Improving Flax & Kale eCommerce experience: A product manager case study

Example of a new Myspace page for Flax & Kale store


The reason why I decided to work on this case study, is that I love almost everything related to this brand. I want to remark that I don’t work for them, but due to an event that I will explain later in the post, I decided to do this project to improve the Flax & Kale website.

The company

“Eating healthy doesn’t have to be boring” That was the main concept when the founders decided to launch their first ovo-vegetarian restaurant in 2011. Nowadays, they have two restaurants in Barcelona and an eCommerce where they sell healthy products all around Spain. This last is what I am going to talk about today.


It was a matter of time that I ended up recommending to my friends to buy kombuchas at their website. Most of them knew the brand previously and since we are in a pandemic situation, this is the most comfortable way to buy their products.

Flax & Kale current My account page

Identifying the problem

Since I had an idea about what I was trying to resolve, I needed to validate if the problem that I recognized was real or not.

The users

We must remember, that our objective here, is to build a solution to decrease the churn rate (number of people that stop using or buying our product). It is crucial to have our business goals and intentions at the moment to craft the whole interview process, so we could get the right insight at the end of the process.

  • Frequency of purchase through the website (once per month)
  • Type of product purchased ( majority prepared meals and beverages)
  • Satisfaction rate on the purchasing process / Satisfaction rate on the speed of the purchasing process
  • Motivations for using Flax&Kale against its competitors
User persona built with Xtensio

The company

The second part of the process is to analyze the company. For this, I decided to use the Business Model Canvas proposed by Steve Blank. With this tool, I could visualize their business, and see if there is an opportunity that we are missing.

Business Model Canvas build with Canva


Most of the users I interviewed use competitors to obtain similar products: healthy prepared meals or beverages online for their daily life. Thus, I had to recognize who were our competitors and compare how well they were meeting customer needs.

Competitive research charted using
Product competitive analysis charted with Airtable

Picturing our solution

Once I have got the pain points, the user, and the business situation, I needed to start picturing how a new implementation could help them to get what they want. Thus, in order to ideate a better user experience at the moment of the purchase, I started mapping my ideas.

Canvasing and deciding our solution

There are a lot of ideas that come at the moment of the brainstorm. We would probably start to have ideas even at the beginning of the project. However, we have to finish the step of discovery to build something that will be completely in accord with our customers.

User flowchart and user stories

At this stage, I needed to draw our first flowchart diagram. I am not an expert in UX by myself, so I had to read a lot about how these flowcharts work and what is the mindset at the time to design a flowchart. During the process, I had changed the flowchart a lot, but I can assure you that the following is the best version based on my current experience.

User Stories and Acceptance criteria made using Airtable


Once I have got everything I needed, the flow and the user stories, I was ready to draw my first low spec wireframe. Fortunately, there are a lot of free online options to do this kind of task and most of them are very easy to use. As I said before, I am not a UX or UI designer but I was ready to learn the basics and draw my first wireframe.

Creating the final mockup

As I said at the beginning of the post, my case study consists of identifying a problem and confirming its existence, studying the scenario and the current product against its direct competitors, devising solutions and confirming that those are the right ones, and finally creating a low quality and high-quality prototype to test again and confirm my hypothesis.


The last part of the project would be to test the new feature with the right metrics to validate if our solutions generated an increase in the number of people buying every month and a decrease in the churn rate. It is important to remark that when we apply this kind of solution we would probably see a decrease in the number of people navigating through the website. This is caused by the automatization process that we set on our MySpace page. Also, because we created a space where users could find and pick easy their favorite products or the most ordered products, the time spent browsing decrease.


I hope Flax & Kale could use this case study wisely and adapt some parts so their customers could get some benefit from it. Actually, I would love to get the subscription option to order my kombucha instantly every month without visiting the website every time, but that is on them.


In case you are starting as a PM and are interested in knowing more about how I developed each part of the project, please contact me to:

Hello everyone! This is Jorge Herna, I am a Product Manager from Barcelona with over seven years of experience as a BDM.