Increasing conversion by delivering the goods for Taco Bell
Role: Sr. UX/UI Designer
E-Commerce
UX Design
UI Design
Native App Design
Total Transactions
Average Order Value
Cart Abandonment
Objective
Bring delivery to the Taco Bell app while at the same time revising the design to be cleaner, more on-brand, and engaging.
Initially tasked with bring Delivery as a Service (DaaS) to the existing Taco Bell app, I took the opportunity to conceive of an entirely new app experience. It was necessary in order to make the addition feel holistic and seamless.
User 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
Over 65 different flows were created.
DaaS Integration
It was requested that we facilitate Delivery and Pickup without disrupting the core of the app - meaning Menu and Product pages. But to make it feel consistent we had to layer the DaaS functionality into core pages without disrupting them. We were, however, able to update colors for a more modern feel to the app and to be consistent with the rest of the commerce funnel, which would constitute the other 85% of the app.
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.
Checkout
Great care was taken to simplify and clarify the act of checking out. The process was designed to be easily doable (even if you were stoned) and was stepped out into a 4 step process; Bag, Logistics, Payment, Confirmation.
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.
Telecommunications - Eats Taco Bell often
Environmental Consultant - Never used the TB app but loves the breakfast burritos
EBay Seller - Gets Crunchwrap Supreme every two weeks and orders delivery for her dad
Undergrad, Bible major. Big Taco Bell fan. Downloaded the app once.
Undergrad studying Phys. Ed. Walks 10 minutes to Taco Bell
Undergrad studying criminology. Orders TB on DoorDash or UberEats
IT tech for a university & side gigs. Has the TB app and gets the online exclusive $5 box
Grad student studying biostatistics - Ordered the $5 box on the app once but more of a drive-thru person
Nurse, mother, and veteran. Frequent TB customer. users the TB app to order drive-thru and DoorDash for delivery
Sales Associate at Foot Locker. Uses TB app for the rewards. Frequent pickup/delivery switcher
Prototyping
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.
Ranked #2 QSR app in the nation
“This app has also come an incredibly long way—it was borderline unusable about two years ago.”
Users loved it too
We achieved the following:
Total Transacitons
up 148%
Average Checkout Value
up 78%
Cart Abandonment
down 15%
Engagement
up 7%
