Onboarding project | The Whole Truth Food 🍫

A quick intro about TWT

Good food starts with good ingredients. 🍫

That’s the simple philosophy behind The Whole Truth. They believe nutritious, delicious food comes from real, homely ingredients — minimally processed, with nothing more and nothing less.

They take premium dry fruits like cashews🥜, almonds, and dates, blend them with pure cocoa🍫 for taste, and add raw, unadulterated whey for a protein boost — no shortcuts, no compromises.

These 5-6 real ingredients are the only things that go into their bars.
Everything else? A strict no.

❌ No added sugar
❌ No sugar alcohols
❌ No artificial sweeteners
❌ No preservatives
❌ No added colors or flavors
❌ No gluten, no soy
❌ No false claims, no fine print

Just simple, nutritionally balanced, wholesome food - that tastes yum. and nothing else.

TWT’s product lineup includes:
✔️ Protein Bars – Made with natural nuts, seeds, and whey protein, free from artificial sweeteners or emulsifiers.
✔️ Peanut Butter – No hydrogenated oils or added sugar, just pure, high-quality peanuts.
✔️ Muesli & Granola – Nutrient-dense breakfast options with real nuts, dried fruits, and no refined sugar.
✔️ Whey Protein – A clean, digestible source of protein with natural ingredients and no artificial additives.

2️⃣ What Stands Out About TWT?

✅ 100% Clean Ingredients
TWT ensures that every product is made using real, whole-food ingredients. They avoid hidden sugars, artificial flavors, preservatives, and stabilizers, which are common in most protein bars and packaged foods. This makes TWT a preferred choice for people looking for truly healthy snacks without artificial junk.

✅ Radical Transparency
Unlike brands that use misleading marketing terms such as “low sugar” or “natural flavors,” TWT takes an honest approach by listing every ingredient clearly and explaining its purpose. They even highlight what’s not in their products, ensuring consumers know exactly what they’re eating.

✅ Strong Brand Trust & Content Strategy
TWT doesn’t just sell products; they educate consumers through content on nutrition, label reading, and myths in the food industry. Their blog, social media, and YouTube content make complex nutritional concepts easy to understand, positioning them as a thought leader in the clean-food movement.

✅ Balanced Nutrition & Great Taste
A common complaint about many “healthy” snacks is that they either taste bad or compromise on texture. TWT products, however, have rich flavors and a satisfying texture, making them enjoyable to consume regularly.

✅ Premium Positioning for Value-Driven Consumers
TWT products are priced higher than regular snacks but cater to an audience that prioritizes quality, health, and trust over cost. Their customers are not price-sensitive but value-sensitive, meaning they’re willing to pay more for clean, natural, and trustworthy products.

ICP

Consumer Insights & Areas of Improvement

1. Product Trust & Awareness

✅ TWT has successfully built trust through clean ingredients and branding → Many consumers (like Ritika) shifted from believing protein bars were a fad to trusting TWT due to its transparency and natural ingredients.

🔍 Improvement Opportunity: Leverage this trust by educating more consumers on ingredient quality vs. competitors (e.g., why TWT doesn’t use jaggery/honey as binders).

2. Product Experience & Pain Points

❌ Consistency issues (Sathwik) – Bar sticks to the mouth, breaks inside packaging, and has an unpleasant texture. Other brands (Yoga Bar, Max Protein) use jaggery/honey for better binding.

❌ Melting in heat (Jetra) – The bar is difficult to carry outdoors in warm climates.

🔍 Improvement Opportunity:

• Reformulate to enhance consistency and reduce stickiness/breakage.
• Develop a heat-resistant version for portability.

3. Consumption Behavior & Loyalty

✅ High-frequency consumption (4-6x per week) → TWT has habitual consumers, meaning repeat purchases are high.

✅ Portable and convenient → Many users rely on TWT for work, travel, and in-between meals, highlighting the need for convenient, portable formats that fit effortlessly into their routine.

❌ Brand Stickiness Issue (Sathwik) – Despite high consumption, he prefers Yoga Bar > Max Protein > TWT.

