Project Overview
Project
UX review of an earlier version of the online ordering tool for Torchy’s Tacos
Scope
Review the online ordering tool for friction points and triggers
Project Brief
This project is a UX review.
Torchy’s Tacos is a taco restaurant (surprise!) with an online ordering tool.
Problem
The earlier version of the online ordering tool was unintuitive, clunky and filled with friction points. I reviewed the tool for
- friction points and triggers
- broken or non-working UX and UI
- any other useful input to improve the tool
Process
I started with the beginning of the ordering process and worked my way through each step to checkout.
Along the way, I noted barriers and frustrations (friction points) and points where the tool was simple and intuitive (triggers).
My Role
I reviewed the functionality and flow of the online ordering tool, moving page by page through the ordering process and concentrating on friction points, triggers, and UX/UI.
Tools
Torchy’s online ordering tool, Sketch, Google Slides
Files
Overall Review
Keep
- Clear descriptions of food choices
- Ease of choosing menu items
- Mostly easy custom options
- Group order option and URL to share with group members
- Order ahead option
- Easy payment options
- Simple, straightforward, accessible checkout
Change
- Location feature does not allow zip code input or search
- No description of some upgrade options
- A few unclear customizing outcomes
- Inconvenient list of add-ons
- No indication of how to order multiples until the review screen – after the user is finished ordering
Location
Friction Point
The first choice in the ordering tool is which location to place your order with.
When I opened the location function, the map didn’t display a location near me, but I know there is one. What? Has my location closed?
But I persisted. I typed in my ZIP code and the tool produced my Tulsa location.
Ordering
Trigger
Grouping menu items into intuitive categories meets usability needs and including descriptions that help me find what I want meets proficiency needs.
Trigger
Choosing a tortilla or sauce option is simple and intuitive (I’m not a fan of long scrolling menus, but these are manageable).
Friction Point
I’m ordering on an app, so chances are, I’ll have a delay between when it’s ready and when I eat it.
I don’t want sauce on my taco until I’m ready to eat it, but the menu gives no indication or choice for ordering the sauce on the side. Hint: It’s always on the side, but users don’t know that until they’re experienced users.
Friction Points
Trashy? What’s trashy? If I choose a trashy taco, I don’t know what I’m ordering and if I change my mind, I have extra clicks.
Maybe I don’t want chorizo today (just kidding – I always want chorizo), but if I change my mind, clicking back goes to the main menu, not to the breakfast menu: extra clicks.
Friction Points
Choices! We love choices, but wow, that’s a lot of scrolling. At least alphabetize the list, so we can scroll faster.
Plus, I can add a lot of stuff to my taco, but I can’t add an extra taco? If I want two or more of the same, I have to enter them separately.
Trigger
A single order or a group order? Now, that’s a thoughtful feature. Ordering for your team? No problem!
Friction Point
But wait! Here I am at the end of ordering and what do I find? I can add multiples at the end? Whose idea was that?
Triggers
The essential elements on this crucial page are easy and intuitive.
Payment options – online or at the store – are a convenient option.
The process requires scrolling, but that allows for larger fields and increases accessibility.
Checkout is easy and straightforward.
I know. Now you want to order tacos. If there’s a Torchy’s near you, go ahead. The new ordering tool is much improved and the tacos are fabulous! (Not a paid endorsement)