For this conceptual project, I specifically focused on the customer-facing interactions of Airbnb.
The host onboarding process would require a small expansion detailing kitchen accommodations.
I've assumed Blue Apron is willing to expand their business and create a funnel for new potential subscribers. There are many creative opportunities for Blue Apron to tailor specific programs and packages for Airbnb as we will later discover.
I surveyed over 20 people via Google Forms about their behavior and preferences surrounding Airbnb and familiarity with meal kit companies. Three in-depth personal interviews were a critical part of understanding people's true habits around traveling and cooking.
By carefully analyzing survey data and user behavior, I found you can ultimately segment the Airbnb user base into 3 categories:
These flows detail the two key interactions of the project. My main goal was to preserve the feeling of both brands' established interaction patterns and expected behaviors.
Selecting Meals
This further details the "Select Meals" section of the above flow and is adapted from the existing Blue Apron mobile flow. Users browse and add recipes to a basket, then confirm and add the order to their Airbnb total.
Screen Flow
This diagram illustrates the user's journey through the previous two flows from listing page through checkout.
The design expands on Airbnb's existing badge system, which designates ratings and amenities. I created a custom Blue Apron branded badge, providing seamless brand integration.
A listing will display Blue Apron verification if it meets the following criteria:
I built an animated prototype of the entire add meals flow for mobile, testing three Airbnb users. I looked for open-ended feedback centering around my two main concerns:
User testing confirmed these questions and helped uncover different perspectives on solutions I had arrived at.
Try prototype
CTA Hierarchy
Testing revealed that my initial placement of the "Add Meals" CTA was confusing. The fact that both buttons were of matching size and location consistently confused users.
Without the benefit of a large marketing campaign or promotion, I was concerned the new feature would be easy to miss. Simply burying the "Add Meals" CTA on Airbnb's final review/checkout page wouldn't work either, as it would create friction when searching up front for Blue Apron eligible properties.
I chose to reduce the size and location of the CTA to the Blue Apron badge section, clearly indicating to users that these were two different actions.
Button Color
Another interesting insight came from the Blue Apron basket page, where users found the transition back to the Airbnb confirmation jarring.
At this point in an Airbnb flow, users have already entered their dates and selected a property, and the next logical step is check out.
Arguably, the strongest solution is returning to the listing page with a new total and leaving users to follow the "Reserve" CTA to finish checkout.
I found another interesting solution by simply changing the CTA color on the Blue Apron basket page. This signals to users that they are continuing to the final stage of the familiar Airbnb flow, saving a few additional steps.
This was a great exercise of handling established brands and interaction patterns. Although the feature ultimately lived inside Airbnb, all of my choices were guided by preserving the integrity, appeal, and strength of both brands.
Idea Scrap Pile
User feedback and interviews confirmed excitement over this idea and generated a lot of additional ideas for future product features and expansion.
