Empathy through happy tummies. A brand extension for Blue Apron that provides access to authentic recipes, ingredients, and utensils to truly eat like a local and uses storytelling to connect people to other cultures.
Role: UX, UI Design, Interaction Design, Front-end Development
To give Blue Apron a unique voice we expanded its mission to include increasing diversity in our diets as a gateway to embracing other cultures. To encourage understanding, exposure is the first step. It’s a business opportunity that also addresses a cultural problem.
I designed the website and the Abroad app extension to make the ordering and cooking process seamless and engaging.
Each month, the featured region changes and the customer gets access to immersive content and contact with a local cook. We used Thailand as the region for the first month and cooked some delicious Thai recipes.
Blue Apron Abroad will keep people engaged from initial contact to making dinner with unique stories from around the world. The local cook provides a personal connection to the culture by guiding users through the recipes.