Feed Me Seymour

Health made easy with precision nutrition

A science-led nutrition platform designed to support healthier choices and smarter operations.

A smartphone displays the home screen of Pick n Pay asap!, featuring an estimated delivery time, a location selector set to a Piketberg Street address, a search bar, a Father's Day promotion, and icons for shopping categories.

Overview

Feed Me Seymour set out to make healthy living effortless by combining nutritional science, behaviour change, and meal ordering in one connected ecosystem. Over four years of collaboration, we helped shape a scalable platform that connects a personalised Member App for users, with the broader Client and Culinary systems that support it.

The result is a science-backed experience that helps people eat better, supports companies in promoting wellbeing, and enables kitchens to operate smarter and waste less.

services

UX Research
UX Design
UI Design
Design Systems
Prototyping
User Testing
Product Strategy

output

Scalable Design System
Mobile App (Member App)
Client Portal
Culinary Portal

Launched in 2024

iOS

Three experiences, one connected journey

Seymour brings together three connected platforms, each designed for a specific audience but built on one shared design system.

Member App: A personalised mobile app that adapts to each user’s health journey, from tailored meal choices to digital coaching that supports consistent, healthier habits.
Culinary Portal: A platform that enables chefs to plan menus, organise production, and create nutritionally balanced recipes with confidence.
Client Portal: An admin dashboard to manage each client’s unique setup preferences, view menus, and allow companies to place manual orders for their teams.

Together, they form a single ecosystem that connects people, workplaces, and kitchens through purposeful design, all in service of helping people live longer, better.

A lifestyle photo showing a person's hands holding a smartphone at a table. On the screen, the PnP asap! app displays the order tracking status as 'Pick 'n Packing your order', with a progress bar and order details visible.

From health data to daily decisions

Seymour was built to make healthier living effortless, convenient and measurable. The onboarding flow captures each user’s goals and preferences to deliver meal plans tailored to their needs, boosting completion rates and engagement.

Every suggestion is powered by a rules-based system developed with dietitians. Each meal and ingredient is tagged and scored against user data, ensuring guidance is hyper-personal, accurate and rooted in science. This precision builds trust and encourages people to return, stay engaged and develop healthier habits over time.

All daily health commitments, from taking a morning cold shower to knowing when to start an intermittent fast or simply receiving your lunch order, are visually mapped on a personalised circadian rhythm. This gives users a clear, intuitive view of what to do and when to do it, helping them turn healthy intentions into established habits.

Digital coaches reinforce these habits by translating complex health data into clear, motivating cues. The result is an experience that supports behaviour change, strengthens long-term adoption and ultimately helps people live longer and better.

A smartphone screen displaying the 'Services' section of the Pick n Pay asap! app. The menu lists options to buy 'Airtime', 'Data', and pay 'Bills', with decorative icons for bills and data floating alongside the phone.

A system that evolves as fast as the business

As the business evolved and the need for a white-labelled solution became essential, the design system had to adapt quickly. Because every screen was built from modular components, the entire experience could be rebranded and updated across platforms in a matter of days.

This approach reduced development costs, accelerated rollout and created a design system ready to scale with the business.

A collage showcasing the app's detailed checkout flow. The screens show various steps including selecting a delivery time, setting a custom driver tip, confirming the delivery address, and handling notifications like 'Your cart has changed'. A full checkout summary is also visible.

Helping kitchens cook smarter

The Culinary Portal was designed to make kitchcen operations scalable. It integrates with existing kitchen management software (KMS), allowing chefs to import recipes, plan and schedule menus with ease. This structure reduces waste, improves forecasting, and saves time across production.

AI-driven tools further enhance efficiency. A Chef’s Tool analyses recipes and suggests nutritional improvements, while an AI photo tool instantly transforms quick meal shots into styled images ready for the app. These features cut production time, maintain quality, and help teams focus on what matters most, delivering great food.

A large collection of stylized product icons displayed in a grid. The icons represent diverse categories including fresh food like pizza and broccoli, drinks, household supplies, pet food, and hardware, all in a consistent visual style.

Design that drives better living

While formal data is still being collected, the impact of design is already visible.

Personalised meal recommendations that encourage healthier choices
A streamlined onboarding flow with high completion rates
Improved efficiency for caterers and reduced food waste
A scalable design system that powers multiple brands
An experience that helps users stay consistent through small daily actions

Feed Me Seymour shows what happens when tech, nutrition, and design work together. Healthy living becomes simple, sustainable, and rewarding.

Collaboration that made it possible

Through every stage of the product’s evolution, our partnership with the Seymour team stayed consistent. Designers, developers, product owners and content strategists worked as one, sharing prototypes, feedback and ideas in real time.

This close collaboration meant faster delivery, better alignment, and constant improvement. Bugs were fixed overnight, updates shipped within days, and the product kept evolving with every insight. Together, we turned an ambitious health vision into a product that performs.

Two mockups from the PnP asap! app. The left screen, titled 'Deals', shows a promotion for sweet treats and personalized offers. The right screen, titled 'Deli & party', features a lunch promotion and sub-categories for items like party snacks and cold meats.

A smartphone screen from PnP asap! that displays product listings for tomatoes and bananas with special prices. Below, a 'Shop by preference' section features prominent filter buttons for 'Dairy Free', 'Vegetarian', 'Vegan', and 'Gluten Free'. The screen also includes a 'No power no problem' promotional section.

“Isoflow is a pretty remarkable company. Crisp yet caring. Weird yet structured. Patient yet energised. More importantly, the individuals I have met and worked with are examples of professionalism, smarts, humour, and genuine give-a-damness.