Redesigning a QSR juggernaut's mobile app.
Redesign, refine and reimagine the mobile app ordering experience. While Taco Bell was among the first QSR brands to launch a mobile app way back in late 2014. Since then... it hasn't really kept up with the times: à la crazy gradients, hard to identify iconography and a mid-2010s type stack that makes you scratch your head. They may have fervent loyalists but their app needed some love and a robust team of BASIC/DEPT® designers, embedded with Taco Bell, and took over nearly every aspect of the app's redesign. I was apart of the "Discover Pod" which encapsulated all of the shop-centric pages like the Home Screen, Category Listing Screen, Category Landing Page and all the Product Detail Pages.
"Just want take a second to recognize Jordan and all the time and effort he's put in. You're an integral part of this team. I've seen Jordan take loose requests and fuzzy concepts from our very indecisive team and turn them into innovative solutions, that not only work from a design perspective but also a business perspective. So thank you, Jordan. You're leaving on such a high-note and with the utmost respect from us at Taco Bell."
Kyle Z.
Creative Director @ Taco Bell
The final product implemented a long-needed revision to the brand, added and improved favoriting and search functionality. We focused heavily on quick-add (to cart) functionality, reduction in visual stimulus and a clearer method of customizing your order—all of which resulted in a 36 second reduction in time-to-order. Designs were componentized, a formal design system was spun up and soon all BASIC and Taco Bell designers were speaking the same language. I was responsible for UX, visual design, prototyping and communication with the development team.