🔍 Improvement Opportunity:

• Incentivize loyalty through exclusive offers or a subscription model (e.g., discounts for bulk purchases).
• Addressing issues such as bars breaking, crumbling, or sticking—can eliminate friction points that drive users to consider alternatives.

4. Expansion Opportunities

📌 Potential new product categories based on consumer demand:

• Savory snacks (Ritika) → Expand into healthier chip alternatives.
• Protein ice creams (Sathwik) → Capitalize on high-protein treats.
• Food tracker app (Jetra) → An ecosystem play that builds habit formation.

Customer Journey Map for The Whole Truth (TWT)

🔹 Online (Amazon, Blinkit, TWT Website, Q-commerce) 📦

🔹 Offline (Retail, Kirana, Modern Trade) 🏪

JTBD Framework for TWT Consumers 🍫

✅ What’s Working Well?

🟢 Clear Product Highlight: The search result for "24g Protein Powder" immediately tells users about the protein content, making it easy to identify the product at a glance.

❌ What’s Not Working & How to Improve It

1️⃣ Headline: "The Whole Truth Foods - Online Store"

• Issue: The phrase "Online Store" is too generic and doesn’t reflect TWT’s brand philosophy. It misses the chance to reinforce the brand’s core values.
• Fix: Replace it with something more compelling, like:
  ✔️ "100% Clean & Honest Snacks – The Whole Truth Foods"
  ✔️ "Wholesome, Delicious, & 100% Transparent – The Whole Truth"
  ✔️ "One-Stop Destination for Guilt-Free Snacking"

2️⃣ Meta Description (Text Below the Website Link)

• Issue: The description focuses only on whey protein, ignoring the brand’s full product range and core philosophy. It should highlight the brand’s commitment to clean, nutritious ingredients.
• Fix: Instead of just whey, showcase the brand’s entire offering:
  ✔️ "No hidden ingredients. No artificial additives. Just clean, wholesome snacks made with real food—protein bars, powders, nut butters, and more!"

3️⃣ Repetitive & Weak Product Descriptions

• Issue: "Protein Powders" is listed twice—once as "24g Protein Powder" and again as "Protein Powders", which is redundant. Also, the descriptions are vague (e.g., "This is a good protein powder").
• Fix: Keep the five main product categories consistent and replace weak descriptions with stronger, benefit-driven ones:
  ✔️ Protein Powder – "Pure whey, no artificial additives, 90% protein concentration."
  ✔️ Protein Bars – "Clean, nutritious bars with no added sugar or preservatives."
  ✔️ Nut Butters – "Made from just nuts and dates, nothing else. No palm oil."
  ✔️ Chocolates – "Guilt-free indulgence, made with real cocoa and dates."
  ✔️ All Products – "Explore our full range of 100% clean, wholesome snacks."

4️⃣ Nut Butter Description is Misleading

• Issue: The description talks about an article rather than nut butter itself. This confuses users.
• Fix: Focus on the product’s benefits:
  ✔️ "Nut butters made with just nuts. No refined sugar, no preservatives—just pure, creamy goodness."

Issues & Solutions:

1️⃣ Shop & Learn Buttons Overlap

• Problem: The current UI has a UX flaw—"Shop" and "Learn" buttons are covering the primary CTA (Shop Now).

✅ Solution: Reduce button size or reposition them to avoid blocking the CTA.

2️⃣ Discount Offer Isn’t Lucrative

• A 15% discount on ₹5000+ isn’t appealing to new users.

✅ Solution: A more attractive offer like “10% off on your first order” or “Buy 2, Get 1 Free” (for new users) would work better.

3️⃣ Visuals Don't Convey Brand’s Core Value (Clean Ingredients)

• The current hero image is visually engaging but doesn’t reinforce “Nothing to Hide” (clean ingredients, transparency).

✅ Solution: Instead of just a product shot, use a transparent protein bar concept (like your reference image) to show the real ingredients inside the bar.

