For many Blue Apron customers, mobile web was the primary way to interact with the product. When new menus were released, these users found it frustrating to log in and manage upcoming deliveries, and there was little opportunity to engage with the brand beyond ordering.
We partnered with the Blue Apron team to design their first iOS app—bringing the subscription, recipes, and community together in one place. Drawing on our experience designing apps for subscription services, we designed an intuitive navigation for this week’s recipes and next week’s upcoming menus, making subscription management effortless. Users could save favorite recipes to their personal recipe box, eliminating the need to keep physical cards, and enjoy step-by-step cooking guidance enhanced by high-quality food imagery and helpful videos.
To make the experience more engaging, we tapped into a behavior we uncovered in research: users loved taking photos of their finished meals. We integrated the phone’s native camera so they could select the recipe they cooked, then personalize their photos with custom stickers, animated steam, and Instagram-style filters before sharing.
The design balanced visual appeal and brand consistency, using a clean white background with deep navy accents to showcase vibrant food photography. Order tracking, recipe saving, and shareable cooking moments created a richer, more connected user experience—one that Apple recognized, naming the app one of the top 25 of the year.
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