TACO BELL

Redesigning Taco Bell’s Checkout Flow

While at DeutschLA, Taco Bell reached out asking for help with their checkout flow. They noticed a 20-30% drop off of user’s once they reached checkout and mentioned they wanted to improve their overall branding to be more ADA compliant. I was tasked with redesigning the checkout screens/flow to solve this problem.
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Skills Used

UX Design
UX Research
Visual Design
THE PROBLEM

20-30% drop off of user’s once they reached checkout

Taco Bell noticed a 20-30% drop off of user’s once they reached checkout and mentioned they wanted to improve their overall branding to be more ADA compliant.

Constraints

Dev mentioned they were understaffed and working on moving the site from one platform to another, aka don’t make any complicated changes. On top of that we were only given two weeks to redesign the checkout floor.
iPhone mockupiPhone mockup

User Research

The Test Kitchen

To find out what users think about the current flow, we hit up the Test Kitchen, Taco Bell’s user testing group. Here’s a few excerpts from what they’ve said.

Competitor Audit

Before jumping into creating new flows, it was important to take a look at some of Taco Bell’s competitors. The interesting thing about GrubHub, Uber Eats, and Doordash are that they all deliver Taco Bell.

LOCATION MODULE

Prompt location sooner and break up the flow.

It was inconvenient for users to get to checkout, select a location, and notice that their total has changed. Checkout requires getting a lot of information from customers, it made sense take the customer through baby steps, compared to how it currently lays out all of the information on one page.
Dashboard mockup
THE SOLUTION

A three-prong approach

Location module

It was inconvenient for users to get to checkout, select a location, and notice that their total has changed. By prompting location sooner, it takes that shock off of the user.

Breaking up the checkout flow

Checkout requires getting a lot of information from customers, it made sense take the customer through baby steps, compared to how it currently lays out all of the information on one page.

Updating the design system

Taco Bell is using different branding for all of its products within its ecosystem. That’s just not a smart thing to do. While working on the checkout, we started to create a ‘design system lite’ that would be applied to this flow but has plenty of potential to grow into the rest of the ecosystem.
iPhone mockup
iPhone mockupiPhone mockup
Dashboard mockup

Check out the improved mobile web checkout flow.

REFLECTION

If I could do whatever I wanted...

If I were able to go back and spend more time with this project, I would love to have incorporated more micro interactions. Taco Bell has a lot of personality and I’d love to show that off in the app.
Portrait

Goodbyes are sad :(

Keep in Touch.
Send me a message at: hello@meoshajupiter.com