Role
Art Director
Contribution
Art Direction
UI Design
Design Systems
User Research & Testing
Users
General Public
Chipotle Fans
Client
Chipotle Mexican Grill, Inc.
The Challenge
Chipotle was an early leader in the digital space, and their web, mobile, and watch apps set the standard for fast-casual restaurants. They recognized the value of mobile-centric ordering and saw an opportunity to create an unparalleled guest experience. In an effort to drive more revenue through mobile channels, they wanted to partner with a creative agency that would redesign and deploy their mobile app with a fresh look and new features.
Solution
Along with the Chipotle team, we reimagined the entire mobile customer experience, focusing on “better serving the mobile customer.” We conducted comprehensive user research, including the in-restaurant experience, to define personas, the mobile customer experience journey, and the development of a robust product backlog with touchpoints across channels. We then expanded our effort from mobile and conducted a comprehensive redesign and relaunch of the responsive Chipotle.com website.
Impact
The redesigned and rebuilt iOS and Android apps launched in November 2017 and they were promptly featured in the media as well as the Apple App Store. After release, Chipotle saw mobile traffic quadruple and mobile orders increase by 50%. Chipotle customers response has been consistently positive with the newest mobile app reaching an average of 4.5 stars in the Apple App store – a more than 2 full star jump from the prior version.
Montra: Food first
Chipotle wanted the redesign to focus heavily on food first, and their brand or marketing be secondary. They wanted their users to focus on what brought them to the app in the first place; to order food. They are proud of the fresh and local ingredients they use; therefore, we teamed up with Chipotle's agency of record to do professional food photography. We made ordering food be the main task, making sure the flow to order is as easy and user-friendly as possible.
Component Library
We used Brad Frost's Atomic Design methodology to create and utilize an extensive, sharable component library in our co-design environment. The component library helped us increase the pace of creation, design consistency, and coordination among the remote team members. It gave everyone access to the same assets, reduced confusion around UX solutions, and helped us bring logic and structure to our screens as we expanded our design team, staffing members from DC, LA, and Denver.
Tech stack
- Sketch
- Abstract
- Photoshop
- InVision
We also used the Abstract app as our co-design environment to ensure everyone can access a master file and contribute to the overall features, user flows, and screens in an agile way. Inspect feature in Abstract was not released yet, so we used InVision for developer handoff and client demo. The team later switched to Adobe XD.
Contact me
Email: zmohtadi@gmail.com
Linked In: in/zmohtadi
Dribbble: dribbble.com/zmohtadi
© Zeinab Mohtadi 2022
Graphic designer