restaurants that perfectly match their dietary needs — even in regions without many reviews or verified data. At the same time, we wanted to encourage users to leave reviews that improve the experience for everyone without making them feel like they’re doing work without reward.
