Arindma Singh

Selected work

The redesigned app, centred on the Faye coach

150K+

Global downloads

~37% → ~50%

Day-to-day returning users

~5% → ~7%

Daily stickiness

Foodhak: Redesigning a D2C Personalised Nutrition AI App

The AI underneath Foodhak was brilliant and deeply personal, but its intelligence sat buried across five siloed tools, and nothing pulled you back to feed it. This case study covers rebuilding those five tools around that intelligence as one coach, Faye, the states designed for AI uncertainty, and the daily loop that keeps users feeding it, because the AI only gets smarter the more you use it.

Foodhak · D2C AI nutrition app

Role
Product designer
Time
May 2025 – Jan 2026
Scale
150K+ downloads · ~37K monthly actives (UK + global)
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A doctor reviewing a patient dashboard on a tablet

SaMD

Post-surgery recovery tool for patients and a decision-support system for clinicians

Built for a surgery-agnostic 90-day clinical trial, designed as software as a medical device (SaMD). This case study covers how research findings became design decisions, the patient side, the clinician side, and designing inside SaMD limits.

Foodhak · Post-surgery recovery platform

Role
Sole Product designer
Time
January 2026 – Present
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Trial paywall in the Foodhak app

Monetising a free AI app without selling personalisation

Foodhak app, 10 day trial. I defined a Free and Pro split and the weekly summary that anchors Pro. This case study covers the Free and Pro split, the trial and its lifecycle, where the paywalls appear and how they feel, and the weekly summary that anchors Pro.

Foodhak · D2C AI nutrition app

Role
Sole Product designer
Time
Nov 2025 to Jan 2026
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More projects

Before and after: the original pack and the 2025 redesign

100+

Independent stores across London, plus H&B, WH Smith and Planet Organic

Foodhak Packaging Redesign

A packaging redesign that makes a clean, high-protein snack look premium, built around one promise: we’ve got nothing to hide. This case study covers the problem, the pack and its metallic finish, the front, “We’ve got nothing to hide”, the back, the Foodhak formula and where it went. Or watch the rejected iterations first.

Foodhak · Packaging redesign

Role
Sole designer
Time
2025
Read the case study