✅ Alternative: A split view image—one side showing the actual ingredients, the other side showing the final bar.

What’s Not Working (Onboarding Pop-up Issues)

1️⃣ Pop-up on Entry

• The pop-up appears immediately when a user lands on the website, which disrupts the experience. Most users instinctively close it, leading to friction rather than engagement.

✅ Consider delaying it until users have explored the site or triggered an action that indicates interest.

2️⃣ Poor Fit & Cluttered Layout

• The pop-up is too large and covers the entire screen, making it feel overwhelming.

✅ A more subtle, well-fitted layout could make it less cluttered while still being noticeable.

3️⃣ Input Friction (Keyboard Obstruction)

• Entering details is not seamless. When users enter their email and move to the mobile number field, the on-screen keyboard obstructs the input area, making it hard to see what they’re typing. This can cause errors and frustration.

✅ The field should reposition dynamically or have proper padding to avoid this issue.

4️⃣ Negative Perception of 'Subscribe' Button

• The word "Subscribe" can trigger an immediate assumption that users will be spammed with emails. This hesitation can reduce sign-ups.

✅ A better alternative could be "Join Us," "Get Started," "Continue," or a contextual CTA based on what they’re signing up for.

Login Flow

What’s Not Working:

1️⃣ Login Button Placement:

• Currently, the login option is hidden under the menu (☰) on the left.

✅ Fix: Move it to the top right of the homepage for better visibility.

2️⃣ Login Page Design & UX:

• The login window slides up from the bottom, which feels unintuitive.

✅ Fix: Instead of this, consider:

🔹 A centered pop-up screen for a cleaner experience.

🔹 A dedicated full-page login with a structured layout:

• Top: Input fields for phone number and OTP

🔽 Below: Category options to explore while logging in

🔽 Better CTA copy like:

• "Your go-to healthy snack. Log in to claim offers!"
• "Start eating healthy today—unlock your special deal!"

3️⃣ Keyboard Obstruction Issue:

• The on-screen keyboard covers the sign-in field, making it hard to see what’s being typed.

✅ Fix: Ensure the page auto-scrolls or adjusts to keep the input field visible.

4️⃣ Post-Login Flow Issue:

• After logging in, users are redirected to My Account instead of the shopping section.

✅ Fix: Redirect users to product categories immediately to encourage purchases, reducing unnecessary navigation.

What’s Working Well:

✅ Hassle-Free Login:

• Only a phone number and OTP are required—no need to remember passwords, which is a plus.

✅ What’s Working

1️⃣ Offer visibility: The 15% off stripe at the top is prominent and hard to miss — keeps users aware of active promotions.

2️⃣ Search functionality: A search bar lets users directly look for products without navigating through menus — reduces friction.

3️⃣ Easy exit: The ‘X’ icon in the top left allows users to close the menu effortlessly — no guesswork about how to go back.

4️⃣ New launches highlight: A dedicated dropdown for New Launches grabs attention . It taps into the curiosity and people naturally want to check out what’s new.

5️⃣ Creative branding: The B.Y.O.B (Build Your Own Box) section is clever and unique — nudges users to engage, adding a personal touch to the shopping experience. It’s playful yet functional and great for increasing basket size.

6️⃣ Logical menu sequence: The sections are listed in an order that mirrors user priorities — shop, customize, new products, reviews, and brand story.

❌ What’s Not Working

1️⃣ No ‘Bestsellers’ section: A Bestsellers tab would be helpful — users often rely on social proof and want to see what others are buying.

2️⃣ Plain design: The layout feels a bit too simple and unpolished. Everything looks too similar in size and style. There’s no clear visual emphasis on critical actions like "Shop" or "Offers." A bit of contrast or color coding could guide users better.

3️⃣ Hidden quick access support: The Contact us and Track order options at the bottom are not easily noticeable. Though they are clickable, it doesn’t seem obvious at first glance. Consider moving them from the bottom bar to a more prominent section, clearly marked and clickable. Additionally, all social handles could be clubbed into one section titled Social Handles for a cleaner look.

