GEtting Started
in 2017 app awareness and ratings showed that Chipotle's once industry-leading mobile app was ready for an upgrade. So, we asked "How do we better serve the mobile customer?" and started looking for ways to meet the customer where they're at.
We talked with stakeholders, crew members, and most importantly customers. We surveyed, got in kitchens, sat with stakeholders, and tested our early hypotheses. By keeping these convos' going throughout our process we could design and build with confidence, because we were building a user centered experience that was aware of its limits and goals.
Sorting 2017 learnings into The 5Es
Food first.
To honor the brand and never get in between a customer and a burrito. We had to think food first. This principled direction helped find simple changes to drop friction from the experience. Things like picking a location should take a back seat of why you thought of Chipotle is the first place, the food. Let's stay hungry, build the perfect meal, and then get it delivered or picked up. You know, food first. It's not coincidence that ecommerce has followed this pattern... we (typically) don't decide shipping speed and then shop.
What we also learned is that customers order the same meal quite often. Based this this reorder was one of the main goals and took center-stage in the customer experience. Again, not the hows. The food, your food, and ready in 15-20 mins.
Aspirational Journey 2017
Lo-Fi = Speed.
We wanted the app to allow for food to be the star, but not at the expense of utility or ease of use. So we worked light to get an initial prototype out with users and stakeholders to see if things felt right. When we adhere to Principles like food-first, doors open to simple charters of design. In Chipotle's case the result became the app is the menu, the menu is the app. The digital equivalent to opening the door at a restaurant, walking in and immediately seeing the food and menu. Or, as a regular, seeing friendly face on the line that already has your order remembered and just needs you to say the word...
If you use the app today... Which you should. You may notice that our 2017 vision is still at the core of today's app experience.
Lo-Fi Prototype 2017
What we rolled up.
After MVP launch in 2017 the team was tasked with tackling delivery, Chipotle Rewards, Chipotle.com, and much more. Throughout, we never lost site of our principles and users. Chipotle's digital acceleration confirmed we listened and heard our customers. Which added more use and opportunity for continued improvement.
šÆ rolls...
2020 Creative Director
Lead team in redesigning the mobile app with the NEW Rewards Store and Foodprint for launch in 2021. Helped improve the crew's experience on the Digital Make Line.
2019 Creative Director
Oversaw design team and supported the launch of Chipotle Rewards and Chipotle.com/values.
2018 Creative & UXĀ Lead
Built upon the app's MVPĀ release and helped launch a redesigned Chipotle.com. Added Delivery as an option to Chipotle's digital ordering experiences.
2017 UX Lead
From the ground up rebuild of Chipotle's mobile app. Adding Native Payments, quick reorder, and simple customizations.
