As the leading home delivery service, Blue Apron needs to differentiate itself from its competition to stay on top.
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. Each month, the featured region changes and the customer gets access to immersive content and contact with a local cook.
UX, UI Design, Interaction Design, Front-end Development
I designed the website and the Abroad app extension to make the ordering and cooking process seamless and engaging. The app became the home for all the immersive content for each region, where users can watch tutorials, interact with a local guide, and get in-depth information about the recipes. I also worked on the Instagram campaign and magnet feature.
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.
Blue Apron Abroad will keep people engaged from initial contact to ordering a box and 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.