Project Overview:

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This project aimed to elevate the user experience (UX) and enhance the overall performance of the Blue Apron meal delivery service website. Acting as the sole UX Designer/Researcher, I undertook this initiative from May 2023 to August 2023, as part of a university project.

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The Problem:

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While the Blue Apron website possessed strengths, it exhibited deficiencies in critical areas such as accessibility, mobile responsiveness, and page loading speed. Additionally, issues like intricate navigation and disjointed user flows impeded overall user experience and engagement. The challenge was to rectify these shortcomings while incorporating principles such as the Aesthetic-Usability Effect, Goal-Gradient Effect, and Hick’s Law to amplify user engagement and satisfaction.

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Research Phase:

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A comprehensive analysis of the Blue Apron website was conducted to pinpoint areas for enhancement. Through site mapping and usability testing, I identified pain points and opportunities. Style guides were developed to ensure visual consistency and alignment with Blue Apron’s brand identity. Wireframing enabled me to streamline the user journey and optimize key touchpoints for improved UX, integrating principles such as Millers Law to simplify decision-making processes.

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Design Phase:

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The redesigned website featured a sleek and intuitive interface, incorporating enhanced interactive elements strategically positioned to leverage the Goal-Gradient Effect and bolster user engagement. Meticulous attention was devoted to responsive design principles, guaranteeing seamless experiences across all devices. Through strategic layout adjustments and visual enhancements, we aimed to create a more aesthetically pleasing and engaging browsing experience, harnessing the Aesthetic-Usability Effect to augment user satisfaction.

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Testing and Iteration:

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User feedback played a pivotal role in refining our design approach. I conducted usability testing sessions to gather insights and validate design decisions. Iterative improvements were made based on user feedback, with a focus on enhancing accessibility, optimizing responsiveness, and streamlining navigation pathways to capitalize on the Goal-Gradient Effect and stimulate user motivation.

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Final Solution & Outcome:

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The revamped website now delivers a significantly improved user experience, characterized by enhanced accessibility, faster checkout, and a simplified landing page. By addressing issues such as intricate navigation and sluggish loading times, while integrating principles such as the Aesthetic-Usability Effect, Goal-Gradient Effect, and Hick’s Law, I have elevated the overall performance of the Blue Apron website, reaffirming its stature as a leader in the meal delivery industry.

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Conclusion:

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Through meticulous research, thoughtful design, and iterative testing, I successfully achieved the objective of enhancing the user experience and improving the performance of the Blue Apron website. This project underscores the significance of integrating psychological principles such as the Aesthetic-Usability Effect, Goal-Gradient Effect, and Hick’s Law in crafting impactful digital experiences for premier brands in the meal delivery space.

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