4️⃣ No FOMO triggers: Besides the discount code, there’s nothing driving urgency. Adding time-limited deals, low-stock alerts, or even "trending now" badges could push conversions.

✅ What’s working:

1️⃣ The product categories are well-structured, giving the page a clean and organized feel — it’s simple to browse without feeling overwhelmed.

2️⃣ Using clear titles like "24g Protein Powder" and "15g Protein Powder" helps users quickly understand product differences. "20g Protein Bars" also highlights the main benefit upfront, making it easier for customers to make fast, informed decisions.

❌ What’s not working:

1️⃣ The "Contact us" and "Track order" bar at the bottom feels distracting — it partially covers the Energy Bar product, interrupting the flow of the page. Consider shifting these options to a floating button or adding them to the menu for a smoother shopping experience.

✅ What’s Working:

1️⃣ Myth-busting copy:

• The copy brilliantly shatters the stereotype that protein bars are only for gym freaks. It’s clear, relatable, and well-written which broadens the product’s appeal.

2️⃣ Vertical product placement:

• The vertical scroll layout, showcasing one bar at a time, feels smooth and convenient. It keeps the focus on each product individually, making browsing effortless.

⚠️ What’s Not Working:

1️⃣ Discount stripe at the top:

• The discount stripe feels out of place and doesn’t blend well. It adds unnecessary clutter.
• The "Shop and Learn" section at the bottom is also poorly positioned — it’s distracting and interrupts the browsing experience.

2️⃣ Missing ingredient details:

• Below each bar, a small bracket highlighting key ingredients and protein content would add value.
• Since each bar uses just 2-3 ingredients, this won’t take up much space but will build trust by reinforcing transparency.

✅ What’s Working Well

1️⃣ Clear Categories & Clutter-Free UI: The layout is structured well, making navigation intuitive.

2️⃣ Detailed Product Display: Clicking on "Protein Bars" shows all available options with multiple images, including one that reveals the inside of each bar. This helps in quick decision-making.

3️⃣ Visual Differentiation in Cart: The color-coded packaging of protein bars with its add to cart sections makes it easy to distinguish between flavors.

❌ What Needs Improvement

1️⃣ Confusing "Protein BYOB" Section:

• The section is unclear since it visually resembles the "Protein Bars" section.
• The current image only shows a protein bar, not conveying that it’s a customizable box including protein powder, bars, and nut butter.
• ✅ Fix: Update the image to include all three components — protein powder, nut butter, and bars — for better clarity.

2️⃣ Disruptive Add-to-Cart Button:

• The bottom strip for adding items to the cart feels intrusive and blocks visibility.
• ✅ Fix: Redesign it to be smaller, repositioned, or collapsible for a smoother experience.

3️⃣ Limited Product Info at Selection Stage:

• While color differentiation is helpful, users may not remember what each bar contains.
• To view nutritional facts, ingredients, and product images, users must scroll down.
• ✅ Fix:
• • Make the product selection tiles clickable.
  • Clicking on a bar should open a pop-up or a dedicated page displaying details like nutritional facts, ingredients, and visuals.
  • This way, users can quickly check details without excessive scrolling.

✅ What's not working :

1️⃣ The home page feels cluttered — too much content packed in. Suggest reducing image sizes, using cleaner layouts, and having focused communication instead of fitting everything in one go.

2️⃣ Clicking on categories looks clean with good colors, but the "Shop and Learn" button below feels irritating and unnecessary.

3️⃣ In the protein bars section, clicking takes you down the page, but the offer strip hides the top part — looks messy. Products are placed horizontally, which isn't user-friendly. Ideally, clicking should open a new page with products listed vertically.

4️⃣ Don’t overload the home page with everything (protein bars, powders, chocolates). Have clear sections — bestsellers, user reviews, educational content, and main product categories.

Activation Metrics for The Whole Truth (TWT)

📊 Quantitative Activation Metrics for TWT

📈 Qualitative Activation Metrics for TWT