Blue Apron: UX design of digital meal-kit service.

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Redesign of customer acquisition journey & customer facing app for leading US mealkit service.

Brief

Redesign the customer acquisition flow to increase conversions.

Redesign the existing customer meal ordering app to increase ARPU & retention rates.

Approach

Work closely with digital product stakeholders to define design goals & approach. Create high fidelity wireframes of entire journey, then create interactive Figma prototypes to demo & review design solutions.

Outcome

Full UX design of journeys & spec delivered on schedule with multiple options. Video walkthrough demos created for senior leadership. Numerous UX enhancements put into an exprimentation backlog.

Acquisition journey UX

UX design of both mobile + desktop web customer acquisition journey for a meal-kit subscription service.. Included new concepts for the homepage + product pages to explain the benefits of the proposition to 4 key target segments, as well as the end-to-end sign up process.

Outcome: Full UX specification for every screen & interaction within the core flows + an interactive Figma prototype to demo the experience. Client requested further UX design on the customer app.

Existing customer app UX

UX design of all screens & interactions within the existing customer meal planning & ordering app. Included integration of several new features for browsing & filtering, new product categories, meal customisation options, psychological nudges & personalised rewards.

Outcome: End-to-end journey design & navigation system along with a number of animated demo videos showing key user journeys through the prototype.

Full journey UX design spec

All UX screens, states and key interactions delivered in a Figma design file. Advanced Figma prototypes for each journey with multiple scenarios, options & flows.

Outcome: All core designs delivered ahead of schedule due to pressure from shifting scope & timescales.

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