Taco Bell is unique as far as fast food goes. There are palpable emotions among customers—whether it's a once-in-a-while guilty pleasure or an always-there-for-me standby. The website, and corresponding online ordering service, had to serve those base needs of both user groups. However, through in-depth user testing, we unearthed a more salient value proposition: customization. Through turning up the heat on this throughout the experience, we were able to generate and average online order value 2x what it is in-store.
I worked with the design team at Deutsch to match the experience to the user needs. We used a highly visual, tactile interface to increase the effect of users' craving, allowing them to eat with their eyes. Quite literally, users experienced the sensational reward of the food in their minds (no doubt releasing all sorts of endorphins) as they excitedly browsed the menu, customized, and ordered.