Delivering the Goods
Taco Bell
SECTOR: QSR
OBJECTIVE: Bring delivery to the Taco Bell app while at the same time revising the design to be cleaner, more on-brand, and engaging.
OUTCOME: Total Transactions +189%, Average Checkout Order +75%, Cart Abandonment -15%, Engagement +7%, App ranked #2 QSR app in the nation.
MY ROLE: Concept and Design, Sr. team UX/UI designer
Initially tasked with bring Delivery as a Service (Daas) to the existing Taco Bell app, I took the opportunity to conceive of and help sell through an entirely new app experience. It was necessary to design the Taco Bell app as a holistic experience rather than attempting to tack on a delivery methodology.
This resulted in the opportunity to not only redesign the Taco Bell app, but re-conceive how they approach e-commerce in general.
User Journeys & Flows
–
Accommodating New and returning users, with and without Geo Location, as well as both Pickup and Delivery required great attention to the extensive user flows. In addition to a comprehensive user flow, isolated flows were created detailing everything from core launch, to switching methods, to checkout.
Over 65 different flows were created.
The core ordering experience was maintained but refreshed. A persistent Pickup/Delivery toggle was created to fit on parent screens to allow for easy reference and usability.
Drawers
–
Tabbed drawers made easy work of selecting or inputting locations. The app was designed to be smart, knowing what you did previously and defaulting to that as users tend to be creatures of habit.
Delivery Checkout
–
Great care was taken to simplify and clarify the act of checking out. The process was designed to be easily doable while stoned and was stepped out into a 4 step process; Bag, Logistics, Payment, Confirmation.
Pickup Checkout
–
Certain technical considerations had to be made for pickup checkout to tie into Taco Bell’s current ordering process while still fitting into the process of the app. We seamlessly integrated the existing method into our new method making checkout a breeze.
Illustrations
–
Illustrations and icons - some existing only as Easter Eggs - were created to keep the experience delightful.
Prototyping & User Testing
–
We conducted 2 days of user testing over zoom, allowing day 1 feedback to inform design iterations to day 2’s testing. Subjects ranged in age and background but all were QSR app users.
To our surprise, younger users dashed through the app in under one minute.
Overall the response to the app was strong and provided us with extensive feedback on what to change and validation on what to keep.
