My Role
I handled the complete redesign and technical implementation, transforming their basic site into a competitive platform. My work included developing the "friendly neighborhood" positioning strategy, designing playful animations and textures, implementing the Webflow-Shopify hybrid solution, and creating icon-based navigation that made ordering meals as easy as picking dinner from the fridge.
Challenges Faced
Competing against HelloFresh and Blue Apron with a fraction of their budget meant getting creative with positioning. Keeping Shopify as the e-commerce backend while wanting Webflow's design flexibility required finding an unconventional integration approach. Creating a kid-friendly aesthetic that didn't alienate adult decision-makers needed careful balance—playful enough for families, professional enough for parents' credit cards.
Process & Discovery
Research revealed parents chose big meal services for convenience but craved personal connection. This insight shaped the "friendly neighborhood" angle—Modern Plate could be the local alternative that actually knew their customers. I studied successful family brands outside food delivery, borrowing playful elements from children's apps while maintaining the sophistication parents expect when spending on meal solutions.
customer increase in 2 months
monthly visitor growth
longer average visit duration
page website with full Shopify integration
Design Overview
The design radiates warmth through vibrant oranges and yellows that feel energetic without overwhelming. Playful textures and bouncy animations create moments of delight—buttons that wiggle on hover, icons that smile back. The navigation uses friendly illustrated icons making menu browsing intuitive for all ages. Typography balances fun rounded headers with clean, readable body text that respects parents' time while maintaining the approachable vibe.
Technologies used
The results & business impact after site launch
The 25% customer increase in just two months validated the family-first approach—parents were choosing local over corporate. The 1,000 visitor monthly increase and extended visit duration showed the playful design kept families engaged rather than bouncing to competitors. Most telling was customer feedback: parents mentioned kids actually helped pick meals using the fun interface. Modern Plate successfully carved out their niche as Denver's friendly neighborhood meal service, proving you don't need HelloFresh's budget to win local hearts and stomachs.
There's plenty more examples. Take a look at some others.
I'm passionate about building websites that work as hard as you do. Whether you need something built from scratch or want to rescue an existing site, I focus on creating experiences that look great and actually get results.
© 2024 Jacob Trujillo dba JT Designs. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited.
*All work showcased on this website was created by myself, Jacob Trujillo, and includes projects completed during my tenure at an agency. The views and opinions expressed on this site are those of the author and do not necessarily reflect the official policy or position of any other agency, organization, employer, or company.
†Clients mentioned on this site reflect work completed as part of my role at an agency. These projects are included to illustrate my personal contributions and expertise, not to imply direct individual client relationships.