Blue Apron

Goal
Increase Blue Apron subscriptions

Challenges
1. Users are wary of the cost and quality of Blue Apron meals
2. Users must provide payment details prior to seeing a menu or choosing meals

Solutions
Strategically emphasize 3 primary UVPs: Convenience of meal delivery, quality of ingredients, and caliber of meal flavors. To combat the confusing purchase flow, we created a highly specific How It Works block detailing the process to follow.