01 / Consumer product / 2026
Neatby
A consumer meal finder built to make eating out feel effortless.
- Role
- Founder, product and UX direction
- Scope
- Product strategy / UX and visual direction / Content and positioning / Launch and monetization / Ongoing iteration
- Live
- App Store
Context
Deciding what to eat when you are out is a small daily frustration for millions of people, especially those trying to eat with intent. Existing apps optimise for delivery or star ratings, not for what is actually on the plate.
Approach
I reframed the problem around a single question, what should I eat right now, and worked backward to the smallest useful product. Nutrition filters became the primary navigation, restaurants became the container, and every screen was designed to shorten the distance between a hungry moment and a confident decision.
Decisions
- Filter first navigation instead of endless restaurant scrolls.
- A trust model built from verified macros and clearly labelled AI estimates.
- One tap handoff to directions and delivery so the app gets out of the way.
- Subscription surface introduced only after value is felt, never before.
Delivered
- End to end product strategy and UX
- Onboarding, discovery, filtering and meal detail flows
- Restaurant database structure and content model
- Subscription and monetization surface
- Live launched application
Outcome
Designed to turn a recurring daily frustration into a calm, useful decision. The app is live, iterating in the open, and shaping how I think about consumer product work.