Assembly Kitchen
How do we transform meal kits into social dining experiences?
Assembly Kitchen curates delightful virtual experiences through meal kits sourced from renowned restaurants. Our scope with Assembly included designing an MVP and providing direction for a new visual brand for both digital and print.
Brand Direction
Product Design
Content Strategy
Problem
People order meal kits for three reasons: to become better cooks, to cook great food, and to share that food with the people who matter to them. While plenty of meal kits that satisfy the first two needs, the third is trickier - especially now, while physical proximity is harder and harder to come by. How can we combine the social aspect of eating together with the pleasure of cooking - and learning a new skill - together?
Key Drivers
Assembly creates virtual events where users can cook, plate, and eat great food from high-end restaurants with their friends and colleagues, wherever they might be. By transforming meal kits into a social experience through technology, Assembly brings people together.
Purchase Flow
Splitting a check at a brick-and-mortar restaurant is complicated. It’s only harder online, when guests are making purchases at different times in different places. We made a robust purchase system that handles every edge case.
Plans
A simple way of handling the complex task of setting a menu, inviting guests, coordinating a video call for those guests to cook together, and shipping meal kits off to users located all over the United States.
Social Clubs
Because eating with Assembly is a social experience, the app needs to help users remain connected between meals. We built an interface that lets users share pictures of their food, make new plans, and meet new people to share food with.
Modular Design System
Like all of our work, Assembly Kitchen was built with a modular design system that evolved and scaled with the product. All components fit alongside one another as part of a system that allows for flexibility — every edit in the design system automatically updates across every instance in the app.
