Blue Apron – Case Study: “How can I make the users buy the product?”


written by Max Masure on August 25, 2014

“How can I make the users buy the product?”

Blue Apron (recipes delivery service) seem to have a lot of visits to their website but struggle with a low conversion rate. I wondered how some new users would think and act in front of their homepage and all along the payment process. That’s why I conducted a few users interviews: they reveal that visitors might like the service (and actually need it) but they don’t really understand what Blue Apron is, which is a very bad point if you want to sell something (people won’t buy a service or product if they feel stupid looking at it).

Let’s have a look at how they could make some very slight changes on the homepage and payment process in order to increase their conversion rate.

A current checkout flow that forgets to explain the service

Blue Apron - Case Study UX - Current checkout flow

Blue Apron – Case Study UX – Current checkout flow

Blue Apron - Case Study UX - Current checkout flow

Blue Apron – Case Study UX – Current checkout flow

Research of proto-personas before recruiting real testing users

Blue Apron - Case Study UX - Proto-persona

Blue Apron – Case Study UX – Proto-persona

Blue Apron - Case Study UX - Proto-persona

Blue Apron – Case Study UX – Proto-persona

Preparation of scenarios to guide testing users during interviews

Blue Apron - Case Study UX - Scenarios

Blue Apron – Case Study UX – Scenarios

Blue Apron - Case Study UX - Scenarios

Blue Apron – Case Study UX – Scenarios

Interviews feedback: disappointed and lost users

Blue Apron - Case Study UX - Users quotes about Homepage

Blue Apron – Case Study UX – Users quotes about Homepage

Blue Apron - Case Study UX - Major issues about Homepage

Blue Apron – Case Study UX – Major issues about Homepage

Blue Apron - Case Study UX - Users quotes about Sign up

Blue Apron – Case Study UX – Users quotes about Sign up

Blue Apron - Case Study UX - Major issues about Sign up

Blue Apron – Case Study UX – Major issues about Sign up

Blue Apron - Case Study UX - Users quotes about Order (Set up plan)

Blue Apron – Case Study UX – Users quotes about Order (Set up plan)

Blue Apron - Case Study UX - Users quotes about Order (Set up plan)

Blue Apron – Case Study UX – Users quotes about Order (Set up plan)

Blue Apron - Case Study UX - Major issues about Order (Set up plan)

Blue Apron – Case Study UX – Major issues about Order (Set up plan)

Improvement: a new flow that reassures the user

Blue Apron - Case Study UX - Suggested checkout flow

Blue Apron – Case Study UX – Suggested checkout flow

A new homepage with incentives to start a plan

Blue Apron - Case Study UX - Improvement - Homepage

Blue Apron – Case Study UX – Improvement – Homepage

A new delivery page that finishes to convince the user to buy

Blue Apron - Case Study UX - Improvement - Delivery window

Blue Apron – Case Study UX – Improvement – Delivery window

A new account information page with a smoother flow

Blue Apron - Case Study UX - Improvement - Account information

Blue Apron – Case Study UX – Improvement – Account information

A new payment page that creates excitement

Blue Apron - Case Study UX - Improvement - Payment information

Blue Apron – Case Study UX – Improvement – Payment information

Bazinga! No more questions, just take my money!

The improved homepage explains the service in a better way and shows an honest price (no dark pattern anymore with the $9.99). The huge improvement is the set up plan that starts directly from the homepage: the user learns about the product details (3 recipes delivered each week) while setting up his plan.

The new checkout process creates no more questions in the user’s mind. It directs the user to the payment, step by step, while adding some fun with the micro-copy.


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