Case Study: American Restaurant
Mexican Food Chain
Taqueria Jalisco
Role: Product Designer
Taqueria Jalisco is an American Restaurant - Mexican Food Chain. Taqueria Jalisco was founded by Mr. Flores, an entrepreneur who first opened Danny’s Drive In in 1988.
Flores watched long lines of customers at a Mexican restaurant located across the street, which became famous among residents for its tasty tacos.
Flores attempted to reverse-engineer the recipe, and eventually the owners allowed him to see how the tacos were made. He took what he had learned and opened an American Restaurant Mexican Food Chain in 1995.
THE PROBLEM
The client wanted to find a solution to improve the quality for an affective customer experience to maximize profits using modern day technology.
We know that time is of the essence, and our backend system uses emerging restaurant POS technology to provide information tailored to the restaurant so they can cater more to toward their customer needs.
THE OBJECTIVE
Research, strategize, and design a newly developed Mobile Web Application solely dedicated to the restaurant to achieve their goals.
Offer customers a highly valuable tool with a modern look and feel and intuitive navigation that makes self-service easy to find, use and understand.
Lacked understanding in customer wants, needs, and expectations.
• Current frustrations and pain points?
• What did they really want?
• What did they really need?
Dived into an intensive 2-week
research sprint.
• User interviews
• Investigate forums, reviews, and Social Media groups
• Map out a competitor and SWOT analysis
• Create Persona
• Create Journey Map
Random interview/survey questions that we asked.
(not matched in any order)
Data Analysis
• Our research process included both quantitative
data, through surveys, and qualitative data,
through interviews.
• We received a lot of responses from our surveys
and found that roughly 85% of respondents
preferred to use their mobile phones to place
orders. Additionally, another roughly 70% were
unsatisfied with wait times.
Persona
User Journey
Overwhelmed with insights,
I needed to start prioritizing
to form a strategy.
• Understand key pain points, wants and
needs
• Classify all insights gathered
• Present my synthesis to stakeholders
Jumped into secondary research to form our product strategy and experience.
• Created affinity maps
• Prioritized customer pain points, wants and needs
• Presented the insights to stakeholders
We were on a very tight deadline and developers needed to start building soon.
• Should we design mobile first?
• Do we need wireframes?
• What was our visual design language?
• Do we need an inspirational moodboard?
Once the burning questions were answered, I commenced the design right away.
• Move forward with a Mobile Application
approach for both Android & IOS
• Provide an inspirational moodboard,
user flows, wireframes, and high fidelity
mockups
• Focus on payment options during checkout
Inspirational
Moodboard
Userflow
Wireframes
Wireframes
High Fidelity Mockups
High Fidelity Mockups
High Fidelity Mockups
High Fidelity Mockups
High Fidelity Mockups
High Fidelity Mockups
• For usability testing I used Lookback.io and in-person observation.
• Through Lookback.io I observed how long it took users to find the
“add” items to their shopping cart feature.
• It took users only a few seconds to locate their refill items and add it
to their “Shopping Cart” page. From in-person observation I
observed the overall flow and usability of the app.
• I found that the users liked the ease of switching from one page
to another using navigation arrow at the top of the screen. It made
the flow from page to page seamless.
We successfully launched months later and celebrated
with the entire team!
• The number of visitors for pick-up orders increased by 70%
• Customers are more than happy to see daily specials and menu by using
the app.
• No more waiting in line to order food.
• Reserved parking available for placing pick-up order through app.
• Business for the fiscal year tripled after launching Mobile app.
View the interactive prototype here: