Skip to content
Fateh Farooqui

WorkCounter AI

Counter AI app iconShippedInsight Labs

Counter AI — AI calorie tracking, from onboarding funnel to food pipeline

AI calorie tracking at scale

Role
Primary contributor — mobile and full-stack
Period
Dec 2024 – Apr 2026
Client
Insight Labs
Status
Shipped

Counter AI is Insight Labs' calorie and nutrition tracker. Users log a meal however they like — photo, voice, free text or barcode — and the app estimates macros from it. I was the primary contributor over sixteen months, across the food pipeline, the onboarding funnel, monetisation and two platform migrations.

Highlights

  • 16 months of continuous production delivery
  • One unified pipeline for photo, text, voice and barcode
  • Onboarding funnel iterated across four versions

On the App Store

  • Counter AI App Store screenshot 1
  • Counter AI App Store screenshot 2
  • Counter AI App Store screenshot 3
  • Counter AI App Store screenshot 4

From the Counter AI App Store listing — Insight Labs' artwork.

  • Expo
  • React Native
  • Convex
  • RevenueCat
  • OpenAI

The food pipeline

Four very different inputs — a photo, a spoken sentence, typed text, a barcode — have to land on the same structured nutrition record. I unified them behind a single server-side pipeline so the model key never touches the device and every input path shares one set of validation, retry and cost controls.

Onboarding and monetisation

The onboarding wizard is the acquisition funnel, and it was tuned across four versions with paywall checkpoints moved and measured. I moved the paywall ahead of login, wired the subscription webhook to an automated win-back email flow, and handled the coupon, referral and trial edges that come with consumer IAP.

Platform migrations, mid-flight

  • State management migrated from Recoil to Jotai across the app
  • A styling migration rolled back after it proved a net loss — roughly 26K lines removed
  • Object storage migrated to Cloudflare R2 behind a background migration job
  • Expo SDK kept current through to 54 without stopping feature delivery

Native surfaces

Apple Health step and exercise sync, plus a SwiftUI home-screen widget, so the app is present on the phone without being opened.

Scope note

Counter AI is a multi-contributor product. The web acquisition funnel and the marketing attribution stack were built by teammates; I am describing the mobile app and its server-side pipeline.

Links