01
01
Taco Bell
Taco Bell
Client
Client
Taco Bell
Taco Bell
Type
Type
Product
Product
Year
Year
2023
2023
About
About
As part of an embedded team with Taco Bell, I collaborated closely with designers, product managers, researchers, and key stakeholders to tackle small and large product challenges under the "Orders Pod". Our focus was to optimize the entire ordering experience, from the user's bag to post-checkout. By working iteratively and cross-functionally, we helped redesign key features, streamline the checkout flow, run usability testing, and improve the overall experience, ensuring a seamless and intuitive mobile experience for 287,000 daily active Taco Bell users on the native app and 7.4 million monthly unique visitors on web.
As part of an embedded team with Taco Bell, I collaborated closely with designers, product managers, researchers, and key stakeholders to tackle small and large product challenges under the "Orders Pod". Our focus was to optimize the entire ordering experience, from the user's bag to post-checkout. By working iteratively and cross-functionally, we helped redesign key features, streamline the checkout flow, run usability testing, and improve the overall experience, ensuring a seamless and intuitive mobile experience for 287,000 daily active Taco Bell users on the native app and 7.4 million monthly unique visitors on web.
Project Objectives
Project Objectives
■ Optimize order throughput flow at scale for intuitive,
predictable CX
■ Position 1P delivery to be competitive with 3P delivery experience
For our product vision, we created these four experience principles that helped guide us through our design solutions:
Efficiency
Usability
Clarity & Context
Convertibility
■ Optimize order throughput flow at scale for intuitive,
predictable CX
■ Position 1P delivery to be competitive with 3P delivery experience
For our product vision, we created these four experience principles that helped guide us through our design solutions:
Efficiency
Usability
Clarity & Context
Convertibility
■ Optimize order throughput flow at scale for intuitive,
predictable CX
■ Position 1P delivery to be competitive with 3P delivery experience
For our product vision, we created these four experience principles that helped guide us through our design solutions:
Efficiency
Usability
Clarity & Context
Convertibility
Project Highlights
Project Highlights
With these goals in mind, we cut down the checkout flow from being a 6-input step process to a 2-input step process:
■ Increase in average shop-to-conversion (active carts)
■ Minimize average time to value (myBag to Order
Confirmation)
■ Minimized number of required points of input to place order
■ Minimize post-submit Cancellation rates
Ultimately to empower user confidence and increase conversion.
With these goals in mind, we cut down the checkout flow from being a 6-input step process to a 2-input step process:
■ Increase in average shop-to-conversion (active carts)
■ Minimize average time to value (myBag to Order
Confirmation)
■ Minimized number of required points of input to place order
■ Minimize post-submit Cancellation rates
Ultimately to empower user confidence and increase conversion.
Current State
Current State
■ Lacking visibility across the full checkout with no clear indication of what next steps might hold and not providing key information upfront
■ Adding additional steps creates greater degrees of separation – increasing avg time to value
■ Lacking visibility across the full checkout with no clear indication of what next steps might hold and not providing key information upfront
■ Adding additional steps creates greater degrees of separation – increasing avg time to value
■ Lacking visibility across the full checkout with no clear indication of what next steps might hold and not providing key information upfront
■ Adding additional steps creates greater degrees of separation – increasing avg time to value
Tested Variants
Tested Variants
The overall idea for testing these variants is to:
■ Assess the level of functionality when a user is placing an order
■ Understanding the users' ability to efficiently execute tasks during the ordering process
■ Gauge the users's general impressions and reactions of the current ordering experience
The overall idea for testing these variants is to:
■ Assess the level of functionality when a user is placing an order
■ Understanding the users' ability to efficiently execute tasks during the ordering process
■ Gauge the users's general impressions and reactions of the current ordering experience
The overall idea for testing these variants is to:
■ Assess the level of functionality when a user is placing an order
■ Understanding the users' ability to efficiently execute tasks during the ordering process
■ Gauge the users's general impressions and reactions of the current ordering experience
Process overview
Process overview
Product Audit
Product Audit
Product Audit
Content Mapping / IA
Content Mapping / IA
Content Mapping / IA
Wireframes
Wireframes
Wireframes
Credits
CD
Brian Aguilar
Design Lead
Sun Beom
Designer
Matt Langen
Strategy
Elissa Dailey
Credits
CD
Design Lead
Design Lead
Designer
Designer
Strategy
Strategy
Brian Aguilar
Sun Beom
Sun Beom
Matt Langen
Matt Langen
Elissa Dailey
Elissa Dailey
Credits
Design Lead
Designer
Strategy
Credits
Design Lead
Designer
Strategy
Sun Beom
Matt Langen
Elissa Dailey
Sun Beom
Matt Langen
Elissa Dailey
Credits
Credits
CD
CD
Brian Aguilar
Brian Aguilar
Design Lead
Sun Beom
Sun Beom
Designer
Matt Langen
Matt Langen
Strategy
Elissa Dailey
Elissa Dailey
