Senza
Food tracking built for serious keto users.
Overview
Turning keto’s complexity into a precise daily routine.
Research with experienced trackers showed that speed, precision, and trustworthy data mattered most. I translated those needs into a dark, data-first interface built around color-coded macros, fast inline adjustments, and a fully verified food database.
Early testing validated the direction. Users described Senza as feeling like “a serious tool rather than a toy” — focused, dependable, and built for repeated daily use.
I designed Senza from its first product version in 2016 and led product design through 2019. I continued shaping its brand and broader design direction through 2024 as the product expanded.
This case study combines shipped product foundations from 2016–2019 with a later North Star redesign that was not implemented in production.
Role
Founding Designer
ENGAGEMENT
2016 ⸺ 2024
Platforms
iOS • Android
Sector
Health & nutrition
Amazing App
I’ve already lost about 10 pounds — thank you Senza creators for this unbelievable app!
Great app for keto beginners
It has made switching to a keto lifestyle so easy.
The Challenge
Growing the product without losing what users loved.
As Senza grew, every new capability added more information and interaction to an experience people used several times a day. But the daily routine couldn’t become heavier. Logging still had to feel immediate, nutrition data had to remain trustworthy and easy to scan, and new behaviors had to fit patterns users already understood.
My challenge was to make the system more capable without making it feel more complex.
01.
Keep complex nutrition clear at a glance.
02.
Make repeated logging faster with use.
03.
Build confidence through verified data and precise controls.
04.
Expand the system without disrupting familiar routines.
01 — Brand
Identity Refresh
After years of product evolution, I refreshed Senza around a green flame inspired by fat burning and transformation. Organic geometry keeps the symbol approachable while preserving a strong, compact silhouette for the app.
02 — Product
Education and personalization, delivered in minutes.
Onboarding combined personalized setup with practical education. First, it calculated macro targets around each user’s goals and profile. Then, it introduced the fundamentals of keto in a short sequence tested for comprehension, so users entered the app with both a personal plan and enough context to understand it.
A clear starting point for daily tracking
The homepage brings the day into one view: macros, food, weight, glucose, ketones, fasting, and other logs. The food journal stays one tap away, while a single Add action opens every log type, keeping repeated tracking fast and predictable.
Macros that motivate
Color-coded macros make daily progress instantly readable. A continuous journal keeps every food entry in context, while totals update in real time to show what was consumed, what remains, and how each choice shapes the day.
Logging built around repetition
Choose a time and Senza surfaces foods you commonly log around then. Select several at once, adjust portions inline, and see daily macros update immediately.
Discover
The refreshed Discover experience turns recent tracking into useful next steps. Personalized insights highlight patterns in what users eat, recipe picks suggest more variety, and shared content adds another path to discovery. Food detail keeps nutrition, recipes, and logging close to the inspiration.
Outcomes
The result was a product system built around repeated daily use — one that made complex nutrition easier to understand, reduced friction over time, and proved durable through years of real-world use.
One experience instead of several apps.
Unified food, fasting, macros, weight, exercise, and progress tracking in one daily routine.
Complex data, made clear.
Users could quickly see what they had consumed, what remained, and how they were progressing.
Logging that gets faster over time.
Time-based suggestions, remembered portions, previous entries, barcode scanning, saved groups, and inline adjustments reduced repetitive work as users built up history.
66M+ food journal entries.
By 2022, the Senza community had created more than 66 million food journal entries.
Chosen over familiar alternatives.
Reviews describe users replacing competing trackers and continuing to use Senza beyond keto.
Long-term use measured in years.
Published user stories include people who tracked with Senza for more than 1,700 days — including one user who passed 1,770 days.
Strong user ratings.
4.8/5 on the U.S. App Store across 11K+ ratings.
Personal note
What started as testing the app quickly became a daily habit.
In just 2.5 months, I lost 13.5 kg (30 lb).
Using the product every day gave me first-hand insight into the routines, friction, and motivation behind food tracking — and made me even more determined to get the experience right.
Milan Antanasijević
Founding Designer, Senza
