Meal Deal

Promotion

An Iceland Foods case study

Iceland's meal deal is one of the brand's most powerful promotional levers, but the original online deal builder was hard to use. Shoppers couldn't tell what step they were on, whether they'd already added a deal, or how much they were actually saving. The redesign rebuilt the builder around clarity and momentum — and added the merchandising hooks to turn the deal into a conversion engine, not just a discount.

Project Info

ROLE:

UX Designer

COMPANY:

Iceland Foods

DATE:

[TODO]

TEAM:

[TODO: PM, engineers, etc.]

[TODO: Hero screenshot 1]

[TODO: Hero screenshot 2]

The Challenge

How might we make the meal deal effortless to build online — so customers can see where they are, what they've added, and how much they're saving at every step?

Research & Discovery

The old deal builder asked customers to assemble a multi-step deal but gave them very little to navigate by. Audits of the live flow, session recordings, and basket analytics surfaced a consistent pattern: shoppers either got lost mid-build or abandoned the deal entirely without realising they could come back to it.

Issues with the old design

No instructions: Customers couldn't see how the deal worked — what to pick, how many items, or in what order.

Status invisible: No clear indication of which step you were on or how close you were to completing the deal.

Hidden state: Shoppers couldn't tell from the builder page whether they'd already added a deal to their basket.

Easy to get lost: The flow felt directionless, and customers frequently dropped off partway through.

The Solution

The redesign attacks the problem on two fronts — fixing the usability of the builder itself, and giving meal deals a proper home on the site with the merchandising hooks to drive conversion.

1. A guided builder that moves with you

Each step of the deal is clearly numbered and labelled. When a step completes, the builder auto-scrolls the customer to the next one — so progress feels effortless and there's no chance of stalling halfway through. Status is always visible: where you are, what's left, and what you've already picked.

2. A dedicated meal deals page

Meal deals now live on their own merchandised landing page rather than being buried inside category browse. It's the destination customers can be sent to from marketing, search, and home — and the place where every active deal can be discovered in one place.

3. Upsell to lift basket value

Once the deal is built, contextual upsells suggest complementary products — turning the meal deal into a bigger basket without feeling pushy or breaking the deal-building flow.

4. Savings made obvious

A savings pill appears next to each deal showing the exact money saved versus buying the items individually. The discount stops being an abstract promise and becomes a visible reason to keep going.

5. One-click re-add

If the customer has previously added a deal to their basket, the builder surfaces it with a clear "you've added this" state and lets them add the same combination again with a single click — no need to rebuild the deal item-by-item.

Design Process

Wireframes & Iterations

[TODO: Wireframe / iteration 1]

[TODO: Wireframe / iteration 2]

Usability Testing & Findings

[TODO: What you tested, with whom, and what changed because of it.]

Final Designs

[TODO: Final design 1]

[TODO: Final design 2]

The Impact

[TODO: Outcomes after launch — revenue, conversion, CSAT, contact-centre deflection, etc.]

[TODO: Headline metric]

XX%

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See Other Iceland Case Studies