Tl;dr

I led the mobile app redesign as the sole UX writer which won a Webby People’s Voice Award for Best User Interface (2018). Digital sales surpassed half a billion dollars in 2018 and grew more than 100% in Q1 2019. Mobile app orders drove a 50% increase in orders and digital orders overall saw a 33% lift after release.

Opportunity 

Chipotle is a popular fast casual restaurant chain famous for their cheeky and irreverent brand. At peak hours, wait times would be long and in-store capacity could be maxed out. To increase revenue and shorten order times, Chipotle wanted to redesign their mobile app and overhaul their digital experience from order to pick up. The revamped mobile app needed to have more features and a fresh look and feel to be competitive with both the in-store experience and stand out as best in class against other fast casual restaurants. 

Solution 

The goal of this redesign was to make ordering and checkout as easy and fast as possible. User research showed that most customers ordered the same thing every time so the design focused on encouraging customers to log in for personalization and to enable 1-click reorders. 

• As the sole UX writer and content designer, I owned the strings end-to-end and was responsible for both the app content and GTM materials. 

• Maintaining brand voice in the copy was crucial to the stakeholders and project. I set up weekly copy reviews with the CMO and brand team to facilitate approvals. 

• I co-conducted user research, including in-restaurant experience, to define personas and define the customer experience journey. 

• I developed and operationalized a new process for string management by collaborating with engineers to adopt git protocols for string updates to accelerate content delivery and streamline approvals. 

Takeaway

The redesign won a Webby People’s Voice Award for Best User Interface in 2018. Digital sales surpassed half a billion dollars in 2018 and grew more than 100% in Q1 2019. Mobile app orders drove a 50% increase in orders and digital orders overall saw a 33% lift after release. Daily mobile users (DMU) also doubled since the release.