Blue Apron

Blue Apron is the country’s premiere meal kit service with an a-la-carte menu.

Discover chef-designed meal kits & ready-to-eat meals delivered to your doorstep, with no subscription required.

MY ROLEAfter Wonder acquired Blue Apron in 2024, I was the design lead for bringing Blue Apron onto the Wonder app.
TIMELINE2024 – 2025
WEBSITEblueapron.com
Blue Apron a la carte screen 1
Blue Apron a la carte screen 2
Blue Apron a la carte screen 3
Blue Apron a la carte screen 4

During my time at Blue Apron, I helped to launch their a-la-carte menu with 100+ different menu items.

I created 3 different versions of the PDPs to highlight the preparation of each menu type.

Meal Kits
Blue Apron Meal Kits PDP
Prepared & Ready Meals
Blue Apron Prepared & Ready Meals PDP
Add-On’s
Blue Apron Add-On's PDP

The funnel from a-la-carte to subscription

Based on user testing data, we knew that highlighting price savings would be the most important conversion and retention tactic. We focused on the value of the subscription throughout the entire user journey.

Blue Apron meals

Blue Apron has delivered over 600 million meals, and helped millions of people discover the joy of cooking.

Additional work available upon request.

Joleen Hsu

joleen hsu