Torchy’s Tacos UX Review

Project Brief

This is a UX review case study.

Torchy’s Tacos is a taco restaurant (surprise!) with an online ordering tool.

But the tool was 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

The Problem

The earlier version of the online ordering tool was unintuitive and clunky.

My Role

I reviewed all aspects of the tool, concentrating on friction points and UX/UI.

Tools

Torchy’s online ordering tool, Sketch, Google Slides

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 my location. 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. 

Thank You