Milky Oat: Personalized Meal Delivery, Built for Scale

Year:

2023

Scope:

UX/UI, Website development

Platform/Tech:

Shopify, Google Sheets API, Google Maps API, Klaviyo

Custom Shopify platform powering personalized postpartum meal plans.

[the problem]

Milky Oat came to us with a bold idea: build an e-commerce platform that delivers personalized postpartum meal plans — and the backend system to power it.

This wasn’t just about launching a store — it was about designing a fully custom experience on Shopify. From dynamic delivery zones to personalized plans, every element needed to adapt to the realities of postpartum support and local logistics.

We built a meal plan builder with flexible plan lengths and dietary preferences, created editable delivery radius controls, added gift and add-on functionality, and integrated CRM-like features for tracking users — even those who didn’t complete a purchase.

Client:

milkyoat.com

Type:

Postpartum nutrition & meal delivery

Location:

USA

[some numbers]

A fully custom Shopify build that delivers — from front-end experience to backend logistics.

4x

Increase in completed meal plan checkouts

The custom builder and streamlined UX significantly boosted conversions.

100+

ZIP codes collected pre-launch

We implemented early ZIP capture to fuel geo-targeted marketing.

100%

Editable delivery logic, in-house

The team can now manage service areas and delivery windows without dev help.

[one cool feature]

Tracking Undeliverable ZIP Codes to Map Future Demand

When customers enter their ZIP code on a product page, the system checks if it’s within the current delivery radius. If it’s not, they see a message that delivery isn’t available.

Instead of losing that interaction, we log the ZIP via Google Analytics API — giving the client valuable data on where interest exists beyond their current service area. No forms, no friction — just insight.

[Client Testimonial]

We started with nothing — just an idea. hulo.dev took us from zero to a fully functioning business. They designed and developed everything: our brand experience, customer flow, and operational backend. Within weeks of launch, we saw a 4× increase in meal plan checkouts and collected dozens of ZIP codes from outside our delivery area — real data we’re now using to grow.